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Victoria’s Secret, Sephora and Nike rank as millennial consumers' favourite brands


By Tony Connelly | Sports Marketing Reporter

April 20, 2017 | 4 min read

Victoria’s Secret, Sephora and Nike are leading the way in winning the affections of young consumers, according to a new study analysing the popularity of brands.

The 2017 ‘Love List Brand Affinity Index’ compiled by Condé Nast US and Goldman Sachs examined millennial and gen z consumer preferences in the fashion, retail and beauty categories.

Nike ranked third in the list of most loved brands among millennial and gen z consumers

Nike ranked third in the list of most loved brands among millennial and gen z consumers

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.

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“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 Shoe Retail 4.4%

20 T.J.Maxx Handbag Retail 4.4%

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