Brand KPIs for shoes ara in Germany-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

shoes:

ara

in

GermanyConsumer

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

ara’sperformance

inthe

shoemarket.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,

asofDecember202451%

of

ara

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•ara’sbranding

resonates

more

with

Gen

X•aragenerally

appealstowomen

more

than

men•araranksoutsidetheTop10

inawareness

withintheshoe

market•Thepopularity

ratingof

arais17%•Among

araenthusiasts,38%

fallunderthe

high-income

category•araranksoutsidetheTop10

inownership•Consumers

want

theirshoe

brandsto

havehigh•Interms

of

loyalty,ara

isoutsidetheTop10

invalue,reliability,

and

coolnessGermany•arahasascore

of

9%

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.4Loyalty

is

the

highest

scoring

KPI

for

ara

at

51%Brand

profile:

snapshotBrand

performance

of

ara

inGermany51%26%17%12%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=327,

respondents

who

know

the

individual

brand

(popularity),

n=327,

respondents

who

knowthe

individual

brand

(ownership),

n=39,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=327,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ara’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeara

bygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatara

islikedby18%

ofBaby

boomers

and

39%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is14%

and32%,

respectively.33%32%22%21%21%18%ForMillennials

andGen

Z,

21%

and

21%

feel

positivelytowards

ara,versus

33%

and22%.

Socurrently,

forara,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.14%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=56,

araenthusiast,

n=1,185,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024ara

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ara

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

arahasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.9%8%62%

ofwomen

likearacompared

to38%of

men,whereas

forthe

overall

industry,50%

ofwomen

own

shoes

compared

to50%

ofmen.50%50%62%82%86%9%

of

araenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.38%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

shoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=56,

araenthusiast,n=1,185,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

ara

enthusiasts,

38%

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.23%26%Single35%38%25%26%CoupleSingleparentNuclear38%

ofaraenthusiastsare

fromhigh-income

households.ara’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

18%

ofaraenthusiastshavethiscurrent

livingsituation.18%9%30%29%35%30%23%Multi-generational0%2%2%33%ExtendedOther10%2%4%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=56,

ara

enthusiast,

n=1,185,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

high

value,

reliability,

and

coolnessBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

high

value,reliability,

and

coolness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessaraowners

alsoappreciate

these

keyattributes,indicating

araexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthataraenthusiastsareleast

focused

onare

thrill/excitementandinnovation.ReliabilityExclusivityarashould

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

shoes,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toshoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

toshoes,

which

ofthe

followingbrands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=39,

ara

owners’,n=56,

araenthusiast,

n=1,185,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

ara

fans,

46%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?48%46%43%42%39%30%29%24%21%18%17%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutshoesIliketotalkabouttopicsrelating

toshoesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

shoes

do

youagreewith?”;

Multi

Pick;“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=56,

ara

enthusiast,

n=1,185,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1151%

of

ara

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinGermany

is64%.

Awareness

ofara,however,isat26%.Awareness17%

ofGerman

shoeowners

saytheylikeara,compared

to

anindustryaverage

brandpopularity

of27%.12%

ofindustryowners

inGermany

saythey

own

ara,with

the

average

ownership

ofabrandat21%.BuzzPopularity51%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.arahasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of9%

compared

to14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Shoes

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=327,

respondents

who

know

the

individual

brand

(popularity),

n=327,

respondents

who

knowthe

individual

brand

(ownership),

n=39,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=327,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ara

ranks

outside

the

Top

10

in

awareness

within

the

shoe

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofaraRank#

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.1adidas95%95%94%84%76%75%72%69%68%68%2Nike26%3Puma4Jack

WolfskinBirkenstockTimberlandTamarisbugatti5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6774%8Outofallrespondents,

26%

were

aware

of

ara.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9GEOXAwarenessN/A10Converse13

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

ara

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofaraRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1adidas60%58%41%33%33%30%28%25%24%23%17%2Nike3Puma4ConverseRiekerOutofconsumers

who

knew

thebrand,

17%

saidtheyliked

ara.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56Dr.

MartensBirkenstockVans7883%9TamarisTimberlandPopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=327,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ara

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofaraRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1adidas12%2Nike52%3Puma31%Outofconsumers

who

knew

thebrand,

12%

saidtheyowned

ara.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4ConverseRieker28%527%6BirkenstockCrocs23%721%8Vans20%88%9Dr.

MartensTamaris20%UsageN/A1019%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=327,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

ara

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofara’s

consumersRank#

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.1Nike2Rieker81%3Tamarisadidas79%479%49%5Vans77%51%6TimberlandBirkenstockGEOX76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.774%874%9ECCO73%Outofrespondents

whohaveowned

ara,51%

saidthey

would

purchasethebrandagain.LoyaltyN/A10HushPuppies72%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=39,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ara

has

a

score

of

9%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofaraRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.9%1adidas2Nike35%3Puma20%Outofconsumers

who

knew

thebrand,

9%

saidtheyhadheardaboutara

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4TamarisBirkenstockDr.

MartensConverseJack

WolfskinCrocs20%519%615%714%814%91%Buzz914%N/A10GEOX13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=327,

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.•

Identifyandunderstandyourcoreaudiences•

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