Brand KPIs for sneakers dc shoes in Mexico-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sneakers:

DC

Shoes

inMexicoConsumer

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

DCShoes’

performance

inthesneaker

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,

asofDecember202465%

of

DC

Shoes

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??DCShoes’

branding

resonates

more

with

Gen

Z?DCShoes

ranksoutsidetheTop10

inawarenesswithin

the

sneaker

market?DCShoes

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

DCShoesis

25%?Among

DCShoesenthusiasts,33%

fallunderthe?DCShoes

ranksoutsidetheTop10

inownershiphigh-income

category?Interms

of

loyalty,DCShoes

isoutside

the

Top

10

in?Consumers

want

theirsneaker

brandstohaveMexicoauthenticity,reliability,

and

innovation?DCShoes

hasascore

of

18%

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

DC

Shoes

at

65%Brand

profile:

snapshotBrand

performance

of

DCShoesinMexico65%61%25%18%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=762,

respondents

who

know

the

individual

brand

(popularity),

n=762,

respondents

whoknow

the

individual

brand(ownership),

n=102,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=762,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DC

Shoes’

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDCShoes

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatDCShoes

islikedby1%

of

Babyboomers

and

9%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and24%,

respectively.38%34%24%ForMillennials

andGen

Z,

46%

and

44%

feel

positivelytowards

DCShoes,

versus

38%

and

34%.

Socurrently,forDCShoes,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.9%4%1%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=189,

DCShoes

enthusiast,

n=1,215,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024DC

Shoes

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

DCShoes

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

DCShoes

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%57%

ofmen

likeDCShoes

compared

to42%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

own

sneakerscompared

to

49%

of

men.51%49%87%88%9%

of

DCShoesenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=189,

DCShoesenthusiast,

n=1,215,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

DC

Shoes

enthusiasts,

33%

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.3%6%Single33%32%36%31%16%15%CoupleSingleparentNuclear33%

ofDC

Shoesenthusiastsarefromhigh-income

households.DCShoes’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

16%

ofDCShoesenthusiastshavethiscurrent

livingsituation.4%5%36%36%35%Multi-generational11%10%24%24%31%ExtendedOther6%4%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

sneakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=189,

DC

Shoes

enthusiast,

n=1,215,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sneaker

brands

to

have

authenticity,

reliability,

andinnovationBrand

profile:

qualitiesQualitiesownerswant

from

sneakerbrandsForsneakers,

thetopthree

qualitiesowners

want

from

abrand

areauthenticity,reliability,

and

innovation.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessDCShoes

owners

alsoappreciate

thesekey

attributes,indicating

DCShoesexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatDCShoesenthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityDCShoes

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sneakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosneakers,whichofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosneakers,which

ofthefollowing

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=102,

DCShoes

owners’,

n=189,

DC

Shoes

enthusiast,

n=1,215,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

DC

Shoes

fans,

52%

state

that

they

get

excited

about

sneakersBrand

profile:

attitudesWhat

doconsumersthink

ofsneakersingeneral?63%53%52%43%38%36%34%24%24%23%13%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsneakers

topicsrelating

tosneakersIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sneakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

sneakers,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:

n=189,

DCShoesenthusiast,

n=1,215,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1165%

of

DC

Shoes

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sneakers,

theaverage

awareness

ofabrandinMexico

is79%.

Awareness

of

DCShoes,however,

is

at61%.Awareness25%

ofMexican

sneaker

owners

say

theylike

DCShoes,

compared

toanindustryaverage

brandpopularity

of42%.13%

ofindustryowners

inMexico

saythey

own

DCShoes,

with

the

average

ownership

ofabrandat28%.BuzzPopularity65%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of68%.DCShoes

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of18%compared

to

34%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=762,

respondents

who

know

the

individual

brand

(popularity),

n=762,

respondents

whoknow

the

individual

brand(ownership),

n=102,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=762,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DC

Shoesranks

outside

the

Top

10

in

awareness

within

the

sneaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDCShoesRank#

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%98%95%92%92%91%78%75%72%2Puma3Nike39%4ConverseFila5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Vans61%7ReebokSkechersChampionAeropostale8Outofallrespondents,

61%

were

aware

of

DCShoes.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

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

DC

Shoes

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDC

ShoesRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike83%81%64%55%50%44%40%36%36%28%2adidasPuma25%34ConverseReebokVansOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

DCShoes.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.567SkechersFila75%89New

BalanceK-SwissPopularityN/A1014

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=762,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DC

Shoesranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofDC

ShoesRank#

BrandUsage

%67%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosneakers,

which

ofthefollowing

brandsdoyou

owncurrently?”.1Nike13%2adidasPuma66%345%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

DC

Shoes.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4ConverseVans40%531%6SkechersReebokFila26%726%821%87%9New

BalanceK-Swiss19%UsageN/A1016%15

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=762,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

DC

Shoes

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDC

Shoes’

consumersRank#

BrandLoyalty

%84%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.1Nike2adidas77%3New

BalanceSkechersAsics75%35%474%570%6Vans69%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sneakers,

whichof

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.65%7ReebokConversePuma68%866%966%Outofrespondents

whohaveowned

DCShoes,

65%saidthey

would

purchasethebrandagain.LoyaltyN/A10Aeropostale66%16

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=102,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024DC

Shoes

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDC

ShoesRank#

BrandBuzz%72%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas18%2Nike71%3Puma50%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutDC

Shoesinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4ConverseSkechersReebokNew

BalanceVans49%537%634%729%827%82%9Fila26%BuzzN/A10Aeropostale21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=762,

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.?

Identifyandunderstandyourcoreaudiences