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Twice each year, New York-based Brand Keys releases its "Customer Loyalty Engagement Index" study, an analysis of which brands are meeting or exceeding respondents' expectations. In regard to denim, the survey focused on more than 3,000 men and women in the U.S., ages 18 to 60, who were asked to cite the last brand of jeans they purchased. From this data, index numbers were devised, with 100 being the benchmark. For example, Levi's index score is 128. This means the loyalty bond to the brand is 28 percent higher than the norm. "Brand management is entirely based on how a consumer views a brand," said Robert Passikoff, president of Brand Keys. Because of purchase incidence, "all of these brands are engaging their customers; therefore, the loyalty bond to these brands is higher."
1) LEVI'S
Customer Loyalty Engagement Index (denim): 128
This long-standing brand, founded originally in 1853, is still running strong with the best of them. Though the company reported a 61 percent jump in earnings to $86.6 million for its first quarter this year, there are some operations overseas that continue to underperform. Nonetheless, brand loyalty remains strong - favorite denim looks available include the 515 cuffed shorts and cuffed capris, along with the eco Twisted Crop jeans. Levi Strauss & Co. is headquartered in San Francisco and is privately held by the Haas family, descendants of Levi Strauss.
2) JOE'S JEANS
Index: 127
Worn by celebrities such as Nicole Kidman, Charlize Theron, Scarlett Johansson, Lindsay Lohan and Jennifer Aniston, Joe's Jeans certainly has garnered a following. Its collection features playful names to describe each style: The Cigarette (straight and narrow fit), The Chelsea (ultraslim fit) and The Honey (booty fit), among others, are all available. The brand, which launched in spring 2001, is a subsidiary of the Innovo Group. Joe's will produce women's handbags, small leather goods and women's and men's belts, in collaboration with the Betesh Group.
3) TRUE RELIGION
Index: 126
Though earnings for the Vernon, Calif.-based premium...