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10/22/2021

Calvin Klein most ‘data trustworthy’ fashion brand

Marianne Wilson
Editor-in-Chief
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Banana Republic ranked among the three fashion brands in data trustworthiness.

An iconic American brand that has existed since 1968 has been rated the fashion brand that American consumers trust most to share their personal data.

Calvin Klein took the top spot in the new Data Trust Index by Luxury Institute and DataLucent. The index measures the level of trust that digital consumers have in licensing their digital platform data (Google, Facebook, Instagram, etc.) and other personal data, to mass, premium and luxury brands in exchange for rewards and benefits.

French luxury market leader Louis Vuitton was ranked a very strong second. Banana Republic, a division of Gap Inc., was ranked third in a field of 24 well-known fashion brands (list at end of article). Six out of the top ten brands rated as being the most trustworthy with data were luxury brands. (In a similar study by the Luxury Institute and DataLucent, Macy’s topped a list of 12 large, multi-brand retailers in data trustworthiness.)

The survey was based on a nationally representative sample of 1,008 consumers ages 18-49, with a minimum income of $75,000 (total sample average income of $200,000), with 54% male and 48% female participation. Responders reported that YouTube (82%), Google (79%), Facebook (78%), Amazon (76%) and Instagram (75%) were the digital platforms used on a regular basis.

On the most critical core question of the survey: 83% of all responders, including 89% male and 78% female, are willing to license their digital platform data, under their control, to brands they trust to use to serve their needs, and the needs of other consumers, in a personalized way.

 Here is the complete list of brands consumers rated, in alphabetical order:  Anne Taylor, Balenciaga, Banana Republic, Burberry, Calvin Klein, Chanel, Coach, Dior, Dolce & Gabbana, Ferragamo, Gap, Giorgio Armani, Gucci, Hermès, Kate Spade, Louis Vuitton, Lululemon, Marc Jacobs, Michael Kors, Prada, Ralph Lauren, Saint Laurent, Tory Burch and Versace.