YouGov, an international company for online research data and analysis technology, has worked with the Handelsblatt to create a price-performance ranking for the most popular brands and retailers in Germany. This year’s ranking results are based on more than 900,000 online interviews that YouGov conducted daily between January 1st, 2022 and December 31st, 2022 for the YouGov BrandIndex, representative of the German population aged 18 and over.
These fashion brands and retailers have the best result: Only one brand from the clothing sector is represented in the overall ranking, namely Deichmann. Deichmann made it to fifth place in the overall ranking. At the top is the drugstore chain dm, followed by Aldi and Paypal. Amazon is in eighth place.
Deichmann is number one among fashion retailers, followed by C&A, H&M, Engelbert Strauss and Ernsting’s Family. Among the fashion and sports brands, Adidas is at the top, followed by Puma, Nike, Hessnatur and Wrangler. For comparison: while Deichmann achieves a score of 51.6, Adidas has a score of 23.6.
Another sporting great made it into the ranking: Decathlon took third place in the retail specialists category, behind the winner Fielmann and the runner-up, Shop Apotheke.
The price-performance ratio is one of a total of six brand evaluation dimensions that YouGov collects for the BrandIndex to track the performance of brands from the consumer’s perspective. The other five evaluation dimensions are: general impression, quality, customer satisfaction, willingness to recommend and employer image.