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Nike tops apparel sector in MBLM Brand Intimacy 2020 Study

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Nike has topped MBLM’s Brand Intimacy 2020 Study for the apparel sector for the fourth year in a row. Men and consumers over age 35 ranked it as their favorite intimate brand. The remaining brands in the top 10 for the apparel industry were Levi’s, Victoria’s Secret, The North Face, Under Armour, Adidas, Gap, American Eagle, Puma and Ralph Lauren.

The US apparel industry had an average brand intimacy quotient of 31. Nike also ranked No. 1 in the industry among those with incomes over $100,000, whereas consumers with incomes under $100,000 preferred Levi’s. The North Face ranked No. 1 for women and millennials, according to a press release from SGB media.

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love and has become increasingly important as brands adjust the ways they connect with today’s consumers.

Additionally, top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the study.

Fulfillment, which is related to performance, was the most prominent archetype in the category, and Nike was the top apparel brand for fulfillment.

Fibre2Fashion News Desk (DS)


Nike has topped MBLM’s Brand Intimacy 2020 Study for the apparel sector for the fourth year in a row. Men and consumers over age 35 ranked it as their favorite intimate brand. The remaining brands in the top 10 for the apparel industry were Levi’s, Victoria’s Secret, The North Face, Under Armour, Adidas, Gap, American Eagle, Puma and Ralph Lauren.



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