USA: Levi’s has been ranked as the most intimate brand in the apparel industry according to Brand Intimacy 2017 Report by MBLM. Brand intimacy is a new paradigm that leverages and strengthens emotional bonds between a person and a brand.
The apparel industry performed slightly below the 15-industry average and comes in 7th out of 15 categories examined. The most intimate apparel brands in the US following Levi’s are: Nike, Lululemon Athletica, Under Armour, Adidas, Victoria’s Secret, The North Face, Ralph Lauren, GAP and Puma. The report also highlights that indulgence is the dominant category archetype; however, only 24 per cent of apparel customers surveyed are intimate with brands in the category. Levi’s has the highest percentage of fusing with customers at 9 per cent. More than half of the top 10 brands are athletic related, aligning with the ‘athleisure’ movement.