Brand KPIs for shoes Johnston Murphy in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

shoes:

Johnston

&Murphy

in

the

United

StatesConsumer

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

Johnston

&Murphy’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,

asofDecember202462%

of

Johnston

&

Murphy

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Johnston

&Murphy’sbrandingresonates

more

with•Johnston

&Murphy

ranksoutsidetheTop10

inGen

Xawareness

withintheshoe

market•Johnston

&Murphy

generally

appealsto

men

more•Thepopularity

ratingof

Johnston&Murphyis

17%than

women•Johnston

&Murphy

ranksoutsidetheTop10

in•Among

Johnston&Murphyenthusiasts,66%

fallownershipunderthe

high-income

category•Interms

of

loyalty,Johnston

&Murphy

isoutside

the•Consumers

want

theirshoe

brandsto

havereliability,

Top

10intheUnitedStatesauthenticity,andhigh

value•Johnston

&Murphy

hasascore

of

14%

formediabuzz3Sources:

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

forJohnston

&

Murphy

at

62%Brand

profile:

snapshotBrand

performance

of

Johnston&Murphy

intheUnited

States62%25%17%14%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=311,

respondents

who

know

the

individual

brand

(popularity),

n=311,

respondents

who

knowthe

individual

brand

(ownership),

n=42,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=311,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnston

&

Murphy’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJohnston

&Murphy

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatJohnston

&Murphyislikedby13%

of

Babyboomers

and

42%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

30%,

respectively.36%33%30%24%ForMillennials

andGen

Z,

33%

and

12%

feel

positivelytowards

Johnston

&Murphy,versus

36%

and

24%.

Socurrently,

forJohnston

&Murphy,Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.13%12%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=52,

Johnston

&Murphy

enthusiast,

n=1,186,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnston

&

Murphy

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Johnston

&Murphy

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Johnston

&Murphy

hasasimilar

proportion

of

LGBTQIA+29%71%50%50%71%

ofmen

likeJohnston

&Murphycompared

to

28%

of

women,

whereasfortheoverall

industry,50%

of

womenown

shoes

compared

to50%

ofmen.90%consumers

when

compared

totheindustryusers

ingeneral.10%

ofJohnston

&Murphyenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.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=52,

Johnston

&Murphyenthusiast,

n=1,186,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Johnston

&

Murphy

enthusiasts,

66%

fall

under

the

high-incomecategoryBrand

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%Single23%33%34%33%19%CoupleSingleparentNuclear66%

ofJohnston

&Murphyenthusiastsarefrom

high-income

households.Johnston

&Murphy’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

44%

ofJohnston

&Murphy

enthusiastshavethiscurrent

living

situation.19%21%66%4%9%44%Multi-generational4%4%26%13%17%ExtendedOther8%2%7%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=52,

Johnston

&Murphy

enthusiast,

n=1,186,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

reliability,

authenticity,

and

highvalueBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

reliability,authenticity,andhigh

value.60%40%20%0%Thrill/ExcitementBoldnessClevernessJohnston

&Murphy

owners

alsoappreciate

these

key

attributes,indicating

Johnston

&Murphyexudesthese

qualities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatJohnston&Murphyenthusiastsare

least

focused

on

aresocial

responsibility

and

inclusiveness.ReliabilityExclusivityJohnston

&Murphy

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.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=42,

Johnston

&Murphy

owners’,n=52,

Johnston

&Murphy

enthusiast,

n=1,186,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Johnston

&

Murphy

fans,

50%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?62%50%47%40%38%33%31%31%27%26%20%20%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=52,

Johnston

&Murphy

enthusiast,

n=1,186,

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.1162%

of

Johnston

&

Murphy

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinthe

United

Statesis61%.

Awareness

ofJohnston

&Murphy,however,

is

at25%.Awareness17%

ofU.S.

shoe

owners

say

theylikeJohnston

&Murphy,compared

toanindustryaverage

brandpopularity

of33%.14%

ofindustryowners

inthe

United

Statessay

theyown

Johnston

&Murphy,withtheaverage

ownershipof

abrand

at25%.BuzzPopularity62%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of74%.Johnston

&Murphy

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

22%.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=1,249,

all

respondents

(awareness),

n=311,

respondents

who

know

the

individual

brand

(popularity),

n=311,

respondents

who

knowthe

individual

brand

(ownership),

n=42,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=311,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnston

&

Murphy

ranks

outside

the

Top

10

in

awareness

within

the

shoemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJohnston

&MurphyRank#

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.1Nike95%94%91%88%88%84%84%82%73%59%2adidas25%3Puma4SKECHERSConverseVans5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Crocs75%8TimberlandUGGOutofallrespondents,

25%

were

aware

of

Johnston&Murphy.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10SteveMadden13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Johnston

&

Murphy

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJohnston

&MurphyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike68%58%46%45%39%37%37%37%34%32%17%2adidas3SKECHERSConverseVans4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

Johnston

&Murphy.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Puma7UGG8TimberlandCrocs83%9PopularityN/A10HeyDude14

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=311,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnston

&

Murphy

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofJohnston

&MurphyRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1Nike14%2adidas44%3SKECHERSConverseCrocs34%Outofconsumers

who

knew

thebrand,

14%

saidtheyowned

Johnston

&Murphy.Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.431%531%6UGG28%7HeyDudeVans27%827%86%9TimberlandPuma26%UsageN/A1024%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=311,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Johnston

&

Murphy

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJohnston

&Murphy’sconsumersRank#

BrandLoyalty

%86%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%3UGG82%38%4TimberlandConverseHeyDudeVans81%580%680%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.779%8SKECHERSPuma79%978%Outofrespondents

whohaveowned

Johnston

&Murphy,62%

saidtheywould

purchasethebrandagain.LoyaltyN/A10Birkenstock76%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=42,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Johnston

&

Murphy

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJohnston

&MurphyRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike14%2adidas40%3SKECHERSCrocs34%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutJohnston

&Murphyinthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.430%5HeyDudeConverseUGG29%627%725%8Puma21%86%9Vans19%BuzzN/A10Birkenstock18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=311,

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

andunlocknewgrowthop