Kids World magazine asked its readers about the importance of wearing 'cool' clothes and accessories. While two thirds of kids thought that it was important to have cool clothes and accessories (34% thought it was very important, while 39% thought it was at least somewhat important) there were a quarter of kids who did not think having cool clothes and accessories was important.
When respondents were asked to name the first five brand names that come to mind for stuff like clothing, food, sports items and games, the brands that had the strongest brand identification were those that related to sports clothing and blue jeans. The top twenty brand names are in the table below.
|
Name
1. Nike
2. Adidas
3. Levi's
4. Reebok
5. Umbro
6. Guess
7. Nintendo
8. Brooks
9. Gap
10. Starters |
Percent
32%
25%
15%
15%
9%
8%
7%
7%
7%
7%
|
Name
11. No Fear
12. Kraft
13. Sega Genesis
14. Calvin Klein
15. Gasoline
16. Bauer
17. Hostess
18. Parker Brothers
19. Bugle Boy
20. Kellogg's |
Percent
6%
5%
5%
4%
4%
4%
3%
3%
3%
3%
3% |
Source: Kids World National Elementary School Kid's Survey, 1996-1997
