October 18th, 2021, Melissa Pang
Marking the first in our annual retail Rankings series, YouGov’s Retail Rankings 2021 Hong Kong reveals the top ranked consumer brands within the sector. The Rankings are based on Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
YouGov Retail Rankings 2021 in Hong Kong: Luxury Fashion
In Hong Kong, retail brand Rolex leads the luxury fashion list this year with a score of 27.5. CHANEL came in second with a score of 18.1. In third and fourth position were LOUIS VUITTON and Cartier respectively scoring 16.3 and 15.1. Rounding out the top five Hermès scored 14.8.
YouGov Retail Top Improvers 2021 in Hong Kong: Luxury Fashion
In Hong Kong's most improved luxury fashion brand list, Tudor came up on top with a rise of +2.1 points, sitting ahead of Loewe (+0.8 points). The third and fourth places were taken by Gucci and Salvatore Ferragamo, both have improved +0.5 points. Top five improved list is completed by Cartier, with an increase of 0.5 points.
YouGov Retail Rankings 2021 in Hong Kong: Mainstream and Athletic Fashion
Retail brand UNIQLO tops the mainstream and athletic fashion list this year in Hong Kong with a score of 31.1. The second place is occupied by Nike with a score of 28.2. In third and fourth position were Adidas and Marks & Spencer respectively scoring 24.7 and 15.3. Rounding out the top five Timberland scored 15.2.
YouGov Retail Top Improvers 2021 in Hong Kong: Mainstream and Athletic Fashion
In Hong Kong's most improved mainstream and athletic fashion brand list, Lululemon came up on top with a rise of +1.4 points. But chasing close behind, Nike came in second with an increase of +1.4 points. The third and fourth places were taken by Vans and Forever 21, with the rise of +1.2 and +1.1 points respectively. Top five improved list is completed by Under Armour, with an increase of +0.6 points.
YouGov Retail Rankings 2021 in Hong Kong: General Retail
In Hong Kong, DON DON DONKI leads the general retail list this year with a score of 20.1. But chasing close behind, PARKnSHOP comes in second with a score of 19.5. The third and fourth position are occupied by Mannings and Muji, both with the score of 18.8. Rounding out the top five IKEA scored 18.4.
YouGov Retail Top Improvers 2021 in Hong Kong: General Retail
Wellcome tops the most improved general retail brand list in Hong Kong this year, with a rise of +2.4 points. Mannings comes close in second with +2.3 points. The third and fourth places were taken by IKEA and AEON, with the rise of +2.0 and +1.7 points respectively. Top five improved list is completed by Japan Home Store, with an increase of +1.0 points.
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the retail sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be in touch.
Methodology:
The brands in YouGov Retail Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average index score between 1st September 2020 and 31st August 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables