Consumer desire for product differentiation and consumers looking for uniqueness in fashion brands is still growing.

Seven years ago, fewer than 3% of US apparel buyers felt fashion brands and logos, particularly as it related to luxury brands, were increasing in importance when it came to differentiating their wardrobes, according to Brand Keys’ annual surveys. In recent years, retailers might blame the economy for that, but not anymore.

Last year, on trend with a growing desire among consumers for product differentiation and delight, the role of fashion brands doubled in import (28%) in the Brand Keys Fashion 15 rankings. That sentiment is holding firm again this year at 29%, with expectations still rising and consumers increasingly looking for uniqueness in fashion brands.

“Given the levels of clothing available, it’s not surprising that consumers are looking to brands to make a difference, to meet their expectations, and to delight them,” said Shea. “In the context of fashion brands, value isn’t just what consumers’ dollars buy, it’s how fashion fits the consumers’ lifestyle, self-perception, and expectations. This is especially true in a retail marketplace overflowing an excess of similar products, congruous distribution, and bargain basement pricing,” – Amy Shea,executive vice president of global brand development for Brand Keys

For the total audience of 7,500 men and women, 21 to 65 years of age, who participated in the Brand Keys annual study. 29 percent of U.S. apparel buyers gravitated toward brands with a distinct point of view when deciding what to buy. These include Ralph Lauren, Armani, Calvin Klein and Brooks Brothers, among others.

The top-15 fashion brands ranked on an unaided basis were:

1. Favorite Sports Team
2. Ralph Lauren
3. Armani
4. Calvin Klein
5. J. Crew
6. Banana Republic/Burberry
7. Levi’s /Polo
8. Chanel
9. Dior/Versace
10. Guess
11. Tommy Hilfiger/Donna Karan
12. Brooks Brothers
13. Juicy Couture /Marc Jacobs /Victoria’s Secret
14. Dolce & Gabbana /Gucci
15. Abercrombie & Fitch/Izod /Yves Saint Laurent

“The critical word in that finding is ‘buy,’” noted Shea. “Last year’s findings predicted that value, not price, was the switch-on in consumer behavior. And you can’t have the value conversation without an authentic brand conversation. True brands provide meaningful differentiation in a world over-run by commodities – this is especially true in fashion, which is why so many of the fashion brands consumers feel most engaged with are luxury brands, which have built their houses on emotional meaning.”  – Amy Shea,executive vice president of global brand development for Brand Keys

Among men’s ”Fashion15” designated brands were:

1. Favorite Sports Team
2. Nike
3. Ralph Lauren/Polo
4. Armani
5. Calvin Klein
6. Tommy Hilfiger
7. Lacoste
8. Brooks Brothers
9. J. Crew
10. Banana Republic/Levi’s
11. Burberry
12. Gucci
13. Guess
14. Abercrombie & Fitch/Izod
15. Hugo Boss/Tom Ford

Women’s 2011 “Fashion 15” brands were slightly more luxe this year, but included some mid-range brands:

1. Ralph Lauren
2. Favorite Sports Team
3. Armani
4. Chanel
5. Dior/Versace
6. Donna Karan
7. J. Crew
8. Burberry/Calvin Klein
9. Banana Republic
10. Levi’s
11. Guess/Juicy Couture/Victoria’s Secret
12. Marc Jacobs/Tom Ford
13. Dolce & Gabbana
14. Yves Saint Laurent
15. Tory Burch/Kate Spade/La Perla

“The rising importance of fashion brands generally, and luxury fashion brands specifically, indicates that value – or the perception of value-via-brand – is of much greater import to consumers, and ultimately to the success of fashion brands,” noted Shea. “The findings prove that brands can act as a surrogate for value. But to profit from this equation you must be a real brand, not merely a well-known or celebrity-backed offering that stands for little in consumers’ minds. Authentic luxury fashion brands have reached their highest level of consequence since the 1960’s.” said Amy Shea, executive vice president of global brand development for Brand Keys, the New York-based brand and customer loyalty research consultancy

In a world “overrun by commodities, true brands provide meaningful differentiation, which is why so many of the fashion brands consumers feel most engaged with are luxury brands, which have built their houses on emotional meaning. Price isn’t their strong suit; they stand for something.” Shea told Women’s Wear Daily.

Real brand value and meaning will have more leverage than ever. “There are a lot of clothing labels competing out there, but – just like the automotive and consumer electronics categories – retailers are going to be seeing more culling of fashion brands by consumers,” predicted Shea.