By PAGE Editor

Zara and luxury brands Gucci, Dior and Louis Vuitton among the biggest gainers in 2024

NEW YORK CITY, N.Y. — Nike is America’s favorite apparel brand, with 37% considering “the swoosh” the next time they are in-market to buy clothes, according to YouGov’s 2024 fashion rankings.

The global athletic apparel and footwear company beat out Levi’s (35%), Skechers (33%) and Old Navy (32%) as the most considered fashion brand among all American consumers. Nike also led consideration among Gen Z consumers (57%), ahead of adidas (51%) and Puma (33%).

Drawing on surveys of more than 32,000 Americans, YouGov’s fashion ranking 2024 identifies Zara as the year’s most improved fashion brand. Luxury brands Gucci, Dior and Louis Vuitton also gained consumer consideration in 2024, with younger shoppers increasingly embracing high-end aesthetics.

Among other findings in the new rankings release:

• 52% of Americans think of themselves as well-dressed (54% of women and 50% of men), but only 29% say they keep up to date with current fashion trends. 

• Comparing state-by-state, New Yorkers (43%), Californians (41%) and Alaskans (40%) are the most likely to consider themselves to be “more fashionable than most people.” Residents of Wisconsin (16%) had the least confidence in their fashion sense, among states with reportable sample size.

• 79% say that when buying clothes they choose comfort over style.

• 41% of Americans aged 18-29 say they’ll pay more for luxury brands, with 48% believing luxury goods are a good investment.

• 46% of all Americans say fashion brands should consider addressing social issues, with the percentage rising to 60% among those aged 18 to 29.

“Nike has capitalized on the rise of athleisure to become the dominant apparel brand in the US,” said Kenton Barello, VP at YouGov. “The brand’s continued growth is built on powerful word of mouth and buzz generated through its high-profile athlete endorsements, while its strategy of focusing on technology and design has helped drive consumer perceptions that Nike offers both quality and value.”

The US fashion ranking 2024 draws on data from YouGov BrandIndex, a daily brand tracking tool that measures consumer perceptions across 16 key metrics and is available in 56 markets worldwide. The ranking is available to review here.

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About

YouGov is a global research data, and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world’s largest research networks. 

Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 55 countries, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients. 

As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world. 

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