Brand KPIs for shoes West Coast in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

shoes:

West

Coast

inBrazilConsumer

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

West

Coast’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,

asofDecember202480%

of

West

Coast

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??West

Coast’sbrandingresonates

more

with

Gen

X?West

Coast

ranksoutside

the

Top

10

inawarenesswithin

the

shoe

market?West

Coast

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

West

Coast

is29%?Among

West

Coast

enthusiasts,42%

fallunderthe?West

Coast

ranksoutside

the

Top

10

inownershiphigh-income

category?Interms

of

loyalty,West

Coastisoutside

the

Top

10

in?Consumers

want

theirshoe

brandsto

haveBrazilauthenticity,reliability,

and

honesty

/trustworthiness?West

Coast

hasascore

of

11%

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

for

West

Coast

at

80%Brand

profile:

snapshotBrand

performance

of

WestCoast

inBrazil80%51%29%16%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=640,

respondents

who

know

the

individual

brand

(popularity),

n=640,

respondents

who

knowthe

individual

brand

(ownership),

n=100,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=640,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024WestCoast’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%38%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWest

Coastbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatWest

Coastislikedby7%

of

Babyboomers

and38%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is5%

and

26%,

respectively.31%26%ForMillennials

andGen

Z,

43%

and

12%

feel

positivelytowards

West

Coast,versus

38%

and31%.

Socurrently,forWest

Coast,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%7%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=184,

WestCoastenthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024West

Coast

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

West

Coastshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

West

Coast

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.30%70%70%

ofmen

likeWest

Coastcompared

to30%

ofwomen,

whereas

fortheoverallindustry,52%

of

women

own

shoescompared

to

48%

of

men.52%48%90%86%10%

ofWest

Coastenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

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=184,

WestCoastenthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

West

Coast

enthusiasts,

42%

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.9%8%Single34%33%33%12%16%42%CoupleSingleparentNuclear42%

ofWest

Coastenthusiastsarefromhigh-income

households.West

Coast’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

47%

of

West

Coastenthusiastshavethiscurrent

livingsituation.7%8%47%34%35%Multi-generational9%8%16%24%ExtendedOther23%1%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=184,

WestCoast

enthusiast,

n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

authenticity,

reliability,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

authenticity,reliability,

and

honesty

/trustworthiness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessWest

Coastowners

also

appreciatethesekey

attributes,indicating

West

Coastexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatWest

Coastenthusiastsare

least

focused

on

arehighvalueand

cleverness.ReliabilityExclusivityWest

Coastshouldwork

on

promotingsustainabilityto

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=100,

WestCoastowners’,n=184,

WestCoastenthusiast,n=1,221,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

West

Coast

fans,

54%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?57%54%46%44%44%38%37%36%32%30%28%28%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=184,

WestCoast

enthusiast,

n=1,221,

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.1180%

of

West

Coast

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinBrazil

is

69%.

Awareness

of

West

Coast,however,

is

at51%.Awareness28%

ofBrazilian

shoe

owners

saytheylikeWest

Coast,compared

to

anindustryaverage

brandpopularity

of40%.16%

ofindustryowners

inBrazil

say

theyown

WestCoast,withtheaverage

ownership

of

abrandat28%.BuzzPopularity80%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of80%.West

Coasthasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=640,

respondents

who

know

the

individual

brand

(popularity),

n=640,

respondents

who

knowthe

individual

brand

(ownership),

n=100,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=640,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024West

Coast

ranks

outside

the

Top

10

in

awareness

within

the

shoe

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWest

CoastRank#

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.1adidas98%98%97%96%89%81%79%71%68%64%2Nike3Puma4HavaianasMelissaArezzo49%551%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67VizzanoPiccadillyViaMarteFerracini8Outofallrespondents,

51%

were

aware

of

West

Coast.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

West

Coast

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWestCoastRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike75%71%66%52%47%42%41%38%36%34%2adidas29%3HavaianasPuma4Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

West

Coast.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5VizzanoArezzo67ViaMartePiccadillyMelissaSchutz71%89PopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=640,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024West

Coast

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofWestCoastRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1HavaianasNike16%260%3adidas57%Outofconsumers

who

knew

thebrand,

16%

saidtheyowned

West

Coast.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.4VizzanoPuma38%529%6ViaMarteArezzo29%728%8MelissaPiccadillyFerracini28%84%924%UsageN/A1023%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=640,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

West

Coast

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWestCoast’s

consumersRank#

BrandLoyalty

%88%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.1Nike20%2adidas88%3Schutz86%4HavaianasAnacapriMelissaArezzoFerraciniPuma86%583%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.783%883%80%982%Outofrespondents

whohaveowned

West

Coast,80%saidthey

would

purchasethebrandagain.LoyaltyN/A10Vizzano82%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=100,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024West

Coast

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWestCoastRank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HavaianasNike11%262%3adidas61%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutWest

Coastinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Puma33%5Arezzo30%6MelissaVizzanoViaMarteDemocrataSchutz30%724%823%89%921%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=640,

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.?

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