Το περιοδικό Vogue και η επενδυτική τράπεζα ενώθηκαν για να ανακαλύψουν τις αγαπημένες μάρκες του ωραίου φύλλου
Ελένη Στεργίου
Υπάρχει ένας νέος όρος που κυκλοφορεί στον τομέα του Marketing και προώθησης προϊόντων: Millennials. Είναι η νέα φουρνιά καταναλωτών -κυρίως γυναίκες-οι οποίες γεννήθηκαν μεταξύ του 1980 και 2000 και αναμένεται να διαδραματίσουν σημαντικό ρόλο στην καταναλωτική δαπάνη τα επόμενα πέντε χρόνια. Ωστόσο, αυτή η γενιά, σε σχέση με την προηγούμενη, διαφέρει σημαντικά στις καταναλωτικές συνήθειες της, λόγω μικρότερης αγοραστικής δύναμης, αλλά και επειδή δεν χρησιμοποιούν κάρτες.
Για αυτόν ακριβώς το λόγο, η Goldman Sachs και το περιοδικό μόδας Teen Vogue συνεργάστηκαν και εξέδωσαν μία μελέτη και έναν δείκτη, βασισμένα σε δείγμα 1.200 εφήβων, οι οποίοι επέλεξαν ανάμεσα σε μία λίστα 350 προϊόντων. Δηλαδή, η Τράπεζα θέλει να τα ξέρει όλα! Ακόμα και τι θέλουν οι γυναίκες…Δεν το κάνει τυχαία. Ο λόγος είναι φυσικά για γνωρίζει τη τάση για τα επόμενα πέντε χρόνια, ώστε να συμβουλεύει τους πελάτες της για long, short, buy, sell και άλλα…
«Μέσα στα επόμενα 5 χρόνια, οι Millennials αναμένεται να αυξήσουν τις καταναλωτικές δαπάνες κατά 20-25%», γράφει η Drucker MannLindsay της Goldman, η οποία προσθέτει «αλλά το κάνουν με λιγότερο οικονομική υποστήριξη, καθώς έχουν χαμηλότερα εισοδήματα και λιγότερο την τάση να χρησιμοποιούν πιστωτικές κάρτες».
Οι ερωτηθέντες σημείωσαν τις μάρκες με βάση πόσο τις ξέρουν, πόσο αγαπητές είναι, αλλά και πόσο τις έχουν μάθει «από στόμα σε στόμα»-δηλαδή πόσο συχνά εμφανίζεται στα κοινωνικά δίκτυα. Ο δείκτης βασίζεται σε έναν συνδυασμό αυτών των τριών κριτηρίων.
Με βάση τη μελέτη αυτές είναι οι 50 μάρκες που οι νέα γενιά γυναικών καταναλωτών λατρεύει:
50) Dolce & Gabana
Awareness: 81.9%
Favorability: 72.8%
Word of Mouth: 43.7%
Composite: 66.1%
Source: Goldman Sachs
49) Guess
Awareness: 89.7%
Favorability: 63.6%
Word of Mouth: 45.3%
Composite: 66.2%
Source: Goldman Sachs
48) Prada
Prada
Awareness: 83.0%
Favorability: 72.9%
Word of Mouth: 42.7%
Composite: 66.2%
Source: Goldman Sachs
47) Jimmy Choo
Awareness: 81.1%
Favorability: 73.2%
Word of Mouth: 45.3%
Composite: 66.5%
Source: Goldman Sachs
46) Gucci
Jennifer Polland /Business Insider
Awareness: 87.3%
Favorability: 67.8%
Word of Mouth: 44.6%
Composite: 66.6%
Source: Goldman Sachs
45) Keds
Awareness: 86.5%
Favorability: 61.6%
Word of Mouth: 51.9%
Composite: 66.7%
Source: Goldman Sachs
44) Ulta
Awareness: 73.1%
Favorability: 71.0%
Word of Mouth: 56.2%
Composite: 66.8%
Source: Goldman Sachs
43) Ralph Lauren
REUTERS
Awareness: 88.7%
Favorability: 66.5%
Word of Mouth: 46.5%
Composite: 67.2%
Source: Goldman Sachs
42) Sperry
Awareness: 69.2%
Favorability: 71.0%
Word of Mouth: 63.8%
Composite: 68.0%
Source: Goldman Sachs
41) Clinique
Awareness: 88.6%
Favorability: 69.1%
Word of Mouth: 48.5%
Composite: 68.7%
Source: Goldman Sachs
40) Kate Spade
Dario Cantatore/Getty Images
Awareness: 74.7%
Favorability: 74.9%
Word of Mouth: 56.8%
Composite: 68.8%
Source: Goldman Sachs
39) Burberry
Samir Hussein/Getty Images
Awareness: 78.8%
Favorability: 77.0%
Word of Mouth: 51.2%
Composite: 69.0%
Source: Goldman Sachs
38) Sally Hansen
Awareness: 90.7%
Favorability: 66.6%
Word of Mouth: 49.9%
Composite: 69.1%
Source: Goldman Sachs
37) Urban Decay
Awareness: 73.6%
Favorability: 77.6%
Word of Mouth: 57.9%
Composite: 69.7%
Source: Goldman Sachs
36) Dove
Awareness: 95.2%
Favorability: 70.4%
Word of Mouth: 44.8%
Composite: 70.2%
Source: Goldman Sachs
35) Free People
Awareness: 65.2%
Favorability: 81.4%
Word of Mouth: 64.0%
Composite: 70.2%
Source: Goldman Sachs
34) Vera Wang
Awareness: 87.9%
Favorability: 75.6%
Word of Mouth: 49.6%
Composite: 71.0%
Source: Goldman Sachs
33) Toms Shoes
Awareness: 77.9%
Favorability: 67.9%
Word of Mouth: 68.0%
Composite: 71.3%
Source: Goldman Sachs
32) Tiffany & Co
Awareness: 85.5%
Favorability: 72.9%
Word of Mouth: 55.9%
Composite: 71.4%
Source: Goldman Sachs
31) Juicy Couture
Awareness: 90.7%
Favorability: 66.8%
Word of Mouth: 57.5%
Composite: 71.7%
Source: Goldman Sachs
30) PacSun
Awareness: 88.4%
Favorability: 68.0%
Word of Mouth: 60.0%
Composite: 72.1%
Source: Goldman Sachs
29) Topshop
Getty Images/Tim Whitby
Awareness: 74.7%
Favorability: 80.1%
Word of Mouth: 62.1%
Composite: 72.3%
Source: Goldman Sachs
28) Vans
Awareness: 89.5%
Favorability: 67.6%
Word of Mouth: 61.6%
Composite: 72.9%
Source: Goldman Sachs
27) UGG
Vivian Giang / Business Insider
Awareness: 88.3%
Favorability: 63.4%
Word of Mouth: 67.9%
Composite: 73.2%
Source: Goldman Sachs
26) Michael Kors
Awareness: 87.4%
Favorability: 75.6%
Word of Mouth: 59.0%
Composite: 74.0%
Source: Goldman Sachs
25) Coach
Awareness: 90.6%
Favorability: 68.6%
Word of Mouth: 63.5%
Composite: 74.2%
Source: Goldman Sachs
24) Burt’s Bees
Awareness: 87.3%
Favorability: 75.8%
Word of Mouth: 60.0%
Composite: 74.3%
Source: Goldman Sachs
23) Nordstrom
Awareness: 88.1%
Favorability: 76.4%
Word of Mouth: 60.4%
Composite: 75.0%
Source: Goldman Sachs
22) American Eagle Outfitters
AP
Awareness: 94.5%
Favorability: 66.7%
Word of Mouth: 63.8%
Composite: 75.0%
Source: Goldman Sachs
21) CoverGirl
Covergirl
Awareness: 94.7%
Favorability: 72.2%
Word of Mouth: 59.0%
Composite: 75.3%
Source: Goldman Sachs
20) Marc Jacobs
AP
Awareness: 89.8%
Favorability: 79.0%
Word of Mouth: 57.9%
Composite: 75.6%
Source: Goldman Sachs
19) Nike
Awareness: 93.5%
Favorability: 70.6%
Word of Mouth: 62.7%
Composite: 75.6%
Source: Goldman Sachs
18) Macy’s
Kim Bhasin / Business Insider
Awareness: 95.2%
Favorability: 72.7%
Word of Mouth: 59.8%
Composite: 75.9%
Source: Goldman Sachs
17) OPI
Awareness: 85.6%
Favorability: 78.5%
Word of Mouth: 64.8%
Composite: 76.3%
Source: Goldman Sachs
16) Essie
Awareness: 80.3%
Favorability: 81.8%
Word of Mouth: 67.5%
Composite: 76.5%
Source: Goldman Sachs
15) Louis Vuitton
Awareness: 87.0%
Favorability: 78.4%
Word of Mouth: 64.3%
Composite: 76.6%
Source: Goldman Sachs
14) Chanel
Awareness: 87.1%
Favorability: 82.2%
Word of Mouth: 61.5%
Composite: 76.9%
Source: Goldman Sachs
13) Neutrogena
Awareness: 94.2%
Favorability: 78.5%
Word of Mouth: 58.3%
Composite: 77.0%
Source: Goldman Sachs
12) eos
11) Maybelline
Maybelline
Awareness: 95.2%
Favorability: 78.4%
Word of Mouth: 61.4%
Composite: 78.3%
Source: Goldman Sachs
10) Bath & Body Works
AP
Awareness: 94.9%
Favorability: 72.8%
Word of Mouth: 67.4%
Composite: 78.3%
Source: Goldman Sachs
9) MAC
Awareness: 87.7%
Favorability: 81.6%
Word of Mouth: 66.7%
Composite: 78.7%
Source: Goldman Sachs
8) Urban Outfitters
Awareness: 89.6%
Favorability: 81.2%
Word of Mouth: 68.9%
Composite: 79.9%
Source: Goldman Sachs
7) Target
Awareness: 96.4%
Favorability: 76.9%
Word of Mouth: 72.3%
Composite: 81.9%
Source: Goldman Sachs
6) Converse
Flickr
Awareness: 96.5%
Favorability: 77.3%
Word of Mouth: 72.2%
Composite: 82.0%
Source: Goldman Sachs
5) H&M
H&M
Awareness: 94.0%
Favorability: 82.8%
Word of Mouth: 76.1%
Composite: 84.3%
Source: Goldman Sachs
4) Sephora
Astrid Stawiarz/Getty Images
Awareness: 92.2%
Favorability: 87.6%
Word of Mouth: 75.2%
Composite: 85.0%
Source: Goldman Sachs
3) PINK Victoria’s Secret
Awareness: 93.7%
Favorability: 82.3%
Word of Mouth: 79.3%
Composite: 85.1%
Source: Goldman Sachs
2) Victoria’s Secret
AP Images
Awareness: 96.4%
Favorability: 83.0%
Word of Mouth: 76.4%
Composite: 85.3%
Source: Goldman Sachs
1) Forever 21
Awareness: 97.2%
Favorability: 80.5%
Word of Mouth: 83.1%
Composite: 86.9%
Source: Goldman Sachs