In May 2024, research agencies Umbrella and FPA commissioned by BRAND UKRAINE conducted an online survey about Ukrainian brands that are known abroad. 2806 adult respondents from the UK, Spain, Germany, Poland, Spain, France, Germany, USA and Turkey took part in the survey. We tell you which Ukrainian fashion brands foreigners name without thinking, and which ones they name with hints
‘The study aims to provide answers to the question of what sectors of Ukraine’s economy and public life are known in the world today and how such fame affects the general attitude towards our country and readiness to support it on the international arena’, the BRAND UKRAINE website says.
‘Back in Soviet times, Ukraine was positioned precisely as an agricultural country, — they add in the study. — This may be one of the reasons why this association is still the most stable, even though today foreigners know more examples of successful Ukrainian businesses in other sectors’.
In the category ‘industries in which Ukraine has powerful producers or strong and well-known brands’, respondents named agriculture (42%), energy (24%), food or soft drinks (18%). 8% of respondents associate fashion with this category and it ranks 13th.
However, attitudes vary from country to country. For example, the US and Turkey place fashion above other industries, and all others — below.
But Ukrainian fashion brands occupy the top places ‘in a spontaneous survey of people abroad’, second only to Roshen. It was named by 3.3% of respondents without prompting. They are followed by Sleeper and Paskal (1.6% of respondents). Bevza, FROLOV and Ruslan Baginskiy are also in the top ten. In general, among the brands mentioned without hints are mostly representatives of the fashion industry.
Ruslan Baginskiy (4%) has the highest average rate among the fashion brands that had to be chosen from the list — it took the third place.
The study also examined ‘the impact of Ukrainian brands and celebrities on attitudes towards Ukraine and willingness to support it’. The top three are the online platform Grammarly, the Diia app and the fashion brand IENKI IENKI.
The BRAND UKRAINE team has been working on the development of Ukraine’s national brand at the international level since February 2022.
‘We create powerful communication projects, develop Ukraine.ua, Ukraine’s digital ecosystem, and explore the perception of the country by people abroad with a data-driven approach’, the team says.
