Everyone loves a good bargain, which begs the question: Where are the good bargains to be had? In July, BigResearch, a Columbus, Ohio-based consumer intelligence firm, surveyed just less than 900 women in the U.S. who were 18 and older — and who only buy clothing on sale or at a discount — on where they most often made their apparel purchases.
Wal-Mart, the largest retailer in the world, dominated the competition, taking 27.8 percent of women's votes. A total of 55 percent of respondents chose the top 10 retailers as their favorite destinations for sale shopping. "For this survey, we usually see a nice combination of retailers who market their big sales, like J.C. Penney, and then we see the typical popular discounters, like Wal-Mart," said Pam Goodfellow, an analyst for BigResearch.
Wal-Mart Percentage of Women Who Buy Clothing on Sale Here: 27.8 Wal-Mart is on a mission to upgrade its apparel lines with new styles and brands. It also wants to enhance displays. But price is the name of the game here, with sales as well as discounts. Ubiquitous yellow smiley faces alert shoppers to its Rollback program, in which the Bentonville, Ark.-based retailer cuts prices even further.
Kohl's Percentage: 8.5 Pam Goodfellow of BigResearch pointed out that Kohl's had a good showing when rankings were tallied in July. "Kohl's is ranked highly, mainly due to advertising efforts — they always advertise their big sales and discounts." The teens will be heading to its stores for apparel in coming months: Kohl's in July announced a partnership with the Candie's juniors' brand and teen queen Hilary Duff. Candie's apparel will be sold exclusively at Kohl's 670 department stores nationwide and on kohls.com this fall, and multimedia advertisements will feature the star.
J.C. Penney Percentage: 4.9 This chain's exclusive apparel brands include Nicole Miller, Worthington and St. John's Bay. The company said its advertised sales are typically big events that draw customers for deals throughout the store. The Plano, Tex.-based retailer's strategy is to balance in-store sale promotions with marketing in television, radio and print advertisements that promote J.C. Penney as a brand that offers many benefits to customers, including sales.
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