Consumers are choosing apparel brands they know and trust, according to a recent US national survey from retail and consumer products consulting firm Kurt Salmon Associates. This survey uncovered that, despite the dizzying array of brands available, many consumers opt for a name they are comfortable with, decreasing the chances of future trial for brands for which they don't have an affinity. What consumers want is consistency of fit, value, relevance, and more innovation from brands they currently own.