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

The Index Klarna

Welcome to Part 2 of our monthly brand & retail tracker, The Index, which is produced in partnership with Klarna. Never has reputation been more important and that is exactly what this part of The Index is about.

In this report, we should you, which of our 100 tracked fashion brands and businesses our 2,000 nationally represented shoppers visited and bought from – on- or off-line – during February 2020 and the preceding two months.

As we mentioned in Part 1 of our report where we track The Sectors, The Channels, The Formats and The Behaviours, think of this report as the calm before the storm. This is where these brands’ reputations were set before we went into the COVID-19 crisis, let’s see what they look like when we exit, for we will.

We won’t know when we will exit and we don’t know what the market will look like when we exit but industry watchers agree that those brands & retailers who conduct themselves with integrity will be the ones to reap the reward of any bounce back, however weak or strong it is. Our unique Buzz Scores will help demonstrate which brands the public appreciates and which is does not. 

While some good reputations will be enhanced further still during this time and some poor reputations will fall further still, there will be some who will find that they shine and are brought to consumers’ attention in ways that were not possible during normal trading. We’ll be here to track it when it happens.

Please use this report in conjunction with the Appendix where each of our 100 brands has a “Live Tracking” chart showing how their performance has ebbed and flowed over the past five months. Both sections can be downloaded below.

Part 2: The Brands & The Buzz Scores


The Appendix: Live Tracking Charts


The Index is produced in proud partnership with Klarna.