Hanes, Gitano emerge as ladies' power brands - Top Brands Part II: Consumer Survey

Discount Store News, Oct 19, 1992

Hanes and Gitano were discount store consumers' most preferred women's brands in this year's top brands in this year's top brands consumer study. The same two labels made the top grade in managers' minds as well, placing them in the elite group of power brands.

In fact, managers and consumers agreed more readily in the women's apparel category about the best sellers than they did for either men's or children's wear. Seven out of the Top 10 brands in the consumer study also appeared in the manager's study: Hanes, Gitano, Jaclyn Smith, Lee, Levi's, Chic and Playtex.

Missing from the fold compared to last year's results are Fruit of the Loom (the first time in three years that the brand didn't make the Top 10) along with Jordache and Wrangler. These three brand names did appear among the manager's Top 10 performing brands this year.

Wrangler will have a chance to redeem itself in 1993 as a revamped women's wear line hits the stores.

Cherokee, a favored department stote brand, is also branching out into the discount tier, although its new line for discount will be sold under the Gelati label. This year marked the first time Cherokee appeared on the Top 10 of the consumer's preferences since the inception of the study.

Two pantyhose brands, L'eggs and No Nonsense, were also named as preferred brands by consumers. Though rarely mentioned by retailers as a top performer, pantyhose is one category that women buy often and usually stay loyal to.

The preference for brands comes across loud and clear in this category. Although Jaclyn Smith, Kmart's private label line, was mentioned by consumers, they overwhelming prefer national brands.

According to the study, only 15% of respondents in the women's category prefer private label goods, the same percentage as in 1991. That was a big decline from the 35% who said they preferred private label lines in 1990.

There are those who will argue, however, that the definition of private label is not clear for consumers, who see Jaclyn Smith as a brand in the same way they see Lee as a brand.

With the large number of consumers who shop Kmart each year, it's no wonder that Kmart's exclusive Jaclyn Smith women's apparel line receives a significant percentage of responses from consumers as a preferred brand.

Another significant finding in this year's study is the number of respondents willing to switch brands if their favorite is not available. This figure has shifted from year to year, but could be attributable to the economy. In tougher times, the value may be more important than the actual brand name to consumers. In the current study, 47% of respondents in the women's category were willing to switch brands, up from 39% a year earlier.

In addition, respondents have remained consistently confident about finding the brands they want in discount stores. About 35% of those questioned said they were likely to find their brand of choice in the discount store they shopped the most. That figure has ranged from a low of 32% in 1991 to a high of 37% in 1989.

As was the case in the managers' part of the study, Lee was cited as a favored brand. With Lee's plans to eliminate its discount distribution, it will be interesting to see next year's survey, as it may leave open a spot for another brand to endear itself to both managers and consumers. [Tabular Data Omitted]