The Retail Reputation Series Part Three - Benchmarks for Reputation Success.
Lessons from Household Goods, Fragrance, and Multi-Brand Retailer Leaders.
Leading Brands Define Retail Reputation Standards
Retail brand reputation is a key market differentiator that drives consumer loyalty and competitive positioning. Morning Consult’s 2025 Retail Reputation Score reveals how leading brands establish benchmarks through distinct strategies and resonant brand experiences.
Bath Body Works: Value-Driven Growth Across Generations
Bath Body Works stands out with a reputation score of 77.8, significantly above the fragrance and cosmetics category average of 63.8 and skincare/personal care average of 71.1. The brand’s robust sale calendar, including new events like Summerween, has boosted perceived value for consumers amid inflationary pressures. For example, loyalty program members gain early access to discounted fall-themed products, which resonates strongly with price-conscious Gen Z and millennials.
Bath Body Works also outperforms among women and millennials, demographics deeply engaged with its fragrance-focused product lines. A recent expansion to roughly 600 college campus bookstores aims to deepen younger consumer relationships, aligning brand strategy with emerging buyers.
Ace Hardware: Personalized Service Wins Baby Boomer Loyalty
Ace Hardware’s reputation thrives on its identity as a neighborhood hardware store, especially among baby boomers. It ranked highest within multi-brand retailers for this group, supported by a smaller store footprint that fosters in-person service, a shopping experience valued by older consumers preferring reliability over novelty.
Despite being eclipsed by larger retailers in brand awareness, Ace’s upward trend in net value reflects service orientation and strategic store expansion. Millennials and Gen Zers also contribute to growth as DIY projects gain popularity amid rising mortgage rates, though the brand faces challenges in boosting younger consumer awareness.
Calvin Klein: Minimalist Marketing and Consistent Appeal
Calvin Klein scores 73.1, over six points above the apparel category average of 66.7. The brand’s approach blends consistent product quality with understated, high-impact marketing—such as campaigns featuring celebrities like Jeremy Allen White and Bad Bunny—that generate viral buzz.
Its strategy suits multiple demographics including men and high earners, exhibiting steady gains in favorability without frequent reinvention. This case illustrates that disciplined, minimalist branding can sustain relevance and enhance reputation even as retail cycles accelerate.
Demographic and Category-Specific Reputation Drivers
Household goods score highest among categories (76.2 average) due to daily consumer use and trusted product efficacy. For instance, brands like Dawn dish soap command strong loyalty with Gen X and baby boomers, supported by continual innovation, including seasonal scent variations, which reinforces brand presence and reputation.
By contrast, fragrance and cosmetics face challenges with lower reputation scores, driven by reduced familiarity among men and Gen Z’s brand disloyalty despite their relatively high spend in the category. Additionally, high-income consumers elevate scores for luxury skincare and cosmetics brands, reflecting access and aspirational appeal.
Bottom Line: Reputation Leadership Balances Value, Service, and Marketing
Top retail brands demonstrate that reputation success hinges on delivering consistent value, cultivating authentic service experiences, and deploying coherent marketing that resonates deeply with target demographics. Strategic expansion, price sensitivity, and demographic attunement differentiate market leaders capable of navigating economic and cultural shifts.
