BrandZ™ Category Analysis: Apparel
brands drive value rise
Sportswear brands drove BrandZ™ Apparel Top 10 value growth over the past 12 years. The sportswear brands increased 162 percent in value, while other brands rose 135 percent, netting an overall increase of 154 percent. Sportswear brand Nike, the Apparel Top 10 ranking leader, increased 217 percent during that period. And Adidas, another sportswear brand, and the top riser in the 2017 BrandZ™ Global Top 100, increased 259 percent.
Consumer interest in personal health and comfort drove the growth of sportswear brands. Sportswear brands responded to this interest by creating meaningful difference with innovative products and communications, both online and in physical stores. The apparel category scores 108 on the five BrandZ™ Vital Signs. Nike and Adidas score 124 and 117, respectively. An average score is 100.
The sportswear brands significantly outscored other apparel brands on three key BrandZ™ Vital Signs: Brand Purpose, Innovation, and Brand Experience. Because of sportswear brand strength, apparel category brand value shifted significantly between 2006, when sportswear brands comprised just over one-third of BrandZ™ Apparel Top 10 value, to 2017, when they comprise almost half of Top 10 value.
The value rise of sportswear brands illustrates the impact of basing a brand around a relevant brand purpose and expressing it with product and communications to produce a memorable brand experience. Brands need to do more of the same. But it will become harder. Consumer purchasing priorities and shopping habits are changing. Going forward, brands need to concentrate on how to make people’s lives better in different and necessary ways.
Sportswear brands drive category growth…
Sportswear brands appreciated faster in value than other brands: 162 percent compared with 135 percent. And they outscored other apparel brands on three BrandZ™ Vital Signs: Brand Purpose, Innovation, and Brand Experience.
… And category value composition shifts
Category composition changed significantly between 2006, when sports brands comprised 36 percent of BrandZ™ Apparel Top 10 value, to 2017, when they comprise almost half of Top 10 value.