GOLDMAN SACHS AND TEEN VOGUE: Here are the 20 brands that millennial women love

backstage victoria's secret 2015

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An unlikely duo has joined forces in order to figure out what millennials love.

For the third year in a row, Goldman Sachs' equity research team and Teen Vogue's fashion experts put together 2015's definitive "Teen Vogue-Goldman Sachs Love List" - a list of the top 20 brands that matter the most to "It Girls."

In order to determine the degree of "love-ability", the analysts scored each brand based on familiarity, affinity, and "word of mouth," or how much respondents discussed a brand relative to others - key in the era of Instagram.
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Athletic brands shot up in popularity this year. Nike was in the top 5, and Adidas showed the largest gain in affinity out of any brand. Goldman doesn't touch on this, it's worth noting that many millennial-popular starlets like Kylie Jenner routinely post photos of themselves in Adidas gear, which no doubt affected its ranking.

Beauty brands are "in the sweet spot" as they are both "well-loved and well-owned."

On the flipside, fashion brands were "floundering" as "favorability metrics generally declined from last year." Mall-centric apparel brands like American Apparel and Hollister are struggling, and most hangbag brands are "falling flat."
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Check out the full list below.

20) Free people

20) Free people

Familiarity: 69.0%

Affinity: 83.1%

Word of Mouth: 66.1%

Composite: 72.7%

Source: Goldman Sachs

19) Marc Jacobs

19) Marc Jacobs

Familiarity: 84.5%

Affinity: 77.2%

Word of Mouth: 56.9%

Composite: 72.9%

Source: Goldman Sachs

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18) Steve Madden

18) Steve Madden

Familiarity: 80.8%

Affinity: 78.4%

Word of Mouth: 60.0%

Composite: 73.1%

Source: Goldman Sachs

17) Louis Vuitton

17) Louis Vuitton

Familiarity: 83.2%

Affinity: 75.2%

Word of Mouth: 61.3%

Composite: 73.2%

Source: Goldman Sachs

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16) Maybelline

16) Maybelline

Familiarity: 90.6%

Affinity: 74.2%

Word of Mouth: 57.8%

Composite: 74.2%

Source: Goldman Sachs

15) Vans

15) Vans

Familiarity: 90.6%

Affinity: 70.3%

Word of Mouth: 64.6%

Composite: 75.1%

Source: Goldman Sachs

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14) Urban Decay

14) Urban Decay

Familiarity: 78.2%

Affinity: 81.5%

Word of Mouth: 67.3%

Composite: 75.7%

Source: Goldman Sachs

13) Sephora Makeup

13) Sephora Makeup

Familiarity: 85.9%

Affinity: 78.2%

Word of Mouth: 64.7%

Composite: 76.3%

Source: Goldman Sachs

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12) Bath & Body Works

12) Bath & Body Works

Familiarity: 92.2%

Affinity: 73.0%

Word of Mouth: 68.7%

Composite: 77.9%

Source: Goldman Sachs

11) eos

11) eos

Familiarity: 89.7%

Affinity: 76.0%

Word of Mouth: 69.4%

Composite: 78.4%

Source: Goldman Sachs

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10) Target

10) Target

Familiarity: 94.7%

Affinity: 74.3%

Word of Mouth: 69.0%

Composite: 79.4%

Source: Goldman Sachs

9) Urban Outfitters

9) Urban Outfitters

Familiarity: 89.9%

Affinity: 78.6%

Word of Mouth: 70.8%

Composite: 79.8%

Source: Goldman Sachs

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8) Converse

8) Converse

Familiarity: 94.0%

Affinity: 78.4%

Word of Mouth: 72.2%

Composite: 81.5%

Source: Goldman Sachs

7) H&M

7) H&M

Familiarity: 92.9%

Affinity: 79.0%

Word of Mouth: 72.8%

Composite: 81.6%

Source: Goldman Sachs

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6) MAC

6) MAC

Familiarity: 88.2%

Affinity: 84.5%

Word of Mouth: 74.6%

Composite: 82.5%

Source: Goldman Sachs

5) Sephora

5) Sephora

Familiarity: 91.5%

Affinity: 82.8%

Word of Mouth: 74.3%

Composite: 82.9%

Source: Goldman Sachs

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4) Nike

4) Nike

Familiarity: 93.0%

Affinity: 83.6%

Word of Mouth: 76.0%

Composite: 84.2%

Source: Goldman Sachs

3) Victoria's Secret

3) Victoria's Secret

Familiarity: 94.6%

Affinity: 81.5%

Word of Mouth: 78.3%

Composite: 84.8%

Source: Goldman Sachs

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2) PINK Victoria's Secret

2) PINK Victoria's Secret

Familiarity: 93.7%

Affinity: 81.9%

Word of Mouth: 80.1%

Composite: 85.2%

Source: Goldman Sachs

1) Forever 21

1) Forever 21

Familiarity: 96.9%

Affinity: 81.4%

Word of Mouth: 83.5%

Composite: 87.3%

Source: Goldman Sachs

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