SPECIAL REPORT
2024 US Footwear and Apparel Brand
Heat Index
2 L.E.K. Consulting
SPECIAL REPORT
Contents
About L.E.K. Consulting
We’re L.E.K. Consulting, a global strategy consultancy working with business leaders to seize competitive advantage and
amplify growth. Our insights are catalysts that reshape the trajectory of our clients’ businesses, uncovering opportunities and
empowering them to master their moments of truth. Since 1983, our worldwide practice — spanning the Americas, Asia-Pacific
and Europe — has guided leaders across all industries from global corporations to emerging entrepreneurial businesses and
private equity investors. Looking for more? Visit www.lek.com.
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
About the Brand Heat Index ............................................................................. ..3
Footwear ................................................................................................................5
Athletic footwear .............................................................................................6
Casual footwear............................................................................................. 8
Outdoor/rugged footwear .......................................................................... 10
Dress footwear ................................................................................................11
Apparel .................................................................................................................. 13
Athletic clothing..............................................................................................14
Casual clothing ...............................................................................................16
Outdoor clothing ............................................................................................ 17
Dress clothing .................................................................................................18
Conclusion ............................................................................................................ 21
About the Authors ..............................................................................................22
SPECIAL REPORT
About the Brand Heat Index
Each generation has unique perspectives on the brands they desire and the factors
that are most important to them in making brand purchase decisions. L.E.K.
Consulting’s third annual Brand Heat Index reveals which brands are gaining
popularity (i.e., increasing their brand “heat”) across major product categories in
women’s and men’s footwear and apparel, and it uniquely identifies how “brand
heat” diers by generational cohort. The insight provided by the Brand Heat Index is
intended to bring a more nuanced view to brand trajectory and what drives it, which
should ultimately enhance strategic decision-making.
The Brand Heat Index is based on a survey of nearly 4,000 U.S. consumers between
the ages of 14 and 55. Within product categories and generational cohorts, 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
steepest positive trajectory with shoppers, not necessarily their relative size or scale.
The survey gathers feedback on brands across four product categories: athletic,
casual, outdoor/rugged
1
and dress.
Category definitions
Use case
category
Footwear examples Apparel examples
Athletic
Running shoes, cross-trainers, basketball shoes,
cleats
Performance tops, athletic shorts, joggers, leggings,
surf/skate clothing
Casual
Sandals, slip-ons, casual flats, casual sneakers,
chukka boots
Denim, cotton T-shirts, sweaters, Oxford shirts, khakis
Outdoor/
rugged
Hiking boots, trail shoes, winter boots
Hiking clothes, fishing clothes, fleeces,
performance jackets
Dress Heels, loafers, Oxfords Suits, dresses
Performance in this year’s Brand Heat Index revealed several noteworthy trends:
• Consumers continue to demand a lot from footwear and apparel brands. While
comfort is a top purchase criterion across most footwear and apparel categories,
brand reputation and style are most oen cited as the drivers of a brand’s
popularity. In order to succeed, apparel and footwear businesses not only need
3 L.E.K. Consulting
SPECIAL REPORT
appealing form and function but must also drive true anity and engagement with
the brand above and beyond the product itself.
• This year, legacy brand leaders continue to feel the heat from relative newcomers,
suggesting these emerging brands have staying power. Aer initially surpassing
Nike last year, On Running remains on top in women’s athletic footwear, while
lululemon is closing the gap versus Nike in women’s athletic apparel (with HOKA
and alo not far behind in their respective categories). The shake-up isn’t just in the
athletic space, as Reformation has now replaced Michael Kors as the top brand in
women’s dress apparel.
• Fast fashion continues its strength in casual apparel, with SHEIN and UNIQLO
being joined by new names like Princess Polly and Cider. Social media and digital
marketing have catalyzed these brands’ rise to the top, which has prompted other
brands (e.g., Steve Madden, UGG, Tommy Hilfiger) to develop similar strategies,
creating a resurgence with younger generations.
• Importantly, brand heat scores can vary meaningfully across genders and
generations. For example, Cole Haan and Ariat have much stronger performance in
men’s footwear than in women’s footwear, while UGG performs dierentially well
with women. From a generational perspective, Vionic, OOFOS and Skechers are in
the top 10 with Generation X but don’t have the same appeal among members of
younger generations.
In the data that follows, the top 10 footwear and apparel brands are ranked by their
heat scores within each product category — both in total and by generational cohort.
How does your brand stack up?
4 L.E.K. Consulting
Source: L.E.K. 2024 U.S. Footwear and Apparel Brand Heat Index
Figure 1
Women’s footwear
Figure 1
Women’s footwear
Women’s athletic footwear — Top 10
Women’s dress footwear — Top 10
Brands ranked on a scale of 1-100
On Running
Nike
HOKA
Jordan
adidas
Under Armour
New Balance
NOBULL
Brooks
Reebok
100
100
0
91
89
65
60
51
49
45
39
35
Michael Kors
Steve Madden
Coach
Calvin Klein
kate spade
GUESS
Schutz
Kurt Geiger
Jeffrey Campbell
Vince Camuto
100
100
0
97
94
85
84
58
58
55
52
52
HEYDUDE
Crocs
UGG
Vans
Converse
OluKai
BIRKENSTOCK
Dr. Martens
VEJA
Timberland
100
100
0
76
74
57
55
48
44
43
41
39
Women’s outdoor/rugged footwear — Top 10
Women’s casual footwear — Top 10
UGG
Columbia
Arc'teryx
Chaco
Teva
SOREL
Ariat
Hunter Boots
L.L.Bean
BEARPAW
100
100
0
73
55
55
43
42
39
38
33
32
SPECIAL REPORT
In 2024, competition in the footwear space has become increasingly fierce, with
brand heat scores tightly packed among the leading brands, even in categories (such
as athletic footwear) where legacy players have historically had dominant positions
(see Figures 1 and 2).
Some leaders show consistent strength across genders. HEYDUDE, for example, is still
the hottest casual footwear brand for both men and women, while Nike is a top-two
athletic footwear brand across genders. In dress footwear, Steve Madden is No. 1 and
No. 2 for men’s and women’s, respectively, and is also the only brand to appear in both
lists. In general, women appear to be more excited by emerging brands, with On Running,
HOKA, VEJA, Schutz and others performing more strongly among women than men.
Footwear
5 L.E.K. Consulting
Figure 2
Men’s footwear
Men’s athletic footwear — Top 10
Men’s dress footwear — Top 10
Brands ranked on a scale of 1-100
Nike
Jordan
adidas
Under Armour
On Running
HOKA
New Balance
Champion
PUMA
Reebok
100
100
0
86
70
62
61
58
49
42
41
33
Steve Madden
Tommy Hilfiger
Kenneth Cole
Cole Haan
Ferragamo
HUGO BOSS
Stacy Adams
Beckett Simonon
Sandro Moscoloni
ALDO
100
100
0
98
78
73
73
68
67
59
58
58
HEYDUDE
Timberland
Crocs
Vans
Converse
Polo Ralph Lauren
UGG
Skechers
BIRKENSTOCK
Justin
100
100
0
87
84
78
67
55
52
50
48
47
Men’s outdoor/rugged footwear — Top 10
Men’s casual footwear — Top 10
Timberland
Columbia
Ariat
Arc'teryx
UGG
Cat Footwear
Merrell
Red Wing Shoes
KEEN
L.L.Bean
100
100
0
99
67
65
62
55
51
47
36
33
Figure 2
Men’s footwear
Source: L.E.K. 2024 U.S. Footwear and Apparel Brand Heat Index
SPECIAL REPORT
Athletic footwear
In athletic footwear, a similar cohort of brands rises to the top for both men and
women. Out of the 10 most popular brands for each gender, eight are the same.
However, these brands do not have the same appeal across genders, as their rankings
dier considerably. For example, On Running is the top brand for women but only fih
for men. The most notable changes in the athletic footwear market have been driven
by Generation Z — On Running and HOKA are lauded by this generation for their
comfort, while New Balance’s success is driven by its on-trend style.
In women’s athletic footwear, we see a story similar to last year, with On Running, Nike
and HOKA again taking the top three spots. The competition between On Running
and Nike has been fierce, as they have traded top spots across generations. This year,
On Running leads in Gen Z and Gen X, with both rankings driven by comfort, while
Nike leads with millennials due to its brand reputation and style. On Running, Nike
and HOKA have now created a material gap between themselves and the remainder
of the competition. Jordan and adidas, on the other hand, have maintained their
positions at No. 4 and No. 5, respectively, but have seen declining heat scores overall.
6 L.E.K. Consulting
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The men’s athletic footwear rankings also show a story similar to last year, but this
consumer is a bit slower to adopt emerging brands. Instead, Nike, Jordan, adidas and
Under Armour again take the top four spots (in that order). NOBULL fell out of the top
10 overall, though it still remains popular among Gen X, while Reebok’s comeback with
younger generations brought it into the top 10 this year (see Figures 3 and 4).
Source: L.E.K. survey and analysis
Figure 3
Women’s athletic footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 On Running 100 On Running 100 Nike 100 On Running 100
2 Nike 91 Nike 96 On Running 93 HOKA 89
3 HOKA 89 HOKA 95 HOKA 80 Nike 69
4 Jordan 65 Jordan 82 Jordan 70 NOBULL 56
5 adidas 60 New Balance 68 adidas 67 adidas 49
6 Under Armour 51 adidas 63 Under Armour 57 Under Armour 48
7
New Balance 49 Tretorn 51 New Balance 49 Jordan 43
8 NOBULL 45 Under Armour 50 NOBULL 43 New Balance 38
9 Brooks 39 Brooks 47 PUMA 42 Brooks 37
10 Reebok 35 Reebok 43 Brooks 40 Reebok 30
Source: L.E.K. survey and analysis
Figure 4
Men’s athletic footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Nike 100 Nike 100 Nike 100 Nike 100
2 Jordan 86 Jordan 91 Jordan 87 HOKA 94
3 adidas 70 adidas 66 adidas 72 On Running 86
4 Under Armour 62 New Balance 51 Under Armour 65 Jordan 78
5 On Running 61 Under Armour 49 On Running 58 Under Armour 77
6 HOKA 58
HOKA
On Running
47
PUMA 49 adidas 75
7
New Balance 49 Champion 48 New Balance 61
8 Champion 42 Champion 45 New Balance 45 PUMA 43
9 PUMA 41 PUMA 37 HOKA 42 Champion 39
10 Reebok 33 Reebok 33 Reebok 36 NOBULL 37
7 L.E.K. Consulting
SPECIAL REPORT
Casual footwear
In casual footwear, brands with distinctive and identifiable silhouettes are the
hottest. HEYDUDE leads in popularity for both men and women, while six other
brands also appear in the top 10 lists for both genders. Notably, Allbirds fell out of the
top 10 for both men and women.
HEYDUDE once again takes the top spot in women’s casual footwear, followed by its
owner, Crocs. HEYDUDE is No. 1 among both millennials and Gen X and No. 3 among
Gen Z. Crocs earns its highest scores among Gen Z and millennials and has improved
its score with Gen X. UGG has climbed in the rankings to No. 3 overall due to its blend
of comfort and style, particularly among Gen Z, where it takes the No. 1 spot. Vans
and Dr. Martens have fallen down the list compared to last year (from No. 3 and No. 6,
respectively), suggesting some cooling o. VEJA, meanwhile, continues its rise, to No.
9; while it performs most strongly with Gen X, it has shown the greatest gains with
Gen Z, which cites its style as being particularly relevant.
HEYDUDE also remains in first place overall in men’s casual footwear and still holds the
No. 1 spot with Gen X. Crocs’ overall brand heat score saw further growth versus last
year, with increases among Gen Z (where it took No. 1) and millennials; Crocs remains in
the No. 3 position overall. Timberland moved into second place overall (from fourth last
year), replacing Vans and taking first place among millennials. Despite Vans’ improved
brand heat score versus last year, its slippage in the rankings was driven by the strength
of the category leaders. Meanwhile, BIRKENSTOCK is new to the men’s list and takes
the No. 9 spot due to strength with Gen Z and millennials, who recognize the brand for
its quality. While Skechers is only No. 8 overall, it vastly overperforms within Gen X, who
appreciates it for its comfort and durability (see Figures 5 and 6).
8 L.E.K. Consulting
SPECIAL REPORT
Source: L.E.K. survey and analysis
Figure 5
Women’s casual footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 HEYDUDE 100 UGG 100 HEYDUDE 100 HEYDUDE 100
2 Crocs 76 Crocs 96 Crocs 82 Skechers 61
3 UGG 74 HEYDUDE 81 Vans 70 OluKai 60
4 Vans 57 Converse 77 UGG 68 UGG 57
5 Converse 55 Dr. Martens 71 Converse 65 OOFOS 54
6 OluKai 48 Vans 62 BIRKENSTOCK 57 VEJA 49
7
BIRKENSTOCK 44
VEJA
BIRKENSTOCK
58
Dr. Martens 53 Crocs 48
8 Dr. Martens 43 Timberland 51 Kizik 47
9 VEJA 41 Calvin Klein 48 Blowfish 44 Rothy’s 40
10 Timberland 39 Timberland 46 Skechers 43 Vans 39
Source: L.E.K. survey and analysis
Figure 6
Men’s casual footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 HEYDUDE 100 Crocs 100 Timberland 100 HEYDUDE 100
2 Timberland 87 HEYDUDE 87 Crocs 95 Skechers 76
3 Crocs 84 Vans 74 HEYDUDE 88 Timberland 66
4 Vans 78 Timberland 69 Vans 82 Vans 61
5 Converse 67 UGG 67
Polo Ralph Lauren
Converse
80
Vionic 54
6 Polo Ralph Lauren 55 Converse 61 Converse 53
7
UGG 52 BIRKENSTOCK 59 BIRKENSTOCK 67 OluKai 50
8 Skechers 50 Vionic 57
Tommy Hilfiger
Lacoste
66
Allbirds
Justin
43
9 BIRKENSTOCK 48 Polo Ralph Lauren 54
10 Justin 47 Justin 52 Skechers 65 Vince 41
9 L.E.K. Consulting
SPECIAL REPORT
Outdoor/rugged footwear
In 2024, the outdoor category was expanded to outdoor/rugged to reflect the
lifestyle and outdoor use cases of more durable, workwear-type footwear. The range
of performance across top 10 brands in outdoor/rugged footwear is quite large,
suggesting lower excitement on the part of the consumer beyond the leading players.
Viewed through the lens of gender, UGG, Columbia and Arc'teryx appear in the top
five brands for both men and women, while the others vary. Ariat makes its debut
on both lists, at No. 3 in men’s and No. 7 in women’s, due to its reputation as quality
western wear and its recent expansion into work footwear.
UGG takes the top spot for women overall by a wide margin (27 points), particularly
dominating among Gen Z (where it nearly doubles the score of second-place
Arc'teryx), though Columbia slightly outpaces it among millennials. Versatile
footwear/sandals are in, with Chaco and Teva near the top of the overall list and
KEEN tied for third among Gen X. Rain boots are less popular, especially with Gen Z,
as Hunter Boots fell down the list and Muck Boots fell o the list entirely.
Men’s outdoor footwear is dominated by work brands, with Timberland leading the
way and Ariat, Cat and Red Wing all showing up in the top 10. While Timberland and
Columbia show strength across generations (always staying in the top three), UGG
is dierentially popular among Gen Z, while Merrell and L.L.Bean are dierentially
popular among Gen X (see Figures 7 and 8).
Source: L.E.K. survey and analysis
Figure 7
Women’s outdoor/rugged footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 UGG 100 UGG 100 Columbia 100 UGG 100
2 Columbia 73 Arc'teryx 56 UGG 97 Columbia 80
3
Arc'teryx
Chaco
55
Teva 54 Chaco 86
KEEN
Ariat
69
4 Columbia 46 Hunter Boots 73
5 Teva 43 Chaco 38
Arc'teryx
SOREL
72
Muck Boots 63
6 SOREL 42 Danner 36 Black Diamond 53
7
Ariat 39 REEF 35 BEARPAW 53 Teva 52
8 Hunter Boots 38 L.L.Bean 31 Salomon 51 Merrell 51
9 L.L.Bean 33 Merrell 30 Teva 47 Hunter Boots 50
10 BEARPAW 32 Ariat 28 Helly Hansen 45 Cat Footwear 49
10 L.E.K. Consulting
SPECIAL REPORT
Dress footwear
In dress footwear, the top 10 brands are quite varied across genders. Steve Madden is
No. 1 and No. 2 on both lists, but no other brands repeat.
While the leaders in women’s dress footwear are fairly consistent with prior years, the
competition is hot, with the top five brands separated by just 15 points. Michael Kors,
Steve Madden and Coach again take the top three spots, followed by established
brands Calvin Klein and kate spade; style and brand appeal are king in this category,
so the top players make sense. Upstart brands Schutz and Kurt Geiger make the top
10 list for the first time this year, scoring particularly well with millennials, while Vince
Camuto performs strongly with Gen X — coming in at No. 2 — but doesn’t make the
top 10 in any other generation.
In men’s, the largest change has been the drop of industry leader Cole Haan to No.
4 from No. 1 overall, driven by decidedly poor performance with Gen Z. Meanwhile,
Steve Madden and Tommy Hilfiger take over the top two spots (up from No. 7 and No.
11, respectively) due to their respective brand reputations and evolving, diverse styles.
However, it’s fair to say the dress footwear category as a whole isn’t overly popular
with Gen Z men, as evidenced by its material awareness of only 10 brands; this is likely
a result of the casualization trend, which predominates among younger generations
and was amplified by the shi to work-from-home.
Source: L.E.K. survey and analysis
Figure 8
Men’s outdoor/rugged footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Timberland 100 UGG 100 Columbia 100 Timberland 100
2 Columbia 99 Timberland 99 Timberland 95 Columbia 97
3 Ariat 67 Columbia 93 Arc'teryx 85 Merrell 77
4 Arc'teryx 65 Red Wing Shoes 69 Ariat 82 Cat Footwear 72
5 UGG 62 Arc'teryx 67 Red Wing Shoes 54
KEEN
Ariat
64
6 Cat Footwear 55 Cat Footwear 57 UGG 52
7
Merrell 51 Ariat 56 Cat Footwear 50 L.L.Bean 55
8 Red Wing Shoes 47 KEEN 49 Black Diamond 42 SOREL 52
9 KEEN 36 L.L.Bean 45 Danner 41
Salomon
Black Diamond
51
10 L.L.Bean 33 Merrell 44 Merrell 38
11 L.E.K. Consulting
SPECIAL REPORT
Source: L.E.K. survey and analysis
Figure 9
Women’s dress footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Michael Kors 100 Steve Madden 100 Michael Kors 100 Michael Kors 100
2 Steve Madden 97 Coach 86 Steve Madden 96 Vince Camuto 73
3 Coach 94 kate spade 81 Coach 95 Coach 72
4 Calvin Klein 85 Michael Kors 76 Calvin Klein 88 Calvin Klein 71
5 kate spade 84 Calvin Klein 70 kate spade 84 Cole Haan 67
6
GUESS
Schutz
58
Jerey Campbell 64 GUESS 66
Steve Madden
Sam Edelman
62
7
Franco Sarto 58 Schutz 59
8 Kurt Geiger 55 Sam Edelman 56 Kurt Geiger 57 kate spade 59
9
Jerey Campbell
Vince Camuto
52
Kurt Geiger 51 Seychelles 55 Nine West 54
10 Dolce Vita 49 Marc Fisher 51 Kenneth Cole 52
Source: L.E.K. survey and analysis
Figure 10
Men’s dress footwear — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Steve Madden 100 Tommy Hilfiger 100 Steve Madden 100 Steve Madden 100
2 Tommy Hilfiger 98 Steve Madden 61 Cole Haan 95 Kenneth Cole 91
3 Kenneth Cole 78 Kenneth Cole 58 Tommy Hilfiger 89 Bruno Magli 88
4
Cole Haan
Ferragamo
73
Ferragamo 57 Ferragamo 75 Cole Haan 76
5
ALDO
HUGO BOSS
49
Stacy Adams 71 ALDO 72
6 HUGO BOSS 68 HUGO BOSS 66 Tommy Hilfiger 69
7
Stacy Adams 67 Stacy Adams 44 Kenneth Cole 65 HUGO BOSS 68
8 Sandro Moscoloni 59 Alden 38 Sandro Moscoloni 63 Joseph Abboud 67
9
Beckett Simonon
ALDO
58
Johnston & Murphy 16 Beckett Simonon 58 Stacy Adams 64
10 Cole Haan 0 Unlisted 57 Unlisted 62
12 L.E.K. Consulting
SPECIAL REPORT
There are several key trends in apparel this year. The usual suspects in fast fashion
(e.g., SHEIN, Fashion Nova) still dominate in casual clothing, though several other
fast fashion players have risen through the ranks (e.g., UNIQLO, Princess Polly, Cider).
Workwear brands (e.g., Carhartt, Levi’s, Duluth Trading Co.) have sustained popularity
in casual clothing, while the outdoor category has seen an increasing number of
specialized technical apparel brands in the top 10 (e.g., Ariat, Huk, Salt Life, Pelagic).
As in footwear, a handful of apparel brands demonstrate consistently strong
performance across genders and generations. Nike is the top athletic apparel brand
for both men and women, while The North Face, Columbia and Patagonia make up
the top three in both women’s and men’s outdoor apparel. Casual and dress apparel
show more brand variation across genders, but SHEIN, Carhartt, Michael Kors and
Calvin Klein exhibit broad appeal (see Figures 11 and 12).
Apparel
Source: L.E.K. 2024 U.S. Footwear and Apparel Brand Heat Index
Figure 11
Women’s clothing
Figure 3
Women’s clothing
Women’s athletic clothing — Top 10
Women’s dress clothing — Top 10
Brands ranked on a scale of 1-100
Nike
lululemon
alo
adidas
Gymshark
Fabletics
Under Armour
Athleta
Alphalete
Vuori
100
100
0
99
82
76
72
72
71
66
64
64
Reformation
Michael Kors
Calvin Klein
Lulus
kate spade
GANNI
Cleobella
Susana Monaco
retrofete
Theory
100
100
0
82
78
78
71
61
59
59
56
50
SHEIN
SKIMS
Carhartt
Fashion Nova
Aritzia
Levi’s
Cider
PrettyLittleThing
ZARA
Princess Polly
100
100
0
87
78
71
65
61
60
59
59
58
Women’s outdoor clothing — Top 10
Women’s casual clothing — Top 10
The North Face
Patagonia
Columbia
Ariat
Moose Knuckles
Arc'teryx
MACKAGE
Cotopaxi
Sherpa
L.L.Bean
100
100
0
82
75
61
57
48
46
42
42
38
13 L.E.K. Consulting
SPECIAL REPORT
Athletic clothing
There is meaningful overlap in the leading brands across genders in athletic clothing.
Nike comes in as the top brand in both men’s and women’s athletic clothing while
eight of the top 10 brands overlap in both lists.
In women’s athletic clothing, lululemon continues to inch closer to Nike atop the
list, with both brands benefiting from their strong brand reputation and on-trend
style. Newer brand alo moved ahead of adidas this year into the No. 3 spot, with
Gymshark and Fabletics in close pursuit — all of them driven by strong reputations
and savvy marketing (e.g., social media, influencer promotions), leading to high
scores among Gen Z. Athleta is back in the top 10 aer narrowly missing inclusion
last year, driven by its strength with Gen X (where it is No. 2), which appreciates its
aesthetic and comfort.
In men’s athletic clothing, legacy brands Nike, adidas and Under Armour are hotter
than in women’s athletic clothing, making up the top three brands; there is a
significant drop-o aer these three, indicating relatively lower competition/true
Source: L.E.K. 2024 U.S. Footwear and Apparel Brand Heat Index
Figure 12
Men’s clothing
Figure 4
Men’s clothing
Men’s athletic clothing — Top 10
Men’s dress clothing — Top 10
Brands ranked on a scale of 1-100
Nike
Under Armour
adidas
Gymshark
Champion
lululemon
Vuori
PUMA
alo
Fabletics
100
100
0
73
73
51
48
47
38
37
34
33
Calvin Klein
Michael Kors
Emporio Armani
Tommy Hilfiger
HUGO BOSS
Ted Baker
Kenneth Cole
Banana Republic
Theory
Perry Ellis
100
100
0
86
85
81
65
60
58
52
47
47
Carhartt
Levi’s
SHEIN
Polo Ralph Lauren
UNIQLO
Duluth Trading Co.
Dickies
Superdry
Peter Millar
Wrangler
100
100
0
79
66
62
58
51
48
48
48
46
Men’s outdoor clothing — Top 10
Men’s casual clothing — Top 10
The North Face
Patagonia
Columbia
Oakley
Arc'teryx
Salt Life
Huk
Ariat
Smartwool
Helly Hansen
100
100
0
76
73
47
43
43
39
38
36
36
14 L.E.K. Consulting
SPECIAL REPORT
dominance in the category. lululemon has jumped up a spot to No. 6 and continues to
make strides with Gen Z in particular. Vuori and alo are the big gainers this year, rising
to No. 7 and No. 9, respectively, with both brands performing more strongly among
millennials and Gen X, primarily due to comfort and brand reputation. As with athletic
footwear, PUMA and Champion make the top 10 for men’s but not women’s athletic
clothing (see Figures 13 and 14).
Source: L.E.K. survey and analysis
Figure 13
Women’s athletic clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Nike 100 lululemon 100 Nike 100 lululemon 100
2 lululemon 99 Nike 94 lululemon 86 Athleta 94
3 alo 82 alo 82 adidas 84
Under Armour
Vuori
89
4 adidas 76 Gymshark 77 Under Armour 75
5
Gymshark
Fabletics
72
Alphalete 75
Fabletics
Champion
71
alo 88
6 Fabletics 69 Nike 86
7
Under Armour 71 adidas 65 alo 65 Fabletics 72
8 Athleta 66 Champion 54 Vuori 64 adidas 68
9
Alphalete
Vuori
64
Athleta 51 Gymshark 62 32 Degrees 67
10 Under Armour 49 Athleta 60 Reebok 54
Source: L.E.K. survey and analysis
Figure 14
Men’s athletic clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Nike 100 Nike 100 Nike 100
Nike
Under Armour
100
2
Under Armour
adidas
73
Gymshark 76 Under Armour 74
3 adidas 74 adidas 68 adidas 82
4 Gymshark 51 Champion 58 Champion 47 alo 47
5
Champion 48 lululemon 57 lululemon 43 lululemon 45
6 lululemon 47 Under Armour 55 Vuori 39 Vuori 44
7
Vuori 38 Fabletics 42 PUMA 36
Hurley
32 Degrees
43
8 PUMA 37 PUMA 40 Reebok 33
9 alo 34 Vuori 39 alo 31 PUMA 42
10 Fabletics 33 alo 37 Fabletics 30 Champion 41
15 L.E.K. Consulting
SPECIAL REPORT
Casual clothing
Women’s casual clothing continues to have a strong fast fashion element to it, with
SHEIN again taking the top spot overall, though its position is notably weaker than
it was last year. Former shapewear brand SKIMS continued its ascent, coming in at
No. 2 overall and No. 1 for Gen Z, while SPANX fell out of the top 10 except for Gen X.
Fashion Nova, PrettyLittleThing and ZARA remain in the top 10. Newer fast fashion
brands Princess Polly and Cider join the list, largely o of their strength in Gen Z
(though they have yet to really register with Gen X); their rise speaks to the ability to
drive growth via TikTok and other social media platforms, particularly with younger
audiences. More traditional brands like Old Navy and Levi’s perform the strongest
among Gen X.
Men’s casual clothing was once again dominated by “work” players this year with
Carhartt, Levi’s, Duluth Trading Co., Dickies and Wrangler all showing up in the top
10. Fast fashion brand SHEIN has lost substantial traction relative to last year (when
it had a score of 94), with consumers directly commenting on pending lawsuits and
poor quality impacting its reputation. Meanwhile, other fast fashion brands are rising
through the ranks to compete with SHEIN, particularly among Gen Z — UNIQLO
made a leap from outside the top 10 to No. 2 for Gen Z, with Topman and Mango also
performing strongly. Older generations are drawn to preppier labels, with Peter Millar
debuting in the top 10 o of its strength in Gen X (see Figures 15 and 16).
Source: L.E.K. survey and analysis
Figure 15
Women’s casual clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 SHEIN 100 SKIMS 100 SHEIN 100 SHEIN 100
2 SKIMS 87 SHEIN 94
SKIMS
Carhartt
81
Fashion Nova 79
3 Carhartt 78 Carhartt 78 Carhartt 78
4 Fashion Nova 71 Aritzia 69 Good American 69 Levi’s 75
5
Aritzia 65 Fashion Nova 67 Fashion Nova 65 Old Navy 64
6 Levi’s 61
Cider
PrettyLittleThing
62
ZARA 63 Duluth Trading Co. 63
7
Cider 60 Princess Polly 61 Good American 62
8
PrettyLittleThing
ZARA
59
ZARA
Princess Polly
61
Old Navy
Levi’s
H&M
56
SPANX 59
9 Free People 58
10 Princess Polly 58 Levi’s 60 SKIMS 52
16 L.E.K. Consulting
SPECIAL REPORT
Outdoor clothing
For both men’s and women’s outdoor apparel, stalwart brands The North Face,
Columbia and Patagonia again top the list in varying permutations regardless of
cohort, suggesting outdoor needs may be more consistent across genders and
generations.
Among women, that group of three (The North Face, Columbia and Patagonia)
tops the list across every generation; The North Face is No. 1 in each generation,
while Patagonia lags with Gen Z relative to other generations. Moose Knuckles
and MACKAGE show greater strength since last year, coming in at No. 5 and No.
7, respectively, as they capitalize on a trend toward investing in stylish premium
outerwear. Ariat, a newcomer to the list at No. 4, performs well across generations,
while accessible, versatile outdoor brands like L.L.Bean and Smartwool perform more
strongly among Gen X.
For men, The North Face, Columbia and Patagonia are again at the top nearly across
the board. Gen Z is the one exception, where Arc'teryx comes in at No. 2 due to its
superb reputation and comfort. Oakley rose to No. 4 from No. 7 last year, largely o
of improvements with older generations. Salt Life and Huk make the top 10 due to
their strong reputations as fishing brands, in particular with Gen X, though notably
these sport-specific brands do not register with women to the same extent. While not
making the men’s top 10 overall, L.L.Bean performs well with older generations.
Source: L.E.K. survey and analysis
Figure 16
Men’s casual clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Carhartt 100 Carhartt 100 Carhartt 100 Carhartt 100
2 Levi’s 79 UNIQLO 95 Levi’s 82 Levi’s 80
3 SHEIN 66 Levi’s 79 Supreme 71
Peter Millar
Taylor Stitch
78
4 Polo Ralph Lauren 62 SHEIN 76 Polo Ralph Lauren 70
5
UNIQLO 58 Polo Ralph Lauren 67 Vince 68 SHEIN 60
6 Duluth Trading Co. 51 Topman 65 SHEIN 65 Polo Ralph Lauren 57
7
Dickies
Superdry
Peter Millar
48
Duluth Trading Co. 60 Superdry 63 Duluth Trading Co. 53
8 Tommy Hilfiger 59 Dickies 58
Old Navy
Dickies
49
9 Mango 58 ZARA 57
10 Wrangler 46 Kith 57 Duluth Trading Co. 55 Wrangler 48
17 L.E.K. Consulting
SPECIAL REPORT
Dress clothing
Calvin Klein and Michael Kors are among the leaders in both men’s and women’s dress
clothing, while the remaining brands dier significantly across genders. Notably,
there is relatively low engagement with dress brands, particularly among Gen Z men.
The top 10 in women’s dress clothing is a mix of specialty retail brands, direct-
to-consumer (DTC) brands and wholesale businesses. Reformation rose to No. 1,
both overall and among Gen Z and millennials; it is viewed as both fashionable and
sustainable. Meanwhile, the rest of the top five remain the same — Michael Kors,
Source: L.E.K. survey and analysis
Figure 17
Women’s outdoor clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 The North Face 100 The North Face 100 The North Face 100 The North Face 100
2 Patagonia 82 Columbia 79 Patagonia 82 Patagonia 87
3 Columbia 75 Patagonia 78 Columbia 78 Columbia 67
4 Ariat 61 Moose Knuckles 75
Ariat
Arc'teryx
52
Ariat 66
5
Moose Knuckles 57 Ariat 74 Smartwool 59
6 Arc'teryx 48 MACKAGE 60 Fjällräven 48 Moose Knuckles 54
7
MACKAGE 46 icebreaker 59
Marmot
Salomon
45
Sherpa 52
8
Cotopaxi
Sherpa
42
Arc'teryx
Cotopaxi
51
Cotopaxi 50
9 Osprey 42 L.L.Bean 46
10 L.L.Bean 38 Kari Traa 50 Sherpa 41 Arc'teryx 40
Source: L.E.K. survey and analysis
Figure 18
Men’s outdoor clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 The North Face 100 The North Face 100 The North Face 100 The North Face 100
2 Patagonia 76 Arc'teryx 80 Patagonia 78 Patagonia 89
3 Columbia 73 Columbia 72 Columbia 74 Columbia 83
4 Oakley 47
Ariat
Patagonia
68
Arc'teryx 59 Huk 69
5
Arc'teryx
Salt Life
43
Oakley 52 Salt Life 64
6 Oakley 59 Salt Life 50 PELAGIC 61
7
Huk 39 Helly Hansen 48 L.L.Bean 42 Oakley 53
8 Ariat 38 Fjällräven 47 Huk 40 Helly Hansen 52
9
Smartwool
Helly Hansen
36
Burton 43
Smartwool
Ariat
39
Cotopaxi
L.L.Bean
49
10 KÜHL 42
18 L.E.K. Consulting
SPECIAL REPORT
Calvin Klein, Lulus and kate spade (though kate spade fell from No. 2 to No. 5). Some
of the top gainers this year include GANNI and Cleobella, largely due to their strength
with millennials, while Lulus tops the list for Gen X — the rest of that generation’s top
10 shows a dierential willingness to invest in their dress wardrobe with premium
brands like MILLY, Veronica Beard and Theory. In addition to the lower engagement
across the category, Gen Z women have limited interest in many of the brands (i.e.,
overall sentiment even in the top 10 is fairly low).
The men’s dress clothing category is again led by Calvin Klein and Michael Kors. Much
like in men’s dress footwear, Tommy Hilfiger has risen in popularity, with a score of 81
versus 69 last year, and has taken over the top spot with Gen Z. Classic brands HUGO
BOSS, Ted Baker and Perry Ellis have all improved their brand heat scores by more
than 10 points, primarily o of strong brand reputations. Ted Baker had the largest
jump (up 33 points), led by Gen X, which rates it as the hottest brand in the category.
Among DTC brands, Suitsupply fell out of the top 10 list overall this year but continued
its ascent with Gen Z, while Bonobos only makes the list for millennials, and Indochino
fell o Gen X’s list. While DTC brands have certainly made a splash, their staying
power requires deeper connection with the consumer to remain top-of-mind.
Source: L.E.K. survey and analysis
Figure 19
Women’s dress clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Reformation 100 Reformation 100 Reformation 100 Lulus 100
2 Michael Kors 82 Calvin Klein 99 GANNI 81 Reformation 98
3
Calvin Klein
Lulus
78
Michael Kors 89 Susana Monaco 80 Michael Kors 93
4 kate spade 87 Maje 75 Halogen 80
5
kate spade 71 Lulus 85 Michael Kors 70 MILLY 75
6 GANNI 61 LK Bennett 61 M.M. LaFleur 69
kate spade
Vince Camuto
73
7
Cleobella
Susana Monaco
59
retrofete
Tadashi Shoji
60
Lulus 62
8 Calvin Klein 61 Veronica Beard 72
9 retrofete 56 HUGO BOSS 56 kate spade 59 Calvin Klein 71
10 Theory 50 Sherri Hill 55 Cleobella 58 Theory 70
19 L.E.K. Consulting
SPECIAL REPORT
Source: L.E.K. survey and analysis
Figure 20
Men’s dress clothing — Top 10, by generation
Total Score Gen Z Score Millennial Score Gen X Score
1 Calvin Klein 100 Tommy Hilfiger 100 Calvin Klein 100 Ted Baker 100
2 Michael Kors 86 Calvin Klein 98
Michael Kors
Emporio Armani
88
Emporio Armani 91
3 Emporio Armani 85 Michael Kors 80 Calvin Klein 80
4 Tommy Hilfiger 81 Suitsupply 71 Tommy Hilfiger 71 Kenneth Cole 79
5
HUGO BOSS 65 Emporio Armani 64 HUGO BOSS 67 HUGO BOSS 76
6 Ted Baker 60
Perry Ellis
Kenneth Cole
52
Banana Republic 62 Michael Kors 73
7
Kenneth Cole 58 Theory 61 Perry Ellis 60
8 Banana Republic 52 Brooks Brothers 49 Joseph Abboud 52 Jos. A. Bank 59
9
Theory
Perry Ellis
47
Banana Republic 46 Bonobos 49
Zegna
Tommy Hilfiger
52
10 HUGO BOSS 44 Kenneth Cole 47
20 L.E.K. Consulting
SPECIAL REPORT
Our Brand Heat Index continues to demonstrate how material dierences in brand
momentum can exist below the surface and how quickly sentiment can change. Once
again, generational dierences in top brand rankings make clear how important it
is to recognize that not all consumers are the same and that a deep understanding
combined with tailored strategies is required in order to win.
This depth of insight has never been more important. As you’ve seen, some industry
leaders have been able to maintain their leadership positions year over year, while
others have been overtaken by newer entrants. The notable rise of up-and-coming
brands, some of which even claimed top spots in key categories/cohorts, shows that
consumers’ consideration sets are expanding, and they’re increasingly willing to
embrace new and innovative brands beyond legacy players. Accordingly, it’s no time
to rest.
We tested some 450 dierent brands across categories to understand their
popularity and the key factors driving it. We invite you to connect with us to learn
more about the Brand Heat Index and gain further insights into how consumers feel
about your brand and why.
Please don’t hesitate to contact us at [email protected]om.
Endnote
1
Previous versions of the survey called the category “outdoor” footwear; expanded to “outdoor/rugged” footwear in 2024.
Conclusion
21 L.E.K. Consulting
SPECIAL REPORT
22 L.E.K. Consulting
About the Authors
Laura Brookhiser
MANAGING DIRECTOR AND PARTNER, BOSTON
Laura Brookhiser, a Managing Director and Partner in L.E.K. Consulting’s Boston oce, is a
member of the Retail and Consumer Products practice with a focus on the home goods, footwear
and apparel sectors (having advised four of the top 10 U.S.-based footwear companies).
Laura has deep experience in M&A, consumer segmentation, brand positioning, new product
development, category expansion, portfolio optimization and organizational transformation.
Jon Weber
MANAGING DIRECTOR AND PARTNER, BOSTON
Jon Weber is a Managing Director and Partner in L.E.K. Consulting’s Boston oce. Jon serves
on the firm’s Global Leadership Team and recently led L.E.K.’s global Retail and Consumer
Products practice. He advises clients on a range of strategic issues, including brand positioning
and consumer insights, growth strategy, digital and channel strategy, pricing and promotions,
customer experience and engagement, performance improvement, and M&A.
Chris Randall
MANAGING DIRECTOR AND PARTNER, BOSTON
Chris Randall is a Managing Director and Partner in L.E.K. Consulting’s Boston oce and serves
as Global Co-Head of the firm’s Consumer sector. Chris has extensive experience in footwear
and apparel, sporting goods, home and household products, and other durable goods. He advises
retailers and brands on a range of critical issues, including growth strategy, brand and marketing
strategy, channel strategy, digital, data analytics, organizational strategy, and M&A.