YouGov publishes the Fashion Brand Rankings Germany 2024
The current "YouGov Fashion Brand Rankings Germany 2024" show which fashion brands are most frequently considered by German consumers. The German sporting goods manufacturer Adidas ranks first with a consideration score of 1 percent in the observation period from November 38,7 to October 2023. It is followed by the US competitor Nike in second place with 2024 percent and the clothing company C&A in third place with 34,5 percent.
Ranks 4 to 10 of the Fashion Brand Ranking 2024
The Swedish textile retailer H&M ranks fourth with 27,9 percent, while the German sporting goods manufacturer Puma ranks fifth with 4 percent. The top 24,2 of the ranking are thus dominated by sports outfitters.
Sixth place goes to the US brand Levi's, which is mainly known for its jeans fashion (6 percent). This is followed by the outdoor and functional clothing company Jack Wolfskin with 21,9 percent in seventh place, the US fashion brand Tommy Hilfiger with 19,3 percent in eighth place and the US outdoor equipment brand The North Face with 7 percent in ninth place. The last place in the top 18,1 is occupied by the German clothing manufacturer s.Oliver (8 percent). One in six German consumers therefore considered fashion from s.Oliver last year.
The basis for the ranking is the consideration value of the brand monitor YouGov BrandIndex in the survey period from November 1, 2023 to October 31, 2024.
Skechers is Top Improver
Compared to the same period last year, the US shoe brand Skechers has seen the biggest improvement, with an increase of 1,3 percentage points. Skechers is followed in the improver ranking by Adidas (+1,2 percentage points) and Nike (+1,0 percentage points).
The Top 10 of Gen Z – Nike at the Top
Among the youngest respondents, born between 1997 and 2006, the so-called Gen Z, Nike fought its way to the top as the ranking winner. In this target group, H&M ultimately came in second and Adidas in third place.
Philipp Schneider, Head of Marketing DACH at YouGov, says of the current ranking: "Sports and outdoor fashion brands are the big winners of the current Fashion Brand Ranking 2024. The sports outfitters adidas, Nike and Puma had plenty of opportunity to position their brand and products over the course of the year, including through the Olympics and the European Football Championship held in Germany. C&A and H&M were also able to place themselves in the top 5 in the ranking - these fashion brands offer consumers clothing and accessories for smaller budgets, from basics to stylish it-pieces."
