Retailers targeted by rioters suffer fall in brand perception

Retail brands such as Currys and Footlocker have suffered a fall in brand perception despite being the victims of looters in the UK riots last week, according to YouGov data.


Electricals group Dixons Retail, which owns both Currys and PC World was hit by looters in London and elsewhere. Currys’ brand buzz fell from 3.2 to -2.5 while PC World suffered a fall from -0.7 to -3.4 between the 5 and 16 August.

Dixons Retail has partnered with crime-fighting charity Crimestoppers in response and launched a £50,000 reward fund for any information that leads to a conviction following theft and property damage to its stores.

The retailer is running full page print ads in national newspapers to encourage the public to contact the police or Crimestoppers with information.

Sportswear brand Adidas’ brand buzz , has fallen by more than half to 5.5 in the wake of the looting, down from 12.9 on 5 August.
Adidas branded clothing featured prominently in media coverage of the looting including appearing on the front page of many national newspapers at the peak of the unrest.

The brand declined to give any further detail of how it might look to address any negative fall out or perception, but has previously said: “Adidas condemns any antisocial or illegal activity. Our brand has a proud sporting heritage and such behaviour goes against everything we stand for.”

Nike, a brand worn by many of the rioters pictures in coverage has seen its brand buzz fall from 10.6 to 3.3 over the past week while Footlocker, a retailer that sells many urban sportswear brands worn by looters during the riot, fell from 0 before the rioting to -5.9 a week later.

Blackberry’s well documented involvement in the riots through the use of its Blackberry Messenger (BBM) platform has resulted in its brand buzz crashing from 7.9 to -6 since the unrest began.

Although the buzz around Curry’s and PC World fell dramatically, the retailers’ reputation scores improved marginally as they responded to the social unrest.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here