Nike and Kohl's Top Consumer Favorites Despite Financial Struggles

A new survey reveals Nike and Kohl's as the preferred brands across generations, contrasting with their recent declining sales.

The Consumer Sentiment Index survey polled 9,000 shoppers from Gen Z to boomers, highlighting Nike as the top footwear brand and Kohl's as the favorite department store for Gen Z and boomers.
Despite being consumer favorites, both Nike and Kohl's face declining sales, with Nike projecting an 8% to 10% drop this quarter and Kohl's expecting a 4% to 6% decrease this fiscal year.
Nike's strong consumer appeal is attributed to its innovation and product development, though it faces increased competition and challenges in sustaining high sales of expensive sneakers.
Kohl's maintains consumer loyalty through competitive pricing and strategic partnerships, such as its collaboration with Sephora, but struggles with the broader challenges facing department stores.
The survey underscores the importance of inventory management, as 66% of consumers will switch stores if their desired product is not in stock, emphasizing the need for better forecasting and analytics.