Today, WWD came out with its annual list of the 100 best-known consumer brands, and Victoria's Secret tops the list, followed by Hanes, Old Navy, and Levi's.
It's actually remarkable that two undergarment brands made it to the top spots on the list, considering underwear's propensity to hide underneath other clothing. Clearly there are other factors at play — for example, every year Victoria's Secret selects some of the most beautiful women in the world, and has them walk the runway in elaborate and revealing costumes while America's most popular pop stars perform alongside. This is all televised nationally. That probably doesn't hurt their brand visibility, I would guess. (WWD notes that Victoria's Secret also donated many of its forklifts* and generators to the National Guard for Hurricane Sandy relief, lest you think they're all cleavage and Swarovski crystals.)
Hanes seems like a more modest brand, all cotton white briefs and undershirts, but the over 100-year-old brand has an annual ad budget of $50 million dollars and works with people like Michael Jordan, who is one of the few basketball players even fashion people know about.
Image via Getty
* Can I get a visual on a VS forklift, plz?