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The Index November/December 2021: The Brands & the Buzz Scores

Lauretta Roberts
23 December 2021

Welcome to Part 2 of our monthly study of British fashion shopper behaviour and attitudes, The Index in partnership with Klarna.

In this section of our study we track the fortunes of 100 leading fashion brands and retailers, finding out which our 2,000 shoppers have visited and bought from, and how positively (or negatively) they are viewed in the market.

We track brands across all key segments from online pure plays to high street, luxury, sports and rental services. Each brand is attributed a unique "Buzz Score" based on consumer sentiment towards them. The Buzz Scores are listed within each category so you can see how each brand performs against its peers, but also provide a list, on the final page of the study, detailing the best and worst performers across the sector as a whole.

This month's list has thrown up a new winner, and it is a telling one. For months and months the top spot in our study has rotated between global online giant Amazon and luxury department store Selfridges. This month's winner is, for the first time JD Sports, indicating just how influential and important sports retailers have become during the course of the pandemic as consumers switched to comfort-led clothing and more active lifestyles.

But perhaps more impressive that JD making the top spot (it is a consistently high performer) is seeing Frasers Group's Sports Direct making our best performers chart for the first time with a highly respectable Buzz Score of +16%. When we began tracking Buzz Scores around two years ago, Sports Direct often found itself in negative territory but over the past 24 months (with the exception of a blip at the beginning of the pandemic when it made some PR missteps), it has gradually seen its stock rise. The retailer's elevation strategy, which has involved glossy new stores and refits and high profile ad campaigns, is clearly paying off.

Don't forget to consult part 1 of our report to track where, how, why and how often our shoppers are buying fashion, The Channels, The Sectors, The Formats and The Behaviours.

Scroll through, print and download this month's report below.

The Index is produced in proud partnership with Klarna.

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