Denim brand 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.
“Brands that you wear are intimate by nature, yet this industry is falling short on its potential. This may be because of a variety of factors from shifts in the way we shop to generational orientations and out-of-reach messages. However, we firmly believe there is room for the industry to build stronger emotional connections with consumers,” states Mario Natarelli, Managing Partner, MBLM.
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.
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According to the report, the four potential reasons why this industry is falling short are apparel brands have become less relatable, once an inspirational advertising, are today out-of-touch with most people and unbelievable. Another hypothesized reason is that brands pivoting to aligning with celebrities and pop culture figures are shifting away from a tradition of linking to athletes.
In addition, less intimate shopping experiences with the rise of e-commerce make it easier to shop for brands at a variety of outlets, which could possibly be one of the reason of less apparel brands in market. And lastly, the shift in buying behaviour of millennials, who are being drawn to superior service and web-based stores leads to less apparel brands.