BRAND INTELLIGENCE
Gauging Madewell's Brand Ahead of Its Anticipated IPO
The apparel company is performing well with urban and higher-income consumers, and perhaps more surprisingly, with men.

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.

With over 75,000 annual interviews on every brand, Brand Intelligence brings together millions of survey interviews on thousands of brands to provide real-time insight and analytics into the most important brand metrics. The results on this page are based on 5,809 6,088 survey interviews per brand with U.S. adults between September 3, 2019 and October 3, 2019. 

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