Men`s Casual Sportswear Update, 2005

Transcription

The NPD Group, Inc.
The NPD Group, Inc.
Fashion
Men’s Casual Sportswear Update
Issue Date: June 2006
Copyright 2006. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and
Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the
express written consent of NPD.
Table of Contents
Men’s Casual Sportswear 2005
Page
3
Background & Methodology
Executive Summary
5
Market Overview/Category Dynamics
9
Top 20 Brands - General Market
17
(Total Rep: Men and Women, Age 13+)
•Aided Awareness
•Brands Purchased (Past 12 Months)
•Conversion
•Retention
•Prospects
•Relevance
•Momentum
•Ratings on Key Product/Image Attributes
•Intended Use - Casual vs. Wear-to-Work
Top 20 Brands - Upper Income Analysis
57
(Men and Women with Household Incomes of $100K+)
•Aided Awareness
•Conversion
•Retention
•Prospects
•Relevance
•Momentum
•Ratings on Key Product/Image Attributes
•Intended Use - Casual vs. Wear-to-Work
Top 20 Brands - The Big and Tall Market
86
(Men and Women Who Indicate Purchasing Men’s Big and Tall Sportswear)
•Aided Awareness
•Conversion
•Relevance
Appendix A: Questionnaire
93
Appendix B: About The NPD Group, Inc.
104
2
About The Study
In this report, NPD Fashionworld focuses on 80 key brands of men’s casual sportswear – defined
as “men’s casual sportswear (excluding tailored clothing and underwear).” The definition is
intentionally broad allowing consumers’ perceptions to somewhat influence which brands represent
“men’s casual sportswear.”
The study includes a wide array of brands - from private label brands, such as Route 66, Gap and
Arizona to designer brands, such as Tommy Hilfiger, Polo by Ralph Lauren and Nautica.
This study provides trended information based on a similar survey fielded in 2001and 2003.
The survey was administered to a nationally representative sample of NPD online panelists age
13+ from February 1 to February 14, 2006, reflecting the annual 2005 recall period. Individuals
who indicated that their household never purchased men’s casual sportswear were excluded from
the study. Because so many women are involved in purchasing men’s clothing, both men and
women were asked about their awareness, purchase and perceptions of key men’s sportswear
brands.
In order to acquire a readable sample base of upper income households, the survey was also
administered to a nationally representative sample of NPD panelists age 13+ with household
incomes of $100,000 or more. Both sample groups were weighted individually to match current
U.S. Census projections.
Charts for the upper income and big & tall buyer groups are provided but are not analyzed against
the general population in this report.
3
Summary of Sample Returns by Group
Panel members were instructed to visit the NPD Online Research survey site in order to complete
and submit the survey about men’s casual sportswear purchasing. As an incentive to complete this
survey, five $100 drawings were included.
Panelists were initially asked a screening question: “How often does your household purchase
men’s casual sportswear (excluding tailored clothing and underwear)?” Possible response
selections were: once a month/every 4 weeks or more often, once every two to three months, once
every four to six months, once or twice a year, less often than once a year or never. Individuals who
indicated that their household “never” purchased men’s casual sportswear were excluded from the
study.
The following is a summary of category purchase incidences and final usable sample bases by
group:
Total Rep Upper Income
% Purchasing category
Final sample base
80%
1,536
89%
362
Key Definitions
Aided Awareness
Percent of all respondents who have heard of the brand
Purchase
Percent of all respondents who report purchasing in the past 12 months
Conversion
Percent of all aware respondents who have purchased the brand in the past 12 months
Retention
Percent of all past 12 month purchasers who plan to repurchase the brand in the future
Prospects
Percent of aware non-purchasers who plan to purchase the brand in the future
Relevance
Among males aware of a brand, the percent who rate the brand a 5, 6 or 7, where
7=Extremely Appropriate for self
Brand Momentum
Measures brand popularity by asking those aware of a brand whether they consider the
brand to be “in” or “hot”
4
Executive Summary
5
Executive Summary
Men’s casual sportswear, as a category, is showing both unit and dollar growth versus last year
– driven by knits, jeans and outerwear.
Despite concerns about the economy, men’s casual sportswear is one category that continues to grow.
This category saw a 4% growth in dollars from 2004 to 2005 for a total $36.6 billion in sales. Growing at
almost the same rate, unit volume showed a 3% increase to 2.1 billion in 2005.
Within the men’s casual sportswear category some specific apparel items show increases in sales while
others have declined over the past year. Knits, jeans, and outerwear showed the greatest unit and
dollar volume growth from 2004 to 2005. Additionally, the average retail prices for both knits and jeans
also remained stable while in the outerwear category, average retail prices dropped 2%.
Specialty Stores continue to drive the men’s casual sportswear dollar volume, generating 30% of all
dollar sales. Department Stores generated another 18% of the dollar volume followed by National Chain
stores at 16%.
In terms of unit volume, Specialty Stores and Mass Merchants are the leading channels. Combined,
they generated over half of all men’s casual sportswear units sold in 2005.
The men’s casual sportswear category’s brand composition has largely remained unchanged versus
2004. Of all the men’s casual sportswear units and dollars sold in 2005, national brands accounted for
42% of the market. Meanwhile, private label brands accounted for another 32% of the market share.
When consumers think about men’s casual sportswear, most think of national players who are
known for “basics” (such as jeans or casual tees) or activewear.
Levi’s, Old Navy, Nike and Fruit of the Loom rank #1 - #4 respectively on aided awareness, grabbing
the top rankings– each with over 6 in 10 reporting recognition of the brand when thinking about
men’s casual sportswear. These brands have awareness levels similar to those reported two years ago
- and appear to be “leveling off” after seeing significant declines in the 2001 to 2003 tracking period.
The only brand in the Top 20 to increase its aided recall in 2005 versus 2003 was Dickies (+3
percentage points to 50%). Dickies, a brand that has been around since 1922, has a history focused
on work wear (hence the tagline “A Legend in Workwear™”). However, the brand is also popular
among younger men, gaining the spotlight as a brand worn by rappers and hip hop artists such as Trick
Daddy at the BET Spring Event and Kevin Federline seen in People and Us Weekly wearing a Dickies
Logo T.
Many brands continue to show a decline in the level of aided awareness; brands such as Docker’s,
Gap, Polo by Ralph Lauren, Lee, Eddie Bauer and Bugle Boy.
Outside of the Top 20 ranking, several other men’s casual sportswear brands evaluated are making
progress in terms of aided recognition as men’s casual sportswear brands, including American Eagle
Outfitter (+8 vs. 2001 levels), Champion (+7), Croft and Barrow (+7), Cherokee (+5 vs. 2003 levels),
Kenneth Cole and Columbia (both at +6).
6
Executive Summary
Levi’s held its #1 ranking for past 12 month purchasing with about 3 in 10 consumers reporting
they had purchased the brand in the past year. This reflects a gain of 5 percentage points over 2003
for Levi’s and is similar to levels seen in 2001 for this brand.
The majority of brands with high aided awareness levels also appear on the Top 20 for reported
purchasing in the past year. However, ck/Calvin Klein, Bugle Boy and Banana Republic which
appear in the Top 20 for aided brand awareness fail to make the Top 20 for reported past 12 month
purchasing.
Younger men, however, do show some differences in brand preferences – with vertical
specialty retailer brands and Nike moving up in the rankings when it comes to purchasing.
Among the Top 10 brands reportedly purchased in the past year there are some differences by age,
although brands like Levi’s, Fruit of the Loom, Hanes, Nike, and Old Navy clearly appeal across all
age segments and are represented as part of the Top 10 list across all age groups.
The men’s casual sportswear buyer who is under the age of 35 is more likely than older consumers
to report purchasing Nike. In fact Nike ranks as the #1 reported men’s casual sportswear brand
purchased by those in the Under 25 and 25-34 year old age segments.
Among those under age 25, American Eagle Outfitters also appears in the Top 10 ranking for past
year purchasing, with reported levels comparable to Levi’s (14%).
Abercrombie & Fitch makes it on the Top 10 list of brands purchased in the past year among 25-34
year olds -- 13% of men’s casual sportswear buyers in this age range reported purchasing this brand.
In terms of what is important to buyers, its still about comfort. But certain brands have shown
some gains in terms of consumers thinking of them as “quality” men’s casual sportswear, “a
fashion leader” and as “value” brands.
Consistent with previous waves, comfort is still one of the top cited dimensions across all brands,
demonstrating the importance that consumers place on comfort when purchasing men’s casual
sportswear. Overall, however, the average comfort ratings across the brands included in the survey
continued to decline slightly, at 47% (down from 48% in 2003 and 50% in 2001).
Brand Perception Fast Facts:
The North Face was the only brand in the Top 20 to show increases in perceptions of quality versus
reported 2003 levels. This 38 year old brand is known for performance apparel and technically
advanced products, many of which are targeted at specific outdoor specialty sports such as
mountaineering, camping and skiing.
Fruit of the Loom continues to hold the #1 slot for being thought of as an “excellent value” among
men’s casual sportswear buyers who know the brand.
Express Men’s, a brand that had not made the Top 20 before, showed the largest gain, +8
percentage points versus 2003 for “a fashion leader”. Launched in 1987 and then re-created in 2002
as Limited Brands when Limited Brands converted Structure stores to Express Men’s stores, this
brand touts an international influence with modern appeal. Many stores have been closed and reopened as dual gender outlets.
7
Executive Summary
Columbia Sportswear continues to show steady gains for “a brand I’m willing to pay a little more
for” and The North Face saw a +4 percentage point gain versus 2003 for this attribute. Columbia
Sportswear was founded in 1938 and went public in 1998. Recent advertising spots featured Gert
Boyle, the 80 year old Chairman, testing Columbia’s performance outerwear products on her son
(president of Columbia Sportswear) in humorous situations.
Only two brands showed an increase versus 2003 for “sold in a store where I prefer to shop” -- Croft
& Barrow (+2 percentage points) and Arrow (+3 percentage points).
Champion, Fruit Of The Loom, adidas, and Hanes continue to be the top rated brands on “clothing
that is comfortable to wear”.
“Value-added” features, such as special fabrics and rinses, are more likely to be on
consumers’ radar than they were two years ago – and many say they would buy men’s casual
sportswear items that offer these special product advances.
Some fabrics/rinses have been around for awhile, and have fairly high recognition levels – such as
wrinkle-free (about 9 in 10) and stain resistance (about 3 in 4) fabric treatments.
Recognition of other fabric treatments, however, has increased versus just two years ago such as
awareness for Stain Release, UV Protection and Cooling/Moisture Wicking.
Consumers reporting aided awareness of UV Protection showed the largest increase - up 9
percentage points to 30%. Almost as many consumers (29%) say they’ve heard of Cooling/Moisture
Wicking as a product attribute available in men’s casual sportswear items (up 7 percentage points
from 2003). Stain Release also showed a hefty increase, up 6 percentage points to 43% having heard
of this fabric feature.
Not only are consumers more aware of these features, but over half also say they
definitely/probably would buy men’s casual sportswear items that have Cooling/Moisture
Wicking, and 1 in 3 have a positive purchase interest for UV Protection.
Three new fabric treatments were added to the survey this year, Fade Resistance, Anti-Microbial,
and Anti-Bacterial. Fade Resistance scored relatively high in awareness with 61% of men’s casual
sportswear buyers indicating they had heard of this treatment.
Anti-Microbial and Anti-Bacterial each had 15% of all buyers aware of this treatment for men’s
casual sportswear, with the highest concentration of those aware being in the 25-34 age range.
Although these have significantly lower awareness levels overall than other treatments, about 3 in 10
men’s casual sportswear buyers who know about them say they would definitely/probably purchase
items with these special fabrics/rinses.
8
Market Overview/Category Dynamics
9
Market Overview
How big is the men’s casual sportswear market and how does it trend?
Dollar sales of men’s casual sportswear, which includes all apparel except tailored clothing, underwear, and
swimwear, totaled $36.6 billion for annual 2005. This represents 4% growth versus annual 2004. Unit
volume grew 3% to 2.1 billion in 2005. Average retail prices increased 1% to $12.39.
Men’s Apparel - 2005 Versus 2004
Men’s Apparel - 2005 Versus 2004
Dollars (In Billions)
Units (In Billions)
$36.6
$35.1
2.1
2.0
+4%
+3%
Men's Casual Sportsw ear
Men's Casual Sportsw ear
2004
2004
2005
2005
Which categories are performing well?
The knits, jeans and outerwear categories showed the greatest unit and dollar volume growth from 2004 to
2005. Average retail prices for knits and jeans remained stable, leading the trends within each category to
be the same for both dollar and unit volume. It is interesting to note that increased popularity of “premium”
Men’s denim brands did not affect the average price of the jeans market as a whole. In outerwear, average
retail prices dropped 2%, causing the category’s dollar volume growth to be slightly less aggressive than its
unit volume growth.
Men’s Apparel Growth by Category
+10% +10%
+11%
2005 Versus 2004
+8%
+7% +7%
+2%
+1%
+1%
-1%
-2%
-2%
-1%
-3%
-4%
Knits
Wovens
Sw eaters
-6%
Jeans
Pants
Dollar Volume Trend
10
Shorts
Unit Volume Trend
Source: NPD Group/ NPD Fashionworld Consumer Data Estimates
Outerw ear Fleecew ear
Market Overview
How did the Men’s Casual Sportswear category perform by channel of distribution?
Men’s Casual Sportswear – Channel Distribution
2005
Almost one-third of the men’s casual
sportswear dollar volume came from
specialty stores in 2005. Department
stores and national chain stores were
the second and third most important
channels for this market, generating
18% and 16% of the dollars,
respectively.
100%
11
18
16
80%
16
Department Stores
National Chains
60%
25
15
Mass Merchants
Specialty Stores
In terms of unit volume, specialty
stores and mass merchants are the
top channels – together they
generated over half of the men’s
casual sportswear units sold in 2005.
Off-Price Stores
40%
Factory Outlets
30
26
Direct Mail/E-tail Pureplays
All Other
20%
0%
8
3
5
6
8
3
4
7
Dollar Share
Unit Share
What is the brand composition of this market?
National brands accounted for over 40% of the men’s casual sportswear units and dollars sold in 2005.
Private Label brands comprised another one-third of the volume. This distribution is almost identical to that
of 2004.
Men’s Casual Sportswear – Brand Type Distribution
2005
17%
17%
6%
9%
National Brand
Private Label
42%
43%
Designer
All Other
32%
34%
Unit Share
Dollar Share
11
Source: NPD Group/ NPD Fashionworld Consumer Data Estimates
Category Dynamics
Most men’s casual sportswear buyers are are not shopaholics. Only 5% report shopping on a
monthly basis for men’s casual sportswear. Overall, six in ten buyers of men’s casual sportswear
reported purchasing these apparel items once a quarter or less often.
•Just over one in ten shoppers under age 25 reported shopping every month. In general,
those under age 35 are more frequent buyers, while those age 55 and older are most likely
to shop once a year or less often for men’s casual sportswear.
•Although women may shop more frequently when buying items for themselves, men and
women’s purchase frequencies for men’s casual sportswear items are similar. No
significant differences were seen by gender.
Frequency of Purchasing Men’s Casual Sportswear
(% of Respondents)
60
43
40
40
33
31
28 28
22
25 24
22
18
20
20 19 20 21 20 21
19
21 20
19
15
15
13
18
10
6
5
2 2
0
Once A
Month/Every Four
Weeks Or More
Often
Once Every 2 Or 3 Once Every 4 To 6
Months
Months
Total
Under 25
25-34
35-44
Once Or Tw ice A
Year
45-54
Less Often Than
Once A Year
55+
Source: NPD Brand Focus Men’s Casual Sportswear 2005
Category buyers, who say they “usually shop” at discount stores/mass merchants for men’s casual
sportswear, tend to shop less frequently than those who “usually shop” at other channels.
Frequency of Shopping by Channel "Usually Shop" for Men's Casual Sportswear
(% of Respondents)
Once a Month/Every 4 weeks+
Once every 2 to 3 months
Once or twice a year
Less often than once a year
Dept Store Natl Chain Discount Specialty Off-Price
7
5
5
8
12
28
24
21
28
28
26
22
18
23
27
30
33
36
29
23
9
16
20
12
11
Source: NPD BrandFocus Men’s Casual Sportswear 2005
Note: Multiple responses allowed for “usually shop”; will not add to 100%
12
Category Dynamics
The media has been focused on the emergence of the “metro-sexual male” over the past several years
- men who are interested in fashion and make their own shopping decisions. And consumer reporting of
how purchase decisions are made regarding men’s casual sportswear are now beginning to reflect a
shift in this direction as well.
Consistent with survey findings from 2001 and 2003, the majority of men surveyed reported having at
least some involvement in the purchasing of men’s casual sportswear for their household. However,
almost 6 in 10 men (59%) reported that they shop for and purchase casual sportswear clothing
themselves, up 4 percentage points from 2003 while about one in four men (27%) state they shop
with the female in their household for clothing, declining 3 percentage points from two years ago.
Similar to the reporting dynamic seen since tracking started in 2001, women are less likely to report that
men are involved in the purchase decision process for men’s casual wear purchasing than are men
themselves.
• Only 14% of women surveyed reported that the male shops and makes the purchase himself
(compared to 59% of males), while the number of women saying they made the purchase
decision independently rose versus 2 years ago (+3 percentage points to 32%). This dichotomy
reflects the perceptual difference between males and females about who in the household is
most involved with men’s casual sportswear purchasing.
Despite this difference in opinions, women do appear to continue to play a key role in the purchasing of
men’s casual sportswear for at least a portion of men. Therefore, it is important for marketers to include
women in their evaluations of consumer awareness and appeal of brands in this category.
Decision-Maker in Household About
Purchasing Men’s Casual Sportswear By
Gender - 2005
(% of Respondents)
Decision-Maker in Household About Purchasing
Men’s Casual Sportswear
(% of Respondents)
35
Total - 2001
11
32
Females - 2001
15
13
Females - 2003
17
10
14
Females - 2005
38
Total - 2003
9
39
Total-2005
36
8
25%
35
50%
35
44
10
29
45
32
18
Males-2001
55
9
27
9
Males-2003
55
7
30
8
18
59
Males-2005
0%
37
22
75%
100%
0%
25%
6
50%
27
75%
7
100%
Male shops and makes purchase himself
Males chooses clothing/female makes purchase
Male and female shop together for clothing
Female chooses clothing and makes purchase for male
Male shops and makes purchase himself
Males chooses clothing/female makes purchase
Male and female shop together for clothing
Female chooses clothing and makes purchase for male
13
Category Dynamics
Price remains a major factor in the purchase of men’s casual sportswear, with over half of consumers
reporting that they buy the majority of their men’s casual sportswear either on sale or at a discounted
price, up slightly from 48% in 2001. Those under age 35 continued to be the least likely to report that they
make most of their men’s causal sportswear purchases on sale/discounted.
Percent of Men’s Casual Sportswear Purchases Made on
Sale/Discounted (In Total)
100%
9
10
10
Don't Know
75%
51
48
52
More than 1/2
50%
1/2 or less
25%
36
39
34
None
4
4
3
Total-2005
Total - 2003
Total - 2001
0%
Percent of Men’s Casual Sportswear Purchases Made on Sale/Discounted
(In Total and by Age Group)
25-34 Age Group - 2005
2%
4%
Under 25 Age Group - 2005
12%
16%
35-44 Age Group – 2005
2%
8%
35%
40%
38%
54%
34%
55%
55+ Age Group - 2005
45-54 Age Group - 2005
6% 2%
9%
2%
31%
37%
55%
58%
None
½ or Less
More Than ½
14
Source: NPD Brand Focus: Men’s Casual Sportswear 2005
Don’t Know
Category Dynamics
Usually Shop for Men’s Casual Sportswear/Favorite Store
Discount Stores remain the channel of
choice for men’s casual sportswear, with
about two in three purchasers stating this
channel (similar to 2003). Additionally, about
three in ten consumers indicated a discount
store as their “favorite store” for men’s casual
sportswear.
63
Disco unt Sto res
29
2001
67
29
56
21
56
20
46
17
52
17
46
18
49
19
22
4
25
6
19
5
21
5
17
5
18
6
55
Natio nal Chains
21
44
Department Sto res
16
43
Specialty Sto res
20
National Chains continue to hold onto the #2
Off-P rice Sto res
spot, with over half of respondents citing this
channel as one they “usually” shop for men’s
Catalo gs/Direct M ail
casual sportswear.
Department Store and Specialty Store
channels remain significantly behind Discount
and Chains in terms of the proportion of
consumers who shop there for men’s casual
sportswear, each with just over 4 in 10
respondents citing them as channels they
“usually” shop. Department Stores continue
their gradual decline, slipping another 2
percentage points versus 2003 and 8
percentage points versus 2001.
2003
65
30
20
4
17
5
13
Facto ry Outlets
4
0
20
40
Usually Sho p
60
80
Favo rite Sto re
Note: Multiple responses allowed for “usually shop”; will not add to 100%
Similar to the prior two waves, about one in five consumers surveyed cite Wal-Mart as their favorite store
for men’s casual sportswear. This is primarily driven by the older age segments (those over 35). Old Navy
is the top cited “favorite store” for men’s casual sportswear behind Wal-Mart by consumers under 25 (about
1 in 10).
Top 15 Favorite Stores For Men's Casual Sportswear - General Market By Age
(% of Respondents)
Wal-Mart
J.C. Penney
Kohl's
Old Navy
Target
Other Factory Outlet
Sears
Other Department Store
Other Specialty Store
Dillard's
American Eagle Outfitters
Kmart
Abercrombie & Fitch
Macy's
Other Catalog/Direct Mail
Other Discount Store
T.J. Maxx
Eddie Bauer
Lands' End
The Gap
L.L. Bean
100
Total
%
Under 25
%
25-34
%
35-44
%
45-54
%
55+
%
19
9
7
6
5
4
4
4
3
3
3
3
3
2
2
2
2
2
2
2
2
13
5
5
10
8
4
3
7
4
3
7
0
7
3
2
1
1
1
0
1
0
13
7
3
8
6
3
2
6
5
9
0
1
6
4
1
2
5
2
1
3
0
23
6
8
9
4
4
6
1
4
1
5
4
1
2
2
2
2
4
3
2
2
19
11
10
2
5
5
5
2
2
2
0
5
0
2
4
4
2
3
2
1
2
23
12
9
3
4
5
4
3
3
2
1
2
0
2
3
2
1
1
2
1
3
15
Category Dynamics
Most purchasers of men’s casual sportswear say
they know about wrinkle-free (about 9 in 10) and
stain resistance (about 3 in 4) fabric treatments.
Additionally, six in ten buyers of men’s casual
sportswear say they know about fade resistance.
While awareness of cooling/moisture wicking is
lower than many other fabric treatments overall, it
shows increases for those saying they have a
positive purchase interest in the fabric feature.
Overall it appears that more and more consumers
are becoming aware of special fabric treatments
such as stain release, UV protection and
cooling/moisture wicking in men’s casual
sportswear.
Awareness of Fabric Treatments for Men's Casual Sportswear
(% of Total Respondents)
2005
Wrinkle-Free
Stain Resistance
Fade Resistant
Stain Release
UV Protection
Cooling/Moisture Wicking
Anti-Microbial
Anti-Bacterial
2001
89
77
na
37
21
22
na
na
2003
89
77
na
37
21
22
na
na
2005
87
76
61
43
30
29
15
15
Under 25
73
68
58
38
32
20
11
11
25-34
89
82
67
43
27
27
25
20
35-44
85
72
60
40
34
31
16
15
45-54
91
75
60
44
27
33
16
14
Aware of Fabric Treatment for
MCS
Definitely/Probably Would Buy for Men’s Casual Sportswear
(% of Respondents)
87%
Wrinkle-Free
76%
Stain
Resistance
61%
Fade Resistant
43%
Stain Release
30%
29%
15%
75
74
73
65
65
66
60
2005
2003
35
32
UV Protection
Cooling or
Moisture Wicking
57
48
31
Anti-Microbial
29
Anti-Bacterial
15%
0
20
16
40
60
80
100
55+
95
82
61
49
27
32
12
15
Top 20 Brands - General Market
17
Top 20 Brands: Aided Awareness
General Market (Rep Men and Women Age 13+)
Men’s casual sportswear encompass a wide array of brands that represent items from the casual end of
the spectrum, like jeans, t-shirts and active/sports apparel, to the more business-casual elements within
the category, like khakis and knit polo shirts. Note: As in 2001 and 2003 studies, the definition of
men’s casual sportswear was intentionally left open for interpretation by consumers with only
tailored clothing and underwear excluded from the explanation of the category.
The average aided awareness across the Top 20 brands dropped from 64% in 2001 to 60% in 2003 and
continued to decline to 57% in 2005. As noted in 2003, this could be a reflection of:
• Increasing fragmentation in the marketplace as more and more brands compete for consumers’
attention.
• Shifts in advertising spending for men’s casual sportswear brands overall.
• The growing competition in advertising of apparel versus other categories, such as entertainment,
electronics and telecommunications.
Levi’s, Old Navy, Nike and Fruit of the Loom
rank #1 - #4 respectively based on aided
awareness. All brands in the Top 4 show
awareness levels similar to those reported two
years ago – each “leveling off” after seeing
significant declines in the 2001 to 2003 tracking
period.
• Docker’s aided awareness fell another 6
percentage points in 2005, losing a
cumulative 9 percentage points versus 2001
levels (59% versus 68%).
• Gap and Lee were down -5 and -4
percentage points respectively versus 2003,
also losing a cumulative 9 percentage points
versus 2001 levels.
• Bugle Boy experienced one of the most
significant declines among brands in the Top
20 – losing 7 percentage points versus 2003
awareness levels and down 12 points versus
2001 (50% versus 62% respectively).
• About 7 in 10 men’s casual sportswear
category purchasers say they have heard of
Levi’s for men’s casual sportswear (69%),
edging past Old Navy (68%).
• About 2 in 3 men’s casual sportswear
category purchasers say they have heard of
Nike for men’s casual sportswear (66%),
while Fruit of the Loom, a brand more
known for casualwear ‘basics’ such as t-shirts
and sweats, follows at 64% aided awareness.
The only brand in the Top 20 to increase its
aided recall in 2005 versus 2003 was Dickies, +3
percentage points to 50%. Abercrombie & Fitch
remained stable at 51% for the past 3 tracking
waves.
Wrangler, ranked 5th for aided awareness in
terms of men’s casual sportswear, showed a
continued decline, dropping 3 percentage points
versus 2003 levels to 62%, and down 10
percentage points versus 2001.
Looking beyond the Top 20, men’s casual
sportswear brands that have seen increases in
aided awareness over the past 2-4 years include
American Eagle Outfitter (+8 percentage points
vs 2001), Champion and Croft and Barrow
(each +7 percentage points vs 2001), Cherokee
(+5 percentage points vs 2003), and Kenneth
Cole and Columbia (each +6 percentage points
vs 2001).
Within the Top 20 ranking for aided awareness
when thinking of men’s casual sportswear,
Docker’s, Gap, Polo by Ralph Lauren, Lee, Eddie
Bauer and Bugle Boy also show continued
declines in aided awareness versus the prior
two waves.
Mossimo was also added to the survey for 2005,
and came in with 20% aided awareness for men’s
casual sportswear.
18
Aided Brand Awareness
Brand Rank
(% of respondents aware of brand)
2005
1
69
70
Levi's
2
Old Navy
3
Nike
4
Fruit Of The Loom
5
Wrangler
6
Hanes
7
Tommy Hilfiger
7
Dockers
9
Reebok
10
adidas
11
Gap
11
Calvin Klein/CK
13
Polo By Ralph Lauren
13
Lee
15
L.L. Bean
15
Eddie Bauer
17
Abercrombie & Fitch
18
Dickies
18
Bugle Boy
20
Banana Republic
68
6972
66
6668
64
65 71
62
65 72
61
63 67
59
59 63
59
6568
58
60 65
57
57 63
55 60
64
55
57 64
54
5962
54
59 64
52
5456
52
5659
51
51
51
50
47
48
50
57 62
49
5153
77
2005
2003
2001
57
Top 20
Average
2005
33
All Brand
Average
2005
19
All Brands: Aided Awareness
Men's Casual Sportswear Quickview - Ranked Listing of all Brands
2005 2005 2003 2001
%
% Rank %
Levi's
69
1
70
77
Old Navy
68
2
69
72
Nike
66
3
66
68
Fruit Of The Loom
64
4
65
71
Wrangler
62
5
65
72
Hanes
61
6
63
67
Dockers
59
7
65
68
Tommy Hilfiger
59
7
59
63
Reebok
58
9
60
65
adidas
57
10
57
63
Gap
55
11
60
64
Calvin Klein/cK
55
11
57
64
54
13
59
62
Lee
54
13
59
64
Eddie Bauer
52
15
56
59
L.L. Bean
52
15
54
56
Abercrombie & Fitch
51
17
51
51
Bugle Boy
50
18
57
62
Dickies
50
18
47
48
Banana Republic
49
20
51
53
Guess?
45
21
49
53
Timberland
44
22
45
48
American Eagle
43
23
41
35
Joe Boxer
43
23
45
na
Nautica
42
25
47
46
St. John's Bay
41
26
44
47
Haggar
41
26
47
51
Route 66
41
26
42
46
Lands' End
41
26
47
48
Arizona
41
26
43
47
Levi Strauss Signature
40
31
na
na
Van Heusen
39
32
43
48
London Fog
38
33
46
51
Champion
38
33
33
31
Chaps By Ralph Lauren 38
33
40
43
Faded Glory
38
33
37
38
Izod
38
33
41
42
J. Crew
36
38
41
42
DKNY
34
39
36
36
Bill Blass
34
39
38
43
Cherokee
34
39
29
32
Jerzees
32
42
38
43
2005 2005 2003 2001
% Rank
%
%
FUBU
30
43
32
30
Ocean Pacific
28
44
32
31
Claiborne
27
45
28
31
Perry Ellis
27
45
29
32
Kenneth Cole
27
45
24
21
Arrow
27
48
27
29
Columbia Sportswear 26
49
24
20
Rustler
25
50
27
33
Canyon River Blues
23
51
25
28
Hugo Boss
23
51
24
26
Brittania
22
53
26
31
Riders
21
54
22
27
Mossimo
20
55
na
na
Silver Tab
20
55
24
27
Hunt Club
19
57
25
32
Stafford
19
57
21
23
The North Face
19
57
19
19
Duck Head
18
60
21
23
Woolrich
16
61
17
18
Sonoma
16
61
16
13
Croft & Barrow
15
63
12
8
Starter
14
64
18
19
Pacific Trail
14
64
16
11
Haband
14
64
16
19
Russell
14
64
19
15
Express Men's
13
68
12
na
Jos. A. Banks
13
68
11
na
Farah
12
70
13
14
Towncraft
12
70
14
14
Patagonia
10
72
12
12
JNCO
10
72
10
9
Manhattan
7
74
9
12
Savane
6
75
9
7
John Henry
5
76
7
na
Slates
3
77
5
6
C9 By Champion
2
78
na
na
Grand Slam
2
78
2
2
Crossings
2
78
4
3
Top 20 Average
All Brands Average
na: Ranking not available
Caution: some brands have base sizes under 100 and under 50
20
57
33
Aided Awareness by Age Segment
Although Levi’s ranks #1 based on total men’s
casual sportswear buyers, Old Navy actually
outranks Levi’s based on younger buyers (those
under 34) – followed by Nike in the #2 slot. Old
Navy, ranks 4th among buyers aged 35-44, 4554, and 55+ when looking at awareness by age
group.
Bugle Boy appears to have stronger recognition
levels among those in the 25-44 and 55+ age
segments.
Other differences in brand recognition levels by
age segment include:
Van Heusen shows up in the Top 10 for older men
(age 55+).
Lee does not make it in the Top 15 among men
under age 25, however it’s awareness level is
highest among men aged 45-54.
Wrangler does not appear on the Top 10 ranking
for aided awareness among men’s casual
sportswear buyers under the age of 35, but ranks
as one of the top 3 brands for those aged 35-44,
45-54 and 55+.
Recent Wrangler advertising has focused on
male
sports
venues
and
male-oriented
magazines. Touching back on its promotions of
the 80’s, Wrangler selected Dale Earnhardt Jr.,
following in the footsteps of his late father, as
spokesperson for the brand.
L.L. Bean shows a similar pattern, with Top 10
aided awareness for older men (over 35) but
absent from the top rankings for those under 35.
Nautica, Abercrombie & Fitch and American
Eagle Outfitters, however, appears in the Top 10
for brand awareness for younger men’s casual
sportswear buyers (Under 35) while failing to
make the Top 10 for their older counterparts.
adidas’ recognition levels are driven by those
under 45.
The higher awareness levels among younger
men’s casual sportswear buyers for American
Eagle is reflective of its target – as the mall-based
retailer focuses on 15-25 year olds at its 850+
locations across the US and Canada. Formerly
known for more outdoor-wear, it has shifted its
product mix focus to more casual products and
accessories. American Eagle publishes its own
lifestyle magazine, which doubles as a catalog.
Abercrombie & Fitch, also positioned to attract
younger shoppers, continues to feature models
with “ripped” muscular torsos and what they
define as “casual luxury”.
21
Aided Awareness by Age Segment
Top 15 Brands Aided Awareness
Among MCS Buyers Under 25
Rank
1
2
3
4
4
6
7
7
9
10
11
11
13
14
15
Old Navy
Nike
adidas
Levi's
Fruit Of The Loom
American Eagle
Gap
Hanes
Abercrombie & Fitch
Tommy Hilfiger
Calvin Klein/CK
Reebok
Dickies
Wrangler
Nautica
%
67
65
60
58
58
57
53
53
52
52
50
50
48
47
46
Among MCS Buyers 45-54
Rank
1
1
2
3
4
5
5
7
7
9
10
10
11
11
13
13
13
Rank
1
2
3
4
5
6
7
7
9
9
11
12
13
14
14
14
17
17
17
Old Navy
Nike
Levi's
adidas
Reebok
Tommy Hilfiger
Gap
Fruit Of The Loom
Abercrombie & Fitch
Hanes
Calvin Klein/CK
Dockers
Eddie Bauer
Bugle Boy
Lee
Nautica
American Eagle
Champion
%
75
73
67
63
62
60
58
58
56
56
54
53
52
51
51
51
50
50
50
Levi's
Wrangler
Nike
Fruit Of The Loom
Old Navy
Hanes
Tommy Hilfiger
Dockers
Reebok
adidas
Lee
Gap
Calvin Klein/CK
L.L. Bean
Bugle Boy
%
74
69
69
65
64
61
60
58
57
55
55
54
51
51
50
50
%
68
68
67
66
63
62
62
59
59
58
57
57
55
55
54
54
54
Among MCS Buyers 55+
Rank
1
2
3
4
4
4
7
7
9
9
9
12
13
14
15
15
Rank
1
2
2
3
4
6
7
8
9
10
10
12
13
13
15
15
Levi's
Dockers
Fruit Of The Loom
Wrangler
Old Navy
Hanes
Nike
Lee
Reebok
Eddie Bauer
L.L. Bean
Tommy Hilfiger
Calvin Klein/CK
Dickies
Gap
Haggar
22
Levi's
Wrangler
Fruit Of The Loom
Dockers
Hanes
Old Navy
L.L. Bean
Tommy Hilfiger
Nike
Haggar
Reebok
Calvin Klein/CK
Bugle Boy
Eddie Bauer
Van Heusen
%
75
73
71
70
70
70
65
65
64
64
64
63
61
60
59
59
Top 20 Brands: Purchased Past 12 Months
Brands that appear in the Top 20 for past 12
month reported purchasing for men’s casual
sportswear that had lower aided awareness
levels include Lands’ End, Champion, Joe
Boxer, Nautica, Faded Glory and Arizona.
As seen over the past several years, men’s
casual sportswear is a fragmented category
with few brands garnering over a 10% share
of reported purchasing.
Most of the brands that have high aided
awareness levels also appear on the Top 20 for
reported purchasing in the past year with the
exception of ck/Calvin Klein, Bugle Boy and
Banana Republic – which appear in the Top 20
for aided brand awareness but fail to make the
Top 20 for reported past 12 month purchasing.
American Eagle Outfitters saw an increase in
reported purchasing versus 2003, up 4
percentage points to 10%. Dickies, Lands’ End,
Reebok, and Champion also saw small up-ticks
in reported purchasing, +2 percentage points
versus 2003 levels.
Route 66, a brand that garnered 10% reported
purchasing in 2001, remains low at 4% after
falling to 5% in 2003.
Levi’s maintained its #1 ranking for past 12
month purchasing, with almost 3 in 10 consumers
saying they had bought the brand in the past
year – a gain of 5 percentage points over 2003
and back to levels seen in 2001.
While still staying true to their core customer,
Levi's has made strides to become more of a
player in the premium market.
Levi’s new
RedWire DLX iPod jeans, which will be available
worldwide Fall 2006, will help breathe new life
into the Levi's brand and attract not only new
customers but also the 'young and hip' crowd.
Fruit of the Loom, Nike, Wrangler, and adidas
also showed a re-bounding in reported past year
purchasing versus 2003 levels.
23
Purchased Past 12 Months
Brand Rank
2005
1
2
(% of respondents who purchased brand in past 12 months)
Hanes
4
Nike
4
Old Navy
7
20
21
Fruit Of The Loom
3
6
22
23
Levi's
18
15
15
Dockers
8
9
American Eagle
6
6
10
Dickies
6
6
10
Gap
10
10
14
Champion
14
Columbia Sportsw ear
14
Faded Glory
14
Joe Boxer
14
14
Tommy Hilfiger
18
17
18
6
3
3
20
19
20
22
11
Top 20
Average
2005
13
7
8
11
7
7
Reebok
20
21
8
7
Lee
2001
11
8
adidas
2003
27
17
16
15
Wrangler
2005
27
10
7
8
6
6
6
6
6
4
7
9
All Brand
Average
2005
6
6
6
6
8
10
9
13
Note: Because past 12-month purchasing is based on self-reported recall, at times it can vary from
actual in-market data.
24
All Brands: Purchased Past 12 Months
(% of all respondents who have purchased brand in past 12 months)
2005 2005 2003 2001
% Rank
%
%
Levi's
Fruit Of The Loom
Hanes
Nike
Old Navy
Wrangler
Dockers
adidas
American Eagle
Dickies
Gap
Lee
Reebok
Champion
Columbia Sportswear
Faded Glory
Joe Boxer
Tommy Hilfiger
Abercrombie & Fitch
Arizona
Calvin Klein/CK
Eddie Bauer
L.L. Bean
Lands' End
Nautica
St. Johns Bay
Bugle Boy
Cherokee
Haggar
Izod
Jerzees
Route 66
Rustler
Timberland
Van Heusen
Banana Republic
Chaps By Ralph Lauren
Croft & Barrow
Arrow
Canyon River Blues
Claiborne
Express Men's
22
20
18
17
17
16
15
11
8
7
7
7
7
6
6
6
6
6
6
5
5
5
5
5
5
5
5
4
4
4
4
4
4
4
4
4
3
3
3
2
2
2
2
1
2
3
4
4
6
7
8
9
10
10
10
10
14
14
14
14
14
14
20
20
20
20
20
20
20
20
28
28
28
28
28
28
28
28
28
37
37
37
40
40
40
40
23
21
20
15
18
15
20
8
6
6
8
7
6
6
3
7
6
8
9
5
6
5
6
5
6
6
5
5
4
5
4
5
5
4
5
5
3
3
3
3
2
2
2
27
27
21
18
20
19
22
13
6
6
11
10
8
6
3
9
na
10
13
6
8
7
9
5
6
6
6
7
4
6
3
6
10
7
5
4
4
6
2
3
4
2
na
2005 2005 2003 2001
% Rank
%
%
FUBU
Guess?
Haband
J. Crew
Kenneth Cole
Mossimo
Perry Ellis
Sonoma
Stafford
The North Face
Bill Blass
DKNY
Duck Head
Farah
JNCO
Joseph Banks
London Fog
Ocean Pacific
Pacific Trail
Riders
Russell
Savane
Silver Tab
Starter
Towncraft
Woolrich
Brittania
C9 by Champion
Crossings
Grand Slam
Hugo Boss
Hunt Club
John Henry
Manhattan
Patagonia
Slates
2
2
2
2
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
0
0
0
0
Top 20 Average
All Brands Average
11
4
25
40
40
40
40
40
40
40
40
40
40
40
55
55
55
55
55
55
55
55
55
55
55
55
55
55
55
55
71
71
71
71
71
71
71
71
71
71
2
2
2
2
2
na
na
3
2
2
1
2
2
1
1
1
1
1
2
1
1
1
2
2
2
1
1
0
na
0
0
1
1
0
0
1
0
3
3
3
3
2
na
na
3
1
2
1
2
2
3
1
1
na
3
2
1
2
1
2
5
2
2
2
2
na
0
0
1
1
na
1
1
1
Purchased Past 12 Months by Age Segment
Although there are some differences in the Top 10 brands reportedly purchased in the past year
by age, brands like Levi’s, Fruit of the Loom, Hanes, Nike, and Old Navy show up in the Top 10
list across all age groups.
Under Age 25 and 25-34
Age 45-54
Nike is the #1 men’s casual sportswear brand
reported by those Under 25 and 25-34, with 25%
and 30% of buyers respectively saying they have
bought the activewear brand in the past year.
Columbia Sportswear shows up in the Top 10
for past 12 month purchasing among men’s
casual sportswear buyers aged 45-54, with 1 in
10 buyers in this age range saying they have
bought the brand in the past year.
Age 55+
For those in the youngest age segment (Under
25) American Eagle Outfitters appears in the
Top 10 ranking for past year purchasing – at
levels comparable to Levi’s (14%).
Older consumers have a somewhat different Top
10 for brands purchased in the past year than do
consumers in other age segments – with brands
such as Rustler, Haggar, Polo Ralph Lauren,
Lands’ End and L.L. Bean showing up in the
Top 10 rankings.
Abercrombie & Fitch makes it into the Top 10
brands purchased in the past year for those 2534, reported by 13% of men’s casual sportswear
buyers.
Age 35-44
Eddie Bauer only shows up in the Top 10 brands
for the 35-44 age group with about 1 in 10 buyers
indicated they had purchased this brand of men’s
sportswear in the past year.
26
Purchased Past 12 Months by Age Segment
Among MCS Buyers Under Age 25
Rank
1
2
2
4
5
6
6
7
9
9
Nike
adidas
Old Navy
Hanes
Fruit Of The Loom
American Eagle
Levi's
Gap
Reebok
Wrangler
%
25
23
23
16
15
14
14
8
7
7
Among MCS Buyers Age 35-44
Rank
1
2
3
4
5
6
7
8
9
10
10
10
10
Levi's
Wrangler
Hanes
Fruit Of The Loom
Old Navy
Nike
Dockers
adidas
American Eagle
Lee
Reebok
Eddie Bauer
Gap
Rank
1
2
3
4
5
6
6
6
9
10
%
30
27
24
21
18
13
13
13
12
10
%
29
22
20
19
18
17
16
11
9
9
9
9
9
Rank
1
2
3
4
5
6
7
7
7
10
Fruit Of The Loom
Levi's
Wrangler
Dockers
Hanes
Nike
Columbia Sportswear
Old Navy
Lee
Faded Glory
%
27
21
20
18
17
12
10
10
10
9
Among MCS Buyers Age 55+
Rank
1
2
2
4
4
6
7
8
8
8
8
8
8
Note: MCS = Men’s Casual Sportswear
Nike
Old Navy
Levi's
Fruit Of The Loom
Hanes
Abercrombie & Fitch
adidas
Dockers
Gap
Faded Glory
27
Wrangler
Dockers
Levi's
Fruit Of The Loom
Hanes
Haggar
Old Navy
Rustler
Dickies
L.L. Bean
Lands' End
Nike
%
22
21
21
20
20
10
9
8
8
8
8
8
8
Top 20 Brands: Conversion
Conversion is a scorecard of how well a brand is doing at converting those who know about the brand into
the current buyer franchise. While some brands have relatively low awareness overall, they may be doing a
great job of convincing this smaller target audience to buy their brand – resulting in high conversion levels.
About half of the brands that had high awareness levels (in the Top 20 ranking) also make it into the Top 20
for conversion. For these brands – Levi’s, Fruit of the Loom, Hanes, Wrangler, Nike, Dockers, Old Navy,
adidas, Dickies, and Gap - it appears that not only do a lot of consumers know about the brand, but they are
capturing a large proportion of them as buyers as well.
Columbia Sportswear continues to climb in the rankings for conversion – ranking #8 and increasing its
conversion to over 1 in 5, +6 percentage points over 2003 levels.
Brand Rank
Conversion
(% of respondents aware of brand who purchased it in past 12 months)
2005
1
1
3
4
4
6
6
8
8
10
11
12
12
14
14
16
17
18
31 33
35
3133
Levi's
Fruit Of The Loom
3031
32
Hanes
26
23 26
22 26
27
25
Wrangler
Nike
Dockers
21
Croft & Barrow
Dickies
Joe Boxer
Arizona
18
Sonoma
18
Nautica
18
Gap
2001
31
32
26
27
20
21
18
14 17
17
18
Faded Glory
Express Men's
19
15
American Eagle
Champion
2003
21
1314
adidas
Rustler
38
25
26 28
Old Navy
2005
25
Top 20
Average
2005
14 17 20
1618
20
16
14
15
12 14
14
14
13
14
13
910
1213
13
13
13
28
18
16
11
All Brand
Average
2005
All Brands: Conversion
Men's Casual Sportswear Quickview - Ranked Listing of all Brands - Conversion
(% of respondents aware of brand and purchased the brand)
2005 2003 2001
%
%
%
Fruit Of The Loom
31
33
38
Levi's
31
33
35
Hanes
30
31
32
Wrangler
26
23
26
Nike
26
22
27
Dockers
25
31
32
Old Navy
25
26
28
14
13
Croft & Barrow
21
26
27
adidas
19
15
21
American Eagle
18
14
17
Rustler
17
14
20
Faded Glory
17
18
25
Express Men's
16
14
na
Champion
16
18
20
Dickies
15
14
12
Joe Boxer
14
14
na
Arizona
13
14
18
Sonoma
13
10
9
Nautica
13
12
13
Gap
13
13
16
Jerzees
12
13
15
Lands' End
12
14
12
Savane
12
24
28
Lee
12
11
16
Haband
12
11
17
Reebok
12
10
13
St. John's Bay
11
13
12
Mossimo
11
na
na
Polo By Ralph Lauren 11
13
16
Cherokee
11
14
14
The North Face
11
5
7
Haggar
10
11
11
Russell
10
8
6
Tommy Hilfiger
10
15
20
Canyon River Blues
10
9
14
Izod
10
9
6
Van Heusen
10
12
9
L.L. Bean
10
10
10
Abercrombie & Fitch
10
9
12
Eddie Bauer
9
11
15
Starter
9
9
10
2005 2003 2001
%
%
%
Stafford
9
12
8
Timberland
9
11
11
Route 66
9
13
21
Arrow
9
10
12
Calvin Klein/CK
9
9
11
JNCO
9
10
9
Perry Ellis
9
10
9
Duck Head
8
7
13
Towncraft
8
11
11
Claiborne
7
6
5
Woolrich
7
7
9
9
13
Bugle Boy
7
9
12
Silver Tab
7
9
19
Banana Republic
6
6
8
J. Crew
6
5
8
FUBU
6
7
10
Levi Strauss Signature 5
na
na
C9 By Champion
5
na
na
Farah
5
5
9
Joseph A. Banks
5
6
na
Pacific Trail
5
5
7
Slates
5
8
8
Ocean Pacific
4
5
5
Grand Slam**
4
4
10
Riders
4
2
6
DKNY
4
5
5
Guess?
4
4
6
Patagonia
4
6
5
Bill Blass
3
5
5
John Henry
3
4
na
Manhattan
3
2
5
Crossings*
2
1
7
London Fog
2
3
5
Hunt Club
2
3
4
Hugo Boss
2
3
4
Brittania
1
1
5
Top 20 Average
All Brands Average
29
20
11
Top 20 Brands: Retention
Getting a consumer to buy a brand once is different from maintaining them as a repeat buyer who makes up
the core of your loyal buyer franchise. Retention, therefore, is a measure of how well a brand is doing at
keeping current brand buyers in the franchise. Note: Because this measure is based on respondents who
made a purchase of the brand in the past year, many brands have fairly small base sizes. Small base sizes
can result in what appear to be significant shifts year to year due to their inherent instability, and may not
necessarily indicate large improvements or declines in the actual retention levels.
Brands that have dropped out of the Top 20 versus 2003 based on retention include Gap (-11 percentage
points, 59% 2005 vs. 70% 2003), Wrangler (-7 points), and Dockers (-10 points).
FUBU, Banana Republic, Abercrombie & Fitch, Kenneth Cole and Perry Ellis all increased retention versus
2003 levels and rank in the Top 20 – however each have low base sizes that can contribute to instability in
the data from year to year and should be viewed with caution.
Brand Rank
Retention
2005
(% of respondents who plan to re-purchase brand among those
who have bought in past 12 months)
1
FUBU
2
Banana Republic
3
Farah
4
Joseph Banks
5
Abercrombie & Fitch
5
Old Navy
7
Manhattan
7
American Eagle
9
Nike
10
C9 By Champion
11
11
Kenneth Cole
13
Rustler
13
L.L. Bean
15
Tow ncraft
16
Timberland
17
Hanes
17
Perry Ellis
17
20
Hugo Boss
63
20
Dickies
63
62
85
63
83
71
80
76
75
67
75
70
72
72
62
71
71
64
Top 20
Average
2005
70
69
64
69
62
68
69
68
60
49
2003
67
58
58
2005
65
64
64
64
64
30
49
All Brand
Average 2005
All Brands: Retention
(% of past 12 month purchases who plan to repurchase brand in the future)
2005 2003
%
%
FUBU
Banana Republic
Farah
Jos. A. Banks
Abercrombie & Fitch
Old Navy
Manhattan
American Eagle
Nike
C9 by Champion
Kenneth Cole
Rustler
L.L. Bean
Towncraft
Timberland
Hanes
Perry Ellis
Levi
Hugo Boss
Dickies
Haband
adidas
Fruit Of The Loom
Lands' End
Wrangler
Gap
DKNY
Jerzees
Savane
Express Men's
Dockers
Stafford
Haggar
St. John's Bay
Tommy Hilfiger
Reebok
Mossimo
Joe Boxer
Lee
Nautica
85
83
80
76
75
75
72
72
71
70
69
69
68
68
67
65
64
64
64
63
63
62
62
62
61
60
59
57
56
56
56
55
55
55
53
53
53
53
50
49
49
48
47
63
71
67
70
62
64
na
64
62
69
60
58
64
58
49
71
62
62
59
60
61
67
70
60
48
57
67
65
63
50
na
52
59
52
42
na
56
60
57
2005 2003
%
%
Faded Glory
Ocean Pacific
Claiborne
Eddie Bauer
Croft & Barrow
Arizona
Van Heusen
Route 66
Calvin Klein/CK
Guess?
The North Face
Cherokee
Riders
Sonoma
Duck Head
Champion
Columbia Sportswear*
Izod
Hunt Club
London Fog
Woolrich
Silver Tab
Russell
Canyon River Blues
Arrow
Pacific Trail
J. Crew
Bugle Boy
Slates
JNCO
Bill Blass
Patagonia
Starter
John Henry
Brittania
Crossings
Grand Slam
47
46
46
46
45
45
45
45
44
44
43
43
41
41
40
39
39
38
38
36
35
33
33
32
32
30
26
23
23
23
21
19
11
11
0
0
0
Top 20 Average
All Brands Average
71
49
31
60
64
40
64
63
42
47
62
56
68
43
53
53
62
46
52
65
56
45
48
63
44
47
44
-
Top 20 Brands: Prospects
Many marketers focus their advertising spending trying to elevate brand awareness, as increasing
awareness is the first step in gaining trial. The number of “prospects” (those that who are aware of a brand,
have not yet purchased, but plan to in the next year) can therefore be thought of as a leading indicator of a
brand’s growth potential. Brands with large groups of prospects can be poised for market share growth, if
they can persuade the consumer to buy. Similar to the past two waves of tracking, most brands have low
prospect scores, demonstrating how difficult it is to break through to consumers.
Levi’s, Hanes and Fruit of the Loom remain in the top 3 ranking on this dimension, although Hanes and Fruit
of the Loom swapped positions – with Hanes prospects declining 2 percentage points versus 2003 and Fruit
gaining 3 points.
Within the Top 20, Savane, American Eagle, Dickies and Old Navy also show increases in the number of
prospects versus 2003.
Prospects
Brand Rank
2005
1
2
(% of respondents aware of brand, but have not purchased
brand, who plan to purchase in next 12 months)
19
20
Levi's
18
15
16
15
17
14
15
13
14
13
15
15
Fruit Of The Loom
3
Hanes
3
Old Navy
5
Dockers
6
Nike
6
Savane
8
Wrangler
9
The North Face
9
American Eagle
9
adidas
12
11
6
14
14
11
7
23
2005
2003
2001
11
Top 20
Average
2005
10
11
12
9
9
6
7
8
8
8
12
Dickies
6
14
Express Men's
6
14
14
Jerzees
14
Silver Tab
14
Gap
14
Lee
10
9
9
10
13
8
7
7
7
8
8
7
9
7
8
7
7
10
9
8
8
8
32
10
5
All Brand Average 2005
All Brands: Prospects
(% of aware non-purchasers who plan to purchase the brand in the future)
2005 2003 2001
%
%
%
Levi
19
20
23
Fruit Of The Loom
18
15
16
Hanes
15
17
14
Old Navy
15
13
14
Dockers
13
15
15
Nike
11
14
14
Savane
11
7
6
Wrangler
10
11
12
The North Face
9
9
10
American Eagle
9
7
6
adidas
9
8
8
Columbia Sportswear
8
10
13
Dickies
8
6
7
Express Men's
7
6
na
7
8
8
Jerzees
7
10
9
Silver Tab
7
9
8
Gap
7
8
8
Lee
7
8
10
Rustler
6
5
11
Timberland
6
8
9
Champion
6
9
6
Reebok
6
9
7
Tommy Hilfiger
6
6
8
Lands' End
6
8
8
Joe Boxer
6
9
na
Faded Glory
6
9
9
na
na
Nautica
6
8
8
Haband
6
3
5
Van Heusen
6
7
6
Cherokee
5
6
5
Hugo Boss
5
3
6
Riders
5
3
5
Stafford
5
5
4
L.L. Bean
5
6
8
St. John's Bay
5
5
7
C9 by Champion
5
na
na
Haggar
5
7
7
Starter
5
10
8
Woolrich
5
6
5
Abercrombie & Fitch
5
5
6
Arizona
5
6
4
2005 2003 2001
%
%
%
John Henry
5
2
na
Banana Republic
4
4
7
Calvin Klein/CK
4
5
8
Duck Head
4
5
6
Route 66
4
6
8
DKNY
4
5
9
Eddie Bauer
4
6
8
Jos. A. Banks
4
3
na
Kenneth Cole
4
7
6
Croft & Barrow
4
6
6
J. Crew
4
6
7
Farah
4
3
1
JNCO
4
5
7
Arrow
3
7
7
Perry Ellis
3
5
5
Ocean Pacific
3
5
4
Bugle Boy
3
4
3
5
7
Sonoma
3
3
2
Towncraft
3
6
4
Guess?
3
4
4
Izod
3
4
3
Mossimo
3
na
na
FUBU
3
4
8
London Fog
2
3
4
Pacific Trail
2
3
4
Slates
2
11
9
Manhattan
2
4
4
Russell
2
5
4
Crossings
2
3
7
Claiborne
2
3
5
Patagonia
1
7
7
Bill Blass
1
3
4
Grand Slam
1
6
0
Hunt Club
1
3
2
Canyon River Blues
1
3
4
Brittania
1
0
1
Top 20 Average
All Brands Average
33
11
5
Top 20 Brands: Relevance
Many brands attempt to segment consumers by adopting a positioning that resonates with certain targeted
buyers. Therefore there are many brands that have fairly high awareness levels, but are perceived as
brands that are not appropriate for them personally. Across all brands in the study, the average “relevance”
score is only 37% - or about one in three men who identify a brand they have heard of as being “appropriate
for me”.
Levi’s, Hanes and Fruit of the Loom top the rankings for relevance again this year, showing that not only do
these brands have broad awareness, but also seem to offer up a positioning that resonates with most men
who have heard of them.
Savane shows a significant increase in relevance – although it has a fairly small base of consumers who
know the brand (6%). Russell and John Henry show similar trends, with smaller awareness levels but
increasing relevance among those who do know the brand. Rustler appears to have rebounded somewhat
in relevance after a dip in 2003, and more activewear-oriented brands such as adidas, The North Face and
Reebok show increases versus 2003.
Relevance
Brand Rank
(% of male respondents aware of brand who rate brand a 5, 6 or 7,
where 7=“extremely appropriate” and 1=“not at all appropriate”)
2005
1
Levi's
2
Hanes
3
Fruit Of The Loom
57
57
4
Savane
5
Wrangler
5
Dockers
7
8
Nike
9
Timberland
10
Russell
37
39
10
Rustler
37
12
Lee
13
Haggar
13
The North Face
13
John Henry
16
Arrow
16
Van Heusen
18
adidas
18
Joseph Banks
18
Reebok
18
Lands' End
68
67
67
64
62
58
56
59
54
46
58
57
58
62
57
55
53
55
52
50
50
50
2005
2003
2001
52
46
43
49
Top 20
Average
2005
49
42
48
45
51
47
47
42
47
43
43
47
33
46
42
50
46
49
45
45
34
37
40
39
38
45
45
45
34
52
41
49
37
All Brands: Relevance
(among males aware of brand, % who rate brand 5, 6 or 7)
2005 2005 2003 2001
%
% Rank %
Levi
68
1
67
67
Hanes
64
2
57
57
Fruit Of The Loom
62
3
58
56
Savane
59
4
54
46
Wrangler
58
5
52
57
Dockers
58
5
62
57
7
53
55
Nike
52
8
50
50
Timberland
50
9
46
43
Russell
49
10
37
39
Rustler
49
10
37
42
Lee
48
12
45
51
Haggar
47
13
47
42
The North Face
47
13
43
43
John Henry
47
13
33
na
Arrow
46
16
50
42
Van Heusen
46
16
49
45
adidas
45
18
34
37
Jos. A. Banks
45
18
40
na
Reebok
45
18
39
38
Lands' End
45
18
49
41
22
na
na
C9 by Champion
43
23
na
na
L.L. Bean
42
24
45
40
London Fog
42
24
42
38
Perry Ellis
42
24
38
28
42
24
42
38
Woolrich
41
28
43
37
Eddie Bauer
41
28
44
38
Croft & Barrow
41
28
52
49
Kenneth Cole
41
28
36
37
Old Navy
41
28
40
33
Jerzees
40
33
33
43
Dickies
40
33
31
31
Silver Tab
40
33
40
44
Champion
39
36
46
41
Haband
39
36
34
35
Izod
39
36
39
27
Faded Glory
39
36
34
33
Stafford
38
40
43
37
Starter
38
40
35
38
Duck Head
37
42
40
37
Nautica
37
42
37
32
St. John's Bay
Express Men's
Slates
Sonoma
Joe Boxer
Pacific Trail
Towncraft
Cherokee
Patagonia
Ocean Pacific
Tommy Hilfiger
J. Crew
Arizona
Bill Blass
Route 66
Manhattan
Calvin Klein/CK
Farah
Hunt Club
Mossimo
Gap
Grand Slam
Hugo Boss
American Eagle
Claiborne
Canyon River Blues
Banana Republic
Riders
JNCO
Bugle Boy
FUBU
DKNY
Abercrombie & Fitch
Guess?
Brittania
Crossings
Top 20 Average
All Brands Average
35
2005 2005 2003 2001
% Rank %
%
36
44
36
33
36
44
30
na
36
44
38
32
35
47
31
26
35
47
31
na
34
49
27
33
34
49
40
37
33
51
25
27
33
51
41
32
32
53
30
34
31
54
30
28
31
54
31
30
30
56
29
30
30
56
27
28
30
56
28
27
30
56
29
36
30
56
36
35
28
61
26
28
28
61
31
29
28
61
31
30
27
64
na
na
24
65
27
26
24
65
24
15
24
65
24
26
23
68
27
28
23
68
21
20
21
70
26
32
20
71
21
23
19
72
22
27
18
73
25
6
18
73
19
24
18
73
12
15
17
76
17
16
17
76
17
20
15
78
13
16
13
79
11
14
9
80
8
13
52
37
Top 20 Brands: Momentum
Once again this year, Abercrombie & Fitch and Tommy Hilfiger get top rankings as being brands thought of
as “in or hot” by consumers. Although ranked #2, Tommy Hilfiger does show a fairly significant decline in
momentum ratings, down 6 percentage points versus 2003 levels and -16 percentage points versus 2001.
Overall, the average “in or hot” rating fell across all brands included in the survey as did the average across
the Top 20 brands – indicating that what is considered “in” or “hot” may be diverging across different age
segments and buyer groups – resulting in an overall lower rate when evaluated in total.
Brands seeing increases in momentum in the Top 20 include American Eagle, The North Face
Express Men’s.
and
Conversely, FUBU, shows a significant slide in terms of being thought of as an “in or hot” brand (-21
percentage points versus 2001), as does Levi’s (-13), Old Navy (-11), Gap (-12), Dockers (-16) and Eddie
Bauer (-14), as well as several of the designer brands (cK, Polo, DKNY, and Nautica).
Brand Rank
Brand Momentum
(% of respondents aware of brand who consider it “in” or “hot”)
2005
1
Abercrombie & Fitch
2
Tommy Hilfiger
3
Nike
4
American Eagle
5
2005
52 55
52
46
404345
41
36
37
40
41
6
Express Men's
7
Calvin Klein/CK
7
Old Navy
9
The North Face
10
Banana Republic
11
Levi's
11
adidas
11
FUBU
11
Gap
15
Kenneth Cole
29 32
15
DKNY
29 32
17
Dockers
52
37
38
37
49
43 48
34
43
30
31 36
30
40
28
17
Nautica
19
Eddie Bauer
20
Perry Ellis
20
Hugo Boss
25 30
28
25 31
20
Timberland
25 29
30
26
36
2001
49
36
3335
34
35
35
30
39
28
62
39
33
30
2003
36
Top 20
Average
2005
51
42
35
40
37
44
36 41
35 40
35
17
All Brand
Average
2005
All Brands: Momentum
2005 2003 2001
%
%
%
Abercrombie & Fitch
52
55
52
Tommy Hilfiger
46
52
62
Nike
43
40
45
American Eagle
41
36
37
40
41
49
Express Men's
39
33
na
Calvin Klein/CK
37
38
49
Old Navy
37
43
48
The North Face
36
33
35
Banana Republic
34
35
35
Levi
30
39
43
adidas
30
31
36
FUBU
30
40
51
Gap
30
36
42
Kenneth Cole
29
32
35
DKNY
29
32
40
Dockers
28
37
44
Nautica
28
36
41
Eddie Bauer
26
35
40
Perry Ellis
25
30
28
Hugo Boss
25
31
35
Timberland
25
29
30
Columbia Sportswear
24
32
35
JNCO
24
36
38
28
37
Joe Boxer
21
32
na
21
na
na
Patagonia
20
26
25
Guess?
20
25
28
Reebok
19
22
25
J. Crew
19
26
30
Dickies
18
19
14
Starter
18
22
29
Silver Tab
18
21
29
L.L. Bean
17
28
29
Izod
17
18
19
Ocean Pacific
16
19
16
Wrangler
16
17
21
Bill Blass
16
19
21
Duck Head
15
18
25
Lands' End
15
24
25
Mossimo
15
na
na
Hanes
15
16
17
Champion
London Fog
Fruit Of The Loom
Jos. A. Banks
Van Heusen
Lee
Claiborne
Haggar
Bugle Boy
St. John's Bay
Jerzees
Rustler
Manhattan
Faded Glory
Route 66
Woolrich
Arizona
Pacific Trail
Croft & Barrow
Arrow
Canyon River Blues
Cherokee
Riders
Haband
Towncraft
C9 by Champion
Sonoma
Farah
Savane
Grand Slam
Hunt Club
Stafford
Crossings
Russell
Brittania
Slates
John Henry
Top 20 Average
All Brands Average
37
2005 2003 2001
%
%
%
14
16
15
14
18
20
13
15
14
13
16
na
12
15
13
12
14
16
11
16
18
11
13
15
11
17
23
11
14
18
10
14
14
10
7
10
9
12
8
9
15
17
8
12
15
8
13
13
8
17
21
7
12
9
7
16
11
5
8
9
5
12
14
5
9
8
5
5
5
5
6
6
5
6
4
5
na
na
5
9
9
5
4
4
4
11
14
4
10
5
4
11
12
4
7
10
3
11
4
3
8
8
2
6
7
2
11
12
1
10
na
34
17
Momentum by Age Segment
Abercrombie & Fitch and Calvin Klein/cK are the only two brands that show up in the Top 10 across all age
segments of men’s casual sportswear buyers. Nike appears in the Top 10 for 4 of the 5 age segments
based on being considered “in or hot” (absent from those 35-44).
Under Age 25
Versus 2003, the Top 10 brands that men’s casual sportswear buyers consider “in or hot” has changed, with
only 5 brands appearing in both 2003 and 2005. Abercrombie & Fitch continues to rank #1 with younger
men when it comes to this dimension – with almost 2 in 3 buyers under 25 citing the brand as “in or hot”.
American Eagle moves up the ranking, at #2 and increasing 4 percentage points versus 2003. Express
Men’s also moves up in the Top 10 to #3, +3 points versus 2003 levels while Nike drops from #2 to #4 (-7
points).
Tommy Hilfiger, Polo, Nautica, Dickies and Grand Slam fall out of the Top 10 rankings for those 25 and
younger, while The North Face, adidas, Old Navy, Banana Republic and Calvin Klein/cK replaces them.
Age 25-34
Men’s casual sportswear buyers aged 25-34 cite many of the same brands noted in 2003 among the Top 10
for “in and Hot”, including A&F, Tommy Hilfiger, Polo, Nike, Gap, FUBU, Nautica and Kenneth Cole –
although the specific rankings within the Top 10 have shifted slightly across the brands. Timberland and
Perry Ellis show up for the first time in 2005 in the Top 10 for this age segment, while Old Navy drops out.
Age 35-44
Those aged 35-44 are the youngest age segment to cite Levi’s in the Top 10 as being thought of as an “in or
hot” brand (ranked #7). Top 10 rankings on this dimension are similar to those seen in 2003, with the
exception of FUBU, Dockers and Eddie Bauer as brands that fall out of the Top 10 in 2005, replaced by
Banana Republic, Calvin Klein/cK and Express Men’s.
JNCO also appears on the Top 10 for momentum for this age segment, a brand absent from the top
rankings for both younger and older age groups.
Age 45-54/55+
Express Men’s ranks #1 among men’s casual sportswear buyers 45-54 as being “in or hot”, while Levi’s
Silvertab also makes the Top 10 among this age segment.
Among men’s casual sportswear buyers aged 55+, the Top 10 for brands thought of as “in or hot” is a mix of
designer brands such as Tommy Hilfiger, Polo By Ralph Lauren, Calvin Klein/CK, Nautica, and
performancewear such as Columbia Sportswear and The North Face as well as more established national
brands such as Dockers and Levi’s. A & F and American Eagle also make the Top 10 ranking for this age
segment.
38
Momentum by Age Segment
Rank
%
1
Abercrombie & Fitch
66
2
Tommy Hilfiger
61
3
Nike
54
4
49
5
Perry Ellis
45
6
Calvin Klein/CK
43
7
Kenneth Cole
41
8
Gap
39
8
FUBU
39
10
Timberland
37
10
Nautica
37
Among MCS Buyers Under Age 25
Rank
%
1
Abercrombie & Fitch
65
2
American Eagle
61
3
Express Men's
54
4
Nike
53
5
The North Face
50
5
adidas
50
7
Old Navy
44
8
Banana Republic
43
8
Calvin Klein/CK
43
10
Gap
42
Rank
1
2
3
4
5
6
7
8
8
10
Abercrombie & Fitch
Nike
Tommy Hilfiger
American Eagle
JNCO
Old Navy
Levi's
Banana Republic
Calvin Klein/CK
Express Men's
Among MCS Buyers 55+
Rank
1
Tommy Hilfiger
2
3
Dockers
4
Abercrombie & Fitch
5
Calvin Klein/CK
5
Columbia Sportswear
7
Nautica
7
The North Face
9
American Eagle
9
Levi's
Rank
1
2
3
4
5
6
7
7
9
10
10
%
56
46
45
41
39
38
36
33
33
32
%
48
41
39
38
35
35
33
33
31
31
Note: MCS = Men’s Casual Sportswear
39
Express Men's
Tommy Hilfiger
Abercrombie & Fitch
Old Navy
Nike
FUBU
Levi's
Calvin Klein/CK
Silver Tab
Banana Republic
%
44
42
41
40
39
37
36
36
35
34
34
Top 20 Brands: Ratings
Brand Ratings Among Past 12-Month Buyers of a Brand
How a consumers perceives a brand hopefully reflects the marketer’s intended brand positioning. In this
section of the survey, consumers were asked to provide specific feedback on each brand they were aware
of. Specifically, consumers were asked which statements listed below (if any) described each brand.
Consistent with previous waves, comfort is still one of the top cited dimensions across all brands,
demonstrating the importance that consumers place on comfort when purchasing men’s casual sportswear.
Overall, however, the average comfort ratings across the brands included in the survey continued to decline
slightly to 47% (down from 48% in 2003 and 50% in 2001).
As would be expected, certain brands resonate with consumers as “high quality” while others capitalize on
their “value” positioning.
Brand Ratings Among Past 12-Month Buyers of a Brand
(% of Respondents)
Sold
A brand
A brand
I'm w illing w here I Com fortfor
Bought
prefer to able to
to pay
Past 12 High Excellent som eone Fashion
w ear
shop
like m e
leader m ore for
Months quality
value
Rank Past
12 Month
Buyers
1
2
3
4
4
4
7
8
9
10
10
10
10
14
14
14
14
18
18
18
18
18
18
18
Levi's
Fruit Of The Loom
Dockers
Nike
Hanes
Old Navy
Wrangler
adidas
American Eagle
Gap
Tommy Hilfiger
Lee
Dickies
Lands' End
Reebok
Champion
Columbia Sportswear
L.L. Bean
Joe Boxer
Nautica
Eddie Bauer
Faded Glory
Arizona
Top 20 Brand Average
28
24
22
21
21
21
19
13
10
9
9
9
9
8
8
8
8
7
7
7
7
7
7
7
35
35
37
42
32
24
37
54
44
61
35
60
39
39
35
41
25
45
51
20
49
43
20
25
41
52
45
33
50
44
37
41
25
31
29
35
51
53
38
35
50
37
39
38
22
41
43
49
40
41
35
40
33
39
39
46
49
37
41
41
47
42
41
39
42
38
43
20
33
40
34
33
24
10
19
35
13
21
21
29
27
40
33
45
24
13
12
18
7
12
14
15
24
23
10
16
18
6
19
25
10
14
16
24
25
41
23
31
14
13
22
26
11
36
23
8
23
17
10
7
24
30
30
30
24
29
33
31
35
26
28
32
35
31
34
31
24
28
28
14
22
31
39
38
49
49
44
48
52
48
50
53
54
32
54
34
39
45
49
55
57
51
44
54
30
50
58
41
12
39
40
39
21
19
29
47
40
Brand Ratings Among Those Aware of a Brand
The following section of the NPD Brand Focus: Men’s Casual Sportswear 2005 report details each of the
seven attribute ratings among all consumers aware of each brand, including brand buyers and non-buyers.
In general, ratings on the seven dimensions among those aware of each brand are somewhat lower for all
brands compared to the ratings given among brand buyers only, which were outlined on the previous pages
of this report.
41
Top 20 Brands: High Quality
Abercrombie & Fitch and Polo Ralph Lauren retained their #1 and #2 rankings respectively as “high quality”
brands, posting quality ratings comparable to 2003 after both saw a significant decline from 2001 to 2003.
The North Face was the only brand in the Top 20 to show increases in perceptions of quality versus
reported 2003 levels.
Bill Blass, Calvin Klein/cK and Kenneth Cole all maintained their quality ratings versus 2003 with just over 1
in 3 men’s casual sportswear buyers rating each brand as “high quality”, and moved up in the rankings
given that many other brands experienced declines versus two years ago.
Claiborne, a brand that made the Top 20 for “high quality” in both 2001 and 2003 dropped off this years Top
20, while Hugo Boss and Patagonia make the list for 2005.
Brand Rank
High Quality Clothing
2005
1
Abercrombie & Fitch
2
3
The North Face
3
Bill Blass
5
Kenneth Cole
5
Calvin Klein/CK
7
London Fog
7
Tommy Hilfiger
9
Eddie Bauer
9
Nautica
9
L.L. Bean
9
Perry Ellis
9
Van Heusen
9
15
Joseph Banks
15
Patagonia
15
Levi's
15
15
Lands' End
20
Timberland
20
20
42
43
30
Woolrich
26
Nike
42
43
53
2005
2003
36
36
37
35
35
34
35
36 39
3436
38
34
35 38
33 36
37
30 33
34
33 38
39
33
33 36
3335
34
33 37
39
3133
2001
31
31
30
3133
34
31
38
38
31 35
39
30
31
32
3032
Top 20
Average
2005
30
31
31
3032
33
Hugo Boss
20
37
38
36
34
33
23
All Brand
Average
2005
All Brands: High Quality
(Brand Ratings – High Quality Clothing)
2005 2005 2003
%
Rank
%
Abercrombie & Fitch
The North Face
Bill Blass
Kenneth Cole
Calvin Klein/CK
London Fog
Tommy Hilfiger
Eddie Bauer
Nautica
L.L. Bean
Perry Ellis
Van Heusen
Joseph Banks
Patagonia
Levi's
Columbia Sportswear
Lands' End
Timberland
Woolrich
Hugo Boss
Nike
Express Men's
adidas
Stafford
Arrow
American Eagle
Banana Republic
Dockers
Claiborne
Izod
Haggar
J. Crew
Haband
Fruit Of The Loom
Wrangler
Reebok
DKNY
Slates
Hanes
Lee
42
37
36
36
35
35
34
34
33
33
33
33
33
33
31
31
31
31
31
30
30
30
30
29
29
28
28
28
28
28
27
26
25
25
24
24
23
23
23
23
22
22
22
1
2
3
3
5
5
7
7
9
9
9
9
9
9
15
15
15
15
15
20
20
20
20
24
24
26
26
26
26
26
31
32
33
33
35
35
37
37
37
37
41
41
41
43
38
34
36
35
36
36
35
36
30
38
33
35
37
33
31
33
38
35
31
32
31
32
22
27
24
29
27
30
31
35
26
26
27
na
17
25
25
26
28
15
27
22
2001
%
53
43
30
37
34
39
38
38
37
34
39
36
34
39
na
30
34
38
39
32
26
31
33
na
29
26
30
28
28
32
33
26
24
27
na
17
22
24
25
33
23
24
21
2005 2005 2003
%
Rank
%
Croft & Barrow
St. Johns Bay
Gap
Guess?
Hunt Club
John Henry
Manhattan
Pacific Trail
Old Navy
Dickies
Towncraft
Starter
FUBU
Arizona
Duck Head
Ocean Pacific
JNCO
Silver Tab
Farah
Bugle Boy
Rustler
Savane
Jerzees
Sonoma
Joe Boxer
Brittania
Riders
Champion
Mossimo
Russell
Canyon River Blues
Faded Glory
Cherokee
Route 66
Grand Slam
C9 By Champion
Crossings
22
21
21
21
21
21
21
20
19
19
19
19
18
17
17
17
16
16
16
16
15
15
15
15
14
14
14
14
14
14
13
13
11
11
10
8
8
Top 20 Average
All Brands Average
33
23
43
41
45
45
45
45
45
45
51
52
52
52
52
56
57
57
57
30
30
30
30
34
34
34
34
38
38
38
38
38
38
44
44
46
46
48
49
49
26
25
26
23
20
16
24
19
25
21
20
24
22
19
24
20
21
21
19
16
15
21
20
12
18
16
13
23
na
15
16
17
14
15
19
na
13
2001
%
22
26
27
25
20
na
31
22
25
20
20
25
25
15
25
18
26
26
19
18
17
19
16
17
na
17
14
19
na
14
15
16
14
19
15
na
20
Top 20 Brands: Excellent Value
Fruit of the Loom continues to hold the #1 slot for being thought of as an “excellent value” among men’s
casual sportswear buyers who know the brand.
The Top 20 ranking for “excellent value” included 7 private label brands, although Faded Glory dropped
significantly – down from #2 in 2003 to #16 in the ranking, and -9 percentage points.
Haband increased its “excellent value” rating (+10 percentage points versus 2003), rebounding from a drop
seen in 2003 versus 2001.
Brand Rank
Excellent Value For the Money
2005
1
Fruit Of The Loom
2
Hanes
3
Haband
4
Dockers
4
Levi's
6
Wrangler
6
Arizona
6
Dickies
6
Old Navy
10
10
18
26
2425
26
23
Cherokee
Champion
13
adidas
13
Lee
13
Rustler
16
Canyon River Blues
16
16
Jerzees
16
Faded Glory
20
Haggar
20
Duck Head
20
Croft & Barrow
20
Route 66
23
27 30
27
27
27 29
26 30
27
2627
Tow ncraft
10
27
28
29
25
27 29
24
23 25
23
23 25
23
2021
23
22 25
23
21
1920
1819 21
21 24
24
21 25
24
44
2005
2003
2001
32
2930
25
25
21 24
20 22 24
24
24
36
32 36
3233
25
Top 20
Average
2005
27
28
32
16
All Brand
Average
2005
All Brands: Excellent Value
(Brand Ratings – Excellent Value)
2005 2005 2003 2001
%
% Rank %
Fruit Of The Loom
Hanes
Haband
Dockers
Levi
Arizona
Dickies
Old Navy
Wrangler
Champion
Cherokee
Towncraft
adidas
Lee
Rustler
Canyon River Blues
Columbia Sportswear
Faded Glory
Jerzees
Croft & Barrow
Duck Head
Haggar
Route 66
Russell
Savane
Van Heusen
Arrow
Lands' End
Mossimo
St. John's Bay
Nike
Riders
Reebok
American Eagle
Farah
Joe Boxer
L.L. Bean
Slates
Eddie Bauer
Gap
Silver Tab
Sonoma
36
33
28
27
27
26
26
26
26
25
25
25
24
24
24
23
23
23
23
21
21
21
21
20
20
20
19
19
19
19
18
18
18
17
16
16
16
16
16
15
15
15
15
1
2
3
4
4
6
6
6
6
10
10
10
13
13
13
16
16
16
16
20
20
20
20
24
24
24
27
27
27
27
31
31
31
34
35
35
35
35
35
40
40
40
40
36
32
18
30
27
27
25
30
30
24
29
29
20
24
25
23
20
32
25
24
18
20
25
22
22
19
28
21
na
21
na
18
20
16
17
16
20
18
14
14
15
17
19
32
27
23
27
29
32
24
29
27
21
27
23
22
27
23
25
21
28
22
24
19
19
24
21
23
17
27
20
na
19
na
19
18
19
21
18
na
17
18
16
18
17
18
2005 2005 2003 2001
% Rank %
%
Starter
The North Face
Woolrich
Bugle Boy
London Fog
Pacific Trail
Stafford
Timberland
Jos. A. Banks
Nautica
Ocean Pacific
C9 by Champion
John Henry
Grand Slam
Hunt Club
Izod
J. Crew
Manhattan
Calvin Klein/Ck
Express Men's
FUBU
Kenneth Cole
Perry Ellis
Tommy Hilfiger
Banana Republic
Brittania
DKNY
Guess?
Patagonia
Bill Blass
Hugo Boss
JNCO
Claiborne
Abercrombie & Fitch
Crossings
15
15
15
14
14
14
14
14
13
13
13
12
12
12
11
11
11
11
11
10
10
10
10
10
10
9
9
9
9
9
9
8
8
8
7
6
4
Top 20 Average
All Brands Average
25
16
45
40
40
40
47
47
47
47
47
52
52
52
55
55
55
58
58
58
58
58
63
63
63
63
63
63
69
69
69
69
69
69
75
75
75
78
79
80
17
14
17
18
15
13
22
16
13
13
13
na
14
13
19
16
11
12
15
8
15
7
8
9
13
7
12
9
8
9
9
9
7
11
9
5
5
17
16
15
22
13
13
18
18
na
12
12
na
na
12
15
14
11
12
17
10
na
9
9
10
11
10
16
11
7
10
8
9
10
11
11
8
21
Top 20 Brands: A Brand For Someone Like Me
As brands continue to re-define their target audience, so do consumers continually re-define themselves
with certain brands. Most brands shown below, show some shift either up or down in the percentage of
male consumers identifying with that particular brand.
Most notable, Fruit of the Loom continues a steady increase year over year. Also, showing an increase in
2005 is adidas, +6 percentage points versus 2003. Meanwhile, Levi’s continues to show a decline in those
who agree the brand is for someone like them (-2 percentage points) as does Dockers (-9 percentage
points) versus 2003.
Brand Rank
A Brand For Someone Like Me
2005
(% of male respondents aware of brand)
1
Fruit Of The Loom
2
Levi's
3
4
adidas
5
Hanes
5
Nike
8
Dockers
9
Champion
9
Rustler
11
Lee
11
Haggar
11
Haband
14
Faded Glory
15
Reebok
15
Arrow
15
Savane
18
American Eagle
18
Arizona
18
Eddie Bauer
18
18
31
32
28
29
2324
25
25
25
38
2005
2003
28
27 30
Wrangler
5
18
34
3132
32 34
2001
28 30
31
28
32 34
24
25
25
24
18
26
23
23 27
23
2223
23
17
22
22
21
25
21
21
22
21
24 27
21
20
15
24
Top 20
Average
2005
16 18 20
16 18
20
20
20
20
20
Timberland
20 22
The North Face
20
17 20
Silver Tab
25
29
30
16
All Brand
Average
2005
46
All Brands: A Brand For Someone Like Me
(Brand Ratings – For Someone Like Me – Among Men)
2005 2005 2003 2001
%
%
% Rank
Fruit Of The Loom
Levi's
Columbia Sportswear
adidas
Wrangler
Hanes
Nike
Dockers
Champion
Rustler
Lee
Haggar
Haband
Faded Glory
Reebok
Arrow
Savane
American Eagle
Arizona
Eddie Bauer
Timberland
The North Face
Silver Tab
Old Navy
Van Heusen
Duck Head
C9 By Champion
Russell
Towncraft
Dickies
Jerzees
L.L. Bean
Lands' End
Cherokee
Croft & Barrow
Izod
London Fog
Starter
St. Johns Bay
J. Crew
Farah
34
32
31
29
28
28
28
25
24
24
23
23
23
22
21
21
21
20
20
20
20
20
20
19
19
19
19
19
19
18
18
18
17
17
17
17
17
16
16
16
15
14
14
1
2
3
4
5
5
5
8
9
9
11
11
11
14
15
15
15
18
18
18
18
18
18
24
24
24
24
24
24
30
30
30
33
33
33
33
33
38
38
38
41
42
42
32
34
28
23
27
30
25
34
25
18
23
22
17
21
21
27
20
16
16
20
25
22
17
19
24
21
na
21
na
19
24
19
20
21
22
14
19
15
17
18
19
14
20
31
38
32
24
30
31
25
32
25
26
27
23
22
25
22
24
15
18
18
20
29
30
20
19
18
20
na
22
na
17
22
19
22
21
22
20
17
14
18
25
19
15
24
2005 2005 2003 2001
% Rank
%
%
Route 66
Nautica
Joe Boxer
Riders
Perry Ellis
Express Men's
Tommy Hilfiger
Kenneth Cole
Banana Republic
Hugo Boss
Woolrich
Bugle Boy
Pacific Trail
Slates
Ocean Pacific
Manhattan
Canyon River Blues
Claiborne
Bill Blass
Calvin Klein/CK
Patagonia
Grand Slam
Gap
Guess?
Sonoma
Stafford
John Henry
DKNY
Joseph Banks
Abercrombie & Fitch
Hunt Club
Mossimo
JNCO
FUBU
Crossings
Brittania
14
14
14
13
13
12
12
12
12
12
12
11
11
11
11
10
10
10
10
10
10
10
9
9
9
8
8
8
8
8
8
8
7
6
5
5
4
Top 20 Average
All Brands Average
24
16
47
42
42
42
47
47
49
49
49
49
49
49
55
55
55
55
59
59
59
59
59
59
59
66
66
66
69
69
69
69
69
69
69
76
77
78
78
80
15
18
16
10
14
15
15
14
11
8
22
15
15
16
15
13
24
12
7
11
12
18
19
13
8
14
18
16
12
17
8
11
na
9
6
10
10
17
17
na
16
13
na
15
16
13
16
19
14
16
18
18
12
23
21
9
9
12
17
21
17
13
14
17
na
13
na
12
13
na
12
13
8
8
Top 20 Brands: Fashion Leader
Even though most brands making the Top 20 in the Fashion Leader category for 2005 are the same as
those seen in past years, most are showing a decline.
Express Men’s, a brand that had not made the Top 20 before, shows the largest gain, +8 percentage points
versus 2003. American Eagle is also showing a steady increase year over year.
Two brands who were previously in the Top 20 but have fallen off this year are FUBU and Old Navy.
A Fashion Leader
Brand Rank
2005
1
2
Calvin Klein/CK
3
4
Banana Republic
4
6
42
42
42
Abercrombie & Fitch
38
37
32
31
31
29
35
31
31
30
Tommy Hilfiger
7
7
Express Men's
9
Gap
10
Guess?
2426
10
Kenneth Cole
26
26
10
Claiborne
26
24
American Eagle
13
Nike
15
15
15
18
18
18
21
27
26
DKNY
24
23
Hugo Boss
Nautica
22
22
22
22
Eddie Bauer
2001
40
39
40
28
32
Top 20
Average
2005
32
33
32
25
24
23
25
22 26
24
23
29
24 27
Perry Ellis
45
29
30 34
29
Bill Blass
13
33
2005
2003
38
32
28
2527
17
All Brand
Average
2005
48
All Brands: Fashion Leader
(Brand Ratings – A Fashion Leader)
2005 2005 2003 2001
% Rank %
%
Abercrombie & Fitch
Calvin Klein/Ck
Chaps By Ralph Laure
Banana Republic
Tommy Hilfiger
Bill Blass
Express Men's
Gap
Guess?
Kenneth Cole
Claiborne
American Eagle
Nike
Perry Ellis
DKNY
Hugo Boss
Nautica
Eddie Bauer
J. Crew
Brittania
JNCO
FUBU
London Fog
Old Navy
adidas
Timberland
Levi
Van Heusen
Izod
Dockers
Reebok
Bugle Boy
Ocean Pacific
Farah
L.L. Bean
The North Face
Arrow
Pacific Trail
Duck Head
Joe Boxer
Towncraft
42
38
32
31
31
30
29
29
27
26
26
26
25
25
24
24
24
22
22
22
21
20
20
20
20
20
19
19
19
19
18
18
18
17
17
17
17
17
16
15
15
15
15
1
2
3
4
4
6
7
7
9
10
10
10
13
13
15
15
15
18
18
18
21
22
22
22
22
22
27
27
27
27
31
31
31
34
34
34
34
34
39
40
40
40
40
42
37
31
29
31
33
30
21
26
24
26
24
24
22
23
27
23
22
na
25
20
19
16
24
20
22
18
18
17
18
20
17
16
17
16
12
20
17
12
16
16
15
13
42
45
40
35
39
40
34
na
32
32
33
32
23
26
29
38
32
28
na
27
24
20
22
37
24
26
22
20
18
19
20
19
20
18
17
16
22
18
13
14
20
na
13
2005 2005 2003 2001
% Rank %
%
Mossimo
Stafford
Lands' End
Lee
Jos. A. Banks
St. John's Bay
Wrangler
Patagonia
Silver Tab
Haband
C9 by Champion
Haggar
Croft & Barrow
Arizona
Dickies
Manhattan
Woolrich
John Henry
Starter
Columbia Sportswear
Slates
Faded Glory
Riders
Russell
Sonoma
Jerzees
Hunt Club
Canyon River Blues
Fruit Of The Loom
Hanes
Cherokee
Route 66
Rustler
Champion
Grand Slam
Crossings
Savane
15
14
14
14
13
13
13
12
12
12
12
12
11
11
11
11
11
11
11
11
11
10
10
10
10
10
10
10
10
10
9
9
8
7
7
7
5
Top 20 Average
All Brands Average
28
17
49
40
45
45
45
48
48
48
51
51
51
51
51
56
56
56
56
56
56
56
56
56
65
65
65
65
65
65
65
65
65
74
74
76
77
77
77
80
na
15
18
10
20
16
11
17
14
11
na
16
17
11
11
15
15
13
17
17
5
11
12
10
12
11
16
9
10
11
12
12
10
11
10
16
9
na
14
17
12
na
16
11
19
17
9
na
15
17
13
13
14
12
na
16
15
17
13
10
10
14
10
15
8
10
11
9
11
11
12
10
12
12
Top 20 Brands: A Brand I Am Willing To Pay A Little More For
As seen in previous years, those brands that have special technical features specific to sports or certain
activities are the brands that can charge a premium price and get it.
Columbia Sportswear continues to show steady gains for this attribute and The North Face saw a +4
percentage point gain versus 2003.
A Brand I’m Willing to Pay a Little More For
Brand Rank
2005
1
2
The North Face
3
Nike
4
4
Levi's
6
Abercrombie & Fitch
6
Dockers
6
L.L. Bean
6
Timberland
10
Patagonia
10
Calvin Klein/CK
10
Banana Republic
10
Express Men's
10
10
13
13
13
13
Kenneth Cole
Perry Ellis
Reebok
Woolrich
American Eagle
Lands' End
13
Silver Tab
13
Hugo Boss
13
Van Heusen
13
London Fog
13
13
Eddie Bauer
19
16 18
13 15 17
14
14
14
1213 15
1314
16
1011 13
11
10 12
11
1011
11
2005
11
11
2003
10
10
10
2001
9 1011
8 9 10
1011
9 10
8 1011
9
7 8
9
8 10
9
8 9
9 11
10
9 10
9
7 9
12
9
9
8
9
9
11
9
9
11
9
9
11
11
Top 20
Average
2005
15
7
50
All Brands: A Brand I Am Willing To Pay A Little More For
(Brand Ratings – Brand I Am Willing to Pay a Little More For)
2005 2005 2003 2001
% Rank %
%
Columbia Sportswear
The North Face
Nike
Levi
Abercrombie & Fitch
Dockers
L.L. Bean
Timberland
Patagonia
Calvin Klein/Ck
Banana Republic
Express Men's
Kenneth Cole
Perry Ellis
Reebok
Woolrich
American Eagle
Lands' End
Silver Tab
Hugo Boss
Van Heusen
London Fog
Eddie Bauer
adidas
Nautica
Gap
Hanes
Claiborne
Old Navy
Pacific Trail
Tommy Hilfiger
DKNY
Grand Slam
Wrangler
Manhattan
Bill Blass
Lee
Guess?
JNCO
J. Crew
19
17
14
13
13
11
11
11
11
10
10
10
10
10
10
9
9
9
9
9
9
9
9
9
9
8
8
8
8
8
7
7
7
7
7
7
7
7
6
6
6
6
6
1
2
3
4
4
6
6
6
6
10
10
10
10
10
10
13
13
13
13
13
13
13
13
13
13
23
23
23
23
23
28
28
28
28
28
28
28
28
36
36
36
36
36
18
13
14
12
14
10
12
11
11
10
9
8
11
9
8
8
10
8
11
10
7
9
9
9
9
10
10
8
9
na
8
10
5
12
7
6
8
7
6
7
7
9
7
16
15
14
15
16
13
10
10
11
10
11
9
na
15
11
7
8
9
10
9
12
8
11
11
11
11
13
10
7
na
10
9
5
14
11
5
9
5
7
7
7
12
9
2005 2005 2003 2001
% Rank %
%
Izod
Champion
Crossings
Jos. A. Banks
Starter
Arrow
Faded Glory
Ocean Pacific
Savane
Dickies
Joe Boxer
Duck Head
St. John's Bay
Haggar
Russell
Haband
John Henry
Towncraft
Arizona
Riders
Fruit Of The Loom
FUBU
Croft & Barrow
Route 66
Rustler
Hunt Club
Mossimo
Stafford
Cherokee
Bugle Boy
Brittania
Canyon River Blues
Jerzees
Sonoma
Farah
Slates
C9 by Champion
6
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
4
4
4
4
4
4
4
3
3
3
3
3
3
3
2
2
2
2
0
Top 20 Average
All Brands Average
11
7
51
36
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
42
59
59
59
59
59
59
59
66
66
66
66
66
66
66
73
73
73
73
77
6
7
0
9
7
7
4
7
8
7
5
5
7
7
4
4
2
7
5
3
8
6
7
4
4
4
na
7
4
4
1
4
4
5
5
6
na
6
6
2
na
8
9
6
4
9
5
na
5
5
7
3
2
na
5
3
3
7
8
6
4
5
4
na
5
4
4
3
2
4
5
4
9
na
Top 20 Brands: Sold In A Store Where I Prefer To Shop
Cross-shopping continues to be as popular as ever and could be the reasoning behind consumers not
singling out any one brand as sold in the type of stores where they prefer to shop.
Overall, about two in ten men’s casual sportswear shoppers cite any of the brands as being sold in stores
where they prefer to shop.
In fact only two brands show an increase versus 2003, Croft & Barrow (+2 percentage points) and Arrow
(+3 percentage points).
Brand Rank
Sold in the Type of Store (or Place) Where I Prefer to Shop
2005
1
1
Fruit Of The Loom
1
Arrow
4
Wrangler
4
Arizona
4
adidas
4
Crossings
4
Hanes
4
Faded Glory
4
Levi's
11
Rustler
11
Champion
13
Dockers
13
Cherokee
13
Nike
13
Canyon River Blues
13
Dickies
18
Old Navy
18
Tow ncraft
18
18
Lee
18
18
21
1819
2122
Croft & Barrow
15
18
2005
24
21
2003
2001
20 22
24
20 22
21
20
1920
20
67
20
23
23
2021
23
20
2425
19
19 22
19
18 21
18
20 22
1819
18
18 20
20
1819
18
1718
18
17
2021
17 19
17
17
18 21
17 20
20
17
17
16
17
17 20
St. Johns Bay
Route 66
19
Top 20
Average
2005
14
All Brand
Average
2005
52
All Brands: Sold In A Store Where I Prefer To Shop
(Brand Ratings – Sold in a Store Where I Prefer to Shop)
2005 2005 2003 2001
% Rank %
%
Croft & Barrow
Fruit Of The Loom
Arrow
Wrangler
Arizona
adidas
Crossings
Hanes
Faded Glory
Levi
Rustler
Champion
Dockers
Cherokee
Nike
Canyon River Blues
Dickies
Old Navy
Towncraft
Columbia Sportswear
Lee
St. John's Bay
Route 66
Reebok
American Eagle
Jerzees
Mossimo
Timberland
Riders
Slates
Joe Boxer
Lands' End
Haggar
Silver Tab
The North Face
Starter
Stafford
Eddie Bauer
L.L. Bean
Sonoma
Haband
Savane
21
21
21
20
20
20
20
20
20
20
19
19
18
18
18
18
18
17
17
17
17
17
17
16
16
16
16
15
15
15
14
14
14
14
14
14
14
14
14
13
13
13
13
1
1
1
4
4
4
4
4
4
4
11
11
13
13
13
13
13
18
18
18
18
18
18
24
24
24
24
28
28
28
31
31
31
31
31
31
31
31
31
40
40
40
40
19
22
18
22
22
20
6
23
21
25
19
21
22
19
20
19
17
21
19
21
20
17
17
17
16
17
na
15
13
13
na
17
16
18
18
16
19
16
15
16
14
14
18
18
24
15
24
21
19
7
23
23
24
22
18
20
18
20
18
18
20
17
18
20
16
20
17
19
18
na
17
18
17
na
na
18
16
15
13
17
16
15
13
15
17
24
2005 2005 2003 2001
% Rank %
%
Pacific Trail
John Henry
Gap
Banana Republic
Guess?
Tommy Hilfiger
J. Crew
C9 by Champion
Calvin Klein/Ck
Claiborne
Van Heusen
Bugle Boy
DKNY
Nautica
Kenneth Cole
Ocean Pacific
Perry Ellis
Brittania
JNCO
Russell
Duck Head
Express Men's
Izod
Bill Blass
Patagonia
Jos. A. Banks
Abercrombie & Fitch
Hunt Club
Farah
Woolrich
FUBU
London Fog
Manhattan
Hugo Boss
Grand Slam
13
13
12
12
12
12
12
12
12
12
12
12
11
11
11
11
11
11
11
11
11
11
11
11
10
10
10
10
9
9
9
9
8
8
8
6
6
Top 20 Average
All Brands Average
19
14
53
40
40
46
46
46
46
46
46
46
46
46
46
56
56
56
56
56
56
56
56
56
56
56
56
68
68
68
68
72
72
72
72
76
76
76
79
79
12
14
15
15
12
12
15
13
na
12
13
16
15
11
15
13
13
12
11
17
13
16
15
15
12
9
11
11
11
14
15
14
10
13
14
10
6
15
na
16
15
14
12
15
14
na
14
13
14
14
12
14
13
12
11
11
12
15
14
16
na
12
11
13
na
14
10
15
12
12
11
12
10
15
Top 20 Brands: Clothing That Is Comfortable To Wear
Champion, Fruit Of The Loom, adidas, and Hanes continue to be the top rated brands on this attribute even
though all of the brands except for Hanes show a slight drop in the percentage rating them on this attribute.
Some brands continue to show a visible and steady decline since 2001; Wrangler (-5 percentage points),
Old Navy (-5 percentage points), and Dockers (-7 percentage points).
Clothing That is Comfortable to Wear
Brand Rank
2005
1
44
45
46
43 46
Champion
2
Fruit Of The Loom
2
adidas
2
Hanes
5
Levi's
6
7
Nike
7
Jerzees
7
Wrangler
10
Faded Glory
10
Russell
10
Crossings
13
Joe Boxer
13
Reebok
13
Old Navy
16
The North Face
16
Dickies
18
Dockers
18
American Eagle
18
Arizona
43
45
39
43
43
41
40
40 43
38
38
37
37
37
37
37
42
41
3739
17
2005
2003
49
2001
37
Top 20
Average
2005
42
36
36 40
36
33
34
36
21
35
37
35
35
34
35
3840
34
29 32
34
33
36
33
3840
33
33
36
33
30
37
26
All Brand
Average
2005
54
All Brands: Clothing That Is Comfortable To Wear
(Brand Ratings – Clothing That is Comfortable to Wear)
2005 2005 2003 2001
% Rank %
%
Champion
Fruit Of The Loom
adidas
Hanes
Levi
Columbia Sportswear
Nike
Jerzees
Wrangler
Faded Glory
Russell
Crossings
Joe Boxer
Reebok
Old Navy
The North Face
Dickies
Dockers
American Eagle
Arizona
Starter
Sonoma
Rustler
Riders
Lee
Lands' End
Canyon River Blues
Haband
Route 66
Ocean Pacific
Timberland
Cherokee
Gap
Mossimo
Patagonia
LeviStrauss Signature
Haggar
St. John's Bay
L.L. Bean
Manhattan
Towncraft
Pacific Trail
JNCO
44
43
43
43
40
38
37
37
37
36
36
36
35
35
35
34
34
33
33
33
32
31
31
31
30
30
29
29
29
28
28
28
28
28
27
27
26
25
25
25
25
24
24
1
2
2
2
5
6
7
7
7
10
10
10
13
13
13
16
16
18
18
18
21
22
22
22
25
25
27
27
27
30
30
30
30
30
35
35
37
38
38
38
38
42
42
45
46
45
43
40
38
37
42
39
36
33
17
37
35
38
29
33
38
33
30
34
21
30
28
33
31
34
28
31
30
30
33
26
na
25
na
28
29
28
16
26
27
28
46
49
39
41
43
37
37
41
42
40
34
21
na
34
40
32
36
40
36
37
32
26
34
32
38
31
36
27
33
31
32
37
28
na
33
na
29
29
30
20
31
28
26
2005 2005 2003 2001
% Rank %
%
Bugle Boy
Eddie Bauer
Banana Republic
Grand Slam
Abercrombie & Fitch
Savane
Slates
Croft & Barrow
Duck Head
Woolrich
Farah
Nautica
Van Heusen
Izod
Silver Tab
Stafford
Guess?
J. Crew
Hunt Club
FUBU
Tommy Hilfiger
Brittania
London Fog
C9 by Champion
Express Men's
Arrow
Hugo Boss
Calvin Klein/Ck
Kenneth Cole
Claiborne
Perry Ellis
Jos. A. Banks
DKNY
Bill Blass
John Henry
23
23
23
23
23
22
22
22
22
22
21
21
20
20
20
20
20
20
20
20
19
19
19
19
19
19
18
18
17
16
16
15
15
15
14
14
14
Top 20 Average
All Brands Average
37
26
55
44
44
44
44
44
49
49
49
49
49
54
54
56
56
56
56
56
56
56
56
64
64
64
64
64
64
70
70
72
73
73
75
75
75
78
78
78
27
24
25
20
25
28
27
30
26
28
24
25
26
23
29
22
21
25
20
21
25
23
19
21
na
23
25
18
19
19
18
17
20
17
18
14
23
31
27
31
25
27
26
22
32
26
23
25
25
21
19
33
24
20
27
21
24
26
24
25
21
na
na
24
18
18
20
18
16
17
na
21
14
na
Intended Use: Casual, Wear-to-Work or Both
Similar to previous years, the majority of men’s casual sportswear brands reported as purchased in the past
12 months, have dual use as both weekend/casual and wear-to-work/business casual attire. Brands like
Polo by Ralph Lauren, Gap, American Eagle, Dockers, Levi, Wrangler, Joe Boxer and Lee are more likely to
be worn for both weekend/casual and wear-to-work/business casual uses
Active sports brands that are more likely to be worn for weekend/casual use include brands Nike, adidas,
Reebok and Champion.
About one in four buyers of Dockers, Dickies, and Polo by Ralph Lauren reported that they wear the brand
only for wear-to-work/business casual purposes.
Men’s Casual Sportswear – How Items Purchased Were Used by Brand
(% of respondents purchasing brand in past 12 months)
Levi's
Fruit Of The Loom
Dockers
Hanes
Old Navy
Wrangler
Nike
Tommy Hilfiger
adidas
Gap
Lee
Faded Glory
Dickies
Joe Boxer
Reebok
American Eagle
Champion
0%
20%
40%
60%
80%
100%
Weekend/Casual
Wear-to-work/Business casual
Both weekend and wear-to-work
Neither/Other use
Only brands with base sizes of 90 or higher for P12 Month Purchase are shown
56
Top 20 Brands - Upper Income Analysis
57
Upper Income Analysis
Aided Brand Awareness - Upper Income Market
Brand Rank
2005
1
Levi's
2
Nike
2
Old Navy
4
Dockers
5
Wrangler
6
Tommy Hilfiger
7
Fruit Of The Loom
7
Gap
9
Banana Republic
9
Lee
9
9
Hanes
13
L.L. Bean
13
Reebok
13
Calvin Klein/CK
13
Eddie Bauer
17
adidas
17
Abercrombie & Fitch
19
Timberland
20
Lands' End
7678
81
73
73
74
73 77
79
71 76
75
6870
66
6770
73
66
66
67
6669
69
64 68
64
64
66
64
64
70
71
64
66
66
63 69
68
6366
66
63 69
68
63 69
69
62 66
69
62 66
65
60
57
58
59 63
64
58
2005
2003
2001
All Brands: Aided Awareness
(Brand Ratings – Aided Awareness - Upper Income)
2005 2005 2003 2001
% Rank %
%
Levi's
Nike
Old Navy
Dockers
Wrangler
Tommy Hilfiger
Fruit Of The Loom
Gap
Banana Republic
Lee
Hanes
L.L. Bean
Reebok
Calvin Klein/CK
Eddie Bauer
adidas
Abercrombie & Fitch
Timberland
Lands' End
Izod
Nautica
Guess?
American Eagle
J. Crew
Bugle Boy
Haggar
Van Heusen
London Fog
Dickies
Champion
DKNY
Joe Boxer
St. Johns Bay
Arizona
Columbia Sportswear
Kenneth Cole
Bill Blass
Perry Ellis
Ocean Pacific
Claiborne
78
73
73
71
68
67
66
66
64
64
64
64
63
63
63
63
62
62
60
59
58
58
58
56
56
54
54
53
53
52
50
50
50
48
48
46
46
45
43
43
41
41
40
1
2
2
4
5
6
7
7
9
9
9
9
13
13
13
13
17
17
19
20
21
21
21
24
24
26
26
28
28
30
31
31
31
34
34
36
36
36
39
39
41
41
43
76
73
77
76
70
70
66
69
68
66
70
66
69
66
69
69
66
66
57
63
59
63
56
55
57
61
50
59
57
57
47
49
51
57
50
45
38
45
49
47
na
45
39
78
74
79
75
66
73
67
69
64
64
71
66
68
66
68
69
69
65
58
64
57
58
59
46
59
66
56
56
54
58
43
42
48
na
47
41
31
37
53
44
na
43
41
2005 2005 2003 2001
% Rank %
%
The North Face
Hugo Boss
FUBU
Cherokee
Faded Glory
Route 66
Arrow
Jerzees
Hunt Club
Stafford
Canyon River Blues
Joseph Banks
Sonoma
Mossimo
Brittania
Woolrich
Croft & Barrow
Russell
Pacific Trail
Duck Head
Riders
Express Men's
Rustler
Silver Tab
Patagonia
Starter
Haband
JNCO
Towncraft
Farah
Manhattan
John Henry
Savane
Slates
Crossings
C9 By Champion
Grand Slam
Top 20 Average
All Brands Average
59
38
38
36
35
34
34
34
32
31
30
29
29
29
28
26
26
25
23
23
23
22
22
21
21
21
17
16
14
14
13
10
10
10
9
4
4
3
66
41
44
44
46
47
48
48
48
51
52
53
54
54
54
57
58
58
60
61
61
61
64
64
66
66
66
69
70
71
71
73
74
74
74
77
78
78
80
34
37
41
36
33
37
36
40
33
31
26
23
25
na
28
22
23
28
22
24
22
25
21
30
20
22
13
15
15
16
11
14
18
14
4
na
3
34
34
31
35
27
34
35
36
35
25
23
na
17
na
30
23
15
22
16
24
20
na
20
34
20
21
15
12
11
20
15
na
18
13
3
na
3
Top 20 Brands: Conversion
Conversion - Upper Income Market
Brand Rank
(% of respondents aware of brand who purchased it in
past 12 months)
2005
3538
37
33
29
39
29
30
32
2932
30
29
25
31
23
19
17
23
23
30
22
22
26
21
13
21
20
18
23
19
16 23
13 19
16
19
18
19
18
20
28
1821
24
17
10
1
Dockers
2
Levi's
3
Nike
3
Croft & Barrow
3
Old Navy
6
Lands' End
6
adidas
8
Fruit Of The Loom
9
American Eagle
10
11
Hanes
11
Wrangler
11
Gap
14
14
Champion
16
Starter
16
18
Express Men's
19
Eddie Bauer
15
17
L.L. Bean
15
14
17
19
5
17
17
19
16
12
60
22
2005
2003
2001
All Brands: Conversion
(Brand Ratings – Conversion - Upper Income)
2005 2005 2003 2001
% Rank %
%
Dockers
Levi's
Nike
Croft & Barrow
Old Navy
Lands' End
adidas
Fruit Of The Loom
American Eagle
Columbia Sportswear
Hanes
Wrangler
Gap
Champion
Starter
Express Men's
Eddie Bauer
L.L. Bean
Tommy Hilfiger
Joe Boxer
Nautica
Arrow
Haggar
Abercrombie & Fitch
Arizona
Calvin Klein/CK
Jerzees
Timberland
The North Face
Duck Head
Lee
Haband
Banana Republic
Faded Glory
Izod
Reebok
Towncraft
Sonoma
Dickies
Stafford
Riders
35
33
29
29
29
23
23
22
21
20
19
19
19
18
18
17
17
16
15
15
14
13
13
13
13
12
12
12
12
12
11
11
11
11
11
10
10
10
10
9
9
9
9
1
2
3
3
3
6
6
8
9
10
11
11
11
14
14
16
16
18
19
19
21
22
22
22
22
26
26
26
26
26
31
31
31
31
31
36
36
36
36
40
40
40
40
38
29
30
32
25
19
23
22
13
18
16
13
18
20
21
10
17
12
17
14
16
13
14
14
15
11
10
15
8
11
8
8
13
11
11
16
14
11
11
15
8
13
2
37
39
32
30
31
17
30
26
21
18
23
16
23
28
24
5
19
na
22
17
27
na
24
12
14
21
14
20
10
12
11
10
13
7
12
16
11
13
8
12
8
8
3
2005 2005 2003 2001
% Rank %
%
Rustler
St. John's Bay
Van Heusen
Silver Tab
Mossimo
Kenneth Cole
Savane
Bill Blass
Cherokee
J. Crew
Claiborne
Patagonia
Perry Ellis
Route 66
JNCO
Woolrich
Ocean Pacific
Jos. A. Banks
Farah
Russell
London Fog
Bugle Boy
Pacific Trail
Slates
Canyon River Blues
Hugo Boss
Hunt Club
DKNY
Guess?
Brittania
C9 by Champion
Crossings
FUBU
Grand Slam
John Henry
Manhattan
9
9
9
9
8
8
7
7
7
7
6
6
6
5
5
5
5
4
4
4
4
4
3
3
3
3
2
2
2
1
0
0
0
0
0
0
0
Top 20 Average
All Brands Average
22
11
61
40
40
40
40
48
48
50
50
50
50
54
54
54
57
57
57
57
61
61
61
61
61
66
66
66
66
70
70
70
73
74
74
74
74
74
74
74
7
13
13
10
na
16
17
7
9
na
8
18
8
10
4
4
7
7
3
7
8
4
4
5
15
11
8
3
7
1
1
na
5
4
1
14
11
13
18
na
18
22
11
11
na
14
10
9
8
12
14
10
9
na
3
15
5
10
8
14
13
6
7
9
11
3
na
0
8
5
na
10
Top 20 Brands: Retention
Retention – Upper Income Market
(% of respondents who plan to re-purchase brand among
those who have bought in past 12 months)
Base Sizes were too small to show this chart for the
Upper Income Market
62
All Brands: Retention
(Brand Ratings – Retention - Upper Income)
2005 2005 2003
% Rank %
Savane
Slates
Express Men's
Banana Republic
Stafford
Wrangler
L.L. Bean
DKNY
Abercrombie & Fitch
Joseph Banks
Russell
Levi's
Dockers
Faded Glory
Lee
Tommy Hilfiger
Haggar
Lands' End
Kenneth Cole
Fruit Of The Loom
Rustler
J. Crew
Arrow
Old Navy
adidas
Patagonia
Eddie Bauer
JNCO
Izod
Nike
Canyon River Blues
St. Johns Bay
Croft & Barrow
Cherokee
Nautica
Towncraft
Haband
Reebok
American Eagle
Timberland
100
100
87
87
85
79
76
75
73
72
71
71
70
70
67
65
64
62
59
57
57
56
56
56
56
55
55
54
54
54
52
52
52
50
50
50
50
49
49
48
47
47
45
1
1
3
3
5
6
7
8
9
10
11
11
13
13
15
16
17
18
19
20
20
22
22
22
22
26
26
28
28
28
31
31
31
34
34
34
34
38
38
38
41
41
43
73
57
67
74
72
70
52
61
67
47
64
65
62
51
na
63
59
56
38
67
53
53
65
55
68
54
2005 2005 2003
% Rank %
Dickies
Gap
Hanes
Duck Head
Calvin Klein/CK
Starter
Woolrich
The North Face
Mossimo
Route 66
Sonoma
Bill Blass
Perry Ellis
Champion
Columbia Sportswear
Jerzees
Joe Boxer
Arizona
Hugo Boss
Riders
Claiborne
Van Heusen
Bugle Boy
Silver Tab
Ocean Pacific
Pacific Trail
Brittania
C9 By Champion
Crossings
Farah
FUBU
Grand Slam
Guess?
Hunt Club
John Henry
London Fog
Manhattan
44
44
43
43
43
40
39
37
36
31
31
30
30
29
28
27
27
22
21
20
19
18
16
15
13
12
0
0
0
0
0
0
0
0
0
0
0
Top 20 Average
All Brands Average
74
43
63
44
44
46
46
46
49
50
51
52
53
53
55
55
57
58
59
59
61
62
63
64
65
66
67
68
69
70
70
70
70
70
70
70
70
70
70
70
73
34
65
-
na
49
53
55
52
50
na
-
Top 20 Brands: Prospects
Prospects – Upper Income Market
Brand Rank
2005
1
2
3
4
5
5
(% of respondents aware of brand, but have not purchased
brand, who plan to purchase in next 12 months)
20
14 18
18
16
9
17
8
Levi's
Nike
Express Men's
13
1113
12
Hanes
Mossimo
12
13
Dockers
7
Lands' End
7
Manhattan
9
Patagonia
9
Eddie Bauer
9
Wrangler
12
Van Heusen
13
Fruit Of The Loom
13
Woolrich
13
Old Navy
13
Gap
13
Starter
13
19
Reebok
19
Abercrombie & Fitch
19
adidas
19
St. Johns Bay
19
L.L. Bean
3
3
4 8
24
22
11
9 12
11
10
10
6 10
10
68
9
6
6
8
8 10
8
8
8
23
1114
8
8
45
1113
1114
7
7
79
7
9 11
7
4 9
7
89
64
2005
2003
2001
All Brands: Prospects
(Brand Ratings – Prospects - Upper Income)
2005 2005 2003 2001
% Rank %
%
Levi's
Nike
Express Men's
Hanes
Mossimo
Dockers
Lands' End
Manhattan
Patagonia
Eddie Bauer
Wrangler
Van Heusen
Fruit Of The Loom
Woolrich
Old Navy
Gap
Starter
Reebok
Abercrombie & Fitch
adidas
St. Johns Bay
L.L. Bean
American Eagle
Croft & Barrow
Columbia Sportswear
Calvin Klein/CK
Nautica
Russell
Izod
Stafford
Ocean Pacific
Timberland
Champion
The North Face
Kenneth Cole
Lee
J. Crew
Guess?
Silver Tab
Canyon River Blues
Perry Ellis
20
18
17
13
12
12
11
11
10
10
10
9
8
8
8
8
8
8
7
7
7
7
7
6
6
6
6
6
6
6
6
6
5
5
5
4
4
4
4
4
4
4
4
1
2
3
4
5
5
7
7
9
9
9
12
13
13
13
13
13
13
19
19
19
19
19
24
24
24
24
24
24
24
24
24
33
33
33
36
36
36
36
36
36
36
36
18
16
8
13
na
13
9
3
4
6
6
6
8
4
11
11
2
11
5
7
11
4
9
11
8
11
7
7
5
4
8
3
6
8
6
6
13
6
8
3
4
1
7
14
9
na
11
na
22
12
3
8
10
8
6
10
2
13
14
3
14
4
9
9
9
8
10
0
14
11
8
1
4
9
8
6
13
5
14
8
5
13
7
4
0
9
2005 2005 2003 2001
% Rank %
%
Bill Blass
Tommy Hilfiger
Duck Head
Joe Boxer
Joseph Banks
Claiborne
DKNY
Haggar
Towncraft
Banana Republic
Arizona
Cherokee
Arrow
Hugo Boss
Route 66
Rustler
Bugle Boy
Jerzees
Pacific Trail
Savane
Fubu
London Fog
Sonoma
Dickies
Haband
Faded Glory
Hunt Club
John Henry
Riders
Brittania
C9 By Champion
Crossings
Farah
Grand Slam
Jnco
Slates
4
4
4
4
4
4
4
3
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
1
1
0
0
0
0
0
0
0
0
0
0
0
Top 20 Average
All Brands Average
8
5
65
36
36
36
36
36
36
36
51
51
53
53
53
53
53
53
53
53
53
53
53
53
53
53
53
68
68
70
70
70
70
70
70
70
70
70
70
70
5
9
6
2
8
7
5
6
1
8
4
3
10
10
3
5
1
4
2
14
0
na
2
8
5
3
3
3
0
3
2
na
2
1
9
3
4
3
na
na
7
8
8
2
6
1
5
5
4
5
3
1
3
0
9
3
na
6
0
15
5
5
7
na
3
0
na
5
4
5
0
10
Top 20 Brands: Relevance
Relevance – Upper Income Market
Brand Rank
2005
(% of male respondents aware of brand who rate brand a 5, 6 or 7,
where 7=“extremely appropriate” and 1=“not at all appropriate”)
1
Levi's
2
Nike
3
Dockers
4
63
Fruit Of The Loom
6
6
Slates
8
9
Van Heusen
9
Hanes
9
Joseph Banks
9
Russell
13
L.L. Bean
13
Eddie Bauer
13
13
adidas
13
Kenneth Cole
18
Lands' End
18
Perry Ellis
20
Patagonia
63
61
62
56
51
53
55
52
51
54
52
Arrow
5
58
49
69
67
44
64
54
48
52
50
46
50
52
50
50
34
57
58
56
2005
56
2003
50
2001
38
49
50
49
49
48
57
49
49
49
49
48
48
48
47
47
46
45
66
68
61
53
55
All Brands: Relevance
(Brand Ratings – Relevance - Upper Income)
2005 2005 2003 2001
% Rank %
%
Levi's
Nike
Dockers
Arrow
Fruit Of The Loom
Columbia Sportswear
Slates
Van Heusen
Hanes
Joseph Banks
Russell
L.L. Bean
Eddie Bauer
adidas
Kenneth Cole
Lands' End
Perry Ellis
Patagonia
Bill Blass
Izod
Wrangler
Old Navy
Lee
Reebok
The North Face
Timberland
Haggar
Nautica
John Henry
Ocean Pacific
Claiborne
Joe Boxer
Champion
Croft & Barrow
Calvin Klein/CK
London Fog
Express Men's
Hugo Boss
Hunt Club
Grand Slam
69
63
61
56
55
54
54
52
50
50
50
50
49
49
49
49
49
48
48
47
46
46
46
44
44
44
44
43
42
41
41
40
40
39
38
38
38
38
38
36
36
35
34
1
2
3
4
5
6
6
8
9
9
9
9
13
13
13
13
13
18
18
20
21
21
21
24
24
24
24
28
29
30
30
32
32
34
35
35
35
35
35
40
40
42
43
63
58
62
51
52
52
48
57
56
52
56
34
50
48
na
42
61
53
48
46
40
43
45
37
48
44
45
42
46
41
40
38
39
35
25
44
56
36
46
44
44
29
-
67
49
68
53
51
64
44
58
46
50
na
38
49
57
na
44
49
55
47
45
42
45
45
32
44
36
58
54
47
40
50
na
30
30
na
44
37
43
62
na
29
39
39
2005 2005 2003 2001
% Rank %
%
Riders
Banana Republic
J. Crew
St. Johns Bay
Manhattan
Duck Head
Tommy Hilfiger
Stafford
Gap
Woolrich
Mossimo
Abercrombie & Fitch
Rustler
Pacific Trail
Sonoma
Starter
Farah
C9 By Champion
Jerzees
Dickies
Savane
American Eagle
Towncraft
Brittania
Silver Tab
Arizona
Cherokee
Route 66
Canyon River Blues
DKNY
Bugle Boy
Guess?
Faded Glory
Haband
FUBU
Crossings
JNCO
34
34
34
34
33
33
32
32
32
31
31
31
31
30
29
29
28
26
25
25
24
24
23
22
21
21
20
20
19
19
19
15
14
12
8
0
0
Top 20 Average
All Brands Average
48
36
67
43
43
43
43
48
48
50
50
50
53
53
53
53
57
58
58
60
61
62
62
64
64
66
67
68
68
70
70
72
72
72
75
76
77
78
79
79
17
30
39
41
36
30
36
48
34
42
na
20
18
23
27
25
27
na
21
15
49
25
43
8
31
29
29
19
27
23
14
16
20
20
9
4
24
30
40
45
42
47
45
50
40
46
na
26
18
38
30
30
38
na
33
30
48
29
37
11
30
32
21
28
19
26
19
19
23
25
15
44
17
Brand Momentum – Upper Income Market
Brand Rank
2005
1
Abercrombie & Fitch
2
Tommy Hilfiger
3
4
56
58
61
43
42
5
American Eagle
6
Banana Republic
6
Calvin Klein/CK
40
34
39
34
36
42
34
40
32
8
Nike
9
31
29
Nautica
31
29
9
11
Levi's
12
Old Navy
12
The North Face
14
Eddie Bauer
14
Kenneth Cole
16
C9 By Champion
17
Hugo Boss
17
Perry Ellis
19
Gap
19
38
19
adidas
19
DKNY
2005
38
40
38
28
40
37
27
26
36
31
Dockers
26
27
25
29
25
25
68
37
29
36
32
31
31
51
43
28
25
49
42
29
31
21
58
38
30
33
34
29
34
24
58
46
44
Express Men's
49
35
2003
2001
All Brands: Momentum
(Brand Ratings – Momentum - Upper Income)
2005 2005 2003 2001
% Rank
%
%
Abercrombie & Fitch
Tommy Hilfiger
Express Men's
American Eagle
Banana Republic
Calvin Klein/CK
Nike
Nautica
Levi's
Old Navy
The North Face
Eddie Bauer
Kenneth Cole
C9 By Champion
Hugo Boss
Perry Ellis
Gap
Dockers
adidas
DKNY
Mossimo
Izod
Lands' End
Timberland
Guess?
L.L. Bean
J. Crew
FUBU
Patagonia
Croft & Barrow
Joe Boxer
Columbia Sportswear
Reebok
JNCO
Ocean Pacific
Starter
Champion
Bill Blass
Hanes
Claiborne
Dickies
56
49
46
44
40
34
34
32
31
31
30
29
29
28
28
27
26
26
25
25
25
25
22
21
21
20
20
19
19
18
18
15
15
14
14
14
14
13
13
11
11
11
11
1
2
3
4
5
6
6
8
9
9
11
12
12
14
14
16
17
17
19
19
19
19
23
24
24
26
26
28
28
30
30
32
32
34
34
34
34
38
38
40
40
40
40
58
43
42
49
34
36
40
43
29
29
33
34
31
24
40
na
36
21
29
29
32
31
na
17
19
25
22
23
27
39
18
16
24
24
16
22
18
11
10
17
10
20
16
2005 2005 2003 2001
% Rank
%
%
61
58
58
na
39
42
51
37
38
42
34
38
40
38
37
na
31
27
37
36
31
35
na
14
21
32
24
31
35
40
32
7
na
34
16
24
17
18
13
15
11
22
9
Joseph Banks
Fruit Of The Loom
Duck Head
Haggar
London Fog
Silver Tab
Arizona
Van Heusen
Bugle Boy
Grand Slam
Lee
Wrangler
John Henry
Woolrich
Canyon River Blues
Pacific Trail
Sonoma
Faded Glory
Jerzees
Stafford
Route 66
Manhattan
St. Johns Bay
Russell
Arrow
Towncraft
Hunt Club
Savane
Riders
Brittania
Slates
Haband
Rustler
Cherokee
Crossings
Farah
11
10
10
10
10
9
9
9
8
7
7
7
7
6
5
5
5
5
5
5
5
4
4
4
3
3
3
3
2
2
2
1
1
1
1
0
0
Top 20 Average
All Brands Average
33
16
69
40
45
45
45
45
49
49
49
52
53
53
53
53
57
58
58
58
58
58
58
58
65
65
65
68
68
68
68
72
72
72
75
75
75
75
79
79
11
9
10
7
na
8
22
8
9
8
9
9
2
8
3
12
7
11
8
9
8
3
9
8
2
5
8
6
2
2
9
1
2
3
5
na
9
14
10
na
13
24
8
13
12
11
10
10
na
7
2
12
8
10
8
8
7
9
12
3
2
2
5
15
7
5
20
3
3
3
0
6
Brand Ratings Among Those Aware of Brand
Brand Ratings Among Those Aware of the Brand
(% of Respondents)
Rank
Aw are of
Brand
1
2
2
4
5
6
7
7
9
9
9
9
13
13
13
13
17
17
19
20
Levi's
Nike
Old Navy
Dockers
Wrangler
Tommy Hilfiger
Fruit Of The Loom
Gap
Banana Republic
Lee
Hanes
L.L. Bean
Reebok
Calvin Klein/CK
Eddie Bauer
adidas
Abercrombie & Fitch
Timberland
Lands' End
Aw are of
Brand
High
quality
Excellent
value
A brand
for
som eone
like m e
78
73
73
71
68
67
66
66
64
64
64
64
63
63
63
63
62
62
60
59
26
25
11
27
18
28
14
15
31
18
36
16
32
17
29
34
26
41
24
33
24
18
34
27
25
10
33
20
10
17
9
27
22
14
6
17
17
5
15
27
31
27
20
32
22
15
21
17
14
20
20
25
27
24
18
29
30
14
19
25
70
Fashion
leader
A brand
I'm w illing
to pay
m ore for
Sold
w here I
prefer to
shop
Com fortable to
w ear
9
16
14
14
8
29
10
18
30
4
28
9
11
9
33
16
9
48
13
10
6
8
4
8
5
11
5
7
9
4
13
5
14
4
10
14
13
13
11
13
25
18
16
24
22
14
15
13
17
15
15
19
22
14
15
23
22
17
13
23
40
34
31
39
37
24
40
27
26
30
23
36
40
36
14
30
51
25
26
41
Top 20 Brands: Quality
Brand Rank
High Quality Clothing – Upper Income Market
2005
1
1
3
4
5
5
5
8
9
10
10
12
12
14
14
14
14
18
19
19
19
41
36
Abercrombie & Fitch
50
41
31
32
Bill Blass
39
35
34
The North Face
34
35
London Fog
Kenneth Cole
36
35
31
Manhattan
15
42
32
19
32
37
33
L.L. Bean
Perry Ellis
31
30
28
Banana Republic
31
28
29
29
Patagonia
29
Calvin Klein/CK
32
34
33
36
29
29
29
29
Joseph Banks
28
Tommy Hilfiger
35
32
27
27
27
Van Heusen
Dockers
27
28
26
Nautica
27
28
71
31
43
34
33
35
31
Lands' End
2001
36
32
32
Eddie Bauer
2003
36
36
31
2005
38
35
All Brands: Quality
(Brand Ratings – High Quality - Upper Income)
2005 2005 2003 2001
% Rank
%
%
Abercrombie & Fitch
Bill Blass
The North Face
London Fog
Kenneth Cole
Eddie Bauer
Lands' End
Manhattan
L.L. Bean
Perry Ellis
Banana Republic
Patagonia
Calvin Klein/CK
Columbia Sportswear
Joseph Banks
Tommy Hilfiger
Van Heusen
Dockers
Nautica
adidas
Levi's
Claiborne
Nike
Timberland
Woolrich
Hugo Boss
Izod
American Eagle
DKNY
J. Crew
Croft & Barrow
Haggar
Arrow
Express Men's
Guess?
Duck Head
Lee
Wrangler
Hunt Club
Reebok
41
41
39
38
36
36
36
34
33
32
32
31
31
29
29
29
29
28
27
27
27
26
26
25
25
24
24
24
23
22
22
20
20
20
20
19
19
18
18
18
18
18
17
1
1
3
4
5
5
5
8
9
10
10
12
12
14
14
14
14
18
19
19
19
22
22
24
24
26
26
26
29
30
30
32
32
32
32
36
36
38
38
38
38
38
43
36
26
17
13
20
28
31
8
10
na
33
17
17
31
6
33
29
21
15
24
28
15
31
27
12
18
18
12
22
15
12
16
18
29
12
22
24
11
na
11
15
50
29
32
13
26
29
32
11
10
na
36
7
16
36
9
27
29
11
19
34
26
22
42
na
13
10
19
17
27
20
9
20
19
26
14
26
37
13
na
na
na
2005 2005 2003 2001
% Rank
%
%
Champion
Hanes
Farah
Ocean Pacific
Brittania
Gap
Haband
Grand Slam
Fruit Of The Loom
Silver Tab
Pacific Trail
C9 By Champion
Stafford
Sonoma
Old Navy
St. Johns Bay
Dickies
Mossimo
Cherokee
Faded Glory
Joe Boxer
Starter
Arizona
Riders
Russell
Bugle Boy
Towncraft
FUBU
Savane
Jerzees
JNCO
Route 66
John Henry
Canyon River Blues
Rustler
Slates
Crossings
17
16
15
15
15
15
15
14
14
13
13
13
13
12
11
11
11
11
10
9
9
9
8
8
8
7
7
7
6
6
6
6
5
5
3
3
0
Top 20 Average
All Brands Average
32
19
72
43
45
46
46
46
46
46
51
51
53
53
53
53
57
58
58
58
58
62
63
63
63
66
66
66
69
69
69
72
72
72
72
76
77
78
78
80
35
32
37
35
17
31
na
34
15
na
28
29
14
19
10
32
30
35
18
9
10
11
13
18
17
20
17
19
27
14
35
26
32
17
27
24
17
na
32
33
31
17
27
na
35
19
na
31
26
16
21
16
34
28
43
21
14
15
18
9
12
19
14
10
19
16
17
34
33
35
17
27
24
20
Top 20 Brands: Excellent Value
Brand Rank
Excellent Value For the Money – Upper Income Market
2005
1
1
3
26
Arrow
Fruit Of The Loom
Arizona
4
Croft & Barrow
6
Cherokee
7
Hanes
7
Lands' End
7
Dockers
10
Champion
10
Haggar
12
Wrangler
13
Sonoma
13
Savane
13
Levi's
16
C9 By Champion
17
L.L. Bean
17
Canyon River Blues
17
St. Johns Bay
20
Riders
34
34
28
Old Navy
4
34
28
31
23
30
29
20
30
20
29
28
22
27
28
24
27
24
21
27
28
28
24
24
24
26
26
26
25
16
27
24
24
14
24
26
25
24
28
25
23
17
22
21
22
20
16
13
73
22
23
21
22
30
2005
33
2003
2001
32
All Brands: Excellent Value
(Brand Ratings – Excellent Value - Upper Income)
2005 2005 2003 2001
% Rank
%
%
Arrow
Old Navy
Fruit Of The Loom
Arizona
Croft & Barrow
Cherokee
Hanes
Lands' End
Dockers
Champion
Haggar
Wrangler
Sonoma
Savane
Levi's
C9 By Champion
L.L. Bean
Canyon River Blues
St. Johns Bay
Riders
Gap
Stafford
Patagonia
Rustler
Slates
Silver Tab
Towncraft
Farah
Joseph Banks
Nike
Woolrich
Dickies
Jerzees
Eddie Bauer
adidas
Lee
Bugle Boy
Ocean Pacific
Columbia Sportswear
Van Heusen
Route 66
American Eagle
34
34
33
30
30
29
27
27
27
26
26
25
24
24
24
23
22
22
22
21
20
19
19
19
19
19
19
18
18
18
18
18
18
17
17
17
17
16
16
16
16
16
15
1
1
3
4
4
6
7
7
7
10
10
12
13
13
13
16
17
17
17
20
21
22
22
22
22
22
22
28
28
28
28
28
28
34
34
34
34
38
38
38
38
38
43
26
28
31
29
32
28
28
24
28
26
24
27
24
26
28
na
21
30
23
22
22
26
12
27
15
17
31
22
9
22
18
21
19
13
na
22
25
19
13
15
24
23
19
28
34
23
20
20
22
24
21
28
24
24
16
14
25
25
na
17
20
16
13
22
21
5
17
15
15
33
22
na
16
13
20
14
17
na
23
20
18
10
16
18
22
29
2005 2005 2003 2001
% Rank
%
%
Timberland
Manhattan
Reebok
Crossings
Faded Glory
Russell
Perry Ellis
Grand Slam
Pacific Trail
Hunt Club
Express Men's
Starter
London Fog
Nautica
Duck Head
Mossimo
Brittania
Haband
J. Crew
Tommy Hilfiger
Joe Boxer
Banana Republic
John Henry
DKNY
Izod
Bill Blass
Guess?
Hugo Boss
The North Face
Calvin Klein/CK
JNCO
Kenneth Cole
Claiborne
Abercrombie & Fitch
FUBU
15
14
14
14
14
13
13
13
13
13
12
12
12
12
12
11
11
11
11
10
10
10
10
10
9
9
8
8
8
7
7
6
6
6
6
5
5
Top 20 Average
All Brands Average
26
16
74
43
45
45
45
45
49
49
49
49
49
54
54
54
54
54
59
59
59
59
63
63
63
63
63
68
68
70
70
70
73
73
75
75
75
75
79
79
16
15
20
20
16
11
16
18
16
21
15
12
14
na
17
22
14
12
18
12
10
21
14
9
18
12
10
8
14
7
10
15
7
7
8
12
20
12
22
16
10
11
17
na
7
17
10
18
na
7
20
15
8
na
11
14
na
11
6
12
10
11
6
11
11
14
9
11
8
6
Top 20 Brands: A Brand For Someone Like Me
Brand Rank
A Brand For Someone Like Me – Upper Income Market
2005
1
2
32
32
Dockers
31
31
Levi's
3
adidas
4
Arrow
4
Eddie Bauer
4
22
29
21
Nike
7
L.L. Bean
9
Hanes
9
Lands' End
11
Reebok
11
Manhattan
13
Croft & Barrow
13
The North Face
17
13
Van Heusen
16
17
13
Wrangler
17
13
American Eagle
18
Fruit Of The Loom
18
Haggar
20
29
30
29
28
20
7
32
23
23
18
25
25
24
22
22
19
18
17
22
22
20
22
21
21
20
20
21
23
20
75
25
25
16
19
22
27
27
24
16
16
25
22
23
8
35
30
26
21
34
24
2005
2003
2001
All Brands: A Brand For Someone Like Me
(Brand Ratings – A Brand For Someone Like Me - Upper Income)
2005 2005 2003 2001
% Rank %
%
Dockers
Levi's
adidas
Arrow
Eddie Bauer
Columbia Sportswear
Nike
L.L. Bean
Hanes
Lands' End
Reebok
Manhattan
Croft & Barrow
The North Face
Van Heusen
Wrangler
American Eagle
Fruit Of The Loom
Haggar
Old Navy
Savane
Champion
Nautica
Patagonia
Lee
Bill Blass
C9 By Champion
Timberland
Stafford
Calvin Klein/CK
Woolrich
Gap
Kenneth Cole
Starter
Joseph Banks
London Fog
Russell
Tommy Hilfiger
J. Crew
Duck Head
Canyon River Blues
32
31
30
29
29
29
27
27
25
25
24
24
22
22
22
22
22
21
21
20
20
20
20
20
20
20
19
19
19
18
18
18
18
17
16
16
16
16
15
15
15
15
15
1
2
3
4
4
4
7
7
9
9
11
11
13
13
13
13
13
18
18
20
20
20
20
20
20
20
27
27
27
30
30
30
30
34
35
35
35
35
39
39
39
39
39
32
31
26
20
22
21
25
23
18
23
16
8
19
17
16
17
18
20
17
22
23
25
21
19
14
22
12
na
18
15
18
17
21
22
18
10
15
15
13
18
17
13
11
34
35
21
30
28
32
23
25
22
25
16
16
19
17
20
21
20
23
24
16
26
19
21
17
17
16
na
19
24
25
19
15
22
20
11
na
25
12
16
24
26
25
2005 2005 2003 2001
% Rank %
%
Izod
Slates
Guess?
Abercrombie & Fitch
Ocean Pacific
Towncraft
Faded Glory
Perry Ellis
St. Johns Bay
Banana Republic
Express Men's
Arizona
Dickies
Mossimo
Hugo Boss
Joe Boxer
Claiborne
Pacific Trail
Bugle Boy
Sonoma
Haband
Cherokee
DKNY
Jerzees
Route 66
Hunt Club
John Henry
Rustler
Brittania
Crossings
Grand Slam
Silver Tab
Farah
Riders
JNCO
FUBU
15
15
15
14
14
14
14
14
14
14
14
14
13
13
13
13
12
12
12
11
11
11
10
10
10
10
10
10
9
9
9
9
8
7
3
3
2
Top 20 Average
All Brands Average
25
16
76
39
39
39
47
47
47
47
47
47
47
47
47
56
56
56
56
60
60
60
63
63
63
66
66
66
66
66
66
72
72
72
72
76
77
78
78
80
16
19
12
11
16
na
22
14
16
18
16
20
14
15
na
14
11
18
8
8
17
6
13
13
14
13
8
12
12
5
16
18
8
9
9
17
27
9
11
17
na
21
11
17
20
19
na
13
12
na
11
na
18
21
10
7
15
15
12
20
13
17
na
19
8
20
12
12
Top 20 Brands: Fashion Leader
Brand Rank
A Fashion Leader – Upper Income Market
2005
1
Abercrombie & Fitch
2
C9 By Champion
3
Calvin Klein/CK
4
5
Express Men's
6
Banana Republic
6
Hugo Boss
8
Tommy Hilfiger
9
9
Claiborne
11
Kenneth Cole
11
Bill Blass
13
FUBU
14
DKNY
39
39
40
33
28
30
26
29
28
27
21
American Eagle
Mossimo
20
Gap
20
33
32
31
25
19
21
20
36
35
26
23
24
20
21
John Henry
32
27
25
24
Perry Ellis
17
34
28
26
29
16
Nautica
31
30
30
32
Guess?
17
38
40
32
34
30
15
17
48
19
22
31
25
26
25
28
26
19
4
18
18
18
J. Crew
77
27
22
27
30
36
2005
2003
2001
All Brands: Fashion Leader
(Brand Ratings – Fashion Leader - Upper Income)
2005 2005 2003 2001
% Rank
%
%
Abercrombie & Fitch
C9 By Champion
Calvin Klein/CK
Express Men's
Banana Republic
Hugo Boss
Tommy Hilfiger
Claiborne
Kenneth Cole
Bill Blass
FUBU
DKNY
Guess?
Perry Ellis
American Eagle
Nautica
John Henry
Mossimo
Gap
J. Crew
Eddie Bauer
Izod
Nike
Croft & Barrow
Brittania
Duck Head
Old Navy
JNCO
Dockers
Manhattan
Columbia Sportswear
Joseph Banks
Ocean Pacific
Timberland
Van Heusen
L.L. Bean
Grand Slam
London Fog
Pacific Trail
Woolrich
48
40
33
32
31
30
30
29
28
28
27
27
26
25
21
20
19
19
19
18
18
18
16
16
16
16
15
15
14
14
14
13
13
13
13
13
13
12
11
11
11
11
11
1
2
3
4
5
6
6
8
9
9
11
11
13
14
15
16
17
17
17
20
20
20
23
23
23
23
27
27
29
29
29
32
32
32
32
32
32
38
39
39
39
39
39
39
na
38
34
28
30
34
32
33
26
31
25
23
31
25
21
21
22
4
na
27
22
21
15
20
8
14
11
17
17
14
na
8
12
25
16
16
11
16
11
9
8
39
na
40
30
na
32
26
36
32
29
35
24
24
36
26
25
28
26
na
na
30
27
17
15
21
3
11
4
19
24
12
na
6
10
na
15
14
15
12
14
4
7
2005 2005 2003 2001
% Rank
%
%
Canyon River Blues
Cherokee
Lands' End
Fruit Of The Loom
Champion
Dickies
Bugle Boy
Levi's
The North Face
Silver Tab
Hanes
Hunt Club
Savane
Route 66
adidas
Reebok
Russell
Farah
Riders
Joe Boxer
Sonoma
St. Johns Bay
Wrangler
Arrow
Haggar
Rustler
Faded Glory
Jerzees
Patagonia
Arizona
Lee
Stafford
Starter
Slates
Haband
Crossings
Towncraft
10
10
10
10
10
10
10
9
9
9
9
9
9
9
9
9
8
8
8
8
8
8
8
7
7
6
6
6
5
5
4
4
4
3
2
2
0
Top 20 Average
All Brands Average
27
14
78
44
44
44
44
44
44
44
51
51
51
51
51
51
51
51
51
60
60
60
60
60
60
60
67
67
69
69
69
72
72
74
74
74
77
78
78
80
5
4
10
8
4
12
13
16
12
16
9
10
10
12
13
13
7
9
9
13
14
14
10
6
8
5
11
6
8
8
8
12
16
11
13
5
8
3
12
9
9
5
13
12
10
8
6
10
6
6
21
12
5
7
4
na
8
6
5
5
12
4
5
9
16
6
3
8
15
15
3
4
Top 20 Brands: A Brand I Am Willing To Pay A Little More For
Brand Rank
A Brand I’m Willing to Pay a Little More For
2005
14
14
14
1
L.L. Bean
1
Eddie Bauer
3
Abercrombie & Fitch
12
12
13
12
3
Bill Blass
13
12
3
Claiborne
3
adidas
3
C9 By Champion
3
3
3
Lands' End
3
12
Patagonia
12
Kenneth Cole
12
The North Face
15
Nautica
15
Timberland
15
Tommy Hilfiger
18
Express Men's
18
London Fog
18
18
12
9
13
12
12
13
12
12
13
11
11
11
2005
2003
2001
13
14
13
13
17
13
13
18
12
12
13
12
12
11
11
11
10
11
11
19
18
14
15
14
13
15
10
11
10
10
10
11
Calvin Klein/CK
Haband
18
3
4
79
10
13
17
22
All Brands: A Brand I Am Willing To Pay A Little More For
(Brand Ratings – Willing to Pay More For - Upper Income)
2005 2005 2003 2001
% Rank
%
%
L.L. Bean
Eddie Bauer
Abercrombie & Fitch
Bill Blass
Claiborne
adidas
C9 By Champion
Columbia Sportswear
Lands' End
Patagonia
Kenneth Cole
The North Face
Nautica
Timberland
Tommy Hilfiger
Express Men's
London Fog
Calvin Klein/CK
Haband
Banana Republic
Hugo Boss
American Eagle
Woolrich
Grand Slam
Izod
Joseph Banks
Dockers
Nike
Gap
Duck Head
Guess?
Pacific Trail
Levi's
Perry Ellis
DKNY
Arrow
Champion
John Henry
Haggar
J. Crew
Fruit Of The Loom
14
14
13
13
13
13
13
13
13
13
13
12
12
12
11
11
11
10
10
10
10
9
9
9
9
9
9
9
8
8
7
6
6
6
6
6
6
6
6
6
5
5
5
1
1
3
3
3
3
3
3
3
3
3
12
12
12
15
15
15
18
18
18
18
22
22
22
22
22
22
22
29
29
31
32
32
32
32
32
32
32
32
32
41
41
41
12
12
12
12
12
12
na
14
11
11
18
12
19
14
11
10
13
11
10
11
4
15
17
7
13
9
10
14
17
11
7
8
4
14
9
12
5
8
3
7
10
6
2005 2005 2003 2001
% Rank
%
%
14
12
18
9
12
12
na
13
17
11
22
13
18
15
14
11
15
na
13
17
3
10
15
19
7
5
na
12
16
19
7
13
8
14
11
14
8
10
na
7
15
7
Van Heusen
Wrangler
Hanes
Farah
Lee
Manhattan
Old Navy
Ocean Pacific
Riders
Canyon River Blues
Reebok
Arizona
FUBU
St. Johns Bay
Hunt Club
Joe Boxer
Russell
Towncraft
Faded Glory
Brittania
Sonoma
Croft & Barrow
Savane
Stafford
Mossimo
Cherokee
Jerzees
Bugle Boy
Dickies
Starter
Crossings
JNCO
Route 66
Rustler
Silver Tab
Slates
5
5
5
5
4
4
4
4
4
4
4
4
3
3
3
3
3
3
3
3
3
2
2
2
2
2
2
2
1
1
1
0
0
0
0
0
0
Top 20 Average
All Brands Average
12
6
80
41
41
41
41
48
48
48
48
48
48
48
48
56
56
56
56
56
56
56
56
56
65
65
65
65
65
65
65
72
72
72
75
75
75
75
75
75
7
6
6
3
5
2
8
4
4
3
9
6
5
4
na
4
5
7
2
6
2
11
2
6
8
na
2
6
4
7
11
3
3
3
9
9
6
4
5
3
2
1
12
6
4
2
5
0
8
4
na
4
na
2
2
4
0
1
8
6
5
na
2
2
3
6
6
9
2
1
6
5
Top 20 Brands: Sold In A Store Where I Prefer To Shop
Brand Rank
Sold in the Type of Store (or Place) Where I Prefer to Shop
2005
1
Levi's
2
Croft & Barrow
2
Dockers
4
Eddie Bauer
4
Lands' End
6
Manhattan
6
Patagonia
6
L.L. Bean
6
Wrangler
6
adidas
11
Arrow
11
Haggar
13
Nautica
13
13
Sonoma
16
Hanes
16
Savane
17
Nike
17
American Eagle
20
20
25
25
24
23
20
19
24
23
18
21
23
22
22
19
8
7
2001
22
20
22
22
21
17
15
20
17
16
6
20
20
20
20
19
21
19
19
21
18
22
21
18
17
13
14
25
21
20
19
21
14
17
17
15
18
81
2003
22
12
17
17
Banana Republic
2005
14
16
Abercrombie & Fitch
26
26
20
29
All Brands: Sold In A Store Where I Prefer To Shop
(Brand Ratings – Sold Where I Prefer to Shop - Upper Income)
2005 2005 2003 2001
% Rank %
%
Levi's
Croft & Barrow
Dockers
Eddie Bauer
Lands' End
Manhattan
Patagonia
L.L. Bean
Wrangler
adidas
Arrow
Haggar
Nautica
Columbia Sportswear
Sonoma
Hanes
Savane
Nike
American Eagle
Abercrombie & Fitch
Banana Republic
Old Navy
Bill Blass
Woolrich
Van Heusen
Arizona
J. Crew
Calvin Klein/CK
Fruit Of The Loom
Lee
London Fog
Izod
Kenneth Cole
Russell
St. Johns Bay
Champion
Haband
Towncraft
The North Face
Farah
25
24
24
23
23
22
22
22
22
22
21
21
20
20
20
19
19
18
18
17
17
16
16
16
16
16
15
15
15
15
15
15
15
15
15
15
15
15
15
15
14
14
14
1
2
2
4
4
6
6
6
6
6
11
11
13
13
13
16
16
17
17
20
20
22
22
22
22
22
27
27
27
27
27
27
27
27
27
27
27
27
27
27
41
41
41
23
20
26
18
19
7
12
16
17
21
20
14
15
20
16
21
13
22
17
14
15
20
11
13
16
20
16
16
18
17
13
11
15
10
15
18
19
16
19
26
na
18
15
25
19
26
21
22
14
7
20
17
25
19
17
17
20
6
19
21
21
29
20
18
21
13
13
15
19
22
18
17
15
19
15
13
24
16
18
19
13
22
20
na
17
13
2005 2005 2003 2001
% Rank %
%
Tommy Hilfiger
Reebok
Hunt Club
Ocean Pacific
Dickies
Route 66
Gap
Express Men's
Stafford
Timberland
Starter
Slates
Joseph Banks
Riders
Cherokee
DKNY
Jerzees
Perry Ellis
Mossimo
Brittania
Guess?
Joe Boxer
John Henry
Duck Head
Faded Glory
Bugle Boy
Silver Tab
Claiborne
C9 By Champion
Rustler
Canyon River Blues
Hugo Boss
JNCO
FUBU
Pacific Trail
Crossings
Grand Slam
14
14
14
14
14
14
13
13
13
13
13
13
12
12
12
12
12
12
11
11
11
10
10
10
10
9
9
9
9
9
9
6
6
6
3
0
0
Top 20 Average
All Brands Average
21
14
82
41
41
41
41
41
41
50
50
50
50
50
50
56
56
56
56
56
56
62
62
62
65
65
65
65
69
69
69
69
69
69
75
75
75
78
79
79
18
14
12
13
12
13
20
17
28
16
19
15
10
11
17
12
14
15
na
11
11
10
16
13
18
13
16
13
na
18
15
12
7
8
-
18
17
12
14
13
16
28
na
18
14
16
26
na
21
14
20
15
19
na
13
18
na
na
18
23
10
24
20
na
26
14
15
15
5
9
-
Top 20 Brands: Clothing That Is Comfortable To Wear
Brand Rank
Clothing That is Comfortable to Wear
2005
1
2
4
Crossings
4
Dockers
6
Fruit Of The Loom
6
Grand Slam
6
Haband
6
11
11
13
14
41
Champion
3
6
51
53
adidas
39
38
39
40
42
40
41
32
30
28
29
35
35
41
40
42
Levi's
Patagonia
17
Reebok
19
Riders
20
Russell
20
Rustler
20
Wrangler
47
42
40
34
32
32
17
2001
38
36
36
Lands' End
Pacific Trail
2003
33
L.L. Bean
16
2005
69
Hanes
Nike
51
44
48
Haggar
14
46
56
34
38
21
18
42
34
27
35
22
36
35
38
25
27
32
34
30
33
40
41
40
37
37
39
83
46
All Brands: Clothing That Is Comfortable To Wear
(Brand Ratings – Comfortable To Wear - Upper Income)
2005 2005 2003 2001
% Rank
%
%
Grand Slam
adidas
Crossings
Lands' End
Champion
L.L. Bean
Levi's
Russell
Rustler
Fruit Of The Loom
Columbia Sportswear
Dockers
Wrangler
Reebok
Hanes
Patagonia
Nike
Pacific Trail
Haggar
Haband
Riders
Old Navy
Towncraft
Ocean Pacific
American Eagle
Dickies
Lee
Silver Tab
Slates
Eddie Bauer
Joe Boxer
The North Face
Starter
Jerzees
Woolrich
St. Johns Bay
Croft & Barrow
Gap
Cherokee
Manhattan
Route 66
Banana Republic
69
51
48
41
41
40
40
40
40
40
39
39
37
36
36
35
34
34
33
32
32
32
31
31
31
31
30
30
30
30
30
30
30
29
29
29
28
28
27
27
27
27
26
1
2
3
4
4
6
6
6
6
6
11
11
13
14
14
16
17
17
19
20
20
20
23
23
23
23
27
27
27
27
27
27
27
34
34
34
37
37
39
39
39
39
43
53
34
46
35
42
34
33
41
44
40
37
35
36
18
42
21
28
30
na
25
37
28
29
37
25
35
26
22
26
34
30
34
31
20
23
35
31
26
16
25
30
56
32
51
35
46
41
30
47
38
42
39
38
42
22
38
27
29
38
na
27
42
40
27
47
39
39
33
20
33
na
32
36
42
28
31
31
39
38
18
33
32
2005 2005 2003 2001
% Rank
%
%
Timberland
Bugle Boy
Nautica
C9 By Champion
Abercrombie & Fitch
Faded Glory
Stafford
Arizona
John Henry
Tommy Hilfiger
Duck Head
London Fog
Canyon River Blues
Izod
Arrow
Savane
Van Heusen
Brittania
J. Crew
JNCO
Sonoma
Bill Blass
DKNY
Hunt Club
Farah
Joseph Banks
Guess?
Express Men's
Calvin Klein/CK
Mossimo
Perry Ellis
Kenneth Cole
Claiborne
FUBU
Hugo Boss
26
25
25
25
25
25
25
24
24
24
24
23
23
23
22
22
21
20
20
19
19
19
19
18
17
17
17
15
15
15
14
14
14
14
10
10
8
Top 20 Average
All Brands Average
39
27
84
43
45
45
45
45
45
45
51
51
51
51
55
55
55
58
58
60
61
61
63
63
63
63
67
68
68
68
71
71
71
74
74
74
74
78
78
80
31
28
23
na
27
31
29
37
19
23
19
24
20
25
21
21
25
23
20
17
25
22
26
17
16
21
24
12
17
19
20
na
14
18
20
23
13
32
35
26
na
36
43
32
45
na
26
34
28
21
33
23
19
24
27
25
25
30
17
33
15
19
28
24
na
28
na
23
na
18
16
17
25
18
Intended Use: Casual, Wear-to-Work or Both
How Items Purchased Were Used – By Brand
(% of respondents purchasing brand in past 12 months)
Dockers
Fruit of the Loom
Land's End
Levi's
Nike
Old Navy
0%
20%
40%
Weekend/Casual
Both weekend and wear-to-work
60%
80%
100%
Wear-to-work/Business casual
Neither/Other use
Only brands with base sizes of 50 or higher for P12 Month Purchase are shown
* Small base: <100
** Very small base: <50
85
Top 20 Brands - Big and Tall Market
86
Top 20 Brands: Big and Tall Market
Brand Rank
Aided Brand Awareness - Big & Tall Buyers
2005
72
69
1
Levi's
2
Fruit Of The Loom
70
67
3
Old Navy
69
67
4
Hanes
4
Wrangler
6
Nike
7
Dockers
8
Reebok
9
Tommy Hilfiger
9
adidas
11
Eddie Bauer
55
11
Calvin Klein/CK
55
11
L.L. Bean
11
15
Gap
56
57
15
Lee
56
57
17
Bugle Boy
18
Dickies
49
18
Abercrombie & Fitch
49
20
Haggar
68
63
68
65
61
62
59
56
60
60
54
59
59
59
52
59
57
55
56
48
87
54
54
52
67
66
64
2005
2003
All Brands: Big and Tall Market
(Brand Ratings – Aided Brand Awareness – Big & Tall)
2005 2005 2003
% Rank
%
Levi
Fruit Of The Loom
Old Navy
Hanes
Wrangler
Nike
Dockers
Reebok
Tommy Hilfiger
adidas
Eddie Bauer
Calvin Klein/CK
L.L. Bean
Gap
Lee
Bugle Boy
Dickies
Abercrombie & Fitch
Haggar
Banana Republic
Route 66
Timberland
Joe Boxer
Faded Glory
St. John's Bay
Lands' End
London Fog
Guess?
Van Heusen
Arizona
Bill Blass
Jerzees
J. Crew
American Eagle
Levi's Strauss Signature
Nautica
Champion
Izod
DKNY
Cherokee
Arrow
72
70
69
68
68
67
66
64
60
60
59
59
59
59
56
56
55
54
54
52
51
51
49
49
48
48
48
47
47
47
46
45
43
43
43
43
42
42
41
41
37
33
33
1
2
3
4
4
6
7
8
9
9
11
11
11
11
15
15
17
18
18
20
21
21
23
23
25
25
25
28
28
28
31
32
33
33
33
33
37
37
39
39
41
42
42
69
67
67
63
65
61
62
59
56
54
55
55
52
57
57
57
56
49
49
48
47
44
42
43
39
44
46
48
49
43
41
41
40
36
37
na
37
43
31
41
33
29
26
2005 2005 2003
% Rank
%
FUBU
Rustler
Ocean Pacific
Claiborne
Perry Ellis
Brittania
Columbia Sportswear
Stafford
Canyon River Blues
Kenneth Cole
Riders
Woolrich
Hunt Club
Hugo Boss
Silver Tab
Haband
Mossimo
Farah
Sonoma
Duck Head
The North Face
Towncraft
Starter
Croft & Barrow
Russell
Jos. A. Banks
Pacific Trail
Express Men's
JNCO
Patagonia
Manhattan
Savane
John Henry
C9 by Champion
Crossings
Slates
Grand Slam
32
31
31
31
30
29
26
26
25
25
24
23
23
22
22
20
18
18
18
17
16
16
16
16
14
14
13
12
9
9
8
6
6
3
3
3
2
Top 20 Average
All Brands Average
61
36
88
44
45
45
45
48
49
50
50
52
52
54
55
55
57
57
59
60
60
60
63
64
64
64
64
68
68
70
71
72
72
74
75
75
77
77
77
80
31
30
31
27
26
26
20
24
23
22
24
18
27
21
20
19
na
14
18
19
18
17
19
12
17
11
17
10
9
10
10
8
7
na
4
4
3
Conversion - Big & Tall Buyers
Brand Rank
(% of respondents aware of brand who purchased it in past 12 months)
2005
1
2
Fruit Of The Loom
3
Hanes
4
35
36
34
30
Levi's
5
Wrangler
5
Dockers
5
Nike
8
38
11
29
22
26
27
25
Old Navy
9
JNCO
9
7
Arizona
24
13
11
23
23
Faded Glory
11
13
14
14
16
17
17
27
28
29
27
Cherokee
16
adidas
16
20
20
18
Russell
Dickies
16
18
17
18
17
Joe Boxer
Haband
17
St. Johns Bay
20
Rustler
17
15
17
20
Mossimo
17
20
Croft & Barrow
17
89
19
20
32
39
(Brand Ratings – Conversion – Big & Tall)
2005 2005 2003
% Rank %
Columbia Sportswear
Fruit Of The Loom
Hanes
Levi's
Wrangler
Dockers
Nike
Old Navy
JNCO
Arizona
Faded Glory
Cherokee
adidas
Russell
Dickies
Joe Boxer
Haband
St. Johns Bay
Rustler
Mossimo
Croft & Barrow
Timberland
Savane
Champion
Express Men's
Reebok
American Eagle
Jerzees
Nautica
Route 66
Lands' End
Izod
Haggar
Calvin Klein/CK
Towncraft
Riders
Perry Ellis
Stafford
Duck Head
Tommy Hilfiger
Gap
Sonoma
na:
Ranking not available
38
35
34
30
29
28
27
26
25
24
23
20
20
18
18
17
17
17
17
17
17
16
15
15
15
15
14
14
14
14
12
12
11
11
11
11
10
10
10
10
10
10
9
1
2
3
4
5
6
7
8
9
10
11
12
12
14
14
16
16
16
16
16
16
22
23
23
23
23
27
27
27
27
31
31
33
33
33
33
37
37
37
37
37
37
43
11
36
39
32
27
29
22
27
7
13
23
16
16
12
16
18
13
15
19
na
20
14
27
22
15
12
11
18
11
17
15
6
9
10
9
2
10
13
6
12
20
11
13
2005 2005 2003
% Rank %
Lee
L.L. Bean
FUBU
Eddie Bauer
Van Heusen
Starter
DKNY
Arrow
Bugle Boy
Farah
Silver Tab
The North Face
Grand Slam
Canyon River Blues
Manhattan
Guess?
Kenneth Cole
Ocean Pacific
Claiborne
Abercrombie & Fitch
Bill Blass
Woolrich
J. Crew
Pacific Trail
London Fog
Hunt Club
Hugo Boss
Banana Republic
Brittania
John Henry
Joseph Banks
C9 By Champion
Crossings
Patagonia
Slates
9
9
9
9
8
8
8
8
8
8
8
7
7
6
6
6
6
6
5
5
5
5
5
5
5
4
3
3
3
3
2
2
1
0
0
0
0
Top 20 Average
All Brands Average
24
12
90
43
43
43
43
48
48
48
48
48
48
48
55
55
57
57
57
57
57
72
72
72
72
72
72
72
79
80
80
80
80
84
84
86
87
87
87
87
11
10
13
11
13
10
5
13
11
2
10
3
8
2
5
9
4
6
8
na
5
9
10
4
6
3
5
3
3
1
4
3
na
5
-
Brand Rank
Relevance - Big & Tall Buyers
2005
(% of male respondents aware of brand who rate brand a 5, 6 or 7, where
7=“extremely appropriate” and 1=“not at all appropriate”)
1
2
Hanes
76
67
74
Grand Slam 0
2
Wrangler
2
Fruit Of The Loom
5
Levi's
6
7
Russell
7
Savane
9
74
61
63
72
69
66
61
65
61
42
61
0
2005
60
10
Starter
10
The North Face
12
Dockers
58
12
Timberland
58
56
14
Nike
57
54
15
John Henry
16
Lee
17
Rustler
18
Haggar
18
Pacific Trail
20
Champion
39
59
49
56
0
45
42
55
54
53
52
25
53
52
91
2003
59
60
69
(Brand Ratings – Relevance – Big & Tall)
2005 2005 2003
% Rank %
Hanes
Grand Slam
Wrangler
Fruit Of The Loom
Levi's
Columbia Sportswear
Russell
Savane
Starter
The North Face
Dockers
Timberland
Nike
John Henry
Lee
Rustler
Haggar
Pacific Trail
Champion
Arrow
Reebok
Haband
C9 By Champion
Van Heusen
Jerzees
JNCO
Eddie Bauer
Dickies
Croft & Barrow
Duck Head
Lands' End
adidas
St. Johns Bay
Joseph Banks
Cherokee
L.L. Bean
Kenneth Cole
Faded Glory
Old Navy
Perry Ellis
Arizona
76
74
74
72
69
65
61
61
60
59
59
58
58
57
56
55
54
53
53
52
51
50
49
49
47
47
46
46
46
46
45
45
44
43
42
42
42
42
41
41
40
40
40
1
2
2
2
5
6
7
7
9
10
10
12
12
14
15
16
17
18
18
20
21
22
23
23
25
25
27
27
27
27
31
31
33
34
35
35
35
35
39
39
41
41
41
67
61
63
66
61
42
na
39
49
69
56
54
45
42
52
25
60
56
47
39
na
52
38
48
44
36
60
56
52
41
44
37
38
50
38
42
42
41
32
2005 2005 2003
% Rank %
London Fog
Stafford
Slates
Silver Tab
Nautica
Joe Boxer
Izod
Route 66
Manhattan
Mossimo
Woolrich
Towncraft
Ocean Pacific
Patagonia
Tommy Hilfiger
Riders
J. Crew
Express Men's
Hunt Club
Farah
Hugo Boss
American Eagle
Bugle Boy
Calvin Klein/CK
Sonoma
FUBU
Banana Republic
Bill Blass
Brittania
Claiborne
Gap
DKNY
Canyon River Blues
Guess?
Abercrombie & Fitch
Crossings
39
39
39
38
37
36
35
35
34
34
32
31
30
29
29
28
27
26
26
26
26
24
23
23
23
23
22
20
20
17
16
13
12
11
10
9
5
Top 20 Average
All Brands Average
61
40
92
44
44
44
47
48
49
50
50
52
52
54
55
56
57
57
59
60
61
61
61
61
65
66
66
66
66
70
71
71
73
74
75
76
77
78
79
80
45
49
52
40
38
41
37
na
51
49
34
40
35
23
31
24
26
36
31
31
21
27
36
23
17
28
14
17
25
17
24
16
19
-
93
1a. How often does your household purchase men’s casual sportswear (excluding
tailored clothing and underwear)? (Select one)
Once a month/every four weeks or more often
Once every 2 or 3 months
Once or twice a year
Less often than once a year
Never
1b. Are you personally involved in the purchasing of men’s casual sportswear (excluding
tailored clothing and underwear) for yourself or someone else in your household? (Select
one)
Yes
No
IF Q1A = “NEVER”, GO TO Q18, NON-QUALIFIER
2. Which of the following brands of men’s casual sportswear (excluding tailored clothing
and underwear) have you ever heard of? (Select all that apply)
Abercrombie & Fitch
adidas
American Eagle
Arizona
Arrow
Banana Republic
Bill Blass
Brittania
Bugle Boy
C9 by Champion
Calvin Klein/cK
Canyon River Blues
Champion
Chaps by Ralph Lauren
Cherokee
Claiborne
Columbia Sportswear
Croft & Barrow
Crossings
Dickies
DKNY
Dockers
Duck Head
Eddie Bauer
Express Men’s
94
Faded Glory
Farah
Fruit of the Loom
FUBU
Gap
Grand Slam
Guess?
Haband
Haggar
Hanes
Hugo Boss
Hunt Club
Izod
J. Crew
Jerzees
JNCO
Joe Boxer
John Henry
Jos. A. Banks
Kenneth Cole
L.L. Bean
Lands’ End
Lee
Levi’s
London Fog
Manhattan
Mossimo
Nautica
Nike
Ocean Pacific
Old Navy
Pacific Trail
Patagonia
Perry Ellis
Polo by Ralph Lauren
Reebok
Riders
Route 66
Russell
Rustler
Savane
Silver Tab
Slates
Sonoma
St. John’s Bay
Stafford
95
Starter
The North Face
Timberland
Tommy Hilfiger
Towncraft
Van Heusen
Woolrich
Wrangler
None of these
IF Q2 = “None of these”, GO TO Q8A
3. Which of the following brands of men’s casual sportswear have you purchased in the
past 12 months? (Select all that apply)
PIPE IN BRANDS AWARE OF FROM Q2
ADD: None of these
IF Q3 = “None of these”, GO TO Q5
4. Were the items you purchased of each of the following brands primarily for casual
use, wear-to-work/business casual use, or can the item be used for both? (Select one
for each brand)
PULL DOWN MENU:
Weekend or casual use only
Wear-to-work/business casual use only
Both weekend/casual and wear-to-work/business casual
Neither/Item used for dressy/other use
PIPE IN BRANDS PURCHASED IN Q3
5. How appropriate do you think each brand listed below is for you personally? Please
use a scale where 7 means “Extremely appropriate” and 1 means “Not at all
appropriate”. You can rate a brand 1, 7 or any number in between. The more you feel
the brand is appropriate for you personally, the higher you would rate it on the scale.
(Select one for each brand)
PULL DOWN MENU:
1 = Not at all appropriate
2
3
4
5
6
7 = Extremely appropriate
96
6. Thinking about your experience, or anything you have seen or heard about the brand,
which of the following statements best describes each brand? (Select all that apply for
each brand)
GRID HEADING:
High quality clothing
Excellent value for the money
A brand for someone like me
A fashion leader
A brand I’m willing to pay a little more for
Sold in the type of store or place (catalog, Internet) where I prefer to shop
Clothing that is comfortable to wear
GRID SIDE:
7. Which brands of men’s causal sportswear do you consider to be “in” or “hot” brands?
(Select all that apply)
ADD: None of these
8. Which of the following brands, if any, do you plan to purchase in the next 12 months?
(Select all that apply)
ADD: None of these
8a. Do you usually look at store advertisements to see what they are offering before you
shop for casual sportswear? (Select one)
9. Overall, how many of your men’s casual sportswear purchases are “on sale” or
discounted items? (Select one)
None
1%-25%
26%-50%
51%-75%
76%-100%
Don’t know
10. Which statement best describes who usually makes the decisions about purchasing
men’s casual sportswear in your household? (Select one)
Male shops and makes the purchase by himself
Male chooses brand and style of clothing, but female makes the purchase
The male and the female shop together and jointly choose the clothing
The female chooses the clothing and makes the purchase for the male
97
IF Q.9= ‘NONE’ OR ‘DON’T KNOW’ SKIP TO Q.10b
10a. How do you typically learn about sales for men’s casual sportswear? (Select all that
apply)
Store inserts in the newspaper
Advertisements in the newspaper
Family or friends
On the radio
In magazines
In-store signs
Store Websites
Other (Specify)________________
10b. Which of the following describes why you shop for new casual sportswear? (Select all
that apply)
Clothes are worn out
Clothes are out of style
Gained weight
Lost weight
Found something on sale
Weather getting warmer
Weather getting cooler
Wanted something new for a date/social event
Needed something new for a business trip/meeting
Needed something new for a vacation trip
My spouse/partner felt I needed new clothing items
Wanted to get clothes that are the latest trend
Other (Specify)_____________________
98
11. Where do you usually shop for men’s casual sportswear? (Select all that apply)
Abercrombie & Fitch
American Eagle Outfitters
Banana Republic
Belk
Bloomingdale's
Bon Marche
Burdines
Carson Pirie Scott
Dillard’s
Eddie Bauer
Express Men’s
Famous-Barr/L.S. Ayres/The Jones Store
Foley's
The Gap
Goody's
Hecht's/Strawbridge’s
JCPenney
Kaufmann's
Kmart
Kohl's
Lands’ End
L.L. Bean
Lord & Taylor
Macy's
Marshall's
Marshall Field’s
Meijer
Men's Wearhouse
Mervyn's
Miller’s Outpost
Nordstrom
Old Navy
Pacific Sunwear
Pamida
Parisian
Proffitt’s
Rich’s/Lazarus/Goldsmith
Robinsons-May
Sears
Shopko
Steinmart
T.J. Maxx
Target
Value City
99
Vanity Fair/VF Outlet
Wal-Mart
Younkers
Other Department Store
Other Discount Store
Other Specialty Store
Other Catalog/Direct Mail
Other Factory Outlet
12. Which one store/outlet type is your favorite for men’s casual sportswear? (Select
one)
SAME LIST AS Q11
12a. Please indicate to what level you agree or disagree with each of the following statements.
(Select one for each statement)
Drop down:
Agree Completely
Agree Somewhat
Neither Agree nor Disagree
Disagree Somewhat
Disagree Completely
RANDOMIZE LIST
I shop at the same stores as most of my friends
I shop the same stores as my spouse/partner
I look for stores that carry my favorite brands
I shop stores that carry the latest styles and trends
I shop certain stores only because they carry my size
I usually listen to the recommendations of my spouse/partner when deciding where to shop for
clothes
I like being able to shop for everything I need at the same store
I shop where my family shops
I don’t mind browsing a store to find what I’m looking for
I shop certain stores because they are close to my home
I usually shop multiple stores to find the best deal
12b. Is there any other reason, which was not listed above, why you decide to shop where you
do?
TEXT BOX
100
13. Do you ever purchase men’s casual sportswear that is considered “big and tall”?
(Select one)
Yes
No
14a. How do you define “private label”? What comes to mind?
14b. How do you define “designer” brand? What comes to mind?
IF Q2 = “NONE OF THESE”, GO TO Q16
15. Which of the following brands of men’s casual sportswear, if any, do you consider to
be “private labels”? And which brands, if any, do you consider to be “designer” brands?
(Select all that apply under each column)
GRID HEADING:
Private Label
Designer
GRID SIDE:
ADD: Not sure of any
16. Thinking about men’s casual sportswear, which of the following types of fabric
treatments have you ever heard of? (Select all that apply)
Anti-bacterial
Anti-microbial
Stain release
Stain resistance
Wrinkle-free
Fade resistant
Cooling/Moisture wicking
UV protection
None of these [VALIDATE]
IF Q16=”NONE OF THESE”, GO TO Q17a
101
17. For each type of fabric enhancement listed below, please indicate how likely you
would be to buy any men’s casual sportswear item if it was treated with the fabric
enhancement. (Select one for each)
PIPE IN FABRIC TREATMENTS SELECTED IN Q16
PULL DOWN MENU:
Definitely would buy
Probably would buy
Might or might not buy
Probably would not buy
Definitely would not buy
17a. Which of the following would you say you do on a regular basis, three or more times a
week? (Select all that apply)
Read any of these:
newspaper(s)
news online
sports online
Sports magazine
Political magazine
men’s magazines (such as Maxim, GQ, etc.)
special interest magazines (Car & Driver, Field & Stream, Golf Digest, etc.)
None of the above
Listen to any of these:
Music on the radio
News on the radio
Sports on the radio
Talk shows on the radio
None of the above
22. Are you…? (Select one)
Male
Female
23. Please indicate your age. (Select one)
PULL DOWN MENU: 13-99
102
Appendix B: About The NPD Group, Inc.
103
Appendix B
About The NPD Group, Inc.
Since 1967 The NPD Group has provided reliable and comprehensive consumer and retail information
for a wide range of industries. Today, more than 1,400 manufacturers and retailers rely on NPD to help
them better understand their customers, product categories, distribution channels and competition in
order to help guide their businesses. Information from The NPD Group is available for the following
industry sectors: automotive, beauty, consumer technology, entertainment, fashion, food and beverage,
foodservice, home, software, sports, technology distribution channel, toys and wireless. For more
information, visit www.npd.com.
104
Produced and created by The NPD Group, Inc. 2006
No part of this report may be reproduced without written permission.
The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050
www.npd.com
105

Men`s Casual Sportswear Update, 2005

Transcription

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