Allen Solly is India’s most attractive formalwear brand, as revealed by India’s Most Attractive Brands Report 2018 (MAB). In the 2nd position and with a 70 per cent lower AI than the leader is the American brand Arrow, which consistently ranked first in the last three editions of the report. The 3rd place in the category was taken by Van Heusen.

The fifth edition of MAB listed the country’s Most Attractive 1,000 brands, based on TRA’s proprietary model of Brand Attractiveness. The study is an annual syndicated primary research conducted with 2500 consumer-influencers across 16 Indian cities.

The Apparel Super-Category was ranked 14th in its average Attractiveness Index and ranked 11th in terms of Attractiveness Influence. With a total of 47 brands coming from this Super-Category, nine brands feature from Casualwear, Innerwear and Menswear, making all three Categories toughly contested for market and mind-share, said the report.

Levi’s and Lee, have been ranked 1st and 2nd, are the undisputed leaders when it comes to casualwear, leading the pack for the fifth successive edition. Cotton King and Hoffmen, two first-time entrants in the report, came 3rd and 4th. Pepe, at 5th rank this year has improved its 2017 rank by one place.

Wrangler saw a  dip in its ranking from the fifth position to the 6th position in the current year. Brand Buffalo Jeans was the 7th most attractive casualwear brand, followed by US Polo at 8th, an improvement from eleventh last year.

Lee Cooper, a brand which was very consistent ranking third in 2013 and 2015 and 2016, and third in 2017, fell significantly to 9th position this year.

The Innerwear Category boasted 9 brands this year, and showed extra action with the largest number of entrants across the five editions. Lux was named India’s most attractive brand in this year’s report. Jockey and Rupa, brands which previously took first and second ranks in the four previous years were displaced to 2nd and 3rd by this year’s category leader.

Dollar, a consistent performer in terms of attractiveness over the last four years, was in 4th place in the Innerwear Category. The next five brands were Oswal, mainly into thermal Innerwear, at 5th in the rankings, followed by Onn at 6th, Euro at 7th 16 per cent AI behind the sixth ranked, Dixcy Scott at 8th and VIP at 9th ranking

"Attractiveness or Desire can be defined as the response to a sense of longing for anything - a product, brand, person or an outcome. When brands score high on TRA’s Brand Attractiveness research, they have successfully created similar subconscious pull. Such brands have intense magnetic power over the consumers. It is extremely gratifying to see that Indian brands have the maximum presence among the top 100," said N Chandramouli, CEO, TRA Research on the launch of the report. He expanded that 49 Indian, 18 American, 6 South Korean, six Japanese and two Chinese brands made it to top 100 Most Attractive list.

The Fashion-Retail Category had seven brands competing. FBB comes on top as the Most Attractive Fashion Brand of 2018, followed closely by Forever 21 and Gap in number 2 and 3 spot.

Lifestyle was ranked 4th and behind by 56 per cent AI from the previous ranked brand. Max Fashion, Pantaloons and Reliance Trends are in ranks 5th, 6th and 7th with the last tailing its immediate rival by 32 per cent in attractiveness marks.