Teen Vogue and Goldman Sachs Introduce 2013 Brand Affinity Index Research
NEW YORK, Sept. 25, 2013
NEW YORK, Sept.25, 2013 /PRNewswire/ -- In order to understand which brands
are making the biggest impact with millennials today, Teen Vogue—the leading
monitor of millennial fashion and beauty enthusiasts in America—has partnered
with Goldman Sachs' Apparel and Accessories Global Investment Research Group
to create the 2013 Teen Vogue/Goldman Sachs Brand Affinity Index.
Nicknamed the "Love List," this landmark piece of research ranks 363
millennial fashion, retail, and beauty brands from a three-pronged
perspective, incorporating teens' awareness of the brand, favorability for the
brand, and word-of-mouth around the brand.
The Composite Index Score is comprised of equally weighted percentages across
three questions fielded to the respondent base:
oAwareness: "Are you familiar with this brand?"
oFavorability: "Do you/would you feel great wearing this brand?"
oWord of mouth: "Is this a brand you like to talk about with others (either
in person, by phone, or through social media?)"
THE TOP 20 BRANDS
In an effort to differentiate between millennial brands currently embraced by
the establishment and rising brands considered by influential teens, the
survey was conducted among two distinct samples: A national sample of 1,914
females 13-29 reflects preferences among "mass" millennials; a Teen Vogue It
girl reader panel sample of 1,234 respondents reveals the brands that have
been adopted by fashion-savvy influentials.
The Top 20 "Love List" brands ranked by It Girls Composite Scores are:
1. Forever 21 11. Maybelline
2. Victoria's Secret 12. Eos
3. Victoria's Secret Pink 13. Neutrogena
4. Sephora 14. Chanel
5. H&M 15. Louis Vuitton
6. Converse 16. Essie
7. Target 17. Opi
8. Urban Outfitters 18. Macy's
9. M.A.C. 19. Nike
10. Bath & Body Works 20. Marc Jacobs
BRANDS TO WATCH
Influential millennials are bellwether consumers—they are first-to-market,
first-to-adopt, and first-to-share. Their behaviors build momentum for brands
to reach the next strata of shoppers. To identify "Brands Rising"—those that
have breakthrough potential with secondary adopters and ultimately a mass
audience—a sample was configured based on the following criteria:
Highest differential in awareness between Teen Vogue It girls and National
High Teen Vogue It girl favorability (+1 standard deviation above the mean)
High Teen Vogue It girl word of mouth (=1 standard deviation above the mean)
BRANDS RISING: THE TOP 20
1. Topshop 11. Steve Madden
2. Free People 12. Opi
3. Nasty Gal 13. Urban Decay
4. Eos 14. Burberry
5. Essie 15. Anthropologie
6. Zara 16. Moroccanoil
7. Kate Spade 17. M.A.C.
8. Marc Jacobs 18. Ulta
9. Sperry 19. Vera Wang
10. Michael Kors 20. Sephora
Bolded brands do not appear in the Top 50 Composite Score Index and merit
special attention as up-and-coming brands among millennials.
About Teen Vogue
Teen Vogue—a Condé Nast publication, a division of Advance Publications, which
operates in 25 countries—is the number one source of fashion and beauty news
for style-conscious teens and 20-somethings everywhere. In the United States,
Condé Nast publishes 18 consumer magazines, two trade publications, and 27
websites that garner international acclaim and unparalleled consumer
engagement. The Teen Vogue brand brings the sophistication and authority of
Vogue to a new generation of savvy young women who desire to be on the cutting
edge of fashion, beauty, and culture. Launched in February 2003, Teen Vogue
publishes ten issues a year and has a circulation of more than 1 million
About The Goldman Sachs Group, Inc.
The Goldman Sachs Group, Inc. is a leading global investment banking,
securities and investment management firm that provides a wide range of
financial services to a substantial and diversified client base that includes
corporations, financial institutions, governments and high-net-worth
individuals. Founded in 1869, the firm is headquartered in New York and
maintains offices in all major financial centers around the world.
To obtain a copy of the study with more detail on the top 20 brands by
specific categories of fashion, retail, beauty and luxury and/or to request an
interview, please contact Erin Kaplan (email@example.com),
SOURCE Teen Vogue
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