Exciting partnerships propel ALDO’s brand equity

According to QuestBrand data, shoe and accessories powerhouse ALDO ranked as the top growth fashion brand from Q1 to Q2 2023, based on quarter-over-quarter brand equity growth.

Brand equity measures the value consumers see in a brand at a particular moment in time. This number is in constant flux, as consumers react to a brand’s partnerships, marketing campaigns, missteps, and wins in real time. It is an average of four components – consumer brand familiarity, perceived quality, purchase consideration, and perceived momentum.

Want to read more about emerging apparel industry trends? Check out our Apparel & Fashion: An Industry Snapshot report for insights and brand rankings. 

From Q1 to Q2, ALDO experienced a +3.2 increase in brand equity, with their biggest gains in consumer purchase consideration (+5.7) and familiarity (+4.5) with the ALDO brand.

ALDO Brand Equity Q1 vs Q2 2023

QuestBrand. Base: General population of US adults. Pre: 1/1/23-3/31/21, n=1,288. Post: 4/1/23-6/30/31, n=1,322.

ALDO’s Q2 gains may be bolstered by several exciting new brand partnerships – Brooks Brothers, Ted Baker, and Mattel’s Barbie.

Brooks Brothers, a celebrated name in classic formal fashion, is partnering with ALDO to produce men’s footwear, bags, and other small leather goods. All of ALDO’s items will reflect Brooks Brothers’ “versatile and timeless aesthetic.”

ALDO was also called in to design, produce, and distribute footwear and handbags for designer Ted Baker. First announced in May 2023, ALDO’s Ted Baker designs will be available for purchase Spring 2024.

“We have chosen The Aldo Group for this distinctive British lifestyle brand because of their dedication and commitment. They bring unmatched expertise in footwear and handbags, and we are confident that through this partnership, Ted Baker will continue to deliver the expert design and high-quality products for which the brand is known and loved.” – Jarrod Weber, Group President Lifestyle, Chief Brand Officer at Authentic Brands Group

Ahead of the Barbie movie release, Mattel teamed up with ALDO to produce a 19-piece collection of Barbie-themed pink footwear, handbags, and accessories. Many of the collection’s pieces are designed to look like supersized Barbie items, allowing enthusiastic moviegoers to match their favorite childhood doll.

ALDO’s three brand partnerships have shown how a smart partnership can raise a brand’s familiarity, purchase consideration, and overall brand equity. Sometimes two brands are better than one.