Apparel & Beauty

Warby Parker sees visits up, though Q2 VPL dipped -2.7%. Allbirds' overall visits fell -12.5%, but Q2 VPL surged +18.2%. Both find unique success in their divergent brick-and-mortar strategies, proving different paths can move forward.

L.L.Bean thrives in 2025. Its Boat & Tote's viral resurgence drives brand relevance. Stores enhance engagement with diverse experiences like charm bars. L.L.Bean's appeal spans diverse demographics, ensuring continued success.

Tariff anticipation drives forward baby product purchases, boosting visits at Babylist showroom and Kohl's Babies"R"Us. The baby category faces disruption, requiring adaptable strategies and clear value communication from retailers.

Nike shifted from DTC to multi-channel distribution in mid-2023 due to underperformance and store visit declines. Selling via diverse partners helps Nike broaden market reach and achieve comprehensive coverage beyond its owned stores.

JCPenney's "Yes, JCPenney" campaign launched in April 2025, driving visit growth and challenging outdated brand perceptions. The campaign saw broad success, especially in the South and Midwest. It notably resonated with single shoppers, suggesting it attracts a new generation of customers. Initial results are promising for sustained visitor growth.

Luxury apparel defies broader retail slowdowns. Visits were down only one month in 2025, with recent growth likely linked to tariff concerns driving early purchases. The segment's resilience is fueled by an increasingly affluent and suburban clientele, better insulated from economic pressures.

Retail traffic is up slightly in 2025 (January-May). Western states show strong growth, while Eastern states see declines. Last year's top back-to-school categories will likely perform well again. This year, secondary categories like home furnishings, off-price, and thrift stores may see stronger growth, driven by early buying and value orientation.

Coach defies luxury market slowdowns with visit growth, partly due to its "affordable luxury" positioning. It attracts a younger, less affluent audience than traditional luxury brands. Experiential Coachtopia stores drive longer visits, appealing to middle-income shoppers. Coach's success shows perceived value and tailored experiences attract a wide consumer base.