Brand preferences in footwear and apparel can vary greatly by generation and product category. L.E.K. Consulting’s Brand Heat Index tracks the popularity of brands in women’s and men’s footwear and apparel across three generations — Gen Z, millennials and Gen X — and reveals which brands are increasing their “heat” and which are not. The Brand Heat Index reveals the key drivers of brand choice for each segment and provides valuable insights for strategic decision-making and brand positioning.

Now in its third year, the Brand Heat Index is based on a survey of nearly 4,000 U.S. consumers between the ages of 14 and 55. Within generational cohorts and product categories (athletic, casual, outdoor/rugged and dress), each brand earns a heat score expressed on a scale of 0-100 — the higher the score, the hotter the brand.

Notably, the Brand Heat Index identifies brands that are on the most positive trajectory with shoppers, not necessarily their relative size or scale. Click on the tabs below for an example of brand heat in the women’s footwear category.

Our Brand Heat Index makes clear how material differences in brand momentum can exist below the surface and how consumer sentiment can change quickly. And as in the past year, generational differences in top brand rankings point to the importance of recognizing that consumers are not all the same and that a deep understanding of target audiences and tailored strategies are required in order to win.

To learn more about the footwear and apparel preferences across categories and generations and how those preferences have changed over the past year, please download our analysis.

L.E.K. Consulting is a registered trademark of L.E.K. Consulting LLC. All other products and brands mentioned in this document are properties of their respective owners. © 2024 L.E.K. Consulting LLC

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