Boulder, CO—Kohl’s is on a roll this week. Besides reporting today that its third quarter profit rose 20% and it foresees sales increases in the all-important holiday season, Kohl’s was named nation’s favorite fashion retail chain for the third year in a row.
According to its annual survey which asked 7,000 North American consumers to select their “favorite fashion retailer” from a list of 91 national chains, Market Force Information reported this week that Kohl’s “took a clear lead with 15% of the vote total.” Nordstrom ranked No. 2, followed by Macy’s, Dillard’s and JCPenney tied for No. 4, and Coldwater Creek was No. 5.
Quality over Bargains?
While tallying the results, Market Force, a consumer intelligence service, found that the number of votes had a strong correlation to the number of stores. So to see which chain received the most votes per store, Market Force indexed the findings by store count. “The results showed that Kohl’s still is consumers’ top choice,” the company said.
(Before the votes were indexed, Kohl’s earned the most total votes, while JCPenney amassed the second most, and then Macy’s, Walmart and T.J. Maxx.)
Although they still made it into the top 16 overall, Walmart, Target and Dress Barn landed toward the bottom of the rankings.
“More than 70% of surveyed consumers said that they shopped most recently for casual clothing, with business clothing coming in a distant second. That number grows to a whopping 90% when we asked what they shopped for at their favorite retailer. That tells us that price and type of merchandise loom large as selection criteria for a casual fashion retailer,” said Janet Eden-Harris, chief marketing office for Market Force. “Kohl’s has achieved that great balance of broad selection and good prices, particularly in the casual clothing sector. But, notice that Nordstrom secured second place, and specialty stores like Coldwater Creek and Ann Taylor Loft came in sixth and seventh. Those results might suggest that consumers are loosening their pocketbooks in favor of quality over a bargain for select fashion items.”
Marshalls Gets Points for Loyalty Program, Macy’s Scores for Designer Selections
In addition to overall favorites, Market Force also asked consumers to rate retailers in different categories to determine if certain attributes set apart the leaders from the rest. “Kohl’s performed consistently well across the board, leading in almost every category, including no-hassle returns, prices, easy parking, dressing rooms, atmosphere and customer service. Marshalls was the only retailer that received high marks for loyalty program benefits. Macy’s trumped the others for offering the widest assortment of clothing and accessories from specific designers,” Eden-Harris added.
Market Force conducted its fashion retail survey in October. The pool of almost 7,000 respondents ranged in age from 18 to more than 65 and reflected a broad spectrum of income levels, with three-quarters reporting incomes of more than $50,000 a year. About 81% were women, the primary household consumer purchasers. Half of the participants said they have children at home.
About Market Force Information
Market Force Information Inc. is a leading global customer intelligence solutions company for multi-location businesses, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 125 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions –from 600,000 field associates across North America andEurope who conduct mystery shopping, merchandising and retail auditing, to real customer surveys and proprietary decision-support tools. www.marketforce.com