This year's award celebrates an industry that faced and continues to face significant challenges during the COVID-19 pandemic and inflation. We applaud brands that have managed to perform strongly in the market even in this challenging environment, convincing consumers to continue spending money on their brand. The award provides a broad perspective on the market, covering everything from shoes to outerwear.

For a comprehensive measurement of brand success and future potential, this study combines four different perspectives in a causal model.

• Share of Soul: Emotional perception of people toward the brand.
• Share of Market: How people think rationally about a brand and act accordingly – creating market share and customer loyalty, growing in the market, etc.
• Premium: The extent to which consumers are willing to pay more for the brand than for competitor products.
• Competence: Whether a brand manages to fulfill the most important consumer demands in the field and is seen as an expert in the fashion industry.

GfK is renowned for offering clear business guidance - through panel data, brand tracking, price modelling, trend research and beyond. Afterall, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.

To discover what GfK can reveal about your brand, contact us here.