Likelihood of COVID-19 Brand Survival Correlates 6X With Brand Loyalty

Classic pin stripes and traditional gray flannel was not enough when it came to fashioning profits during the recent coronavirus pandemic as Brooks Brothers was the most recent high-profile brand to join the list of retailers seeking bankruptcy relief. “One can’t ignore the effects of the COVID-19 crisis,” noted Robert Passikoff, Founder and President of Brand Keys, the New York-based brand loyalty and customer engagement consultancy. “The combination of store closures, customers working from home,  and a trend towards more casual dress required for Zoom calls were a condition only brands with high levels of loyalty could survive.”