How can creative disruption shape the future?

View Schedule

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

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

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.

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 Shoe Retail 4.4%

20 T.J.Maxx Handbag Retail 4.4%

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.