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David Melnick
Vice President, Consumer Marketing & Research
Jones Apparel Group
For more than 30 years, Jones Apparel Group, Inc. has built a reputation for excellence in product quality and value. A leading designer, marketer, and wholesaler of branded apparel, footwear, and accessories, the company also markets directly to consumers through its chain of specialty retail and value-based stores. Jones Apparel Group’s nationally recognized brands include Jones New York, Nine West, Anne Klein, and Gloria Vanderbilt, among many others.
Jones Apparel Group Vice President, Consumer Marketing & Research, David Melnick considers NPD information to be the benchmark for market performance data, and commented on how it is cited throughout his trade. “Without it, there’s almost no way to gauge your brand’s performance relative to the overall market,” he said.
Melnick said he believes his company significantly benefits from its use of NPD information and insights. “The most obvious benefit is the broader business context it provides to our executives,” he said. “It is easy to get bogged down in the more detailed data pertaining to their particular brands. But NPD provides a more relative view of their business performance and related trends, offering a broader perspective for evaluating business opportunities through analysis of brand/category/classification performance.”
When asked about the value of NPD’s market information to Jones Apparel Group, Melnick explained, “NPD has provided high-level analyses so we can initiate further exploration of business opportunities. It also serves as an indicator of the general health of our brands relative to overall market performance.”
For more information about how NPD can help your company evaluate its overall health, e-mail contactnpd@npd.com.