L.E.K. Consulting's inaugural Brand Heat Index identifies the most trending footwear and apparel brands among US consumers across major product categories for each generation. The heat score is expressed on a scale of 0-100, and brands are analyzed based on survey results of nearly 4,000 consumers between the ages of 14 and 55. The report focuses on athletic, casual, outdoor, and dress footwear, as well as athletic, casual, outdoor, and dress apparel. The report provides insights into how brand heat scores differ for each generation, with Gen Z exerting more influence over style trends and new social media platforms like TikTok. However, millennials are a larger generation and hold the most purchasing power, while Gen Xers have higher average incomes. The report provides feedback on brands across four product categories: athletic, casual, outdoor, and dress.
