The poll, of 2,345 US consumers between the ages of 13-39, found that Victoria’s Secret, Sephora and Nike were the top three most favoured brands.
Researchers found a key factor in the brands’ success was their digital presence. Overall one third of shopping was conducted online, 35% for women and 42% for men. Consumers cited efficiency, speed and convenience as the main factors in deciding their favourite site for shopping.
“The retail industry is in the middle of a seismic transformation, and if you want to be a next-gen company, you need to adopt a digital and mobile-first strategy,” said Condé Nast’s chief marketing officer Pamela Drucker Mann.
“These next generation consumers were born with their phones in their hands, they’re addicted to technology and expect a level of efficiency and immediacy in everything they do. Looking at what they’re doing is like a preview for all shoppers.”
Below is the top 20 list in from the study:
The Love List: 2017 Brand Affinity Index from Condé Nast in Partnership with Goldman Sachs
Question: What are your favorite brands? What is your favorite store or site to shop?
1 Victoria’s Secret Lingerie 56.6%
2 Sephora Beauty Retail 38.0%
3 Nike Athletic 29.7%
4 Coach Handbags 13.4%
5 Kate Spade Handbags 13.3%
6 Michael Kors Handbags 12.7%
7 Ulta Beauty Retail 12.7%
8 Lululemon Athletic 11.8%
9 DSW Shoe Retail 11.0%
10 Nordstrom Shoe Retail 10.0%
11 Macy’s Handbag Retail 9.3%
12 Under Armour Athletic 8.2%
13 Adidas Athletic 7.6%
14 MAC Beauty 7.4%
15 Steve Madden Shoes 6.4%
16 Urban Decay Beauty 5.9%
17 Target Athletic Retail 5.1%
18 Forever 21 Clothing Retail 4.7%
19 Zappos.com Shoe Retail 4.4%
20 T.J.Maxx Handbag Retail 4.4%