Insight Flash: Consumer Edge data reveals customer overlap between apparel companies and full-line department stores to inform partnership strategy

CE transaction data enables cross-shop analytics for companies and the private investors that advise them that inform wholesale and partnership strategies. In the charts below, we examine customer overlap between apparel companies and full-line department stores where those companies might want to sell their products. By leveraging this data, merchants can form partnerships that are most likely to succeed.

Quince: High Department Store Cross-Shop and Affinity

CE data reveals the full-line department stores that share the highest amount of shoppers with Quince in the past 364 days. It also shows us what department stores are most frequented by Quince shoppers in comparison to US shoppers as a whole (the “Affinity Index”).

  • The full-line department store that Quince customers shop at the most is Nordstrom (32% cross-shop), followed by Macy’s (21% cross-shop), and Kohl’s (20% cross-shop).
  • Bloomingdale’s has the highest affinity index, meaning that Quince customers shop at Bloomingdale’s 10 times more than the total US population.
  • This data indicates that these department stores could be very beneficial for Quince to sell through.

Rothy’s: Footwear Made for Department Store Sell-Through

CE data reveals the full-line department stores that share the highest amount of shoppers with Rothy’s in the past 364 days. It also shows us what department stores are most frequented by Rothy’s shoppers in comparison to US shoppers as a whole (the “Affinity Index”).

  • In the last 364 days, 30% of Rothy’s customers also shopped at Nordstrom, 26% shopped at Kohl’s, and 23% shopped at Macy’s.
  • Rothy’s customers are 7 times more likely to also be customers of Bloomingdale’s.
  • This data indicates that these department stores could be very beneficial for Rothy’s to sell through.

Fabletics: Likely Success with Department Store Shoppers

CE data reveals the full-line department stores that share the highest amount of shoppers with Fabletics in the past 364 days. It also shows us what department stores are most frequented by Fabletics shoppers in comparison to US shoppers as a whole (the “Affinity Index”).

  • In the last 364 days, 23% of Fabletics customers also shopped at Kohl’s, 16% shopped at Macy’s, and 12% shopped at Nordstrom.
  • Fabletics customers are 2.5 times more likely to shop at Nordstrom than the total US population.
  • This data indicates that these department stores could be very beneficial for Fabletics to sell through.

By analyzing customer cross-shop behavior, we can rely on data rather than guesswork to inform new sales channels and key partnership opportunities. In the apparel, accessories, and footwear industries, Consumer Edge data provides robust insights for corporate brands and private investors alike.


Consumer Edge is the leading provider of alternative data for consumer spending behavior, and the only provider of global revenue signals. If you’d like to benefit from using CE Transact US, CE Vision, or other products for apparel, accessories, and footwear insights, retail data, and other industry data year-round to track trends like these, reach out to schedule a demo.

About the Authors

Katherine Bjorkman is the Director of Insights for the CEIC. Explore more of her insights here and follow her on LinkedIn.

Katie Ryan is an Insights Analyst for the CEIC. Follow her on LinkedIn.