Brand intimacy: An early valentine to Levi’s®

Levi Strauss & Co.
February 5, 2017

How deep is your love of Levi’s®?

According to a new “brand intimacy” report, our customers don’t just live in their Levi’s®, they absolutely cherish them.

In fact, consumers ranked Levi’s as the number one apparel brand when it comes to inspiring a strong emotional attachment.

The market research company MBLM surveyed 6,000 consumers between the ages of 18 and 64 to find out which companies have been most successful at creating that coveted connection with their customers. Levi’s® came in first in the apparel category, followed by Nike, Lululemon, Under Armour and Adidas.

And when it comes to baby boomers – who wield a disproportionate amount of spending power these days – Levi’s® was ranked second overall on the brand intimacy scale, beating out brand behemoths like Toyota, Coca-Cola and Samsung.

This early valentine from consumers comes with more than just bragging rights. MBLM reports that brands with a high intimacy rating financially outperform brands that don’t enjoy the same level of customer affection.

As anybody in a relationship knows, it takes a little strategizing to build that close and lasting connection. Companies take a variety of approaches to relationship-building, MBLM says. Some – including many apparel companies – create that bond around giving customers a sense of indulgence and pampering. Others capitalize on nostalgia, bringing up warm memories of the past. Still, others reflect an aspirational image or values that resonate with customers.

Levi’s® scored particularly high on nostalgia, more than double the industry average.

As financial analysis site Motley Fool reports: “Levi’s® saw its blue jeans gain popularity in the late 1950s and early 1960s through such movie icons as Marlon Brando and James Dean. This development led to a boom in popularity among then-teen baby boomers. Levi’s® bell bottoms were a staple of the counter-culture revolution. This loyalty carried into their adult lives: Fashions changed, but Levi’s® remained the same. Baby boomers are known for their steadfast brand loyalty, and Levi’s® have been with them every step of the way.”

Check out the full report here.