Consultancy firm L.E.K. has released its second annual Brand Heat Index survey, which measures brand popularity in the US among Gen Z, millennials, and Gen X. Nike and Columbia retained their positions as strong performers, however, new brands such as HEYDUDE, HOKA and On are gaining popularity. The survey reveals that younger consumers place a greater emphasis on fast fashion and newness, such as SHEIN, Zara and Lulus. Meanwhile, older consumers are more likely to focus on comfort and quality, for instance, at Patagonia. When it comes to footwear, brands that differentiate themselves when it comes to both fashion and function are increasingly in demand. The survey showed that distinctive silhouettes continue to help footwear brands stand out, such as Crocs, HEYDUDE, UGG, Vans and Birkenstock.
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