As this generation’s spending power and appetite for fashion grows, BoF's research and analysis think tank looks at the most-revered brands among young fashion shoppers.
From Gap to Chanel, big fashion brands are shaking up the top job, as the industry puts some of its Covid-era problems behind it and prepares for a new set of challenges, including an economic downturn.
Puma tops The BoF Sustainability Index 2022, but Skechers, Fila Holdings and Anta Sports all rank in the assessment’s bottom five.
For years, the German sportswear maker lacked a distinct identity. But Puma has found success in multi-brand retail and has gained a foothold in markets where Nike and Adidas aren’t dominant.
Brands like Adidas and Gymshark are spending time, money and resources to update their sports bras, a product they see as crucial to winning over female customers.