Picking the winner - consumer clothing brand name preferences - AM: Apparel Merchandising

Discount Store News, Oct 18, 1993

We asked consumers and store managers to tell us about their brand preferences. And the favorites were ...

* As the discount store apparel business continues to grow, retailers face an expanding menu of merchandising choices. One of the most important options involves brands. Which label is a "must have" because of consumer preference? What brand performs best?

Consumers prefer Hanes. When discount store shoppers were asked about their brand choices in men's and women's apparel, the Sara Lee Corp. division topped the list, according to an exclusive Leo J. Shapiro study for Discount Store News. In children's wear Osh Kosh in the No. 1 customer pick.

Store managers say Hanes is their best performing men's wear label, while Gitano, they say is, tops in women's wear. Fisher-Price is their first choice in the children's wear category.

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