Study states Levi Strauss tops brand loyalty rankings

Retail brands that meet rising consumer expectations are earning stronger loyalty, while those that fail to adapt are losing ground, according to a new national study, states Inside Radio.

Levi Strauss, continues Inside Radio, “ranked as the top apparel company in the 18th annual Brand Key Loyalty Leaders List, released as part of the 2026 Customer Loyalty Engagement Index (CLEI). Other top-ranked retail category leaders included Skechers in athletic shoes, T.J. Maxx in department stores, Walmart in discount retail and Dollar Tree in dollar discount stores. View the complete list HERE.

“The Brand Keys report identifies the top 100 brands based on their ability to create and sustain customer loyalty. This year’s findings show a sharp shift in the retail landscape, driven by a significant rise in consumer expectations.”

According to the study states Inside Radio “, consumer expectations increased 32% year over year — the largest single-year jump since the survey began in 1998. As a result, 40% of product and service categories saw new brands emerge as leaders, replacing companies previously associated with stability and consistency.”

“Elevated consumer expectations are shifting the rules of loyalty engagement, and brands that fail to adapt risk being overtaken,” said Robert Passikoff, founder and President of Brand Keys.

The report, states Inside Radio, also found that loyalty continues to play a major role in profitability and cost efficiency. Retention costs remain 17 to 25 times lower than customer acquisition costs, representing a 26% increase in the cost gap since 1997.

“These dynamics are why loyalty’s correlation with market share remains so strong — 0.87,” Passikoff said. “Loyal customers are six times more likely to engage, repurchase, and amplify brand messaging. The bottom line: loyalty moves markets.”

Brand Keys reported that a 5% increase in customer loyalty can generate up to 88% higher lifetime profits per customer. A 2% rise in loyalty can reduce marketing and operational costs by as much as 29%.

In addition to Levi Strauss, Skechers, T.J. Maxx, Walmart and Dollar Tree, other category leaders included The Home Depot in home repair, Whole Foods Market in natural markets, Amazon in online retail, CVS in pharmacy, Costco Wholesale in price clubs and UPS in shipping.