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Reading: Survey Ranks Nike Top Youth Brand But Young Consumers Want Less Labels And Logos
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B&T > Marketing > Survey Ranks Nike Top Youth Brand But Young Consumers Want Less Labels And Logos
Marketing

Survey Ranks Nike Top Youth Brand But Young Consumers Want Less Labels And Logos

Staff Writers
Published on: 15th December 2015 at 10:18 AM
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It appears traditional fashion brands aimed at teenage girls and young women are about to get their taste of disruption as consumers turn away from shouty brands and logos.

That’s the viewpoint of a new report by US investment bank Goldman Sachs who just surveyed 579 US college-aged students who regarded themselves as “fashionistas” with the results published on Businessinsider.com.

The survey found that younger consumers were eschewing traditional youth labels such as Abercrombie & Fitch and American Eagle. They were decreasingly loyal to any one brand and, heaven forbid, were increasingly more likely to spend their cash on tech devices than fashion.

Nike-Women-Apparel

However, there was one standout when it came to brand loyalty and that was Nike. The sportswear behemoth scored more than half the votes as respondents’ favourite athletic brand and was the second most popular footwear brand. “Nike is the most-loved brand by far,” a Goldman Sachs analyst wrote.

Famed yoga brand Lululemon came a distant second for athletic wear with 25 per cent of the vote.

Free-People-Catalog-March-2014-1

When it came to fashion brands, the bohemian youth brand Free People was the preferred choice and beat out budget brands such as Zara, Topshop and H&M.

135708_KateSpade-Update

Kate Spade was the hand  accessory of choice. The report suggesting that the range was seen as less shouty and less branded than traditional labels such as YSL or Louis Vuitton.

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TAGGED: ADMA Global Forum, Advertising Standards Bureau, Fashion
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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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