Consumers choose their favorite retailers ahead of the holidays: Nike, Kohl's top the list
Nike and Kohl’s may not be winning on Wall Street, but a wide set of consumers still consider them to be the best in their categories, according to a consumer sentiment survey released Thursday.
Nike and Kohl’s may not be winning on Wall Street, but a wide set of consumers still consider them to be the best in their categories, according to a consumer sentiment survey released Thursday.
The Consumer Sentiment Index from consulting firm AlixPartners asked 9,000 fashion shoppers from Gen Z to boomers about the factors that drive their purchasing decisions and how retailers stack up against their competitors.
Nike was ranked the No. 1 active footwear retailer among all four generational cohorts polled for the survey: Gen Z, millennials, Gen X and boomers. The legacy sneaker giant beat out Adidas and Foot Locker, which tied for second place, while upstart competitor On Running came in last among Gen Z and millennials.
Kohl’s was the No. 1 department store choice among Gen Z and boomers, while millennials chose Nordstrom and Gen X chose Macy’s.
The survey’s findings stand in contrast to Nike and Kohl’s recent performance. Nike is expecting sales to fall between 8% and 10% this quarter. As of Wednesday’s close, its stock is down 26% this year as investors brace for a long path to recovery under new CEO Elliott Hill.
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