Methodology:
The brand tracking in this report has been sourced via YouGov BrandIndex and YouGov Profile.
The consideration rankings are based on nationally representative data, with additional splits across gender and generation. Consideration scores are based on respondents’ answers to the following questions: “When you are in the market next to purchase clothing, shoes, accessories or luggage, from which of the following would you consider purchasing?”
Value scores are based on respondents’ answers to the following question: “Which of the following brands do you think represent GOOD VALUE FOR MONEY? By that, we don’t mean “cheap,” but that the brands offer a customer a lot in return for the price paid/Now which of the following brands do you think represents POOR VALUE FOR MONEY? By that, we don’t mean “expensive,” but that the brands do not offer a customer much in return for the price paid.”
Quality scores are based on respondents’ answers to the following question: “Which of the following brands do you think represents Good Quality/ Now which of the following brands represents Poor Quality?”
Scores have been rounded to a single decimal place. For improvers, brands are ranked based on their change in scores. In cases where the change in score is the same between two brands, the current scores are used as a secondary metric to determine their ranking.
A minimum base size of 300 (n) is required. To qualify as top ranked, brands have held tracked scores for at least 6 months (183 days). Throughout the report, unless otherwise noted, each generation is defined as: Gen Z (1997 or later), Millennial (1981-1996), Gen X (1965-1980) and Baby Boomers+ (Pre-1964).
The profile deep dive in this report was powered by YouGov Profiles – an ever-growing source of consumer data, with 2+ million data variables from YouGov’s 29+ million global panelists. The data used in this report was accessed via Profiles+ Sweden. 2026-02-22.
“Considerers” of a brand are consumers who have selected that brand in reponse to the question: “When you are in the market next to purchase fashion or apparel product, from which of the following would you consider purchasing?”