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Which Fashion Brands Are Most in Tune With Their Customers?

The brands that are most understood by their customers are those that maintain consistent codes even in the face of changing trends, according to the latest reading from The BoF Brand Magic Index, powered by Quilt.AI.
Guest is seen outside Altuzarra show wearing leather shorts, white socks and black leather sandals and a grey and beige Christian Dior Saddle bag on September 11, 2023 in New York City.
Dior took the No. 1 rank in Alignment, with an image of glamour and couture excellence that is clearly understood and played back by customers, according to The BoF Brand Magic Index. (Getty Images)
By
BoF PROFESSIONAL

In the past, fashion brands could tightly control their perception with carefully managed public relations and marketing campaigns. Today, a brand’s image is largely in the hands of consumers who augment, challenge and reframe a brand’s narrative in real time online.

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Further Reading

The BoF Brand Magic Index: Volume 2

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to quantitatively analyse the brand-customer relationship. Using AI-driven analysis of tens of thousands of social media posts, the Index ranks fashion and luxury’s 50 most powerful brands based on the clarity of their identity and their relevance in culture between October 2023 and March 2024.

About the authors
Michelle Wiles
Michelle Wiles

Michelle Wiles is Director of Advisory at The Business of Fashion. She is based in New York and is part of BoF Insights, The Business of Fashion’s data and advisory team.

Hannah Crump
Hannah Crump

Hannah leads the content strategy for BoF Insights. She partners with industry experts to develop, edit and produce data-driven research and thought leadership for global fashion executives.

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