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Oct 22, 2018

Fabletics Hits The “The Next List” from Conde Nast & Goldman Sachs

Annual Research Study Examines Shifts in Millennial and Gen Z Purchase Motivation and Shopping Preferences; Findings Indicate Most Influential Consumers are Focused on Brand Experience, Personalization and Omnichannel Convenience

NEW YORK – September 6, 2018 – Condé Nast partnered with Goldman Sachs for The 2018 Love List Brand Affinity Index, an annual research study that examines Millennial and Gen Z consumer preferences across fashion, retail, luxury and beauty categories. This year’s study indicates that the top performing brands among next gen consumers all demonstrate similar qualities, including unique brand experience – both in-store and online – as well as inclusivity, authenticity and personalization at every touchpoint. These results reinforce a study Condé Nast conducted earlier this year, which identified that brands consumers trust, believe in and relate to have a significant amount of influence in purchase motivation. Among the brands observed, Nordstrom and Sephora came out on top, exemplifying what next gen consumers are looking for when making their purchasing decisions.

“This study clearly demonstrates brands that have unique identities and create personalized experiences have more influence and win among next gen consumers,” said Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast. “Millennial and Gen Z consumers are looking for quality, authenticity and innovation, not mass appeal, and we can see that in the brands that popped.”

The study surveyed a national sample of 1,489 U.S. consumers ages 13-34 and an additional sample of 1,174 Condé Nast “It Girls,” defined as those who engage frequently with one or more Condé Nast brands, are influentials among their peer group, love to discover brands before others, and are first among friends to use new products and brands.

Though the study remains ongoing, several key themes have emerged:

  • Nordstrom tops the list of favorite retailers, ranking within top 10 across all categories that the study observed
  • Sephora tops list of favorite retailers in the color cosmetics, skincare and fragrance categories
  • It Girls prefer a mix of online and in-store shopping, and desire smart apps
  • It Girls value online convenience and in-store experiences
  • Consumers are more in control of their shopping experiences than ever before
  • Amazon has replaced Snapchat as the app used more today than it was a year ago
  • In terms of brand loyalty, It Girls are more brand agnostic than the average consumer

The Love List: 2018 Brand Affinity Index from Condé Nast in Partnership with Goldman Sachs

Question: What is your favorite brand, store, or website in each of the following categories?

RANK               BRAND                  CATEGORY       

  1.                    Victoria’s Secret      Lingerie
  2.                    Sephora                    Beauty Retail
  3.                    Nike                           Athletic
  4.                    Ulta                           Beauty Retail
  5.                    Nordstrom               Luxury Retail
  6.                    Kate Spade               Handbags
  7.                    Michael Kors           Handbags
  8.                    Adidas                       Athletic
  9.                    Gucci                         Luxury Brand
  10.                    Coach                        Handbags
  11.                    Lululemon               Athletic
  12.                    Target                       Haircare
  13.                    Chanel                      Fragrance
  14.                    Urban Decay           Beauty Retail
  15.                    Neutrogena             Skincare
  16.                    Macy’s                      Fragrance Retail
  17.                    DSW                         Shoe Retail
  18.                    Louis Vuitton         Luxury
  19.                    Steve Madden        Shoes
  20.                    Marc Jacobs           Fragrance
  21.                    MAC                         Beauty
  22.                    Walmart                  Beauty Retail
  23.                    Clinique                   Skincare
  24.                    Aerie                         Lingerie
  25.                    Forever21                Clothing Retail

The Next List: Tomorrow’s Brands Turning Heads Today

Emerging Brands Consumers are Buying or Hearing About More Today (vs. Last Year)

Question: Are there any fashion, athletic, or beauty / grooming brands that you are buying from or hearing about today that you weren’t focused on last year?

RANK       BRAND

  1.            Fenty Beauty
  2.            Glossier
  3.            Colour Pop
  4.            Fabletics
  5.            Fashion Nova
  6.            The Ordinary
  7.            Milk
  8.            Drunk Elephant
  9.            Everlane
  10.            Glam Glow

Iconic Movers: Enduring Favorites with Increasing Momentum

Established Brands Consumers are Buying or Hearing About More Today (vs. Last Year)

Question: Are there any fashion, athletic, or beauty / grooming brands that you are buying from or hearing about today that you weren’t focused on last year?

RANK       BRAND

  1.           Adidas
  2.           Tarte
  3.           Victoria’s Secret
  4.           Anastasia
  5.           Nike
  6.           Lululemon
  7.           Urban Decay
  8.           Puma
  9.           Sephora
  10.           Gucci

About Condé Nast:

Condé Nast is a premier media company renowned for producing the highest quality content for the world’s most influential audiences. Attracting more than 144 million consumers across its industry-leading print, digital and video brands, the company’s portfolio includes some of the most iconic titles in media: Vogue, Vanity Fair, Glamour, Brides, Self, GQ, GQ Style, The New Yorker, Condé Nast Traveler, Allure, AD, Bon Appétit, Epicurious, Wired, W, Golf Digest, Teen Vogue, Ars Technica, Pitchfork, them and Iris. Condé Nast Entertainment was launched in 2011 to develop film, television and premium digital video programming.

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