How do consumers feel about the Top 10 US retailers right now?

Image credit: Amazon

Through daily surveys to a total of 120,000 consumers annually, WGSN Barometer measures the performance of 250 leading womenswear retail brands in the US and UK, and provides the insight behind it.  Last month, Sarah Murphy, Director of Brand Insight, presented the results of the survey with 30,000 US female consumers in an exclusive webinar (watch it here) and here are some of the key topics covered:

Macy’s, JCPenney and Kohl’s lead the pack in unaided awareness

Let’s look at unaided awareness for the womenswear US market. When we ask women which retailers spring to mind, Macy’s is top with 35% naming them as the top one that comes to mind. JCPenney is the second, most spontaneously recalled top of mind retailer at 30%, with Kohl’s and Target in the following. Amazon is in the far back, with only 5% unaided awareness.

Now, when we prompt consumers with a list that includes Amazon and ask them which of the brands have they heard something positive about in the last month? Well, Amazon leapfrog all the competitors and lead the set. They are building brand buzz, which strongly correlates with purchase consideration. Consumers love the online retailer and a huge percentage of them say they have yet to make a womenswear purchase.

Look at the whole awareness dashboard and how brands are scoring here.

Amazon Fashion

Online x In store experience

Looking at age demographics, 16-34 year olds are more likely to say they shop in store than online. What is interesting is that shopping in store is still more prolific despite the concern everyone has with online players – traditional bricks-and-mortar businesses are still very relevant in the retail landscape.

In the US, Chico’s fairs very strongly in terms of their in store experience, while Nordstrom and Amazon tie for the highest online satisfaction, with high scores for shipping, site navigation, and on trend products.

See how the other top brands performed and the judging criteria here.


What are consumers buying?

Food & Eating (followed by Clothing, Fashion and Accessories) outranks as top category of what consumers are claiming to spend their disposable incomes on. Here at WGSN, we have been talking about how important experiences are for millennials, but this data shows that spend is higher on food across all age ranges. Should retailers consider adding a food experience within their store to potentially increase their share of wallet – and is it a way to keep relevancy against online players?

As brick-and-mortar stores strive to offer an experiential dimension that can’t be replicated by online rivals, highly stylised in-house eating and drinking options are increasingly popping up inside fashionable retail locations, from big-name chains to small-scale independent brands.

Curious about how your brand does for these measures?

What consumer groups consider your brand? Who else are they thinking about? And what are they spending with them? WGSN Barometer compares your performance on key drivers of customer satisfaction – from offer (shopping experience, range and quality) to value (prices, offers, sales & promotions).

Contact us for your complimentary session with Sarah Murphy to share insights on your brand and competitors at sarah.murphy@wgsn.com.

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