The fashion brand Levi’s, best known for its denim jeans, is still in demand despite a high ownership rate amongst UK consumers, a new YouGov SixthSense report into high street fashion has found. The report, which investigates public perceptions of 35 prominent high street brands, also brings into question the consumer-appeal of high-end brands such as Vivienne Westwood.
Despite the fact that one in four adults already owns at least one Levi’s item, 17% of those who currently do not have Levi’s hanging in their wardrobe say they aspire to own something belonging to the brand in the future. The figures suggest that ownership of Levi’s is desired more than ownership of competing brands such as Diesel and DKNY.
In terms of current ownership, high street favourite Marks & Spencer is on top with 63 per cent of consumers saying they currently have an M&S item in their wardrobe. Primark is ranked second in this regard with 43% of consumers owning a Primark item. However, despite being a common feature in wardrobes across the country, 10% of UK consumers who don’t own M&S still aspire to own the brand. Of those who currently do not own a Primark item, only three per cent hope to own Primark in the future.
At the high end of the market, Jaeger and Vivienne Westwood fall behind Prada, Armani and Dolce & Gabbana in terms of prestige. Of those who do not yet own Vivienne Westwood, only 15 per cent currently aspire to own an item. This compares poorly with rival high-end brands – one in five UK consumers who do not yet own Prada or Dolce & Gabbana would like to own them.