Skepticism about another consumer survey

RetailWire panelists just dissected some new survey data, in which consumers included among their “top ten fashion chains” everybody from Nordstrom and Kohl’s to Walmart! The real point (see my comment below) is whether the stores execute their “sustainable competitive advantages” at a high level, not whether they are considered fashion leaders:

I’m not sure how to interpret a “top ten” list that includes everyone from Nordstrom to Walmart among favorite fashion chains. The common denominator among the stores is that each retailer has a distinct set of competitive advantages that is part of its brand position.

Clearly Nordstrom is focused on customer service and “better” product development. Meanwhile Kohl’s pays attention to value and convenience, TJX is all about “the deal” and variety, and so forth. The key lesson is that stores who want to be “favorites” in their segment need to execute their core strengths at a high level.


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