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Apparel 7th among 15 industries: MBLM Brand Intimacy Study

Oct '19
Pic: PR Newswire
Pic: PR Newswire
The apparel industry again ranked seventh out of the 15 industries studied in MBLM's Brand Intimacy 2019 Study. Nike dominated the industry for the third year in a row, followed by Victoria's Secret and Levi's. The others in the top 10 for the industry were Ralph Lauren, Adidas, American Eagle Outfitters, lululemon athletica, The North Face, Puma and Gap.

Brand intimacy is defined as the emotional science that measures the bonds customers form with the brands they use and love.

Nike's second quarter fiscal 2019 revenue (for the quarter ending on November 30, 2018) was $9.4 billion, a growth of 14 percent. This correlates to MBLM's study findings, which showed that top intimate brands in the United States significantly outperformed the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to a press release from MBLM.

Apparel had an average brand intimacy quotient of 30.9, which was almost as high as the cross-industry average of 31.

Fulfillment, which is related to performance, was the archetype most associated with the category (last year it was indulgence), and Nike was the top apparel brand for fulfilment.

Nike ranked top in the industry and led with men, women and millennials, whereas, consumers over 35 preferred Levi's. Levi's, lululemon athletica and Under Armour fell in rankings since last year. Twenty three per cent of the industry's customers were in one of the three stage of intimacy: sharing, bonding and fusing.

Fibre2Fashion News Desk (DS)

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