"Not surprisingly, younger consumers prefer newness and fast fashion, like SHEIN, ZARA and Lulus, while older ones are more likely to place a greater emphasis on comfort and quality, like Patagonia," added Brookhiser.įootwear consumers are increasingly demanding both style and comfort, indicating that brands need to differentiate themselves when it comes to both fashion and function. Managing Director and survey report co-author. "While this year's Brand Heat Index revealed several significant consumer trends, it's worth noting that legacy brands that have been able to provide a consistent message and experience over time, like Nike and Columbia, have maintained their strong overall performance – but consumers are also getting excited about up-and-coming brands, like HEYDUDE, HOKA and On," said Laura Brookhiser, L.E.K. The second annual Brand Heat Index ranks brands by generation – Gen Z, millennial and Gen X – across four product categories in men's and women's apparel and footwear. Each brand then earns a heat score on a scale of 0-100 – the higher the score, the hotter the brand. To help brands and retailers identify which brands are gaining popularity – or brand "heat" –global strategy consultancy L.E.K. Managing Director and co-author of the 2023 U.S. This can help brands build the best strategies to cut through the noise and reach their target audience," said Jon Weber, L.E.K.
"In today's marketplace, which seems to get more crowded by the day, it's critical for brands to understand what's resonating with each generation.
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