Kohl's (NYSE:KSS) was voted by women as their favorite place to shop for clothes, according to a recent Piper Jaffray report on the habits of female shoppers.
Macy's followed in second place, and other retailers in the top 10 included JCPenney, Walmart, Amazon, Target, TJMaxx, Old Navy, Sears and Levi's, reported Business Insider.
The survey, which consulted with more than 1,000 women, is released twice a year, in fall and spring. Kohl's has consistently been at the top since the fall of 2013.
Kohl's was also cited as a favorite among stores where women are just beginning to shop, taking the No. 2 spot in the three most recent surveys and tying with Target for the top spot in the survey conducted in fall of 2013.
A similar study by Market Force Information showed that although Nordstrom takes the No. 1 spot as shoppers' favorite fashion retailer in general, Kohl's takes the No. 2 spot, again followed by TJMaxx.
The popularity of Kohl's can be attributed to its heavy discounts on brand names, combined with the emotional thrill of the good deal that shoppers get. In fact, the drive to find a good deal can often hurt competitors such as Walmart, which offers lower prices every day.
But Walmart and Kohl's seem to share the same shopper. According to a Prosper survey, 12 percent of shoppers who buy groceries at Walmart most frequently go to Kohl's for women's clothing. Walmart has recently indicated it would be focusing on upgrading apparel offerings to better compete for this shopper.
Kohl's reported a $369 million profit in the most recent quarter, and revenue was up 3.9 percent to $6.34 billion.
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