A consumer sentiment survey by AlixPartners, which polled 9,000 fashion shoppers, identified Kohl's as the No. 1 department store choice among Gen Z and boomer demographics. This finding highlights the retailer's continued appeal to a broad customer base.
The survey indicated that consumers still perceive Kohl's as offering the best product-price combination and value, with many appreciating the Kohl's Cash loyalty program. This suggests a strong foundation of customer favor despite recent performance challenges.
Sonia Lapinsky, head of AlixPartners' global fashion practice, noted that while Kohl's faces broader industry issues, the survey results signal that consumers remain firmly behind the retailer. This underscores the importance of addressing operational and assortment issues to capitalize on existing goodwill.
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