Nike ranked third in the list of most loved brands among millennial and gen z consumers

Victoria’s Secret, Sephora and Nike are leading the way in winning the affections of young consumers, according to a new study analysing the popularity of brands.

The 2017 ‘Love List Brand Affinity Index’ compiled by Condé Nast US and Goldman Sachs examined millennial and gen z consumer preferences in the fashion, retail and beauty categories.

The poll, of 2,345 US consumers between the ages of 13-39, found that Victoria’s Secret, Sephora and Nike were the top three most favoured brands.

Researchers found a key factor in the brands’ success was their digital presence. Overall one third of shopping was conducted online, 35% for women and 42% for men. Consumers cited efficiency, speed and convenience as the main factors in deciding their favourite…