Brand KPIs for shoes Russell Bromley in the United Kingdom-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

shoes:

Russell

&Bromley

in

the

United

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

Russell

&Bromley’sperformance

inthe

shoe

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,

asofDecember202468%

of

Russell

&

Bromley

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Russell

&Bromley’s

branding

resonates

more

with•Russell

&Bromley

ranksoutsidethe

Top

10

inMillennialsawareness

withintheshoe

market•Russell

&Bromley

generally

appealstowomen

more

•Thepopularity

ratingof

Russell

&Bromley

is15%than

men•Russell

&Bromley

ranksoutsidethe

Top

10

in•Among

Russell

&Bromley

enthusiasts,52%

fallunder

ownershipthe

high-income

category•Interms

of

loyalty,Russell

&Bromley

is

outsidethe•Consumers

want

theirshoe

brandsto

havereliability,

Top

10intheUnitedKingdomauthenticity,andhonesty

/trustworthiness•Russell

&Bromley

hasascore

of6%

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

forRussell

&

Bromley

at

68%Brand

profile:

snapshotBrand

performance

of

Russell&Bromley

intheUnitedKingdom68%42%15%8%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=527,

respondents

who

know

the

individual

brand

(popularity),

n=527,

respondents

who

knowthe

individual

brand

(ownership),

n=41,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=527,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Russell

&

Bromley’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%33%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRussell

&Bromley

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatRussell

&Bromley

islikedby13%

ofBabyboomers

and

33%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

11%

and

29%,

respectively.29%26%17%ForMillennials

andGen

Z,

37%

and

17%

feel

positivelytowards

Russell

&Bromley,

versus33%

and26%.

Socurrently,

forRussell

&Bromley,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.13%11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=78,

Russell

&

Bromleyenthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Russell

&

Bromley

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Russell

&Bromley

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Russell

&Bromley

hasasimilar

proportion

of

LGBTQIA+51%49%63%63%

ofwomen

likeRussell

&Bromleycompared

to

37%

of

men,whereas

forthe

overall

industry,51%

of

women

ownshoes

compared

to

49%

of

men.89%91%consumers

when

compared

totheindustryusers

ingeneral.8%

of

Russell

&Bromley

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.37%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=78,

Russell

&Bromleyenthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Russell

&

Bromley

enthusiasts,

52%

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.13%18%Single33%32%18%21%CoupleSingleparentNuclear52%

ofRussell

&Bromley

enthusiastsarefrom

high-income

households.Russell

&Bromley’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

35%

ofRussell

&Bromley

enthusiastshavethiscurrent

living

situation.52%13%10%35%28%27%Multi-generational3%3%35%12%15%ExtendedOther21%8%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=78,

Russell

&Bromleyenthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

reliability,

authenticity,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

reliability,authenticity,andhonesty

/trustworthiness.60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityRussell

&Bromley

owners

alsoappreciate

these

key

attributes,indicating

Russell

&Bromley

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatRussell

&Bromleyenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessRussell

&Bromley

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=41,

Russell

&Bromleyowners’,

n=78,

Russell

&Bromley

enthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Russell

&

Bromley

fans,

38%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?44%41%38%37%35%28%27%23%18%18%16%16%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=78,

Russell

&Bromleyenthusiast,

n=1,174,

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.1168%

of

Russell

&

Bromley

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinthe

United

Kingdom

is

63%.

Awareness

ofRussell

&Bromley,

however,

isat42%.Awareness15%

ofUK

shoeowners

saytheylikeRussell

&Bromley,

compared

toanindustryaverage

brandpopularity

of27%.8%

of

industryowners

inthe

United

Kingdomsaytheyown

Russell

&Bromley,

with

the

average

ownership

ofabrandat19%.BuzzPopularity68%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Russell

&Bromley

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of6%compared

to

13%.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=527,

respondents

who

know

the

individual

brand

(popularity),

n=527,

respondents

who

knowthe

individual

brand

(ownership),

n=41,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=527,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Russell

&

Bromley

ranks

outside

the

Top

10

in

awareness

within

the

shoemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRussell

&BromleyRank#

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.1Nike96%95%93%90%89%87%84%82%82%80%2adidas3Puma42%4ReebokClarks5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%6TimberlandConverseVans78Outofallrespondents,

42%

were

aware

of

Russell

&Bromley.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9CrocsAwarenessN/A10Dr.

Martens13

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

Russell

&

Bromley

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRussell&

BromleyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike59%56%42%35%33%32%31%29%28%27%15%2adidas3ConverseDr.

MartensClarks4Outofconsumers

who

knew

thebrand,

15%

saidtheyliked

Russell

&Bromley.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Puma7Vans8TimberlandReebokBirkenstock85%9PopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=527,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Russell

&

Bromley

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofRussell

&BromleyRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.8%1Nike2adidasConverseClarks50%329%Outofconsumers

who

knew

thebrand,

8%

saidtheyowned

Russell

&Bromley.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.425%5Vans23%6Crocs21%7Dr.

MartensPuma21%820%92%9BirkenstockUGG18%UsageN/A1016%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=527,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Russell

&

Bromley

is

outside

the

Top

10

in

the

UnitedKingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRussell&Bromley’s

consumersRank#

BrandLoyalty

%87%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.1Nike2adidas83%32%3SteveMaddenDr.

MartensTimberlandConverseReebok78%478%577%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.773%68%8Rieker73%9Vans73%Outofrespondents

whohaveowned

Russell

&Bromley,

68%

saidtheywould

purchasethebrandagain.LoyaltyN/A10Clarks73%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=41,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Russell

&

Bromley

has

a

score

of

6%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRussell&BromleyRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.6%1Nike2adidas32%3Dr.

MartensConverseCrocs18%Outofconsumers

who

knew

thebrand,

6%

saidtheyhadheardaboutRussell

&Bromley

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.415%515%6CheaneyPuma15%714%8Clarks14%9UGG13%94%BuzzN/A10Birkenstock12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=527,

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

andunlocknew