Allen Solly is India’s most attractive formalwear brand, ranked 2nd last year, revealed India’s Most Attractive Brands Report 2018 (MAB). In the 2nd position and 70 per cent lower AI than the leader is the American brand Arrow, which had consistently ranked first in the last three editions of this report. The 3rd place in the category is taken by Van Heusen. The fifth edition of MAB has listed the country’s Most Attractive 1,000 brands, based on TRA’s proprietary model of Brand Attractiveness. The study is an annual syndicated primary research conducted with 2,500 consumer-influencers across 16 Indian cities.
The Apparel Super-Category has been ranked 14th in its average Attractiveness Index and ranks 11th in terms of Attractiveness Influence. With a total of 47 brands coming from this Super-Category, nine brands come feature from casualwear, innerwear and menswear, making all three categories toughly contested for market and mind-share.
Levi’s and Lee, have been ranked 1st and 2nd, are the undisputed leaders when it comes to casualwear, leading the pack for the fifth successive edition. Cotton King and Hoffmen, two first time entrant in the report, came 3rd and 4th. Pepe, at 5th rank this year has improved its 2017 rank by one place. Wrangler has seen a dip in its ranking from the fifth position to the 6th position in the current year. Brand Buffalo Jeans is the 7th most attractive casualwear brand, followed by US Polo at 8th, an improvement from eleventh last year. Lee Cooper, a brand which was very consistent ranking third in 2013 and 2015 and 2016, and third in 2017, falls significantly to 9th position this year.
The Innerwear Category has 9 brands this year, and has shown extra action with the largest number entrants across the five editions. Lux is India’s most attractive brand in this year’s report. Jockey and Rupa, brands which always took first and second ranks in four previous years have been displaced to 2nd and 3rd rank by this year’s category leader. Dollar, a consistent performer in terms of attractiveness over the last four years, is at the 4th rank in the Innerwear Category. The brand was fifth in 2015, slipped a little in 2016 to sixth and regained back ranks in 2017 to fourth. This year it retains its 4th rank of last year. The next five brands are Oswal, mainly into thermal Innerwear, comes in at 5th rank, followed by Onn at 6th, Euro at 7th 16 per cent AI behind the sixth ranked, Dixcy Scott at 8th and VIP at 9th rank.
“Attractiveness or Desire can be defined as the response to a sense of longing for anything – a product, brand, person or an outcome. When brands score high on TRA’s Brand Attractiveness research, they have successfully created similar subconscious pull. Such brands have intense magnetic power over the consumers. It is extremely gratifying to see that Indian brands have the maximum presence among the top 100,” said N Chandramouli, CEO, TRA Research on the launch of the report. He expanded that 49 Indian, 18 American, 6 South Korean, 6 Japanese & 2 Chinese brands made it to top 100 Most Attractive list.
The Fashion-Retail Category has seven brands competing. FBB comes on top as the Most Attractive Fashion Brand of 2018, followed closely by Forever 21 and GAP in ranks 2 and 3. Lifestyle is ranked 4th and is behind by 56 per cent AI from the previous ranked brand. Max Fashion, Pantaloons and Reliance Trends are in ranks 5th, 6th and 7th with the last tailing its immediate rival by 32 per cent in attractiveness marks.