Poll Results Unveil the Biggest Brands in Fashion!

Women's Wear Daily Presents Its Biennial 'Fairchild 100,' Survey of Fashion's 
                    Most Recognizable Brand Names 
NEW YORK, Nov. 23 /PRNewswire/ -- WWD, the fashion bible, has been
monitoring consumer awareness of the most recognizable brands in fashion since
1993.  Well, the awaited 1999 results are in, and there are many unexpected
surprises! 
The sample for the study represents a cross section of women 18-64, with
household incomes of $35,000 or more, female teens 13-17 and upper income
households ($100,000 or more, if dual income, $70,000 or more if single
income).  The participants, 1,458 in total, were sent a questionnaire that
contained approximately 400 pre-listed brands of apparel and accessories
divided into 12 categories.  Respondents were questioned on: 


    -- Degree of family familiarity with brands
    -- Whether a brand is a favorite or not
    -- Whether the brand was purchased for the first time this year


The survey suggests a shift in favored categories; the data point to
heightened consumer interest in activewear brands over jeans' labels, with
Nike and Adidas capturing higher ranks than Levi's or Lee.  The overall
message, however, "big bucks talk" -- and a catchy slogan doesn't hurt either.
Here are the 100 most recognizable names in fashion (in order from the most
highly recognized brand name): 


     1.  TIMEX                         51.  BUGLE BOY
     2.  HANES                         52.  GUESS?
     3.  HANES HER WAY                 53.  CAPEZIO
     4.  NIKE                          54.  SWATCH
     5.  LIZ CLAIBORNE                 55.  FREDERICK'S
     6.  NO NONSENSE                   56.  OLGA
     7.  LONDON FOG                    57.  FOSTER GRANT
     8.  SEIKO                         58.  GUCCI
     9.  PLAYTEX                       59.  CHRISTIAN DIOR
    10.  VICTORIA'S SECRET             60.  OLD NAVY
    11.  REEBOK                        61.  WARNER'S
    12.  GAP                           62.  JORDACHE
    13.  FRUIT OF THE LOOM             63.  KATHIE LEE COLLECTION
    14.  CALVIN KLEIN                  64.  BURLINGTON SHEER HOSIERY
    15.  POLO RALPH LAUREN             65.  MONET
    16.  ADIDAS                        66.  LOONEY TUNES
    17.  BALI                          67.  COACH
    18.  NINE WEST                     68.  PIERRE CARDIN
    19.  TOMMY HILFIGER                69.  GITANO
    20.  JANTZEN                       70.  BILL BLASS
    21.  MAIDENFORM                    71.  GLORIA VANDERBILT
    22.  LEGALE                        72.  TIFFANY & CO.
    23.  LEVIS                         73.  B.U.M. EQUIPMENT
    24.  EDDIE BAUER                   74.  ARIZONA JEAN CO.
    25.  LAND'S END                    75.  GOLDTOE
    26.  JOCKEY                        76.  GIORGIO ARMANI
    27.  cK                            77.  PERRY ELLIS
    28.  SPEEDO                        78.  DKNY
    29.  ANNE KLEIN                    79.  JACLYN SMITH (SPORTSWEAR)
    30.  ROLEX                         80.  CHEROKEE
    31.  DANSKIN                       81.  OSCAR DE LA RENTA
    32.  VANITY FAIR                   82.  CARTIER
    33.  LEE                           83.  FILA
    34.  RAY-BAN                       84.  JUST MY SIZE
    35.  CHAMPION                      85.  IZOD
    36.  TOTES                         86.  OCEAN PACIFIC
    37.  L'EGGS                        87.  YVES SAINT LAURENT
    38.  WRANGLER                      88.  CHIC BY H.I.S
    39.  CHANEL                        89.  BANANA REPUBLIC
    40.  ESPRIT                        90.  FOSSIL
    41.  LA GEAR                       91.  ETIENNE AIGNER
    42.  CITIZEN                       92.  J. CREW
    43.  CASIO                         93.  RUSSEL
    44.  DISNEY                        94.  GIVENCHY
    45.  JONES NEW YORK                95.  JESSICA McCLINTOCK
    46.  SPALDING                      96.  UNIONBAY
    47.  WONDERBRA                     97.  DIANE by DIANE VON FURSTENBERG
    48.  CONVERSE ALL STAR             98.  RIDERS
    49.  CATALINA                      99.  OMEGA
    50.  SWISS ARMY                   100.  BRITTANIA



SOURCE  Women's Wear Daily 
-0-                             11/23/1999 
/CONTACT:  Jennifer Polansky or Stephanie Fishman, both of JP
Communications, 212-813-1700, for Women's Wear Daily / 
CO:  Women's Wear Daily
ST:  New York
IN:  PUB REA TEX ADV
SU: 
-0- Nov/23/1999   11:23
EOS   (PRN)    Nov/23/1999    11:23       85
â
-0- (PRN) Nov/23/1999   11:38
 
 
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