87 087
Fashion Jobs
LULULEMON
Community Specialist | Summit, Springfield Ave
Permanent · SUMMIT
LULULEMON
Expeditor | Cherry Creek
Permanent · DENVER
LULULEMON
Community Specialist | Friendly Center
Permanent · GREENSBORO
NORDSTROM
Customer Service Representative - Hillsdale Shopping Center
Permanent · SAN MATEO
NORDSTROM
Retail Stock - Mercer Mall Rack
Permanent · LAWRENCE TOWNSHIP
NORDSTROM
Manager- Service Experience- Baton Rouge Mall Rack
Permanent · BATON ROUGE
NORDSTROM
Retail Stock - Sugar House Rack
Permanent · SALT LAKE CITY
NORDSTROM
Asset Protection - Agent - Aventura
Permanent · AVENTURA
NORDSTROM
Retail Stock - Northwoods Rack
Permanent · SAN ANTONIO
NEIMAN MARCUS
Business Manager Tom Ford, Beauty (PT, 35 Hours) - FT. Worth
Permanent · FORT WORTH
NEIMAN MARCUS
Sales Manager, Designer Rtw
Permanent · CORAL GABLES
NEIMAN MARCUS
Sales Professional, Beauty
Permanent · NEW YORK
TIFFANY & CO
Manager, HR Business Partner
Permanent · NEW YORK
URBN
Security Officer (Monday-Thursday; Overnight Shift)
Permanent · LEVITTOWN
AMERICAN EAGLE OUTFITTERS
ae - Market Visual Leader - us
Permanent · MCLEAN
CROCS
Supervisor, Distribution Center - 1st Shift
Permanent · LAS VEGAS
NEWELL
Associate Brand Manager, Coleman
Permanent · ATLANTA
NEWELL
Senior Director, Analytics
Permanent · HOBOKEN
NEWELL
sr. Manager, Customer Planning
Permanent · ATLANTA
NEWELL
Finance Manager, bp&a
Permanent · ATLANTA
BALLARD DESIGNS
Retail Receiving Manager
Permanent · ROSWELL
FRONTGATE
Merchandise Operations Specialist
Permanent · WEST CHESTER TOWNSHIP
Published
Jul 10, 2018
Reading time
2 minutes
Download
Download the article
Print
Text size

Nike ranked most trustworthy fashion brand by Gen Z and millennials

Published
Jul 10, 2018

Ybrands has released a new study ranking the most trustworthy brands according to consumers aged 13-36. While Dove took the top spot across all product categories, Nike reigned supreme among fashion brands. 


Nike was considered the coolest and most trustworthy fashion brand among survey respondents - Instagram @nikewomen


In the cross-category rankings, Nike came in second place for trustworthiness ahead of Hershey's, Amazon and Oreo. M&M's, Target, Google, Netflix and Adidas rounded out the top ten. 

“Young people ascribe trustworthiness to a brand for a variety of subjective reasons,” Bobby Calise, Ypulse’s vice president of Ybrands, told Marketing Daily. “Dove, for example, has built its reputation around its ‘Real Beauty’ campaigns, which comes through in its trustworthy ranking."

Another part of the survey focused specifically on fashion brands, again seeking to ascertain which companies in this category were considered the most trustworthy. Here, Nike took the top spot, and was also considered the "coolest" fashion brand among survey respondents. 

“Nike is kind of like the Beatles or the Beyonce brands in that they've achieved both critical and commercial success, especially when it comes to the youth market,” Calise explained. 

Nike-owned Jordan also ranked second among the coolest fashion brands but fell to eighth in terms of trustworthiness or authenticity.

Levi’s, on the other hand, was voted the second-most authentic brand in the survey, a fact that Calise highlighted as an impressive feat after 165 years in business, pointing out that “Levi’s is still perceived among teens, 20- and 30-somethings as true to itself. Even Nike could learn something from Levi's when it comes to authenticity.”

Adidas, Vans and Under Armour ranked third through fifth, respectively, on both the “coolest” and authenticity lists.

The top ten coolest brands were rounded out by Nike-owned Converse, The North Face, Supreme, Pink and Timberland, while the last four top-ten places were taken by The North Face, Target, Converse and Fruit of the Loom in the authenticity rankings. 

The study further broke down its results by age, separating respondents into consumers aged 13-17, 18-24, and 25-36. “It’s worth noting awareness of Supreme for 18-24 is 69%, which is 30 to 40 points higher than 13-17 and 25-36,” Calise pointed out. Calvin Klein also reached the top 10 with 18-24 year olds but remained outside the top 20 among Gen Z and older millennials.

Ybrands surveyed a total of 80,000 consumers aged 13 to 36 for its study. Categories surveyed included fashion/apparel, health and beauty.
 

Copyright © 2024 FashionNetwork.com All rights reserved.