$1,325 $m
Bath & Body Works
All about fragrance and a fanciful spirit, Bath & Body Works appeals to young women and teen girls as an affordable indulgence. Little is spent on traditional advertising, but brand awareness is high thanks to over 1,660 North American stores. An ongoing customer feedback loop informs its highly-rated store experience, and the brand is recognized for its commitment to customers. In the face of stiff competition from lower priced and mass retailers, analysts have criticized its online experience for lack of engagement. As strong as the human connection is in-store, Bath & Body Works must find ways for its humanity to permeate all touchpoints. Otherwise, its spirit will diminish among loyal fans.