Brand KPIs for sneakers Asics in the United Kingdom-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sneakers:

Asics

in

theUnited

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Asics’performance

inthesneaker

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202467%

of

Asics

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Asics’branding

resonates

more

with

Millennials•Asicsgenerally

appealstomen

more

than

women•AsicsranksoutsidetheTop10

inawareness

withinthe

sneaker

market•Thepopularity

ratingof

Asicsis18%•Among

Asicsenthusiasts,50%

fallunderthehigh-income

category•AsicsranksoutsidetheTop10

inownership•Consumers

want

theirsneaker

brandstohave•Interms

of

loyalty,AsicsisoutsidetheTop10

inthereliability,

authenticity,and

coolnessUnited

Kingdom•Asicshasascore

of

11%

for

media

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

forAsics

at

71%Brand

profile:

snapshotBrand

performance

of

Asics

intheUnited

Kingdom71%67%18%11%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sneakers‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=889,

respondents

who

know

the

individual

brand

(popularity),

n=889,

respondents

whoknow

the

individual

brand(ownership),

n=98,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=889,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Asics’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAsicsbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatAsicsislikedby8%

ofBaby

boomers

and

32%

of

GenXers,

whereas

thetotalshareof

industryusers

is9%and30%,

respectively.35%32%30%25%18%ForMillennials

andGen

Z,

42%

and

18%

feel

positivelytowards

Asics,versus

35%

and

25%.

Socurrently,

forAsics,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=160,

Asics

enthusiast,

n=1,153,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Asics

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Asicsshows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Asicshasalower

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.6%8%45%55%55%

ofmen

likeAsicscompared

to45%of

women,

whereas

forthe

overallindustry,51%

of

women

own

sneakerscompared

to

49%

of

men.51%49%92%88%6%

of

Asicsenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=160,

Asics

enthusiast,n=1,153,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Asics

enthusiasts,

50%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.11%16%Single37%25%26%CoupleSingleparentNuclear50%50%

ofAsicsenthusiastsare

from

high-income

households.Asics’brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

40%

ofAsicsenthusiastshavethiscurrent

livingsituation.6%8%40%34%28%30%Multi-generational5%3%37%11%13%ExtendedOther14%2%5%Brand

enthusiastIndustryuserLowHighMediumBrand

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

sneakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=160,

Asics

enthusiast,

n=1,153,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sneaker

brands

to

have

reliability,

authenticity,

andcoolnessBrand

profile:

qualitiesQualitiesownerswant

from

sneakerbrandsForsneakers,

thetopthree

qualitiesowners

want

from

abrand

are

reliability,authenticity,andcoolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessAsicsowners

alsoappreciate

these

keyattributes,indicating

Asicsexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatAsicsenthusiastsareleast

focused

onare

cleverness

and

thrill/excitement.ReliabilityExclusivityAsicsshouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sneakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosneakers,whichofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosneakers,which

ofthefollowing

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=98,

Asics

owners’,n=160,

Asics

enthusiast,n=1,153,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Asics

fans,

36%

state

that

they

get

excited

about

sneakersBrand

profile:

attitudesWhat

doconsumersthink

ofsneakersingeneral?48%41%36%32%31%27%25%23%21%21%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsneakers

topicsrelating

tosneakersIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sneakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

sneakers,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:

n=160,

Asics

enthusiast,

n=1,153,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

Asics

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sneakers,

theaverage

awareness

ofabrandinthe

United

Kingdom

is

64%.

Awareness

ofAsics,however,

isat71%.Awareness18%

ofUK

sneaker

owners

saytheylikeAsics,compared

to

anindustryaverage

brandpopularity

of26%.11%

ofindustryowners

inthe

United

Kingdomsaythey

own

Asics,with

the

average

ownership

ofabrandat17%.BuzzPopularity67%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of68%.Asicshasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of11%

compared

to15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sneakers‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=889,

respondents

who

know

the

individual

brand

(popularity),

n=889,

respondents

whoknow

the

individual

brand(ownership),

n=98,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=889,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Asics

ranks

outside

the

Top

10

in

awareness

within

the

sneaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAsicsRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Nike97%96%95%91%89%88%88%85%83%78%2adidasPuma29%34ReebokSkechersFila5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67LacosteConverseVans71%8Outofallrespondents,

71%

were

aware

of

Asics.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10New

Balance13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Asics

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAsicsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike63%62%39%37%32%30%30%30%29%19%18%2adidasConverseNew

BalancePuma34Outofconsumers

who

knew

thebrand,

18%

saidtheyliked

Asics.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56JordanSkechersVans7882%9ReebokFilaPopularityN/A1014

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=889,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Asics

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofAsicsRank#

BrandUsage

%52%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosneakers,

which

ofthefollowing

brandsdoyou

owncurrently?”.1Nike11%2adidasConverseSkechersNew

BalanceVans48%327%Outofconsumers

who

knew

thebrand,

11%

saidtheyowned

Asics.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.424%522%620%7Puma19%8JordanReebokAutry18%89%Usage915%N/A1013%15

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=889,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Asics

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAsics’consumersRank#

BrandLoyalty

%93%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1SauconyNike288%33%3Skechersadidas80%479%5New

BalanceConverseVEJA77%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sneakers,

whichof

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.67%774%8ReebokJordan72%971%Outofrespondents

whohaveowned

Asics,67%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Vans69%16

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=98,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Asics

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAsicsRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidasNike11%237%3New

BalanceJordanSkechersConverseallbirdsPuma22%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutAsicsinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.419%518%616%716%814%89%9Autry14%BuzzN/A10Vans11%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=889,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

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