Women's Wear Daily - May 26, 2005 Issue
DENIM IN DEPTH/The WWD List

Searching for Denim
The top 10 most searched-for brands of jeans online.

Hollywood has a knack for promotion. The styles that celebrities wear, whether to the grocery
store, to work or to an event, can often send a fan online to search for the brands they are
sporting. Other times, it's just word of mouth. Jeans are the talk of the town, thanks to an
influx of designer jeans brands in the recent years. San Francisco-based Stylophane's
Brand Search Popularity Index tracks those brands that are most searched for online,
utilizing popular search engines such as Yahoo and MSN. One subset of this index includes
jeans. The number of Internet searches in March totaled 683,046. "This index is really a brand
awareness measurement," said Alex Mendoza, partner at Stylophane. "Marketers and
advertisers of these brands can see if the money they are spending is going to good use."
- Cecily Hall