英国著名在线时尚品牌飒拉Zara市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

fashion

onlineshops:

Zara

in

the

UKConsumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4,970Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Zaras’

performance

inthefashiononline

shopsmarket.Fieldwork:September

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Zara

sustains

its

market

relevance

by

consistently

captivating

youngergenerations,

many

of

whom

show

a

strong

willingness

to

remain

loyalIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Zara

is

abrandforthe

younger

generation,

withGen

•

Zara

performs

bettercompared

to

theindustryZthe

most

likely

tofeel

affinity

to

thecurrentbrandingstrategyaverage

intwo

key

performance

indicators:“Awareness”

and

“Loyalty”•

Women

aremore

likely

to

likeZara•

Zara

is

inthe

Top

10

performing

brandsforLoyalty•

Zara

boastsaproportion

ofLGBTQIA+

shoppers•

Zara,

despite

itswidespread

presence,

fallsoutsidethe

top

10

rankingsinallcategories

except

forloyalty,where

they're

third,trailingbehindthe

brandMarks

&Spencerthatclosely

alignswith

the

industryaverage•

Zara

tendsto

attractconsumers

from

high-incomebrackets•

However,

they

need

tofocuson

abroader

strategywith

popularity,usage,andbuzzinthe

media

beingamajor

issue.

Address

this

andthe

brandwill

continuetoexpand•

It’sgenerally

people

incouple

households

thatlikeZara3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Most

of

the

fashion

online

shoppers

in

the

UK

are

familiar

with

ZaraBrand

profile:

snapshotZaras’

brandperformance

withintheindustry

of

Britishonlineconsumers85%83%27%23%21%17%16%15%13%8%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onFashion

online

shops

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=1,089,

respondents

who

have

used

fashion

online

shopsConsumer

Insights

Global,

asofSeptember

2023Sources:Zara

is

popular

among

the

younger

generations

in

the

fashion

online

shopsmarketBrand

Profile:

consumer

demographics

(1/3)Zara

resonates

well

with

the

younger

generations,

inparticular,Gen

Z.

34%

ofGen

Z

consumers

who

usefashiononline

shopsarefansofZara

compared

to24%of

Gen

Zs

who

knowanybrandsinthefashiononlineshopsmarket.Generation

of

consumerswho

likeZara36%35%34%30%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

Zara

with24%

and6%

sayingtheylikethem,respectively

lower

thantheindustryaverage.24%24%11%6%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=255,

Zaraenthusiast,

n=1,146,

fashion

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Zara

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofZara

fansTheGender

splitbetween

brandenthusiastsof

Zara

shows

women

arevery

likely

tohaveanaffinity

with

thebrandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofZara

fansZara

boastsaproportion

ofLGBTQIA+shoppers

thatclosely

alignswith

theindustryaverage

forfashiononlineshoppers.9%10%30%48%52%9%

of

Zara

shoppers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to10%

overall.

ItappearsthatZara

hasattracteddiverseaudiences

and

is

exploring70%

ofwomen

likeZara

compared

to30%

ofmen,

whereas

theindustryaverage

forfashiononlineshopsshows52%

ofwomen

usethisservicecompared

to

48%

of

men.87%87%opportunities

intargetinguntappeddemographics.70%4%3%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

fashion

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=255,

Zaraenthusiast,

n=1,146,

fashion

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

couple

households

that

like

ZaraBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aZara

shoppervaries

from

thatoftheaverage

fashiononlineshopper.

Specifically,

47%

ofZarashoppers

belong

tothehigh-incomegroup,compared

to

anoverall

industryaverage

of36%.

Therefore,

Zara

isabrandthattendstoattractconsumersfrom

higher-income

groups.Householdtype18%

ofZara

shoppers

arefrom

singlehouseholds.

Couples

aremore

likely

touseZara

thanotherbrandsandforthenuclearfamily,itistheaverage.18%22%Single36%32%47%Therefore,

with

thecouples

marketwrapped

up

Zara

may

wanttoconsideropportunities

and

target

advertising

atsinglehouseholds.22%18%CoupleNuclear

familySingleparentOther29%28%28%25%9%11%32%22%21%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=255,

Zaraenthusiast,

n=1,146,

fashion

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Zara

take

sustainability

more

seriously

than

consumers

ingeneralBrand

profile:

attitudesWhat

do

consumersthink

offashion

online

shopsingeneral?42%

ofconsumers

wholike

Zara

saythey

arewell

informed

when

itcomes

tofashiononline

shopsand

27%

ofthese

consumers

saythattheycan’timagine

theirlifewithout

fashion

onlineshops.

Thiscompares

toamarketaverage

of25%

and17%,

respectively.How

doespriceeffect

theirdecisions?24%

ofconsumers

wholike

Zara

sayalow

price

ismore

important

thanhighqualitywhen

itcomes

to

fashiononlineshopswhich

alignswith

theindustryaverage

of

24%.Do

consumerstrusttheirfashion

onlineshops?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tofashiononline

shopsisimportant

to

44%

ofconsumers

who

likeZara,

compared

tothe

market

average

of36%.Do

fashion

onlineshopsneed

to

innovateto

stay

relevant?46%

ofconsumers

wholike

Zara

sayfashion

onlineshopsexcite

themwith

40%

confirming

they

liketotryoutnew

and

innovative

fashiononline

shops.

Thiscompares

to

amarket

average

of28%

and24%,

respectively.How

important

issustainability

toconsumers?According

to36%

ofconsumers

who

likeZara,

sustainability

is

important

when

itcomes

to

fashion

onlineshops,compared

to

themarket

average

of

26%.9Notes:“Which

ofthese

statements

about

fashion

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=255,Zaraenthusiast,

n=1,146,fashion

online

shoppersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Zara

performs

better

than

the

industry

average

in

categories

like

awareness

andloyaltyBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthefashion

onlineshopsmarketWhen

itcomes

to

fashion

onlineshops,theaverageawareness

forabrandintheUKis

82%.

Awareness

ofZara,however,

isslightlyhighat83%.Awareness85%With,25%

of

British

fashiononline

shoppers

sayingthey

likeZara,Zara

finds

itself

less

than

the

average,29%,

forpopularity.16%

offashion

onlineshoppers

intheUKsaythey

useZara,with

theaverage

usageof

abrandat20%BuzzPopularity84%

ofZara

shoppers

saythey

would

usethebrandagaincompared

toanaverage

loyalty

score

of

79%.Zara

is

lesslikely

to

beseen

inthe

media

than

otherbrands,with

a“Buzz”score

of

only8%

compared

toanaverage

of17%.LoyaltyUsageBrandIndustryaverage11

Notes:Sources:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,243,

all

respondents

(awareness),

n=1,030,

respondents

who

know

the

individual

brand(popularity),

n=1,030,respondents

who

know

the

individual

brand

(usage),

n=167,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,030,respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Zara

falls

out

of

the

top

ten

for

most

recognized

brand

in

the

fashion

onlineshops

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofZaraRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1Marks

&Spencer93%93%92%92%92%92%90%88%85%85%17%2Argos3H&MOutofrespondents

whousethefashiononline

shops83%

were

aware

of

Zara.

Thisranksoutsidethetop10positions

compared

tootherbrandssurveyed

inthisindustry.4Next5JDSportsPrimarkJohnLewisRiverIslandDebenhamsVeryThebrand

leading

thisKPI

is

Marks&Spencer

whoscored

anawareness

ratingof

93%.67883%9AwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,243,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Zara

ranks

outside

the

top

ten

most

popular

brandsin

the

fashion

online

shopsmarketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofZaraRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

fashion

onlineshops,which

of

thefollowing

brandsdoyou

like?”.1PrimarkNext47%40%37%36%36%35%32%29%28%27%225%Outofconsumers

who

knew

thebrand

25%

saidtheyliked

Zara.

This

ranksoutsidethetop10

positionscompared

to

other

brandssurveyed

inthefashiononlineshopsmarket.3JDSportsH&M45Marks

&SpencerSHEINPrimark

whoscored

apopularityratingof

47%

isleading

this

KPI.Followed

by,Next

who

scored

40%.Zara,

renowned

foritsbrandreputation,surprisinglyfallsoutside

thetop10

rankingsinterms

of

popularity.67ASOS75%8Argos9JohnLewisMandMDirectLikeDonotlike10Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,030,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Zara

did

not

make

it

into

the

top

10

most-used

fashion

online

shopsBrand

KPIs

&benchmarking:

usageSummaryUsage

ofZaraRank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingused,we

asked

each

respondent:

“When

itcomes

tofashiononline

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1PrimarkSHEIN16%231%3JDSportsNext30%Outofconsumers

who

knew

thebrand

16%

saidtheyused

Zara.

Thisranksoutsidethetop10

positionscompared

to

other

brandssurveyed

inthisindustry.430%5Marks

&SpencerH&M27%Thebrand

leading

thisKPI

is

Primark

who

hadausagescore

of37%.

Followed

by,SHEIN

whoscored

31%.Zara's

presence

inthefashiononlineshopsmarketremains

noteworthy,

although

itcurrently

fallsoutsidethetop

10

rankingsinterms

of

usage,reflecting

theevolving

landscapeofconsumer

choices

withintheindustry.627%7Argos25%8ASOS23%84%9MandMDirectBoohoo22%UseDonotuse1020%Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,030,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Zara

had

the

third

most

loyal

consumers

in

the

fashion

online

shops

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofZaras’

consumersRank#

BrandLoyalty

%90%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

fashiononlineshops,which

of

thefollowing

brandsare

youlikely

to

useagaininthefuture?”.1Primark16%2Marks

&SpencerZARA86%384%4Next84%Outofconsumers

who

used

Zara

84%

saidthey

wouldusethebrandagaininfuture.Thisranks3rd

positioncompared

to

other

brandssurveyed

inthisindustry.5SHEIN83%6JDSportsArgos83%Primark

whoscored

aloyalty

score

of90%

isleadingthisKPI.Followed

by,Marks

&Spencer

who

scored86%.

Zara

proudly

secures

thethird

position

intermsof

customer

loyalty,

signifying

adedicated

and

faithfulcustomer

basethatcontinuestoembrace

the

brand'suniquefashionofferings.780%8ASOS80%84%9JohnLewisPrettyLittleThing79%LoyalNot

return1079%Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=167,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Zara

falls

out

of

the

top

ten

for

most

heard

about

brand

in

the

media

within

thefashion

online

shops

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofZaraRank#

BrandBuzz%26%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%SHEIN12Boohoo25%3Argos25%Outofconsumers

who

knew

thebrand

only

8%

saidthey

had

heard

aboutZara

inthemedia.

Thisranksoutsidethetop10

positionscompared

tootherbrandssurveyed

inthisindustry.4JDSportsASOS24%522%6Marks

&SpencerH&M21%Thebrand

leading

thisKPI

is

SHEINwho

hadabuzzscore

of26%.

Followed

by,Boohoo

whoscored

25%.Zara,

along-standing

player

intheonlinefashionmarket,

hasdropped

outof

thetoptenformediabuzz.Thisshiftunderscores

theevolving

online

retaillandscapeand

therisingcompetition

forconsumerattention,even

for

established

brandslikeZara.720%8JohnLewisPrettyLittleThingPrimark18%92%917%BuzzNobuzz1017%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,030,

respondents

who

know

the

individual

brandConsumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedm