Maurices


When it comes to the retail and apparel shopping preferences of Millennials, Charlotte Russe, Hot Topic and Urban Outfitters were favorite brands in the U.S. over the last six months while moms leaned toward The Limited and Ann Taylor, and dads favored Hugo Boss, Ralph Lauren and Tommy Hilfiger.

The analysis was conducted by Cambridge Analytica using demographic, consumer and lifestyle preferences drawn from its database of more than 220 million people.

When the firm looked at income demographics, the top retail brand for middle-income Americans turned out to be an 86-year-old women’s apparel brand founded by E. Maurice Labovitz.

“Consumers in Middle America have made a clear choice when it comes to their favorite retailer — and the winner is Maurices,” researchers at the data analytics firm said in their report, adding that 67.2 percent of people who bought clothes from Maurices in the last six months were from Middle American households. “The closest store to Maurices was Christopher Banks, which came in a distant second with 44 percent,” the firm noted.

Other retail brands favored by Middle Americans were Hot Topic, Aéropostale and Under Armour — all at about 40 percent.

With Charlotte Russe and The Limited, nearly 70 percent of the people who made purchases at the stores were moms of all age demographics. For Hugo Boss, 35 percent of people who made purchases in the past six months were dads of all ages. Tommy Hilfiger, Ralph Lauren, Levi Strauss & Co., Nike and American Apparel each had about 30 percent of dads favoring the brands.

Ironically, despite the preferences of moms for The Limited and dads for American Apparel, that wasn’t enough to save either retailer — The Limited in January revealed plans to close all 250 of its U.S. stores while American Apparel the same month said it would shutter its 110 units in the U.S.

Of people shopping at Charlotte Russe and Urban Outfitters in the past six months, about 23 percent were Millennials. At Hot Topic, about 17 percent were Millennials while at Forever 21 it was 15 percent.

Maurices was founded in 1931. It was acquired by Dressbarn — now Ascena Retail Group — in 2005, and currently has more than 1,000 stores in 44 states, according to Ascena, which also operates Dressbarn, Ann Taylor, Loft, Justice, Lane Bryant, Catherines and Lou & Grey. Maurices offer women’s wear sized 1 to 26 as well as shoes and accessories. Price points for dresses start at about $29.

More on Retail News from WWD:

Think Tank: Why Brick-and-Mortar Retailers Aren’t Going Away

Pitney Bowes Forms a ‘Data Practice’ in Response to Market Changes

Survey Shows Preference for Mobile Shopping, Impact of Push Notifications

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