Brand KPIs for sneakers armani exchange in India-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sneakers:

ArmaniExchange

in

IndiaConsumer

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

Armani

Exchange’sperformance

inthe

sneaker

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,

asofDecember202472%

of

Armani

Exchange

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•ArmaniExchange’s

branding

resonates

more

with•ArmaniExchangerankstenth

inawareness

within

theMillennialssneaker

market•ArmaniExchangegenerally

appealstomen

morethan

women•Thepopularity

ratingof

ArmaniExchangeis30%•ArmaniExchangeranksoutsidethe

Top

10

in•Among

ArmaniExchangeenthusiasts,43%

fallunder

ownershipthe

high-income

category•Interms

of

loyalty,Armani

Exchangeis

seventh

inIndia•Consumers

want

theirsneaker

brandstohavecoolness,

authenticity,andhonesty

/trustworthiness•ArmaniExchangehasascore

of27%

formedia

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.4Loyalty

is

the

highest

scoring

KPI

for

Armani

Exchange

at

72%Brand

profile:

snapshotBrand

performance

of

ArmaniExchange

inIndia72%62%30%27%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sneakers‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=770,

respondents

who

know

the

individual

brand

(popularity),

n=770,

respondents

whoknow

the

individual

brand(ownership),

n=130,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=770,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Armani

Exchange’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeArmani

Exchangebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatArmani

Exchangeislikedby0%

of

Babyboomers

and

10%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.41%ForMillennials

andGen

Z,

49%

and

41%

feel

positivelytowards

Armani

Exchange,versus44%

and44%.

Socurrently,

forArmaniExchange,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%10%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=231,

Armani

Exchange

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Armani

Exchange

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Armani

Exchangeshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ArmaniExchangehasasimilar

proportion

of

LGBTQIA+34%66%40%60%66%

ofmen

likeArmani

Exchangecompared

to

34%

of

women,

whereasfortheoverall

industry,60%

of

men

ownsneakers

compared

to40%

ofwomen.78%consumers

when

compared

totheindustryusers

ingeneral.16%

ofArmani

Exchangeenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

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=231,

Armani

Exchangeenthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Armani

Exchange

enthusiasts,

43%

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.3%3%Single32%37%31%3%6%43%CoupleSingleparentNuclear43%

ofArmani

Exchangeenthusiastsarefrom

high-income

households.Armani

Exchange’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,38%

ofArmani

Exchangeenthusiastshavethiscurrent

livingsituation.3%4%21%20%35%Multi-generational38%31%27%34%ExtendedOther21%4%2%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=231,

Armani

Exchange

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sneaker

brands

to

have

coolness,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

sneakerbrandsForsneakers,

thetopthree

qualitiesowners

want

from

abrand

are

coolness,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Armani

Exchangeowners

alsoappreciate

these

key

attributes,indicating

Armani

Exchangeexudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatArmaniExchangeenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessArmani

Exchangeshould

work

onpromoting

innovation

to

convertenthusiastsintoowners.HighvalueHonesty/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=130,

Armani

Exchange

owners’,n=231,

Armani

Exchange

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Armani

Exchange

fans,

62%

state

that

they

get

excited

about

sneakersBrand

profile:

attitudesWhat

doconsumersthink

ofsneakersingeneral?62%56%55%53%52%50%42%42%40%37%33%29%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=231,

Armani

Exchange

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

Armani

Exchange

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sneakers,

theaverage

awareness

ofabrandinIndia

is

72%.

Awareness

of

ArmaniExchange,however,

is

at62%.Awareness30%

ofIndiansneaker

owners

saytheylikeArmaniExchange,compared

toanindustryaverage

brandpopularity

of41%.17%

ofindustryowners

inIndia

say

theyown

ArmaniExchange,with

the

average

ownership

ofabrandat28%.BuzzPopularity72%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Armani

Exchangehasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

34%.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=1,248,

all

respondents

(awareness),

n=770,

respondents

who

know

the

individual

brand

(popularity),

n=770,

respondents

whoknow

the

individual

brand(ownership),

n=130,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=770,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Armani

Exchange

ranks

tenth

in

awareness

within

the

sneaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofArmani

ExchangeRank#

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.1adidas97%97%97%94%94%81%78%78%62%62%2Puma3Nike38%4ReebokLevi's5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Fila62%7SkechersU.S.PoloAssn.Asics8Outofallrespondents,

62%

were

aware

of

ArmaniExchange.

Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10ArmaniExchange13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Armani

Exchange

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofArmani

ExchangeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1adidas75%74%69%58%54%45%42%37%33%31%2Nike30%3Puma4ReebokLevi'sOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Armani

Exchange.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Fila7SkechersU.S.PoloAssn.New

BalanceConverse70%89PopularityN/A1014

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=770,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Armani

Exchange

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofArmani

ExchangeRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosneakers,

which

ofthefollowing

brandsdoyou

owncurrently?”.1adidas17%2Nike59%3Puma54%Outofconsumers

who

knew

thebrand,

17%

saidtheyowned

Armani

Exchange.

Thisranksthem

outsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4Levi's38%5ReebokFila38%629%7SkechersU.S.PoloAssn.New

BalanceConverse25%824%83%923%UsageN/A1020%15

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=770,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Armani

Exchange

is

seventh

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofArmani

Exchange’sconsumersRank#

BrandLoyalty

%85%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.1adidas2Nike82%28%3Puma79%4Reebok75%5Levi's74%6U.S.PoloAssn.ArmaniExchangeNew

BalanceSkechersAsics74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sneakers,

whichof

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.772%72%872%972%Outofrespondents

whohaveowned

ArmaniExchange,72%

saidtheywould

purchasethebrandagain.LoyaltyN/A1069%16

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=130,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Armani

Exchange

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofArmaniExchangeRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas2Nike62%27%3Puma58%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutArmani

Exchangeinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Levi's54%5ReebokFila45%638%7SkechersU.S.PoloAssn.Asics30%73%829%928%BuzzN/A10New

Balance27%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=770,

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.•