Back to School: Latest update

Ted MarzilliCEO YouGov Direct
August 14, 2013, 2:15 PM GMT+0

Since our first Back To School report two weeks ago, more retailer advertising and promotion campaigns have launched, impacting the perception of parents around the country.

The three brands which have shown the most positive improvement in purchase consideration and value perception with parents over the past four weeks are Target, Kmart and J.C. Penney.

Despite recent controversy with its board that largely played out in the media, J.C. Penney made the strongest leap in purchase consideration of all key Back To School retailers. Kmart, Staples, Target and Sears round out the rest of the top five purchase consideration gainers.

After being stuck with low combined scores in the last report two weeks ago, teen retailers Aeropostale and Abercrombie + Fitch made progress in value perception over the past 30 days, joining Kmart, Target and J.C. Penney in the top five improvers.

On the opposite side of the spectrum, losing ground the most on combined measurements with parents these past four weeks are Kohl’s and Costco. Walmart slid on purchase consideration in particular, while Sears, Office Depot and Gap shed value perception.

Every other week until Labor Day, YouGov BrandIndex will measure 18 of the most popular back to school retail chains as perceived by adults with children under the age of 18. Each retailer will be charted by combining two of YouGov BrandIndex’s most relevant scores: Purchase Consideration ("When you are in the market next to purchase office supplies, from which of the following brands would you consider purchasing?”) and Value (“"Does it give good value for what you pay?").

Value and Purchase Consideration: (30 days to August 13 compared with prior 30 days)

Value: Top back to school improvers (30 days to August 13 compared with prior 30 days)

Purchase Consideration: Top back to school improvers (30 days to August 13 compared with prior 30 days)