Didriksons awarded “Best brand for functional wear” in Evimetrix Swedish Brand Award 2023

The Swedish jacket brand Didriksons has been named “Best brand for functional wear” in the 2023 Evimetrix Swedish Brand Award. Didriksons was selected winner among the nominees with the highest Customer Satisfaction Index, with Fjällräven and Helly Hansen as runner-ups.

In Evimetrix’ annual survey, approximately 4,500 randomly selected Swedish consumers rate brands across various categories. Brands in the functional wear category are assessed based on criteria such as quality, product assortment, functionality, comfort, environmental focus, price level, marketing efforts, and how easy their products are to find.

– We are both humbled and very proud to receive this recognition, especially since the winner is chosen by the most important jury: the consumers. Winning first prize among so many strong brands in the category is proof that our customers appreciate our efforts to create durable, functional clothing designed to be worn for years, says Petra Sabo, Chief Commercial Officer at Didriksons.

The Swedish Brand Award evaluates brand strength, determined by two key measures: the Customer Satisfaction Index and familiarity. By evaluating these two metrics in relation to each other, the award allows for a fair comparison of different brands, irrespective of their size. This approach provides an assessment that takes into account a brand's popularity and its level of recognition.

– Building strong brand awareness involves effective communication with your target audience so that everyone can see and hear the brand's message. Creating satisfied customers is a more challenging task that demands deeper analysis. Through this survey, we gain insights into how customers want to be treated and communicated with, explains Peter Wissing, responsible for the survey at Evimetrix.

The brands rated in the survey were:

• 8848 Altitude
• Bergans
• Didriksons
• Everest
• Fjällräven
• Haglöfs
• Helly Hansen
• Lundhags
• McKinley
• Peak Performance
• Pinewood
• Röhnisch
• Salomon
• The North Face
• Under Armour