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The Critical Word Branded

The Critical Word Branded

For those of you out there who think brand and fashion have broken up and don’t even go to the same parties anymore, think again. Brand continues to pull at the heartstrings of consumers after the economic free-fall of 2008, when only 8% of consumers said they cared all that much about brands. Well, this couple is back on after their break, and nearly a third of consumers say brands are an important factor in their purchase decision – more than tripling in importance in the last four years. This fashion trend has been confirmed by recently reported retail sales. High-end retailers, i.e., those selling brands, have done significantly better than retailers selling predominantly on price. Ralph Lauren, J. Crew, and Chanel showed up on this year’s list. So, what was it exactly that put the spark back in this union? A little something called meaning, which is a big factor in how people decide what something is worth to them. In fact, the change in the economy was what drove up the importance of true brands – brands that actually stand for something in the minds and hearts of consumers. To read more about this study, and what brands made it to the top, we invite you to read Marketing Daily’s “In Fashion, Brands Intensify Their Comeback” and get the back-story on what brands made the all right moves in this successful consumer romance. Click here for more on our Fashion Brand Index study and to see how real brands ranked. By the way, it’s not only consumers who feel this way. Professionals too. Legendary designer Giorgio Armani also noted, “The difference between fashion and apparel is brand.”


Brand Keys, Inc. Partner of
Brand Lounge in the Middle East


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