Luxury department stores Liberty London and Selfridges were the only retailers and fashion brands to make this year’s top 20 CoolBrands list, which was dominated by technology and media brands. Apple knocked Aston Martin from its title as the UK’s coolest brand, according to the 11th annual survey CoolBrands poll, which asked 3,000 British consumers and a panel of 39 “key influencers”, which included designers Tabitha Somerset and Hannah Marshall, On|Off founder Lee Lapthorne, and jewellery designer Daisy Knights to rank a shortlist of more than a thousand brands.
Co-ordinated by The Centre for Brand Analysis, the panel scored each brand for factors including innovation, originality, style, authenticity, desirability and uniqueness, before members of the British public gave their ratings.
Whereas in previous years luxury brands including Chanel, Vivienne Westwood and Alexander McQueen had been represented in the top 20, this year was dedicated to more affordable brands such as YouTube, Twitter, Google, BBC iPlayer and Skype, which are all free.
However, iconic department store Liberty London did managed a tenth place ranking, ahead of Selfridges who took fourteenth position, and sportswear giant Nike was 19 in the list. There was also a first time entry for fashion magazine Vogue at number 17 and Mercedes-Benz who are linked to a number of fashion weeks around the globe were 16 in the list.
As well as the top 20 cool brands, the survey also named category winners from everything from attractions to best water, and Alexander McQueen was named the coolest fashion brand, while Agent Provocateur topped the lingerie category, and Christian Louboutin came first in the footwear section.
Stephen Cheliotis, chairman of the CoolBrands expert council, said: "It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure.”
Image: Liberty London