Apparel

With an average Brand Intimacy Quotient Score of 24.7, the category falls slightly below the cross-industry average. Supply chain disruptions, inflationary pressures, and a shift in consumer spending toward experiences over goods likely weighed on margins and brand preference.

Identity is the dominant archetype. In the study, the category ranks second, after luxury, in terms of identity. Compared to other industries, apparel ranks third in the percentage of users in fusing, the last stage of Brand Intimacy.

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