Brand KPIs for second-hand apparel online shops I Need Brechó in Brazil-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

I

Need

Brechó

in

BrazilConsumer

Insights

reportOctober2024Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

INeed

Brechó’s

performanceinthe

second-hand

apparel

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202474%

of

I

Need

Brechó

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•INeed

Brechó’s

brandingresonates

more

with

Gen

Z

•INeed

Brechó

rankseighthinawareness

within

thesecond-hand

apparel

onlineshop

market•INeed

Brechó

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

INeed

Brechó

is

35%•Among

INeed

Brechó

enthusiasts,39%

fallunderthe

•INeed

Brechó

ranksseventh

inusagehigh-income

category•Interms

of

loyalty,INeed

Brechó

istenthinBrazil•INeed

Brechó

hasascore

of

24%

formedia

buzz•Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

haveauthenticity,reliability,

andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

I

Need

Brechó

at

74%Brand

profile:

snapshotBrand

performance

of

INeedBrechóinBrazil74%35%25%24%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=267,

respondents

who

know

the

individual

brand

(popularity),

n=267,respondents

who

know

the

individual

brand

(usage),

n=68,

respondents

who

have

used

the

individual

brand

(loyalty),

n=267,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024I

Need

Brechó’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeINeed

Brechó

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatINeed

Brechó

islikedby2%

ofBaby

boomersand15%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and22%,

respectively.34%22%ForMillennials

andGen

Z,

44%

and

39%

feel

positivelytowards

INeed

Brechó,

versus

40%

and

34%.

Socurrently,

forINeed

Brechó,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.15%4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=93,

I

Need

Brechóenthusiast,

n=750,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024I

NeedBrechó

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

INeed

Brechó

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

INeed

Brechó

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%

ofmen

likeINeed

Brechó53%47%compared

to

49%

of

women,

whereasfortheoverall

industry,53%

of

womenusesecond-hand

apparel

onlineshopscompared

to

47%

of

men.87%89%9%

of

INeed

Brechó

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=93,

I

Need

Brechóenthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

I

Need

Brechó

enthusiasts,

39%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%8%Single35%31%34%39%9%16%CoupleSingleparentNuclear39%

ofINeed

Brechó

enthusiastsarefrom

high-income

households.INeed

Brechó’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

49%

ofINeed

Brechó

enthusiastshavethiscurrent

living

situation.10%9%49%28%37%Multi-generational11%9%15%20%33%ExtendedOther0%1%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

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=93,

I

Need

Brechó

enthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

haveauthenticity,

reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandareauthenticity,reliability,

andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%INeed

Brechó

users

alsoappreciatethese

key

attributes,indicatingINeedBrechó

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatINeed

Brechóenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityINeed

Brechó

shouldwork

onpromoting

coolness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=68,

I

Need

Brechóusers’,n=93,

I

Need

Brechóenthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

I

Need

Brechó

fans,

53%

state

that

they

get

excited

about

second-handapparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?56%53%52%51%51%45%40%38%35%35%32%31%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsecond-

topicsrelating

toIliketotalkabouthand

apparelonlineshopssecond-handapparel

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

second-hand

apparel

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=93,

INeed

Brechó

enthusiast,

n=750,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

I

Need

Brechó

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinBrazil

is33%.Awareness

ofINeed

Brechó,

however,

is

at21%.Awareness35%

ofBrazilian

second-hand

apparel

onlineshopusers

saythey

likeINeed

Brechó,

compared

to

anindustryaverage

brand

popularity

of41%.25%

ofindustryusers

inBrazil

saythey

useINeedBrechó,

with

the

average

usageofabrandat30%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

81%.INeed

Brechó

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

30%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Second-hand

apparel

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=267,

respondents

who

know

the

individual

brand

(popularity),

n=267,respondents

who

know

the

individual

brand

(usage),

n=68,

respondents

who

have

used

the

individual

brand

(loyalty),

n=267,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024I

NeedBrechó

ranks

eighth

in

awareness

within

the

second-hand

apparel

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofINeedBrechóRank#

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.1Enjoei81%36%34%32%30%29%27%21%21%21%21%2Repassa3Etiqueta

ÚnicaGarimpário

Brechó

OnlineBrechó

Capricho

àToaYoutopia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Troc8INeed

BrechóBrechó

daPoppiPeguei

BodeOutofallrespondents,

21%

were

aware

of

INeedBrechó.

Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

I

Need

Brechó

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofINeedBrechóRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Enjoei76%45%41%40%37%36%35%35%33%28%2Etiqueta

ÚnicaBrechó

Capricho

àToaRepassa335%4Outofconsumers

who

knew

thebrand,

35%

saidtheyliked

INeed

Brechó.

Thisranksthemeighthcomparedtootherbrandssurveyed

inthismarket.5Peguei

BodeBrechó

daPoppiGarimpário

Brechó

OnlineINeed

BrechóYoutopia665%789PopularityN/A10Troc14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=267,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024I

NeedBrechó

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofINeedBrechóRank#

BrandUsage

%57%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1Enjoei2Brechó

Capricho

àToaEtiqueta

ÚnicaRepassa33%25%330%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

INeed

Brechó.

Thisranksthemseventh429%compared

to

other

brandssurveyed

inthismarket.5Youtopia28%6Peguei

BodeINeed

BrechóBrechó

daPoppiTroc26%725%75%825%922%UsageN/A10Garimpário

Brechó

Online21%15

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=267,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

I

Need

Brechó

is

tenth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofINeed

Brechó’s

consumersRank#

BrandLoyalty

%92%Afterascertaining

the

usageof

abrandinthe

last12months,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.1Enjoei2Youtopia86%26%3Peguei

BodeTroc85%482%5Etiqueta

ÚnicaBrechó

Capricho

àToaGarimpário

Brechó

OnlineRepassa81%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.779%74%878%9Brechó

daPoppiINeed

Brechó74%Outofrespondents

whohaveused

INeed

Brechó,74%

saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=68,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024I

NeedBrechó

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofINeed

BrechóRank#

BrandBuzz%69%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Enjoei24%2Etiqueta

ÚnicaBrechó

Capricho

àToaRepassa31%331%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutINeed

Brechó

inthemedia.

Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.428%5Peguei

BodeBrechó

daPoppiINeed

BrechóGarimpário

Brechó

OnlineYoutopia27%627%724%76%824%920%BuzzN/A10Troc19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=267,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista