Nordstrom might not be the current administration’s favorite, but it reigns as America’s favorite fashion retailer for the 5th consecutive year, research from Market Force Information has found. Based on a survey of more than 10,000 consumers (three-quarters of whom are women), Market Force reveals that Nordstrom is well ahead of the next-most loved fashion retailer, Dillard’s.
How The Top Retailers Fare in Specific Attributes
The top fashion retailers in consumers’ eyes are:
- Nordstrom (cited by 64%);
- Dillard’s (54%);
- T.J. Maxx (53%); and
- A tie between Ann Taylor, Kohl’s and Nordstrom Rack (each at 50%).
The retailers were evaluated by survey respondents across a number of select characteristics. The following highlights the leaders and laggards in those attributes.
- Merchandise selection: Leader – T.J. Maxx; Notable Laggard – Nordstrom (#16 of 17);
- Store atmosphere: Leader – Nordstrom; Notable Laggard – T.J. Maxx (#13);
- Value for money spent: Leader – Nordstrom; Notable Laggard – T.J. Maxx (#14);
- Ability to create a “look”: Leader – Dillard’s; Notable Laggard – T.J. Maxx (#11);
- Ease of finding what needed: Leader – Nordstrom; Notable Laggards – Nordstrom Rack and T.J. Maxx (tied at #9);
- Speed of checkout: Leader – American Eagle Outfitters; Notable Laggard – T.J. Maxx (#13); and
- Ability to find correct size: Leader – Dillard’s; Notable Laggard – Nordstrom Rack (#12).
Other Survey Highlights
Separate findings from the report indicate that:
- Just 42% of consumers said they had been helped by an associate during their last shopping trip, with 90% of those having bought something (compared to 82% who were not assisted);
- Customers shopping at Lane Bryant (75%) and Nordstrom (74%) were the most likely to be helped, with Nordstrom (72%) topping the list for satisfaction with sales associates;
- 8 in 10 respondents had shopped at one of their favorite retailers’ physical stores at least once in the previous 90 days, compared to 42% who had visited their favorite retailer’s website;
- Value is the biggest deciding factor in shopping destinations (71% citing as having an influence), followed by service (41%) and atmosphere (35%);
- 3 in 4 consumers do not interact with their favorite fashion retailer online, but those who do prefer doing so via Facebook; and
- Nike is America’s favorite footwear retailer.
About the Data: For the rankings, Market Force asked participants to rate their customer satisfaction with their most recent fashion retailer experience, and their likelihood to refer the brand to others. The results were averaged to attain a Composite Loyalty Score. Only retailers with at least 100 locations were included.
The survey was conducted online in December 2016 across the United States. There was an overall pool of 10,714 respondents covering all four U.S. Census regions. Within the survey pool, 7,241 reported shopping for fashion at a favorite retailer within the past 90 days, and 5,494 reported shopping for shoes within the past six months. There was a broad spectrum of income levels, with 54% indicating incomes of over $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 75% were women and 25% were men.