In what has to be the best collaboration between equity researchers and a teenage fashion magazine, Goldman Sachs has joined forces with Teen Vogue to produce the definitive "Teen Vogue-Goldman Sachs Brand Affinity Index."
"Over the next 5 years, millennials are expected to ascend at the expense of boomers in apparel consumption, increasing spending by 20-25%," writes Goldman's Lindsay Drucker Mann. "But they do so with less financial backing, according to data from various sources: lower incomes than preceding generations, and less inclination to use credit cards."
Millennials — those born between 1980 and 2000 — will therefore be more "discriminating shoppers," and brands will have to compete more heavily in terms of product and messaging.
To find the top 50 brands, Goldman polled over 1,200 Teen Vogue 'It Girls' on around 350 brands. Respondents scored brands based on awareness and favorability. They also rated brands based on "word of mouth" — an important facet in our social media world where peer opinion is more easily available.
The composite index measured the average of those three scores, excluding brands with low favorability scores (where favorability was one standard deviation below the mean).
50) Dolce & Gabana
Awareness: 81.9%
Favorability: 72.8%
Word of Mouth: 43.7%
Composite: 66.1%
Source: Goldman Sachs
49) Guess
Awareness: 89.7%
Favorability: 63.6%
Word of Mouth: 45.3%
Composite: 66.2%
Source: Goldman Sachs
48) Prada
Prada
Awareness: 83.0%
Favorability: 72.9%
Word of Mouth: 42.7%
Composite: 66.2%
Source: Goldman Sachs
47) Jimmy Choo
Awareness: 81.1%
Favorability: 73.2%
Word of Mouth: 45.3%
Composite: 66.5%
Source: Goldman Sachs
46) Gucci
Jennifer Polland /Business Insider
Awareness: 87.3%
Favorability: 67.8%
Word of Mouth: 44.6%
Composite: 66.6%
Source: Goldman Sachs
45) Keds
Awareness: 86.5%
Favorability: 61.6%
Word of Mouth: 51.9%
Composite: 66.7%
Source: Goldman Sachs
44) Ulta
Awareness: 73.1%
Favorability: 71.0%
Word of Mouth: 56.2%
Composite: 66.8%
Source: Goldman Sachs
43) Ralph Lauren
REUTERS
Awareness: 88.7%
Favorability: 66.5%
Word of Mouth: 46.5%
Composite: 67.2%
Source: Goldman Sachs
42) Sperry
Awareness: 69.2%
Favorability: 71.0%
Word of Mouth: 63.8%
Composite: 68.0%
Source: Goldman Sachs
41) Clinique
Awareness: 88.6%
Favorability: 69.1%
Word of Mouth: 48.5%
Composite: 68.7%
Source: Goldman Sachs
40) Kate Spade
Dario Cantatore/Getty Images
Awareness: 74.7%
Favorability: 74.9%
Word of Mouth: 56.8%
Composite: 68.8%
Source: Goldman Sachs
39) Burberry
Samir Hussein/Getty Images
Awareness: 78.8%
Favorability: 77.0%
Word of Mouth: 51.2%
Composite: 69.0%
Source: Goldman Sachs
38) Sally Hansen
Awareness: 90.7%
Favorability: 66.6%
Word of Mouth: 49.9%
Composite: 69.1%
Source: Goldman Sachs
37) Urban Decay
Awareness: 73.6%
Favorability: 77.6%
Word of Mouth: 57.9%
Composite: 69.7%
Source: Goldman Sachs
36) Dove
Awareness: 95.2%
Favorability: 70.4%
Word of Mouth: 44.8%
Composite: 70.2%
Source: Goldman Sachs
35) Free People
Awareness: 65.2%
Favorability: 81.4%
Word of Mouth: 64.0%
Composite: 70.2%
Source: Goldman Sachs
34) Vera Wang
REUTERS/ Keith Bedford
Awareness: 87.9%
Favorability: 75.6%
Word of Mouth: 49.6%
Composite: 71.0%
Source: Goldman Sachs
33) Toms Shoes
Awareness: 77.9%
Favorability: 67.9%
Word of Mouth: 68.0%
Composite: 71.3%
Source: Goldman Sachs
32) Tiffany & Co
Awareness: 85.5%
Favorability: 72.9%
Word of Mouth: 55.9%
Composite: 71.4%
Source: Goldman Sachs
31) Juicy Couture
Daniel Goodman / Business Insider
Awareness: 90.7%
Favorability: 66.8%
Word of Mouth: 57.5%
Composite: 71.7%
Source: Goldman Sachs
30) PacSun
AP
Awareness: 88.4%
Favorability: 68.0%
Word of Mouth: 60.0%
Composite: 72.1%
Source: Goldman Sachs
29) Topshop
Getty Images/Tim Whitby
Awareness: 74.7%
Favorability: 80.1%
Word of Mouth: 62.1%
Composite: 72.3%
Source: Goldman Sachs
28) Vans
Awareness: 89.5%
Favorability: 67.6%
Word of Mouth: 61.6%
Composite: 72.9%
Source: Goldman Sachs
27) UGG
Vivian Giang / Business Insider
Awareness: 88.3%
Favorability: 63.4%
Word of Mouth: 67.9%
Composite: 73.2%
Source: Goldman Sachs
26) Michael Kors
Awareness: 87.4%
Favorability: 75.6%
Word of Mouth: 59.0%
Composite: 74.0%
Source: Goldman Sachs
25) Coach
Awareness: 90.6%
Favorability: 68.6%
Word of Mouth: 63.5%
Composite: 74.2%
Source: Goldman Sachs
24) Burt's Bees
Awareness: 87.3%
Favorability: 75.8%
Word of Mouth: 60.0%
Composite: 74.3%
Source: Goldman Sachs
23) Nordstrom
Awareness: 88.1%
Favorability: 76.4%
Word of Mouth: 60.4%
Composite: 75.0%
Source: Goldman Sachs
22) American Eagle Outfitters
AP
Awareness: 94.5%
Favorability: 66.7%
Word of Mouth: 63.8%
Composite: 75.0%
Source: Goldman Sachs
21) CoverGirl
Covergirl
Awareness: 94.7%
Favorability: 72.2%
Word of Mouth: 59.0%
Composite: 75.3%
Source: Goldman Sachs
20) Marc Jacobs
AP
Awareness: 89.8%
Favorability: 79.0%
Word of Mouth: 57.9%
Composite: 75.6%
Source: Goldman Sachs
19) Nike
Awareness: 93.5%
Favorability: 70.6%
Word of Mouth: 62.7%
Composite: 75.6%
Source: Goldman Sachs
18) Macy's
Kim Bhasin / Business Insider
Awareness: 95.2%
Favorability: 72.7%
Word of Mouth: 59.8%
Composite: 75.9%
Source: Goldman Sachs
17) OPI
Awareness: 85.6%
Favorability: 78.5%
Word of Mouth: 64.8%
Composite: 76.3%
Source: Goldman Sachs
16) Essie
Awareness: 80.3%
Favorability: 81.8%
Word of Mouth: 67.5%
Composite: 76.5%
Source: Goldman Sachs
15) Louis Vuitton
Awareness: 87.0%
Favorability: 78.4%
Word of Mouth: 64.3%
Composite: 76.6%
Source: Goldman Sachs
14) Chanel
Awareness: 87.1%
Favorability: 82.2%
Word of Mouth: 61.5%
Composite: 76.9%
Source: Goldman Sachs
13) Neutrogena
Awareness: 94.2%
Favorability: 78.5%
Word of Mouth: 58.3%
Composite: 77.0%
Source: Goldman Sachs
12) eos
Awareness: 81.1%
Favorability: 80.1%
Word of Mouth: 71.8%
Composite: 77.6%
Source: Goldman Sachs
11) Maybelline
Maybelline
Awareness: 95.2%
Favorability: 78.4%
Word of Mouth: 61.4%
Composite: 78.3%
Source: Goldman Sachs
10) Bath & Body Works
AP
Awareness: 94.9%
Favorability: 72.8%
Word of Mouth: 67.4%
Composite: 78.3%
Source: Goldman Sachs
9) MAC
Awareness: 87.7%
Favorability: 81.6%
Word of Mouth: 66.7%
Composite: 78.7%
Source: Goldman Sachs
8) Urban Outfitters
Awareness: 89.6%
Favorability: 81.2%
Word of Mouth: 68.9%
Composite: 79.9%
Source: Goldman Sachs
7) Target
Awareness: 96.4%
Favorability: 76.9%
Word of Mouth: 72.3%
Composite: 81.9%
Source: Goldman Sachs
6) Converse
Flickr
Awareness: 96.5%
Favorability: 77.3%
Word of Mouth: 72.2%
Composite: 82.0%
Source: Goldman Sachs
5) H&M
H&M
Awareness: 94.0%
Favorability: 82.8%
Word of Mouth: 76.1%
Composite: 84.3%
Source: Goldman Sachs
4) Sephora
Astrid Stawiarz/Getty Images
Awareness: 92.2%
Favorability: 87.6%
Word of Mouth: 75.2%
Composite: 85.0%
Source: Goldman Sachs
3) PINK Victoria's Secret
Awareness: 93.7%
Favorability: 82.3%
Word of Mouth: 79.3%
Composite: 85.1%
Source: Goldman Sachs
2) Victoria's Secret
AP Images
Awareness: 96.4%
Favorability: 83.0%
Word of Mouth: 76.4%
Composite: 85.3%
Source: Goldman Sachs
1) Forever 21
Michael Buckner / Getty Images
Awareness: 97.2%
Favorability: 80.5%
Word of Mouth: 83.1%
Composite: 86.9%
Source: Goldman Sachs
Read more: http://www.businessinsider.com/goldman-and-vogue-brands-for-millenials-2013-9?op=1#ixzz2g65hjXKg
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