The post below uses data from Morning Consult Brand Intelligence. To learn more about this data, click here.
In mid-September, Madewell filed for an initial public offering, with plans to split off from parent company J. Crew. The denim brand has grown steadily since its launch in 2006, even as J. Crew has lost sales and grappled with deeper-seated brand issues.
A review of Brand Intelligence data shows the company is performing well with urban and higher-income consumers, and perhaps more surprisingly, with men. Madewell launched its mens line just a year ago.
Drilling down deeper, among 18-34 year-old women, 14 percent say they are considering purchasing from Madewell, as are 12 percent of 18-34 year-old men.
To put those numbers in context, Madewell has relatively similar levels of name identification and purchasing consideration as Bonobos and 7 For Mankind. It remains far less well-known than J. Crew.
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