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Fashion Report: Windy and Cold

By Eric Newman

If there's any good news for the apparel industry in the burgeoning recession, it's only that all those laid-off working grunts will need to buy some new threads for their next job interview. Otherwise, here's the industry outlook: Not good. Increasing economic pressures have hit fashion brands hard, and most do not see much relief in the near future.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

1. VF

Various

7.14

103.7

6.74

6.22

54.9

Lee

Arnold / New York, NY

6.74

6.22

54.9

Wrangler

Toth / Cambridge, MA

7.04

6.49

58.9

Nautica

Laird + Partners / New York, NY

N/A

2. Liz Claiborne

Various

4.58

54.4

Liz Claiborne

Not assigned

6.56

5.56

50.5

Juicy Couture

Laird + Partners / New York, NY

N/A

3. Hanesbrands

Various

4.47

126.0

Hanes

Martin / Richmond, VA

7.54

7.62

67.4

Champion

Kaplan Thaler / New York, NY

6.85

6.71

58.7

Playtex

KraftWorks / New York, NY

N/A

4. Levi Strauss

Various

4.40

69.0

Levi's

Bartle Bogle Hegarty / New York, NY

8.00

7.44

69.3

Docker's

Draftfcb / San Francisco, CA

7.19

7.06

61.7

5. Jones New York

AR Media / New York, NY

3.79

19.3

6.62

5.55

50.9

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Sources: Hoover's/Nielsen Monitor-Plus (excludes online)/EquiTrend: QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

The Best of Apparel Corporate Branding

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The Best of Apparel Corporate Branding