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Consumers’ favorite fashion retailer is…


Louisville, Colo. -- Nordstrom ranked as consumers’ favorite fashion retailer for the third consecutive year, followed by Kohl’s, T.J. Maxx, Macy’s and Dillard’s. That’s according to a study by Market Force Information, a provider of customer intelligence solutions.

The study also revealed that Foot Locker is consumers’ favorite shoe retailer, followed by Sketcher, Nike, DSW and Famous Footwear. On the digital side, Target has the highest mobile app adoption rate, followed by H&M, Walmart, Nordstrom and Kohl’s.

More than 4,300 consumers nationwide were polled for the study in December 2014, which was designed to uncover consumers’ favorite fashion and shoe retailers, and factors that drive satisfaction and loyalty.

For the rankings, Market Force asked participants to rate their satisfaction with their most recent fashion retailer experience, and their likelihood to refer that retailer to others.

When asked how satisfied they were with their most recent visit to their favorite fashion retailer, 57% said they were less than delighted. This suggests that there is room for retailers to improve on attributes that drive satisfaction and win over more customers.

“Our research is telling us that for a retailer, being good just isn’t good enough,” said Cheryl Flink, chief strategy officer for Market Force. “In order to move the needle in an industry where several retailers are clustered closely in the “good enough” zone, brands must strive to utterly delight their customers across many attributes in order to rise above the noise and win wallet share.”

In other key findings:

  • The majority of consumers (67%) were unaware if their favorite fashion retailer offered a mobile app. Of the 25% who were aware of their favorite fashion retailer’s app, more than half (52%) had used it.

  • Consumers are primarily using their favorite retailer’s mobile app to check prices (75%), receive promotions or discounts (62%), browse merchandise (59%), check merchandise availability (41%) and purchase items (39%).

  • Twenty-eight percent of study participants indicated they had shopped on their favorite retailer’s website in the past 90 days. Of those, just 46% were delighted with their experience leaving more than half (54%) of consumers who were less than very satisfied.

  • When broken out by fashion retailer brand, shoppers were the most satisfied at 56%, resulting in a 72% conversion rate. Dillard’s, Old Navy, Kohl’s and Ross Stores rounded out the top five.

  • Fifty-eight percent of respondents indicating that they have customized at least one fashion item in the past six months. Eighteen percent had customized at least three items within that timeframe.

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