Synovate: Levi’s Is The Most Popular Jeans

Levi's

By: Noelle Lim, Malaysia

Malaysia - Levi's is the global favourite jeans brand, according to a survey by Synovate. More than one in five respondents nominated the brand as their most preferred choice.

The top three favourite global jeans brands picked by survey respondents in Malaysia were: Levi's (overwhelming favourite), Lee Cooper/Lee, and Guess.

Synovate France MD, Thierry Pailleux, said in France, Levi's is not just any brand. "Levi's is the jeans brand in France. It is seen as the authentic US brand. The brand has an almost mythical status. In fact, one would say 'I am going to buy Levi's', not 'I am going to buy a pair of jeans'."

The jeans survey also looked at whether people noticed jeans brands on the street or those worn by celebrities. 26% agreed they keep an eye out for brands on the street, with South African respondents particularly focused on street fashions (62% agreed). Malaysians are also brand-aware with 44% agreeing they pay attention to street-wear. The least likely to notice what others are wearing are the French (89%), Canadians (82%) and Americans (80%).

This pattern was maintained when people agreed or disagreed with the statement 'I notice the brands of jeans that celebrities wear in magazines'. An overall 26% agreed, with the highest results in South Africa (60%) and Malaysia (42%).

Again, the people who disagreed were the French topping the list at 94%, US at 84% and Canada at 88%. Global head of Decision Systems for Synovate and a specialist in retail research, Hans Raemdonck, said: "Perhaps with US magazines full of celebrity endorsements and 'style watches', people have become somewhat desensitised to the brands on famous bottoms."

Synovate surveyed around 7,700 people in the US, Canada, Brazil, France, Taiwan, Korea, Malaysia, Serbia, Russia and South Africa on all-things denim: fit, quantity, brand preferences and the amount people are willing to spend to achieve jeans nirvana.