2022-08-28-艾意凯-2022年美国鞋类和服装品牌热度指数_18页_2mb

L.E.K. Consulting 2022 U.S. Footwear and Apparel Brand Heat Index Summary

Overview

The brand heat index analyzes nearly 4,000 U.S. consumers aged 14–55, providing heat scores for footwear and apparel brands across genders and generations (Gen Z, Millennials, Gen X). This report identifies brands with the highest growth potential and varying preferences by consumer demographic.

Footwear Categories

• Athletic Footwear: Nike leads males and females across generations. Preferences vary by gender, with Vans and Converse favored by women, and Brand Jordan and Under Armour popular among men. VEJA dominates Gen Z, while newer brands like Allbirds and On Running gain traction.
• Casual Footwear: Women favor UGG, Crocs, and Birkenstock; men prefer Timberland and Polo Ralph Lauren. Gen Z men and women show strong affinity for Crocs.
• Outdoor Footwear: Columbia is the top overall brand for both genders. Performance varies widely by generation, with Gen Z influenced by newer brands and traditionalists valuing reliability.
• Dress Footwear: Men’s brands like HUGO BOSS and Ferragamo dominate, reflected in Gen X preferences. Lower heat scores among Gen Z indicate less engagement with this category.

Apparel Categories

• Athletic Apparel: Nike and Under Armour lead in athletic apparel. Gen Z shows higher preference for newer brands, while traditional brands like lululemon and Patagonia retain strong appeal.

• Casual Apparel: Women express loyalty to affordable fast-fashion brands (e.g., SHEIN, PrettyLittleThing). Men prefer established brands like Levi’s.

• Outdoor Apparel: The North Face, Patagonia, and Columbia lead outdoor apparel across genders. Gen Z displays lower heat scores, possibly indicating a shift in preferences toward city living.

• Dress Apparel: Michael Kors and Calvin Klein remain top choices. Gen Z leans toward smaller niche brands, while Gen X favors traditional luxury labels.

Generational Differences

• Generation Z: Shows strong preference for affordable, trendy, and often new brands in casual and casual athletic apparel. Expressive clothing and digital-first platforms like TikTok drive engagement.
• Millennials: Reflect higher purchasing power and use it in outdoor, athletic, and premium casual apparel categories. They show appreciation for established brands with modern appeal.
• Generation X: Tends toward traditional quality brands with substance. Their brand loyalty and spending patterns differ from younger generations.

Key Insight

Understanding generational shifts and specific consumer preferences across product categories is key to sustainable brand growth. This report advises against one-size-fits-all branding and emphasizes the importance of demographic-specific strategies.