Nike named top retail brand for loyalty

Nike Air VaporMax 2017 — Picture courtesy of Nike
Nike Air VaporMax 2017 — Picture courtesy of Nike

LOS ANGELES, Oct 11 — Nike has topped the leaderboard for the retail brand that inspires the most loyalty, according to new research.

The new 2017 Brand Keys Loyalty Leaders List places the sportswear giant's athletic footwear division at 12th place in a list dominated by digital and technology companies, making it the only fashion label to win a place in the top 20. The top five loyalty-inspiring brands were found to be Amazon (online retail), Google (search engines), Apple (tablets), Netflix (video streaming) and Apple (smartphones). Nike's position in the list is an improvement on its performance last year, when it placed at number 15.

Other fashion brands making waves this year include Forever 21, which jumped 46 places to finish at number 37, and Zara, which made it into the top 100 for the first time at number 89, pushing out J. Crew and Gap. Athleisure brand Under Armour also suffered, dropping its ranking by 23 places to finish at number 51, as did beauty giant L'Oreal, which slipped 40 places to number 91.

It has been a big year for Nike, featuring high fashion footwear collaborations with designers such as Riccardo Tisci, London Cloth Company and Comme des Garcons. The brand also celebrated the 30th anniversary of its iconic Air Max design earlier this year, marking the moment with a new collection.

The 2017 Brand Keys Loyalty Leaders List examined 740 brands in 83 categories to provide a comprehensive perspective of brand loyalty. — AFP-Relaxnews 

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