Growth
Theory against its category
The biggest tracked US women's contemporary chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Theory's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
E
Express
|
+9.1% |
| 2 |
A
Aritzia
|
- |
| 3 |
A
Altar'd State
|
+18.8% |
| 4 |
J
J.Crew
|
+8.4% |
| 5 |
T
Torrid
|
-16.4% |
| 6 |
B
Banana Republic
|
-0.3% |
| 7 |
D
David's Bridal
|
-4.1% |
| 8 |
M
Madewell
|
-0.8% |
| 9 |
P
Palmetto Moon
|
+16.7% |
| 10 |
V
Vineyard Vines
|
+7.5% |
| 25 | T Theory | +10.3% |
Share of tracked category spend, indexed
Store footprint
Store map
26 tracked Theory locations across 15 US states.
Tracked stores by state
- California 5
- New York 4
- Florida 3
- Illinois 2
- Maryland 2
- Connecticut 1
- Georgia 1
- New Hampshire 1
- New Jersey 1
- Nevada 1
- Pennsylvania 1
- Texas 1
- Virginia 1
- Vermont 1
- Washington 1
Customer overlap
Who shops at Theory
Tracked chains Theory customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
B
Bergdorf Goodman
59
Bergdorf Goodman
59
C
Citarella
36
Citarella
36
More trends