L.E.K. Consulting has published its fourth annual Brand Heat Index, highlighting the brands that have gained popularity or increased their “brand heat” in key product categories within both men’s and women’s footwear and apparel.
The consulting firm explained that the insights offered by the Brand Heat Index provide a deeper understanding of brand momentum and the factors that drive it. This, they believe, should help retailers make more informed strategic decisions.
“Our Brand Heat Index continues to highlight how significant differences in brand momentum can exist beneath the surface and how quickly consumer sentiment can change,” L.E.K. stated in its report summary. “Once again, generational variations in the rankings of top brands underline the importance of recognizing that not all consumers are the same. Deep understanding and tailored strategies are necessary to succeed.”
L.E.K. Consulting based the Brand Heat Index on a survey of nearly 5,000 U.S. consumers aged 14 to 55. Each brand in the product categories and generational groups received a heat score from 0 to 100, with higher scores indicating stronger brand heat.
Importantly, the Brand Heat Index identifies brands experiencing the most significant upward trajectory with consumers, not necessarily the brands that are the largest or fastest-growing.
The survey gathers consumer feedback on brands in four main product categories: Athletic, Casual, Outdoor/Rugged, and Dress. For this review, SGB Media focuses on the athletic, casual, and outdoor/rugged categories.
The brands that show the most heat aren’t always the largest or growing the fastest; they are simply the ones most closely connected to their core consumers.
L.E.K. also observed that compared to footwear, apparel categories show a more notable drop in brand heat after the top brands in each category this year. This suggests that while there are clear winners, meaningful differences remain across generations. Additionally, the survey data reveals that the overall larger number of apparel brands means consumers are increasingly drawn to a variety of brands, even in a more cautious economic environment.
The findings show that women still favor athleisure and fast fashion brands, though their preferences continue to shift. For instance, Girlfriend Collective entered the Top 10 in the athletic category, and Edikted replaced Princess Polly and Cider in the casual clothing category. On the other hand, men are more inclined toward workwear and athletic/technical apparel, indicating a strong preference for functionality and a blue-collar aesthetic, regardless of their professional or social environment.
Similar to trends seen in L.E.K.’s Footwear Brand Heat report, dress apparel brands are gaining renewed popularity, particularly among Gen Z. This group is engaging with and purchasing more dress apparel than in previous years, suggesting a potential resurgence in this category following pandemic-related declines.
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