Walmart,
But that embattled Sears edged out retailers from Macy’s to
That’s what YouGov's BrandIndex found. The firm, which bills itself as the only daily brand consumer perception research service, interviews 4,300 people each weekday from a representative U.S. population sample.
For the back-to-school survey, 500 parents were interviewed about major retail brands over the past four weeks.
YouGov combines its most relevant scores: purchase consideration ("When you are in the market next to purchase from a retailer, from which of the following brands would you consider purchasing?”) and value (“Does it give good value for what you pay?"). It then uses that metric to rank the retailers.
YouGov BrandIndex’s purchase consideration score has a record of being a precise gauge of potential sales, the company says.
Sears’ Surprising Triumph
Sears, which has suffered a decade of sales declines, is hemorrhaging money and closing stores, generated the greatest value perception hike of all retailers measured compared to 2014, the survey found.
The retailer made a big leap in purchase consideration, placing it on par with T.J. Maxx — one of the most successful retail formats today — as well as Macy’s, direct rivals J.C. Penney and Kohl’s, and ahead of most competitors.
"Shopping parents are fickle looking for a bargain, where their destinations can change week to week,” a YouGov brand spokesperson told Forbes. “Despite its woes, Sears seems to have struck a chord over the past month with its pricing, an area that nobody seems to talk about."
Walmart, Target, Old Navy Reign Supreme
Walmart, Target and Old Navy generated the highest combination of purchase consideration and value perception levels with parents, the survey found.
Currently 62% and 53% of parents would consider making their next purchase at Walmart and Target, respectively, on their next trip to a major retailer. Target made the biggest jump from last year, when that percentage was 44%, with J.C. Penney logging the second biggest gain, signaling the chain's turnaround strategy is starting to bear fruit.
Fast-fashion chain Forever 21 saw both metrics sink from a year ago, placing the retailer in a dead heat with competitor H&M.
The Bottom Rung
Retailers that ranked in the bottom third of the survey were neck-in-neck, “a continuing sign of their inability to break out with parents,” according to a YouGov press release.
Hollister, Hot Topic, Wet Seal, Urban Outfitters, Charlotte Russe, J. Crew, Bloomingdales, Saks, Neiman Marcus, and Banana Republic ranked in a cluster ahead of Abercrombie & Fitch, which came in last place.
Indeed, the retailer, which abandoned its risqué teen marketing tack and lowered prices as part of an image overhaul, registered the lowest value and purchase consideration scores.
But it’s important to note that these findings are in flux, as the back-to-school season, which got a late start, is still unfolding.
“As new campaigns and promotions unveil themselves, such as Macy’s a capella contest that kicks off August 2nd, YouGov BrandIndex expects metrics to be shifting for these brands through Labor Day,” according to YouGov.
