Apple Is Coolest Brand As Fashion Fights Back

Apple has retained its title as the coolest brand in Britain as big luxury names returned to the top, according to the CoolBrands annual survey.

While people may have stayed home and drowned their recession woes with scoops of Haagen-Dazs and Ben & Jerry's last year, both in 13 and 15 place in 2012.

This year the fashion houses have made a comeback with Chanel, Prada and Alexander McQueen, charting at 13, 14, and 19 respectively.

Apple is still the coolest brand in Britain

Ice cream is nowhere to be seen, while department stores Selfridges and Liberty, last year at 14 and 10, have both dropped out of the list.

Aston Martin, last year in third, was second, and Rolex, a no-show last year, was second. The sportswear brand Nike took fourth place.

The Glastonbury festival was fifth on the list and in a summer when almost no celebrity was seen without a pair of Wayfarers or Aviators, it is unsurprising that Ray-Ban was in at 10 – a brand that didn't figure in the top 20 in 2012.

Coleen Rooney in Ray-Ban Aviators at the Glastonbury festival

Stephen Cheliotis, chairman of the CoolBrands council, said: "While Apple remained number one this year, question marks remain as to how long they might hold this position in the face of an increasingly competitive set of rivals.

"Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back.

"Fashion brands came back to the fore, with sport and music brands becoming more conspicuous.

"Whether it's due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year's CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last years' trend of affordable everyday luxuries dominating."

Aston Martin is the second coolest brand

The list is voted by 3,000 consumers and a panel of 38 "key influencers" such as the television chef, Gizzi Erskine, and model Daisy Lowe.

YouTube has dropped to sixth from second place, while Google and Twitter both dropped from their place in last year's top five to seventh and eighth places respectively.

BBC iPlayer also dropped from last year's sixth position to 16, Skype fell out of the top 20 altogether, while music streaming service Spotify is the only new digital entry at 20.

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