Apparel Online Bangladesh Magazine October Issue 2018 | Page 68

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Nordstrom, JCPenney, Old Navy have the best ads!
According to a recent study by
ABX Advertising Effectiveness
Benchmark Index, JCPenney,
Nordstrom and Old Navy are among
the top retailers when it comes to
the field of advertising effectiveness,
for the month of July 2018.
ABX tracked a fashion retail group
that ran about 88 ads in the month
including big names from the retail
industry like Saks Fifth Avenue,
Neiman Marcus, Nordstrom,
JCPenney, Lord & Taylor, Kohl’s,
Macy’s, Sears, Dillard’s, Old Navy,
and the Gap. In June, the retailers
ran about 89 ads.
The aim of ABX index is to measure
the overall effectiveness of the
advertisements and creativity they
deliver across all mediums, like
television, radio, and print to digital
and freestanding inserts. This is
done by rating the ads against
15 factors, or key performance
indicators, with a total score adding
to 100. This cumulative score
movement that aims to depict a
real portrayal of women and girls
in the field of media. In Message
and Action factors, the ad scored
exceptionally well with score of
Message at 130 and Reputation at
159. Its ABX Gender Equality Index
scores were above an average of
100 for all sexes.
shows the ‘average effectiveness’
of the ad. Brand awareness – and
‘message’ scores show the ad’s
influence on the audience due to the
scores of the factors of ‘reputation’
and ‘Call to Action’. Brands such as Saks Fifth Avenue,
Neiman Marcus and Lord & Taylor
have better performance at higher
income levels, which is the case as
well with affordable retailers such
as The Gap, Old Navy and Macy’s.
ABX also debuted a new segment
of research that highlights the
differences between ads’ impact
on general population versus
consumers who earn more than
US $ 100,000 per annum. They
noted that, “Fashion stores perform
better at the higher income levels.” The title of the best ‘Overall’ ad
was bagged by JCPenney’s ‘It’s
Finally Here, the Fourth of July’ ad
campaign which was a 15-second
show centred on inclusivity. It
shows people from various body
types and sizes at the beach having
fun and was a nod to the #SeeHer
Underscoring the Kohl’s x Under
Armour partnership, the 15-second
online video called ‘I am so much
better…’ scored the highest points
for the ‘Gender Equality Index’.
The ad with highest-scoring
Purchase Intent was ‘Hello Hello
Hello Hello – it’s your Wardrobe
Calling’ 30-second online video
advertisement by Nordstrom, which
is one of the best-scoring ads for
Purchase for the month of July.
The ‘Get More Out of Your Busy
Life’ 30-second television spot from
Sears Kenmore had the highest
score in the ‘Intent to Recommend’
category, at 168.
Zara's parent company Inditex to sell all its
brands online by 2020
Inditex, the parent company of
the global leading apparel player
Zara, has announced that all of
its brands will be made available
for sale online. The company’s
CEO Pablo Isla at the reopening of
its Zara flagship store at Milan’s
Corso Vittorio Emanuele elucidated
about this development.
do not have physical presence,”
he added.
Notably, the online sales soared
41 per cent last year to reach 10
per cent of the group net sales,
yet it fell behind its competitors
in the fast-fashion segment, with
Sweden’s H&M fetching around
12 per cent of its net sales online.
Furthermore, the Spanish fast-
Pablo affirmed that the company
will provide its brands on
e-commerce marketplaces by the
next two years. “We want to offer
our fashion collections to all our
customers, wherever they are in
the world and we are trying to
prioritise those countries where we
68 Apparel Online Bangladesh | October 2018 | www.apparelresources.com
fashion company also marked
out the sustainability blueprint
for the year 2020. The CEO cited
that the company is now targeting
to introduce its environment-
friendly concept in all its outlets,
an initiative adopted by around 80
per cent of its distribution network
till date.
Inditex’s integrated stock system,
which helps to fulfil the online
orders from store’s inventory is
also going to be implemented in all
of its brands.
Apart from Zara, Inditex group
also owns brands like Pull&Bear,
Massimo Dutti and Bershka.