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1、SPECIAL REPORT2023 US Footwear and Apparel Brand Heat Index 2 L.E.K.ConsultingSPECIAL REPORTContentsAbout L.E.K.ConsultingWere L.E.K.Consulting,a global strategy consultancy working with business leaders to seize competitive advantage and amplify growth.Our insights are catalysts that reshape the tr

2、ajectory of our clients businesses,uncovering opportunities and empowering them to master their moments of truth.Since 1983,our worldwide practice spanning the Americas,Asia-Pacific and Europe has guided leaders across all industries from global corporations to emerging entrepreneurial businesses an

3、d private equity investors.Looking for more?Visit .L.E.K.Consulting is a registered trademark of L.E.K.Consulting LLC.All other products and brands mentioned in this document are properties of their respective owners.2023 L.E.K.Consulting LLCShifts in shopper preferences:About the Brand Heat Index.3

4、Footwear.5Athletic footwear.6Casual footwear.8Outdoor footwear.9Dress footwear.11Apparel.13Athletic clothing.14Casual clothing.16Outdoor clothing.17Dress clothing.19Conclusion.21About the authors.22SPECIAL REPORTShifts in shopper preferences:About the Brand Heat IndexWith each generation comes a new

5、 set of shopping attitudes and behaviors.But regardless of how widely those attitudes and behaviors vary,each generation plays a key role.Gen Z,for example,has significant influence over style trends,while millennials have the most purchasing power and Gen Xers have the highest average incomes.1 Tha

6、ts why,especially in todays increasingly crowded marketplace,understanding which brand and product strategies resonate with each generation is critical to figuring out how your product can cut through the noise and reach your target audience.L.E.K.Consultings second annual Brand Heat Index helps bra

7、nds and retailers identify which brands are gaining popularity(i.e.,increasing their brand“heat”)across major product categories in womens and mens footwear and apparel.The Brand Heat Index is based on a survey of nearly 4,000 U.S.consumers between the ages of 14 and 55.Within product categories and

8、 generational cohorts,each brand earns a heat score expressed on a scale of 0-100 the higher the score,the hotter the brand.Notably,the Brand Heat Index identifies brands that are on the most positive growth trajectory with shoppers,not necessarily their relative size or scale.The survey gathers fee

9、dback on brands across four product categories:athletic,casual,outdoor and dress.Category definitionsUse case categoryFootwear examplesApparel examplesAthleticRunning shoes,cross-trainers,basketball shoes,cleatsPerformance tops,athletic shorts,joggers,leggings,surf/skate clothingCasualSandals,slip-o

10、ns,casual flats,casual sneakers,chukka bootsDenim,cotton T-shirts,sweaters,Oxford shirts,khakisOutdoorHiking boots,trail shoes,winter bootsHiking clothes,fishing clothes,fleeces,performance jacketsDressHeels,loafers,OxfordsSuits,dresses3 L.E.K.ConsultingSPECIAL REPORTPerformance in this years Brand

11、Heat Index revealed several noteworthy consumer trends:Footwear consumers are increasingly demanding both style AND comfort,indicating that brands need to develop credible differentiation on both fashion and function dimensions.In the meantime,distinctive silhouettes continue to help footwear brands

12、 stand out(e.g.,Crocs,HEYDUDE,UGG,Vans,BIRKENSTOCK).Legacy players that have been able to provide a consistent message and experience to consumers over time have maintained their strong performance(e.g.,Nike,Columbia),but shoppers are showing growing excitement about up-and-coming brands like HEYDUD

13、E,HOKA and On.Workwear brands are gaining popularity within mens casual clothing,consistent with the continued casualization trend that creates more wearing occasions for these products.While many of the top apparel brands vary depending on the gender of the consumer,some leading players are effecti

14、vely able to serve both markets,particularly in the athletic and outdoor categories(e.g.,lululemon,Gymshark,The North Face,Patagonia).Younger consumers show a preference for newness and fast fashion(e.g.,SHEIN,ZARA,Lulus),while older consumers place greater emphasis on comfort and quality.In the dat

15、a that follows,the top 10 footwear and apparel brands are ranked by their heat scores within each product category both in total and by generational cohort.How does your brand stack up?4 L.E.K.ConsultingSPECIAL REPORTWhile brand heat scores vary greatly by product type,gender and generation,some foo

16、twear brands enjoy a high level of preference among both women and men(see Figures 1 and 2).For example,HEYDUDE is the hottest casual footwear brand among both groups,while Nike and Columbia are among the top performers for both genders in athletic and outdoor footwear,respectively.The leading dress

17、 footwear brands vary more significantly across genders,with only Steve Madden showing up in the top 10 for both women and men.FootwearSource:L.E.K.2023 U.S.Footwear and Apparel Brand Heat IndexFigure 12023 Brand Heat Index-Womens footwearAthletic Top 10Outdoor Top 10Brands ranked on a scale from 1-

18、100Source:L.E.K.2023 U.S.Footwear and Apparel Brand Heat IndexOnNikeHOKABrand JordanadidasUnder ArmourNew BalanceNOBULLBrooksPUMA1001000898868666150504440UGGColumbiaHunter BootsMuck BootsSORELBEARPAWArcteryxKEENREEFSalomon1001000705951494638262623HEYDUDECrocsVansConverseUGGDr.MartensBIRKENSTOCKOluKa

19、iAllbirdsVEJA1001000786662615951474645Dress Top 10Casual Top 10Steve MaddenCoachMichael Korskate spadeCalvin KleinSam EdelmanVince CamutoDolce VitaJustFabM.Gemi10010008179726662574846455 L.E.K.ConsultingSPECIAL REPORTAthletic Top 10Outdoor Top 10Brands ranked on a scale from 1-100Source:L.E.K.2023 U

20、.S.Footwear and Apparel Brand Heat IndexNikeBrand JordanadidasUnder ArmourHOKAOnNew BalanceNOBULLPUMAChampion1001000936665605948444440TimberlandColumbiaOakleyCAT FootwearLL BeanUGGMerrellDannerArcteryxSalomon1001000916054525147393735HEYDUDEVansCrocsTimberlandConverseAllbirdsPolo Ralph LaurenOluKaiSk

21、echersUGG1001000717068545349424140Dress Top 10Casual Top 10Cole HaanFerragamoKenneth ColeStacy AdamsALDOJack ErwinSteve MaddenHUGO BOSSSandro MoscoloniWolf&Sheperd1001000988684655958575750Athletic footwearIn athletic footwear,a similar cohort of brands rises to the top for both women and men.Nine ou

22、t of 10 brands in the top 10 overlap;however,the relative ranking varies widely across women and men.In womens athletic footwear,On surpassed longtime market leader and last years top-ranked brand Nike primarily due to its popularity with millennials and Gen X.HOKA also climbed the ranks,surpassing

23、Nike among Gen X consumers,while adidas fell to No.5 for women from No.2 last year as its rankings dropped in the millennial and Gen X cohorts.Indeed,for millennials and Gen Xers,comfort is the primary attribute driving popularity,while Gen Z favors brands like Nike,Brand Jordan and adidas over tech

24、nically focused running brands(see Figure 3).In mens athletic footwear,Nike and Brand Jordan remain the hottest two brands overall,followed by industry stalwarts adidas and Under Armour.Consistent with the womens category,younger consumers of mens athletic footwear appear to more frequently value at

25、tributes like style and appearance,where Nike and Brand Figure 22023 Brand Heat Index-Mens footwearSource:L.E.K.2023 U.S.Footwear and Apparel Brand Heat Index6 L.E.K.ConsultingSPECIAL REPORTJordan perform well.Gen X rates HOKA more highly than do other cohorts,largely due to perceived quality and du

26、rability.On,by contrast,appears to be gaining less popularity with men than with women,though it is now in the top 10 for all but Gen Z men(see Figure 4).Source:L.E.K.survey and analysisFigure 3Womens athletic footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1On100Nike100On1

27、00On1002Nike89Brand Jordan83Nike94HOKA813HOKA88adidas70HOKA84Nike584Brand Jordan68On65Brand Jordan72Under Armour455adidas66HOKA61adidas70NOBULL446Under Armour61New Balance59Under Armour65adidas407New Balance50Under Armour49Brooks47Brand Jordan358NOBULLPUMA43New Balance42New Balance329Brooks44NOBULL4

28、2NOBULL41Altra3110PUMA40Reebok41Ryka39PUMA26Source:L.E.K.survey and analysisFigure 4Mens athletic footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1Nike100Nike100Nike100HOKA1002Brand Jordan93Brand Jordan96Brand Jordan85Brand Jordan913adidas66adidas62Under Armour77Nike904Unde

29、r Armour65Champion52adidas74On875HOKA60New Balance51On62Under Armour656On59Under Armour48NOBULL54adidas577New Balance48PUMA43HOKA52New Balance538NOBULL44Brooks31PUMA51NOBULL489PUMAHOKAChampion45PUMA3810Champion40ReebokReebokAsics337 L.E.K.ConsultingSPECIAL REPORTCasual footwearIn casual footwear,the

30、 hottest brands are those with distinctive and identifiable silhouettes.HEYDUDE dominates in popularity for both women and men,while Crocs,Vans,Converse,UGG and Allbirds also appear in the top 10 lists for both genders.On the womens side,the top two brands HEYDUDE and Crocs are frequently cited for

31、their comfort and rank in the top five for all generations.They also occupy the top two spots among Gen Z and millennials.HEYDUDE is a notable standout with Gen Xers(earning nearly double the score of No.2 Kizik),who call out its on-trend style.UGG and BIRKENSTOCK have shifted down the list since la

32、st year(they were formerly No.1 and No.3,respectively),while Dr.Martens maintained its position.All three brands perform most strongly with Gen Z.Meanwhile,VEJA entered the top 10 this year while Rothys fell out;both perform more strongly with older generations(see Figure 5).Source:L.E.K.survey and

33、analysisFigure 5Womens casual footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1HEYDUDE100Crocs100HEYDUDE100HEYDUDE1002Crocs78HEYDUDE87Crocs71Kizik543Vans66Dr.Martens83Vans62VEJA494Converse62UGG80Converse54Skechers475UGG61Vans79OluKai48Crocs456Dr.Martens59Converse72Dr.Marten

34、s46Converse427BIRKENSTOCK51BIRKENSTOCK63BIRKENSTOCK45UGG8OluKai47Timberland54UGGVans399Allbirds46Calvin Klein46VEJA44Rothys3710VEJA45ALDO45Allbirds43Oofos36In mens casual footwear,HEYDUDE tops the list across all generations.While other brands are hot on its tail among members of Gen Z,there is a ma

35、terial gap associated with the No.2 brand among millennial and Gen X men.Vans,Timberland and Converse are the Nos.2,4 and 5 brands,respectively,and perform similarly across generations.Crocs,at No.3 overall,performs strongly among Gen Z and millennial men(No.2 in both)but comes in at No.9 among Gen

36、X.Conversely,Skechers ranks 8 L.E.K.ConsultingSPECIAL REPORTSource:L.E.K.survey and analysisFigure 6Mens casual footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1HEYDUDE100HEYDUDE100HEYDUDE100HEYDUDE1002Vans71Crocs98Crocs71Skechers873Crocs70Vans90Timberland70Timberland704Tim

37、berland68Polo Ralph Lauren72Vans66Vans665Converse54Timberland67Converse53Allbirds626Allbirds53Converse64Allbirds52Greats617Polo Ralph Lauren49Peter Millar 63Polo Ralph LaurenConverse578OluKai42Tommy HilfigerLacoste49OluKai549Skechers41UGGVEJA45Crocs5010UGG40Clarks56Ariat44Oofos48Outdoor footwearThe

38、range of performance across the top 10 brands in outdoor footwear is also quite large,with notably low consumer enthusiasm beyond the leading players.From a gender perspective,Columbia is one of the top brands for both women and men while the others vary.In womens outdoor footwear,UGG is considered

39、the hottest brand across generations due to its appealing style.Columbia and Hunter Boots round out the top three spots overall but show greater popularity among Gen Z and millennials.Younger consumers also show a preference for outdoor/active sandal brands,with Chaco,REEF and Teva all making the to

40、p 10 for Gen Z.SOREL and BEARPAW are the Nos.2 and 3 brands for Gen X,respectively,but have slipped in rankings for younger consumers relative to prior years(see Figure 7).In mens outdoor footwear,Timberland and Columbia are the top two brands overall and across generations,with Columbia narrowly su

41、rpassing Timberland and only among millennials.When asked about attributes driving popularity,survey respondents suggest that style underlies the brand heat for Timberland while second for male Gen X consumers but does not crack the top 10 in the younger age groups(see Figure 6).9 L.E.K.ConsultingSP

42、ECIAL REPORTcomfort is key for Columbia.Relative to last year,Arcteryx and KEEN have dropped significantly in the rankings,especially among Gen X consumers who previously rated the brands in the top two spots.Conversely,Oakley has gained popularity with Gen X,jumping from No.8 last year to No.3 this

43、 year(see Figure 8).Source:L.E.K.survey and analysisFigure 7Womens outdoor footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1UGG100UGG100UGG100UGG1002Columbia70Columbia69Hunter Boots87SOREL753Hunter Boots59Hunter Boots49Columbia84BEARPAW724Muck Boots51Chaco46Muck Boots56Muck

44、 Boots685SOREL49BEARPAW44SOREL53REEF636BEARPAW46Muck Boots40BEARPAW42Arcteryx627Arcteryx38REEF33Salomon37Columbia598KEEN26LL Bean31LL Bean36KEEN469REEFTeva30KEEN35Hunter Boots3410Salomon23Helly Hansen26Merrell30Chaco30Source:L.E.K.survey and analysisFigure 8Mens outdoor footwear Top 10,by generation

45、TotalScoreGen ZScoreMillennialScoreGen XScore1Timberland100Timberland100Columbia100Timberland1002Columbia91Columbia81Timberland97Columbia833Oakley60LL Bean71CAT Footwear65Oakley744CAT Footwear54UGG67Danner62Merrell525LL Bean52Oakley59Merrell59Salomon506UGG51CAT Footwear51OakleyCAT Footwear457Merrell

46、47Chaco46LL Bean58UGG418Danner39Arcteryx37BEARPAW55Arcteryx409Arcteryx37Eddie Bauer36UGG53LL Bean3910Salomon35Bates31Eddie Bauer48KEEN3810 L.E.K.ConsultingSPECIAL REPORTDress footwearIn dress footwear,the top 10 brands vary significantly across genders,with only Steve Madden appearing on both the wo

47、mens and mens lists.In womens dress footwear,the leading players are fairly consistent with last years findings Steve Madden,Coach and Michael Kors maintained the top three spots overall,followed by established brands like kate spade,Calvin Klein and Sam Edelman.Style and overall brand appeal are th

48、e most commonly cited factors behind the popularity of the top brands,while comfort is emphasized far less compared with other footwear categories.From a generational perspective,Steve Madden performs the strongest with younger consumers(i.e.,Gen Z and millennials)while kate spade performs best with

49、 Gen X(see Figure 9).Source:L.E.K.survey and analysisFigure 9Womens dress footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1Steve Madden100Steve Madden100Steve Madden100kate spade1002Coach81Coach89Sam Edelman78Coach943Michael Kors79kate spade85Michael Kors70Michael Kors914ka

50、te spade72Calvin Klein82Coach67Schutz805Calvin Klein66Michael KorsVince Camuto63Jeffrey Campbell776Sam Edelman62Guess76Calvin Klein61Steve Madden737Vince Camuto57Betsey Johnson62Sarah Flint60Ted Baker688Dolce Vita48Marc Fisher59Vince58Vince Camuto679JustFab46Nina58JustFab56Calvin Klein6510M.Gemi45Ni

51、ne Westkate spade54Nine West64Mens dress footwear preferences vary across generations.Cole Haan and Ferragamo are the hottest brands overall,with Cole Haan being the most popular choice among Gen X consumers and Ferragamo performing strongly with Gen Z and millennials.Comfort typically underpins Col

52、e Haans popularity,whereas style is behind the popularity of Ferragamo.The biggest shift since last years rankings is HUGO BOSS drop from the top spot to No.8.And several new brands have entered the bottom half of the top 10 including Jack Erwin,Sandro Moscoloni and Wolf&Shepherd due to their popula

53、rity with millennials.Also worth noting is that Gen Z men have less engagement with this category than they do with others,as evidenced 11 L.E.K.ConsultingSPECIAL REPORTby their material awareness of just 10 dress footwear brands.This is likely a result of the casualization trend,which is highly pro

54、minent among younger generations and has been amplified by the shift to work from home(see Figure 10).Source:L.E.K.survey and analysisFigure 10Mens dress footwear Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1Cole Haan100Ferragamo100Ferragamo100Cole Haan1002Ferragamo98ALDO91Cole

55、Haan81Kenneth Cole883Kenneth Cole86Tommy Hilfiger80Stacy Adams76Stacy Adams704Stacy Adams84Kenneth Cole77Sandro Moscoloni71Johnston&Murphy655ALDO65HUGO BOSS 72Tommy Hilfiger67Allen Edmonds626Jack Erwin59Stacy AdamsKenneth Cole65Alden567Steve Madden58Steve Madden65Jack Erwin64HUGO BOSS558HUGO BOSS57C

56、ole Haan61Steve Madden58Ferragamo529Sandro MoscoloniAlfani44ALDO54Nisolo5110Wolf&Shepherd50Johnston&Murphy1Johnston&MurphyTods12 L.E.K.ConsultingSPECIAL REPORTAs with footwear,a number of apparel brands show consistently high performance across survey respondents and within certain categories(see Fi

57、gures 11 and 12).In athletic apparel,Nike again leads across genders,while The North Face,Columbia and Patagonia perform highest in both womens and mens outdoor apparel.In dress apparel,Michael Kors and Calvin Klein are among the top performers for women and men,while SHEIN and Carhartt are trending

58、 among men and women for casual clothing.ApparelSource:L.E.K.2023 U.S.Footwear and Apparel Brand Heat IndexFigure 112023 Brand Heat Index-Womens apparelAthletic Top 10Outdoor Top 10Brands ranked on a scale from 1-100Source:L.E.K.2023 U.S.Footwear and Apparel Brand Heat IndexNikelululemonGymsharkUnde

59、r ArmouradidasaloFableticsVuoriAlphaleteChampion1001000978280787675757467The North FacePatagoniaColumbiaFjllrvenCotopaxiArcteryxBlack CrowsAETHERSnow PeakSherpa1001000979062595147454542SHEINSKIMSFashion NovaCarharttAritziaPrettyLittleThingZARALevisOld NavySPANX1001000797066635958565050Dress Top 10Ca

60、sual Top 10Michael Korskate spadeCalvin KleinLulusReformationAlice&OliviaASTR The LabelBetsy&AdamSherri HillVince Camuto100100091888777605649444413 L.E.K.ConsultingSPECIAL REPORTAthletic clothingIn athletic clothing,there is meaningful overlap in the leading brands across genders Nike remains the to

61、p brand for both women and men,while lululemon,Gymshark,Under Armour,Champion and adidas also show up on both Top 10 lists.Similar to last year,Nike and lululemon take the top spots for womens athletic clothing,with lululemon closing in on Nike in terms of heat score(rising to 97 from 77 last year).

62、In addition to Under Armour and adidas,a range of smaller athleisure brands fill out the list(e.g.,Gymshark,alo,Fabletics,Vuori and Alphalete),all of which saw their heat scores improve since last year.In particular,alo only appeared on the Gen X list last year,but it is a top player across all gene

63、rations this year;survey respondents cite its premium positioning and social media presence(e.g.,influencers,TikTok)as key reasons for its jump in popularity.Gymshark shows comparative strength with younger consumers,coming in third among Gen Z respondents(see Figure 13).Source:L.E.K.2023 U.S.Footwe

64、ar and Apparel Brand Heat IndexFigure 122023 Brand Heat Index-Mens apparelAthletic Top 10Outdoor Top 10Brands ranked on a scale from 1-100Source:L.E.K.2023 U.S.Footwear and Apparel Brand Heat IndexNikeUnder ArmouradidasSupremeChampionGymsharklululemonPUMA32 DegreesRhoback1001000777051484743413736The

65、 North FacePatagoniaColumbiaArcteryxHukSmartwoolOakleyFjllrvenBurtonSherpa1001000837556554342403837CarharttSHEINLevisDuluth Trading Co.Polo Ralph LaurenUNTUCKitG-Star RAWDickiesWranglerChubbies1001000949070646360575049Dress Top 10Casual Top 10Calvin KleinMichael KorsEmporio ArmaniTommy HilfigerMinis

66、try of SupplyBanana RepublicKenneth ColeCanaliREISSSuitsupply100100086736961565451505014 L.E.K.ConsultingSPECIAL REPORTNike has a stronger position in mens athletic clothing than it does in mens athletic footwear,with a larger gap between Nike and its closest competitor brand in the No.2 spot.After

67、Nike,the rest of the top five brands are largely the same as last year,with a focus on large athletic veterans(Under Armour,adidas and Champion).The latter half of the list,however,has seen an influx of athleisure and smaller brands Gymshark,32 Degrees and Rhoback have now joined lululemon in the to

68、p 10.And the preference levels for many of these brands vary across generations;for example,Gymshark performs best with Gen Z consumers while appearing lower in the rankings for millennials and Gen X(see Figure 14).Source:L.E.K.survey and analysisFigure 13Womens athletic apparel Top 10,by generation

69、TotalScoreGen ZScoreMillennialScoreGen XScore1Nike100Nike100Nike100lululemon1002lululemon97lululemon97Vuori94Under Armour993Gymshark82Gymshark75alo91Nike874Under Armour80Fabletics71lululemon88Vuori745adidas78Alphalete66adidas8732 Degrees676alo76adidas65Gymshark86adidas657Fabletics75Champion61Fableti

70、cs85Athleta618Vuorialo54Under Armour84Champion9Alphalete74Athleta44Alphalete80alo5810Champion67RyderwearAthleta7690 Degree by Reflex Source:L.E.K.survey and analysisFigure 14Mens athletic apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1Nike100Nike100Nike100Under Armour1002U

71、nder Armour77adidas59Under Armour85Nike903adidas70Champion58adidas78adidas694Supreme51Gymshark51Supreme59Supreme535Champion48Fabletics48Western Rise57lululemon506Gymshark47lululemon46Gymshark52PUMA477lululemon43Under Armour44Champion51Champion458PUMA4132 Degrees42alo4932 Degrees43932 Degrees37Suprem

72、eRhobackRabbit3810Rhoback36PUMA40PUMA48Gymshark3715 L.E.K.ConsultingSPECIAL REPORTCasual clothingIn womens casual clothing,fast fashion labels continued their strong performance,with SHEIN again taking the top spot overall.Fashion Nova,PrettyLittleThing and ZARA are also in the top 10.SKIMS and SPAN

73、X,legacy shapewear brands that have extended into casual clothing,are new additions to the Top 10 list this year,with survey respondents citing both their comfort and style.Relative to last year,Aritzia has shown a strong growth trajectory,ranking No.5 overall and in the top 10 for both Gen Z and mi

74、llennials.More traditional brands like Old Navy and Levis perform the strongest among Gen X(see Figure 15).Source:L.E.K.survey and analysisFigure 15Womens casual apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1SHEIN100SKIMS100SHEIN100SHEIN1002SKIMS79SHEIN94Fashion Nova67SKI

75、MS823Fashion Nova70ZARA72Carhartt64Carhartt724Carhartt66Aritzia71SKIMS61Fashion Nova695Aritzia63Carhartt67PrettyLittleThing60Old Navy 6PrettyLittleThing59Fashion Nova66Aritzia57Levis647ZARA58Princess Polly58Mango55boohoo638Levis56Levis57SPANXGood American609Old Navy 50UNIQLO56ZARA53Tory Burch5810SPA

76、NXJuicy Couture55Levis52SPANX56In mens casual clothing,workwear players dominate Carhartt,Levis,Duluth Trading Co.,Dickies and Wrangler all show up in the top 10 across generations.Carhartt has taken over the top spot(from Levis)both overall and among Gen X consumers,and it is rising significantly a

77、mong Gen Z and millennials.Duluth has also shown marked improvement in performance,now appearing in the top 10 for all age groups after only appearing in Gen Xs ranking the prior year.Fast fashion brand SHEIN also excels,with a No.2 overall ranking and top performance among Gen Z consumers.H&M and Z

78、ARA also appear in the top 10 for Gen Z,reinforcing the fact 16 L.E.K.ConsultingSPECIAL REPORTthat value and style freshness continue to be priorities with that cohort (see Figure 16).Source:L.E.K.survey and analysisFigure 16Mens casual apparel Top 10,by generationTotalScoreGen ZScoreMillennialScore

79、Gen XScore1Carhartt100SHEIN100Levis100Carhartt1002SHEIN94Carhartt86Carhartt99Duluth Trading Co.833Levis90G-Star RAW73Chubbies81Levis814Duluth Trading Co.70Polo Ralph LaurenSHEIN77SHEIN755Polo Ralph Lauren64Tommy HilfigerPolo Ralph Lauren73Superdry746UNTUCKit63Levis72UNTUCKit72Marine Layer677G-Star R

80、AW60H&M65ASOS71UNTUCKit658Dickies57Duluth Trading Co.ZARA63Old NavyAG639Wrangler50Dickies69Dickies5710Chubbies49True Religion59Duluth Trading Co.G-Star RAWOutdoor clothingFor both womens and mens outdoor apparel,stalwart brands The North Face,Columbia and Patagonia again top the list in varying perm

81、utations across generations.In the womens category,The North Face leads overall,while Columbia has risen to become the No.1 brand among millennials.Across the top three incumbent brands(The North Face,Patagonia and Columbia),survey respondents cite overall brand appeal and quality as key drivers of

82、popularity,though Patagonia indexes more toward brand purpose and style and Columbia indexes more toward comfort.Cotopaxi and Fjllrven have both shown improvement since last year,with Cotopaxi performing strongly with both Gen Z and millennials,while Fjllrven is gaining popularity with Gen X(see Fig

83、ure 17).In mens outdoor apparel,The North Face,Patagonia and Columbia earned the Nos.1,2 and 3 spots,respectively,in each generation,demonstrating outdoor apparels much greater consistency in brand trajectory across generations compared with other 17 L.E.K.ConsultingSPECIAL REPORTapparel categories.

84、Smaller fishing lifestyle brand Huk has shown strong growth since last year,coming in at No.5 overall(up from No.10 last year).And Arcteryx has broken into the top 10 in all age groups this year after not appearing in the top 10 previously,with survey respondents citing materials,durability and tech

85、nical performance as key drivers(see Figure 18).Source:L.E.K.survey and analysisFigure 17Womens outdoor apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1The North Face100The North Face100Columbia100The North Face1002Patagonia97Patagonia90Patagonia98Patagonia963Columbia90Colu

86、mbia81The North Face96Fjllrven794Fjllrven62Cotopaxi77Cotopaxi72Columbia765Cotopaxi59Snow Peak63Fjllrven56Arcteryx636Arcteryx51Black Crows56Sherpa47AETHER597Black Crows47Eddie BauerFree Country44Coalatree578AETHER45Outdoor Research54Free Fly40NRS489Snow PeakArcteryx49Arcteryx38Mackage4310Sherpa42LL B

87、ean47Smartwool36Smartwool42Source:L.E.K.survey and analysisFigure 18Mens outdoor apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1The North Face100The North Face100The North Face100The North Face1002Patagonia83Patagonia98Patagonia79Patagonia933Columbia75Columbia89Columbia72C

88、olumbia874Arcteryx56Oakley63Huk60Huk765Huk55Helly Hansen61Arcteryx59Arcteryx696Smartwool43Arcteryx57Smartwool56Fjllrven577Oakley42Marmot44Sherpa55Marmot538Fjllrven40Eddie Bauer42Burton53LL Bean519Burton38Kuhl40Fjllrven51Free Country 4910Sherpa37Salomon39Salt Life50Smartwool18 L.E.K.ConsultingSPECIAL

89、 REPORTDress clothingCalvin Klein and Michael Kors are among the leaders in both womens and mens dress clothing,while the remaining brands differ between the two genders.The top 10 brands for womens dress apparel are a mix of specialty retail brands,direct-to-consumer(DTC)brands and wholesale busine

90、sses.Michael Kors,kate spade and Calvin Klein again top the list,though kate spade has inched ahead of Calvin Klein this year.The remainder of the top 10 has shown a lot of movement since last year,with Lulus and Reformation as the most notable growth stories,now ranking at No.4 and No.5 overall,res

91、pectively.Those DTC brands perform strongest among Gen Z and millennials,with style as the reason for their growing popularity relative to others in the top 10(see Figure 19).Source:L.E.K.survey and analysisFigure 19Womens dress apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XSco

92、re1Michael Kors100Calvin Klein100Michael Kors100kate spade1002kate spade91Reformation94Lulus90Michael Kors3Calvin Klein88Michael Kors80kate spade85Mac Duggal914Lulus87kate spade78Reformation80Sherri Hill875Reformation77Lulus74Maje72Lulus816Alice&Olivia60GANNI66Calvin Klein71Alice&Olivia757ASTR The L

93、abel56Sherri Hill58ASTR The Label68Calvin Klein688Betsy&Adam49CeCe57Alice&Olivia67Milly679Sherri Hill44HUGO BOSS55Banana Republic57Susana Monaco 10Vince CamutoClub Monaco54Retrofte55Tahari63The mens dress clothing category is again led by Calvin Klein and Michael Kors.Meanwhile,Emporio Armani,Minist

94、ry of Supply and Banana Republic have all improved their brand heat scores by more than 10 points relative to last year,whereas HUGO BOSS has fallen off the Top 10 list.Among DTC brands,Suitsupply made it onto the overall Top 10 list this year,performing most strongly among Gen Z and 19 L.E.K.Consul

95、tingSPECIAL REPORTmillennials.Also on the Top 10 list,Bonobos is outperforming among millennials and Indochino is gaining popularity most with Gen X(see Figure 20).Source:L.E.K.survey and analysisFigure 20Mens dress apparel Top 10,by generationTotalScoreGen ZScoreMillennialScoreGen XScore1Calvin Kle

96、in100Calvin Klein100Michael Kors100Calvin Klein1002Michael Kors86Tommy Hilfiger82Calvin Klein89Kenneth Cole873Emporio Armani73Michael Kors73Emporio Armani83Emporio Armani814Tommy Hilfiger69Emporio Armani56REISS80Banana Republic765Ministry of Supply61Banana Republic44Bonobos73Theory736Banana Republic

97、56Kenneth ColeMinistry of Supply72Michael Kors687Kenneth Cole54Suitsupply43Canali71Indochino628Canali51HUGO BOSS 42Tommy HilfigerZegna579REISS50Jos.A.BankSuitsupply62J.Crew5610SuitsupplyClub Monaco41Banana Republic59Ministry of Supply5420 L.E.K.ConsultingSPECIAL REPORTOur Brand Heat Index continues

98、to demonstrate how material differences in brand momentum can exist below the surface and how quickly sentiment can change.Once again,generational differences in top brand rankings point to the importance of recognizing that consumers are not all the same and that deep understanding and tailored str

99、ategies are required to win.This depth of insight has never been more important.As youve seen,some industry leaders have been able to maintain their leadership positions year over year while others have been overtaken by newer entrants.The notable rise of up-and-coming brands,some of which even clai

100、med top spots in key categories/cohorts,shows that consumers consideration sets are expanding and theyre increasingly willing to embrace new and innovative brands beyond legacy players.Accordingly,theres no room to rest.We invite you to connect with us to learn more about the Brand Heat Index and ga

101、in further insights into how consumers feel about your brand.Please dont hesitate to contact us.Endnote1Insider,“The 40-year-old millennial and the 24-year-old Gen Zer are in charge of America right now.”https:/ L.E.K.ConsultingSPECIAL REPORT22 L.E.K.ConsultingAbout the AuthorsLaura BrookhiserMANAGI

102、NG DIRECTOR AND PARTNER,BOSTONLaura Brookhiser is a Managing Director and Partner in L.E.K.Consultings Boston office.She is dedicated to the Retail and Consumer Products practices,with a focus on serving clients in the footwear,apparel and home furnishings industries.Lauras work spans a number of to

103、pics,including brand positioning and consumer insights,organic and inorganic growth strategy,customer experience and engagement,M&A and digital and channel strategy.Jon WeberMANAGING DIRECTOR AND PARTNER,BOSTONJon Weber is a Managing Director and Partner in L.E.K.s Boston office.Jon serves on the fi

104、rms Global Leadership team and recently led L.E.K.s global Retail and Consumer Products practice.He advises clients on a range of strategic issues,including brand positioning and consumer insights,growth strategy,digital and channel strategy,pricing and promotions,customer experience and engagement,

105、performance improvement,and M&A.Chris RandallMANAGING DIRECTOR AND PARTNER,BOSTONChris Randall is a Managing Director and Partner in L.E.K.Consultings Boston office and serves as Global Co-Head of the firms Consumer sector.Chris has extensive experience in footwear and apparel,sporting goods,home and household products,and other durable goods.He advises retailers and brands on a range of critical issues,including growth strategy,brand and marketing strategy,channel strategy,digital,data analytics,organizational strategy,and M&A.