Brand KPIs for fashion online shops：Marks Spencer in India-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:Marks

&

Spencer

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.

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

Marks

&Spencer’sperformance

inthe

fashiononline

shop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Marks

&

Spencer

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Marks&Spencer’s

brandingresonates

more

with•Marks&Spencer

rankseighth

inawareness

withinMillennialsthe

fashion

onlineshop

market•Marks&Spencer

generally

appealstomen

morethan

women•Thepopularity

ratingof

Marks&Spencer

is41%•Marks&Spencer

rankseighth

inusage•Among

Marks&Spencer

enthusiasts,49%

fallunderthe

high-income

category•Interms

of

loyalty,Marks

&Spencer

is

sixthinIndia•Marks&Spencer

hasascore

of33%

formedia

buzz•Consumers

want

theirfashiononline

shopbrandstohavecoolness,

authenticity,andhonesty

/trustworthiness3Sources:

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

Marks

&

Spencerat

79%Brand

profile:

snapshotBrand

performance

of

Marks&SpencerinIndia79%65%41%33%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=806,

respondents

who

know

the

individual

brand

(popularity),

n=806,

respondentswho

know

the

individual

brand

(usage),

n=247,

respondents

who

have

used

the

individual

brand

(loyalty),

n=806,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Marks

&

Spencer’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMarks

&Spencer

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMarks

&Spencer

islikedby0%

ofBabyboomers

and

13%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.36%ForMillennials

andGen

Z,

50%

and

36%

feel

positivelytowards

Marks

&Spencer,

versus

44%

and44%.

Socurrently,

forMarks&Spencer,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.13%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=330,

Marks

&Spencer

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Marks

&

Spencergenerally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Marks

&Spencer

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%15%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Marks&Spencer

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.40%60%43%57%56%

ofmen

likeMarks

&Spencercompared

to

43%

of

women,

whereasfortheoverall

industry,60%

of

men

usefashiononline

shopscompared

to40%of

women.82%12%

ofMarks

&Spencer

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to15%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

fashion

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=330,

Marks&Spencer

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Marks

&

Spencer

enthusiasts,

49%

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.2%4%Single38%4%5%CoupleSingleparentNuclear49%49%

ofMarks

&Spencer

enthusiastsarefrom

high-income

households.Marks

&Spencer’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,42%

ofMarks

&Spencer

enthusiastshavethiscurrent

livingsituation.3%3%23%19%30%32%32%Multi-generational42%30%26%ExtendedOther37%19%0%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

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=330,

Marks&Spencer

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

fashion

online

shop

brands

to

have

coolness,authenticity,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

fashion

online

shop

brandsForfashion

onlineshops,thetopthreequalitiesusers

want

from

abrand

arecoolness,

authenticity,andhonesty

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

&Spencer

users

alsoappreciatethese

key

attributes,indicatingMarks&Spencer

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatMarks&Spencerenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityMarks

&Spencer

should

work

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

fashion

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=247,

Marks&Spencer

users’,n=330,

Marks&Spencer

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Marks

&

Spencer

fans,

67%

state

that

they

get

excited

about

fashiononline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?67%62%61%60%58%51%48%47%45%45%36%32%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutfashiononlineshopsIliketotalkabouttopicsrelating

tofashiononlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

fashion

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=330,

Marks&Spencerenthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Marks

&

Spencer

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinIndiais69%.

Awareness

ofMarks

&Spencer,

however,

isat65%.Awareness41%

ofIndianfashiononline

shopusers

saytheylikeMarks

&Spencer,

compared

to

anindustryaveragebrandpopularityof

47%.31%

ofindustryusers

inIndiasaythey

useMarks&Spencer,

with

theaverage

usageof

abrand

at39%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

79%.Marks

&Spencer

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of33%compared

to

40%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=806,

respondents

who

know

the

individual

brand

(popularity),

n=806,

respondentswho

know

the

individual

brand

(usage),

n=247,

respondents

who

have

used

the

individual

brand

(loyalty),

n=806,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Marks

&

Spencerranks

eighth

in

awareness

within

the

fashion

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMarks

&SpencerRank#

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.1Ajio92%90%86%84%80%72%69%65%45%40%2Jockey3LifestyleH&M35%45FirstCryUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Shoppers

StopWestsideMarks

&SpencerRareRabitMirraw65%78Outofallrespondents,

65%

were

aware

of

Marks&Spencer.

Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

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

Marks

&

Spenceris

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMarks

&SpencerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ajio71%66%65%58%49%43%42%41%32%26%2Jockey3H&M41%4LifestyleFirstCryOutofconsumers

who

knew

thebrand,

41%

saidtheyliked

Marks

&Spencer.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.56Shoppers

StopWestsideMarks

&SpencerRareRabitMirraw59%789PopularityN/A1014

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=806,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Marks

&

Spencerranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMarks

&SpencerRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

fashiononlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Ajio2Jockey61%31%3H&M54%Outofconsumers

who

knew

thebrand,

31%

saidtheyused

Marks&Spencer.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4LifestyleWestsideFirstCry46%538%638%7Shoppers

StopMarks

&SpencerRareRabitMirraw34%69%831%925%UsageN/A1019%15

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=806,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Marks

&

Spencer

is

sixth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMarks

&Spencer’sconsumersRank#

BrandLoyalty

%89%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.1Ajio21%2H&M87%3Jockey84%4WestsideFirstCry83%579%6Marks

&SpencerLifestyle79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

fashion

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.778%8Shoppers

StopNNNOWRareRabit76%79%973%Outofrespondents

whohaveused

Marks

&Spencer,79%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=247,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Marks

&

Spencerhas

a

score

of

33%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMarks

&SpencerRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ajio2Jockey60%33%3H&M59%Outofconsumers

who

knew

thebrand,

33%

saidtheyhadheardaboutMarks

&Spencer

inthemedia.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.4FirstCry51%5LifestyleMarks

&SpencerShoppers

StopRareRabitWestsideMirraw43%633%67%730%828%926%BuzzN/A1023%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=806,

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

andunlocknewgrowthopportunitie