20151116-高盛-A_closer_look_at_the_top_fashion,_beauty,_and_retail_brands_for_Millennial_women_56页_762kb

2015 Teen Vogue-Goldman Sachs LOVE LIST Summary

Core Content

The 2015 Teen Vogue-Goldman Sachs LOVE LIST is an annual survey that evaluates the most influential and popular fashion, beauty, and retail brands among Millennial women. The survey uses "It Girls" (Teen Vogue's fashion influencers aged 13-29) to gauge brand sentiment and identifies trends that could influence mainstream consumer behavior. The survey scores 250 top brands across five metrics: familiarity, favorability, word of mouth, ownership, and purchase intent. It highlights the brands that are most loved, well-known, and talked about by these influencers, as well as those with potential to rise in popularity among the general Millennial population.

Main Points

• It Girls as Trendsetters: It Girls are key influencers in the fashion and beauty space. Their opinions are predictive of broader consumer trends, with brands that score highly among them showing greater momentum in national samples.

• Key Metrics: The survey combines familiarity, favorability, word of mouth, ownership, and purchase intent to evaluate brand strength and future potential.

• Top 10 LOVE LIST Brands (2015):

  • Forever 21
  • PINK Victoria's Secret
  • Victoria's Secret
  • Nike
  • Sephora
  • MAC
  • H&M
  • Converse
  • Urban Outfitters
  • Target

• BRANDS RISING (2015):

  • Topshop
  • Nasty Gal
  • Brandy Melville
  • Free People
  • Essie

Key Insights

Fashion Brands Floundering

• Favorability metrics for many fashion brands declined compared to the previous year.
• Traditional mall-based specialty retailers are losing ground to fast fashion competitors.
• Apparel brands, particularly those in the traditional category, show declining favorability and purchase intent.

Athletic Brands Shine

• Athletic brands continued to show strong momentum, with Nike ranking as the #2 most loved brand by It Girls.
• Adidas had the largest year-over-year increase in favorability among all surveyed brands.
• Other notable gains include Birkenstock, AG Jeans, and Sorel in both favorability and purchase intent.

Beauty: A Strong Category

• The cosmetics category remains the most loved and owned by It Girls.
• Prestige beauty brands are gaining ground, with MAC leading in It Girl affinity.
• ULTA and Sephora are also strong performers, showing positive momentum.
• Estee Lauder leads in prestige beauty with four of its brands (MAC, Urban Decay, Essie, and Nars) in the top 10.

Key Brand Trends

• Gains in Affinity: Adidas, AG Jeans, Sorel, Saint Laurent, and Calvin Klein saw the most significant increases in favorability.
• Declines in Affinity: Buckle, Buffalo Jeans, bebe, Juicy Couture, and Zappos.com experienced the largest drops.
• Gains in Purchase Intent: Adidas, Birkenstock, and AG Jeans led in purchase intent improvements.
• Declines in Purchase Intent: Clean and Clear, Joe Fresh, and Delia's saw the most significant drops.

Ownership and Metrics Correlation

• Ownership is strongly correlated with familiarity, favorability, and word of mouth.
• Brands that score highly among It Girls are more likely to gain traction in the national sample, with some showing up to 2.4 times greater likelihood of increased familiarity after two years.

Conclusion

The 2015 LOVE LIST and BRANDS RISING provide a snapshot of brand performance and future potential among Millennial women. Athletic brands and prestige cosmetics are leading the charge, while traditional and department store brands face declining momentum. The survey underscores the importance of tracking these metrics for investors, as they serve as early indicators of broader market trends.