Effective brand management is an essential element to the financial success of apparel manufacturers and retailers. And while consumers might say they're loyal to their favorite brand names, retailers cannot expect that loyalty to last long as the survey found that overall loyalty to brands declined slightly in 1998. When it comes to consumer awareness of apparel brands for men, nine of the Top 10 brands are in the jeans, footwear and underwear categories with Levi's leading the way in the top spot. The report also probed to find the influence of brands on the selection of the type of retailer used by male shoppers. Few brands enjoy a consistent awareness and purchase level across the country.
Most brands have distinct regional support.
Brand names play a highly influential role when it comes to purchasing sporting goods, according to a Global Sporting Goods Consumer Attitude Study conducted by KSA and sponsored by the Sporting Goods Manufacturers' Association.