There are few markets where brands matter more than in fashion and apparel. You can sell a white t-shirt for $10 dollars, or you can put a brand logo on it and sell the same shirt for $50 (or $120 for that matter). While some brands charge prices unaffordable for the majority of people and pride themselves in their exclusiveness, others happily cater to the mainstream and still manage to maintain a strong brand image.
Nike is one example for such a brand. Even though the company’s iconic Swoosh is omnipresent, the brand is almost universally loved — and not just by athletes. According to Statista’s Global Consumer Survey 2018, Nike is the most popular apparel/footwear brand in the United States. When asked about the brands they typically buy when it comes to clothing, shoes and accessories, 52 percent of the 2,010 Americans polled named Nike as one of their go-to brands, with Levi’s and Adidas ranking second and third in that category.