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Calvin Klein, an iconic American brand that has existed since 1968, has been rated the fashion brand that American consumers trust the most to share their personal data, as per a recent study. French luxury market leader Louis Vuitton was ranked a very strong second, while Banana Republic, founded in 1978, was ranked third in a field of 24 well-known fashion brands.
The innovative, new Data Trust Index (DTI), by Luxury Institute and DataLucent, measures the level of trust that digital consumers have in licensing their digital platform data (Google, Facebook, Instagram, etc) and other personal data, to mass, premium and luxury brands in exchange for rewards and benefits.
Overall, six luxury brands were ranked in the top ten, indicating an opportunity for luxury and premium fashion brands to lead in going direct to their customers to build mutually loyal first-party data relationships with the most descriptive and predictive data, Luxury Institute and DataLucent said in a media release.
Calvin Klein, an iconic American brand that has existed since 1968, has been rated the fashion brand that American consumers trust the most to share their personal data, as per a recent study. French luxury market leader Louis Vuitton was ranked a very strong second, while Banana Republic, founded in 1978, was ranked third in a field of 24 fashion brands.
The DTI US survey, the first of its kind, is based on a nationally representative sample of 1,008 consumers ages 18-49, with a minimum income of $75k (total sample average income of $200k), with 54 per cent male and 48 per cent female participation. Responders reported that YouTube (82 per cent), Google (79 per cent), Facebook (78 per cent), Amazon (76 per cent) and Instagram (75 per cent) were the digital platforms used on a regular basis.
On the most critical core question of the survey: 83 per cent of all responders, including 89 per cent male and 78 per cent female, are willing to license their digital platform data, under their control, to brands they trust to use to serve their needs, and the needs of other consumers, in a personalised way.
The survey asked consumers to rate 24 fashion brands across mass, premium and luxury segments. Consumers indicated which of the brands presented on a randomised list they would trust most to license their data for rewards and benefits of value to them. The brands on the list were Anne Taylor, Balenciaga, Banana Republic, Burberry, Calvin Klein, Chanel, Coach, Dior, Dolce & Gabbana, Ferragamo, Gap, Giorgio Armani, Gucci, Hermès, Kate Spade, Louis Vuitton, Lululemon, Marc Jacobs, Michael Kors, Prada, Ralph Lauren, Saint Laurent, Tory Burch and Versace.
Fibre2Fashion News Desk (KD)
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