Nike and Kohl’s are expecting sales to fall this year, but they remain a top choice among consumers, indicating they must move quickly to not fall out of…
Nike and Kohl's are still No. 1 choices among consumers for athletic footwear and department stores, according to a consumer sentiment study released by consulting firm AlixPartners.
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 outbetween 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 underfacing department stores trying to remain relevant. Its stock is down 32% so far this year, as of Wednesday's close.
She said it's a similar situation at Kohl's, which has changed its assortment strategy many times over the years, but has won consumers with competitive prices. For example, only 9% of a retailer's online assortment on average is available in stores, based on a sample set of 30 retailers, according to the report.
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