The Index August 2020: Part 2 The Brands & The Buzz Scores

The Index Klarna

Welcome to The Index, Part 2 The Brands & The Buzz Scores, produced in partnership with Klarna. In this section of our regular survey of British fashion shoppers we see how 100 influencer brands fared when it came to store and website visits as the UK was in the “inter-Lockdown” period.

We also track sentiment towards brands through our unique Buzz Scores. Our scores were down across the board this month as bad news about retailers seeped into the public psyche and our worst performer – somewhat unsurprisingly – was Debenhams, whose continuing woes were all too apparent to the fashion consumer.

On a more positive note, at the higher end of the chart, Selfridges and its efforts to remain positive, creative and, of course, sustainable, even under the most unprecedented pressure, has landed well with consumers.

We’ve witnessed some interesting recoveries too with Superdry and Ted Baker back in positive double-figures scores and Boohoo back in positive territory (just) after last month’s slump due to allegations about staff mistreatment at factories that supply its clothing in Leicester.

The Buzz Scores are a great indicator of which brands will make it out of the pandemic in a positive place, so they are well worth tracking.

Download your report below to see how your brand or your peers are faring.


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