Sportswear brand Nike has been named the best fashion brand by 16-34 year olds, seeing off competition from Next and Primark.
Nike ranked 40th among brands already, and is liked by 50% of 16-34 year olds in the UK, according to a study by digital agency Woot Media.
Quality was listed by 72% of those surveyed as the top reason for liking a brand. How the product performs versus the competition and how the brand fits with their own personality also scored highly with 67% and 60% respectively.
Woot Media’s joint managing director Dan McDevitt said “Regardless of age, two common denominators emerged about why brands appeal to Generation Y – the product’s perceived quality and performance.
“These functional reasons run counter-intuitive to those who believe young adults are preoccupied with simply jumping onto the next big thing.”