Report

2025 Retail Reputation Score Benchmark

In an industry that provides consumers with endless choice, strong reputations will set leader brands apart from followers.

To help retailers better benchmark their repetitional performance, we calculated the average reputation scores for seven categories: apparel, shoes, fragrance and color cosmetics, skincare and personal care, household goods, home furnishings and appliances, and multi-brand retailers.

For each, we look at the average reputation scores among the general population, as well as key demographics like generation, gender and income.

Amy He

Head of Industry Analysis

Nicki Zink

Deputy Head of Industry Analysis

Claire Tassin

Lead Retain and E-commerce Analyst

Ellyn Briggs

Senior Brands Analyst

Deep demographic and category-level benchmarks

Benchmark your reputational performance against industry, category and audience averages.

Case Studies

Deep dives into reputation for Bath & Body Works, Ace Hardware, Calvin Klein, and luxury brands.

An overview of reputation in the retail sector

A look at what drives reputation for retail brands, and how it compares across categories.