MBLM's Brand Intimacy 2019 Study, which examines consumers’ emotional bonds with brands across all industries, placed sportswear and outdoor apparel names at the top of today’s most intimate apparel brands. Under Armour, Puma, The North Face, lululemon and adidas were among the top 12, with Nike coming in at number one.

For this year’s study, the agency examined how 6,200 consumers across three countries bond with the brands they use and love. Brand intimacy pays off, as MBLM says, because consumers are more willing to pay a premium for highly intimate brands than they are for brands with lower levels of intimacy.

The apparel industry ranked seventh out of the 15 industries studied. “Apparel again was a mid-ranking industry in our annual study,” said Mario Natarelli, managing partner, MBLM. “Given the personal nature of apparel, we believe this industry could greatly improve its performance by fostering stronger emotional connections.”

The study also found that, although Nike ranked highest in apparel, it led only with men, women and millennials. Consumers over 35, however, preferred Levi’s. Nike led among users with incomes under $100,000, but users with higher incomes preferred adidas. Levi’s, lululemon, athletica and Under Armour have fallen in rankings since last year.