SPECIAL REPORT
Shifts in shopper preferences: About the
Brand Heat Index
With each generation comes a new set of shopping attitudes — and behaviors.
But regardless of how widely those attitudes and behaviors vary, each generation
plays a key role. Gen Z, for example, has significant influence over style trends, while
millennials have the most purchasing power and Gen Xers have the highest average
incomes.
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That’s why, especially in today’s increasingly crowded marketplace, understanding
which brand and product strategies resonate with each generation is critical to
figuring out how your product can cut through the noise and reach your target
audience. L.E.K. Consulting’s second annual Brand Heat Index helps brands and
retailers identify which brands are gaining popularity (i.e., increasing their brand
“heat”) across major product categories in women’s and men’s footwear and apparel.
The Brand Heat Index is based on a survey of nearly 4,000 U.S. consumers between
the ages of 14 and 55. Within product categories and generational cohorts, each brand
earns a heat score expressed on a scale of 0-100 — the higher the score, the hotter the
brand. Notably, the Brand Heat Index identifies brands that are on the most positive
growth trajectory with shoppers, not necessarily their relative size or scale.
The survey gathers feedback on brands across four product categories: athletic,
casual, outdoor and dress.
Category definitions
Use case
category
Footwear examples Apparel examples
Athletic
Running shoes, cross-trainers, basketball shoes,
cleats
Performance tops, athletic shorts, joggers, leggings,
surf/skate clothing
Casual
Sandals, slip-ons, casual flats, casual sneakers,
chukka boots
Denim, cotton T-shirts, sweaters, Oxford shirts, khakis
Outdoor Hiking boots, trail shoes, winter boots
Hiking clothes, fishing clothes, fleeces,
performance jackets
Dress Heels, loafers, Oxfords Suits, dresses
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