Brand loyalty is evolving — fast. L.E.K. Consulting’s 2025 Brand Heat Index reveals which footwear and apparel brands are capturing attention, who’s slipping, and why. Based on a survey of nearly 5,000 U.S. consumers, the report breaks down what’s fueling brand momentum across generations, genders, and product categories.
Whether it’s the continued dominance of performance and outdoor brands, the reemergence of dress styles among Gen Z, or the fierce competition at the top — our data highlights the shifting dynamics every brand leader should understand.
2025 US Footwear and Apparel Brand Heat Index
Get the full breakdown – see which brands are winning and what’s driving their rise.
Highlights from this year’s findings
- Athletic and outdoor brands remain dominant, proving the lasting value of performance and versatility
- Dress footwear and apparel are gaining traction with Gen Z, signaling a shift beyond pandemic-era casualwear
- Competition is razor-close — in five of eight footwear categories, the No. 1 brand changed from last year
- Social media, originality, and a clearly defined brand personality are now essential to staying on top
- Gender and generational differences shape loyalty patterns, with women and younger consumers embracing more emerging brands
What’s driving these shifts? A strong social media presence and a clear, differentiated brand identity are now essential — especially for Gen Z, whose preferences are shaping the market more than ever. Generational and gender differences also play a critical role, challenging brands to be more targeted and intentional in their strategies.
With emerging players disrupting the rankings and established brands working to keep pace, understanding these shifts is more important than ever.
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