Today, WWD published its list of the 100 most consumer-recognized brands, as answered by American woman–and it might surprise you who made it into the top ten.
The survey, which was last done in 2008, was sent out to women aged 13 to 64 with an average household income above $50,000, according to WWD. Respondents were asked to rate how familiar they were with the 1,008 pre-selected brands, with the options being “very familiar,” “somewhat familiar” or “not at all familiar.”
Slipping into the number one spot: Panty powerhouse Victoria’s Secret. The secret to beating out classic American brands like Nike and Levi’s seems to be a healthy dose of T&A–and the Victoria’s Secret Fashion Show. The ever-escalating annual blow-out–which this year included performers Rihanna, Justin Bieber, and Bruno Mars–ranked number one among adult TV viewers ages 18 to 49 in 2011, according to president and chief creative officer Ed Razek. That’s right–the Victoria’s Secret Fashion Show beat out the Superbowl.
Victoria’s Secret also benefited from the good press surrounding its relief efforts in the aftermath of Sandy. It’s great news for the brand, which has had some missteps in the past few months, including a Native American costume gaffe and being named a “Detox Villain” by Greenpeace.
Some other surprises? Old Navy beat out its parent company Gap, coming in at number three. And not a single high-fashion powerhouse–Marc Jacobs, Michael Kors, and the like–cracked the top ten.
The full top 10:
1. Victoria’s Secret
3. Old Navy
6. Fruit of the Loom
7. Calvin Klein
See the compelete list of 100 at WWD (subscription required).