Brand KPIs for second-hand apparel online shops Brechó da Poppi in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Brechó

da

Poppi

inBrazilConsumer

Insights

reportOctober2024Discover

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

Brechó

daPoppi’sperformance

inthe

second-hand

apparel

onlineshopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202474%

of

Brechó

da

Poppi

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Brechó

da

Poppi’sbrandingresonates

with?Brechó

da

Poppi

ranksninth

inawareness

withintheMillennials

similarly

to

other

brandsinthe

industrysecond-hand

apparel

onlineshop

market?Brechó

da

Poppi

generally

appealsto

women

morethan

men?Thepopularity

ratingof

Brechó

daPoppiis36%?Brechó

da

Poppi

rankseighthinusage?Among

Brechó

daPoppienthusiasts,28%

fallunderthe

high-income

category?Interms

of

loyalty,Brechó

daPoppiisninth

inBrazil?Brechó

da

Poppi

hasascore

of

27%

formedia

buzz?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

haveauthenticity,reliability,

andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Brechó

da

Poppi

at

74%Brand

profile:

snapshotBrand

performance

of

BrechódaPoppi

inBrazil74%36%27%25%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=263,

respondents

who

know

the

individual

brand

(popularity),

n=263,respondents

who

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=263,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Brechó

da

Poppi’s

branding

resonates

with

Millennials

similarly

to

other

brandsin

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBrechó

daPoppibygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBrechó

daPoppiislikedby3%

ofBabyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

22%,

respectively.35%34%22%21%ForMillennials

andGen

Z,

41%

and

35%

feel

positivelytowards

Brechó

daPoppi,versus

40%

and

34%.

Socurrently,

forBrechó

daPoppi,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=95,

Brechóda

Poppi

enthusiast,

n=750,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Brechó

da

Poppi

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Brechó

daPoppishowsthatwomen

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,

Brechó

da

Poppi

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%53%47%51%

ofwomen

likeBrechó

daPoppicompared

to

49%

of

men,whereas

forthe

overall

industry,53%

of

women

usesecond-hand

apparel

onlineshopscompared

to

47%

of

men.87%89%8%

of

Brechó

daPoppienthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=95,

Brechóda

Poppi

enthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Brechó

da

Poppi

enthusiasts,

28%

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.3%8%Single28%35%31%34%11%16%CoupleSingleparentNuclear28%

ofBrechó

daPoppienthusiastsarefrom

high-income

households.Brechó

daPoppi’sbrandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

45%

ofBrechó

daPoppienthusiastshavethiscurrent

living

situation.11%9%32%45%37%Multi-generational8%9%40%19%20%ExtendedOther3%1%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

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=95,

Brechóda

Poppi

enthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

haveauthenticity,

reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandareauthenticity,reliability,

andhonesty

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

daPoppiusers

alsoappreciatethese

key

attributes,indicatingBrechódaPoppiexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBrechó

daPoppienthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityBrechó

daPoppishouldwork

onpromoting

sustainabilityto

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=66,

Brechóda

Poppi

users’,n=95,

Brechó

da

Poppi

enthusiast,

n=750,second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Brechó

da

Poppi

fans,

53%

state

that

they

get

excited

about

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?63%61%55%54%53%52%40%38%35%35%32%31%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsecond-

topicsrelating

toIliketotalkabouthand

apparelonlineshopssecond-handapparel

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

second-hand

apparel

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=95,Brechóda

Poppi

enthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Brechó

da

Poppi

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinBrazil

is33%.Awareness

ofBrechó

daPoppi,however,

is

at21%.Awareness36%

ofBrazilian

second-hand

apparel

onlineshopusers

saythey

likeBrechó

daPoppi,compared

to

anindustryaverage

brand

popularity

of41%.25%

ofindustryusers

inBrazil

saythey

useBrechó

daPoppi,with

theaverage

usageof

abrand

at30%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

81%.Brechó

daPoppihasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

30%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=263,

respondents

who

know

the

individual

brand

(popularity),

n=263,respondents

who

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=263,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Brechó

da

Poppi

ranks

ninth

in

awareness

within

the

second-hand

apparelonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBrechó

daPoppiRank#

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.1Enjoei81%36%34%32%30%29%27%21%21%21%21%2Repassa3Etiqueta

únicaGarimpário

Brechó

OnlineBrechó

Capricho

àToaYoutopia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Troc8INeed

BrechóBrechó

daPoppiPeguei

BodeOutofallrespondents,

21%

were

aware

of

Brechó

daPoppi.Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Brechó

da

Poppi

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBrechó

daPoppiRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Enjoei76%45%41%40%37%36%35%35%33%28%2Etiqueta

únicaBrechó

Capricho

àToaRepassa336%4Outofconsumers

who

knew

thebrand,

36%

saidtheyliked

Brechó

daPoppi.Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.5Peguei

BodeBrechó

daPoppiGarimpário

Brechó

OnlineINeed

BrechóYoutopia664%789PopularityN/A10Troc14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=263,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Brechó

da

Poppi

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBrechó

daPoppiRank#

BrandUsage

%57%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1Enjoei2Brechó

Capricho

àToaEtiqueta

únicaRepassa33%25%330%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

Brechó

da

Poppi.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.429%5Youtopia28%6Peguei

BodeINeed

BrechóBrechó

daPoppiTroc26%725%75%825%922%UsageN/A10Garimpário

Brechó

Online21%15

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=263,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Brechó

da

Poppi

is

ninth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBrechódaPoppi’sconsumersRank#

BrandLoyalty

%92%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.1Enjoei2Youtopia86%26%3Peguei

BodeTroc85%482%5Etiqueta

únicaBrechó

Capricho

àToaGarimpário

Brechó

OnlineRepassa81%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.779%74%878%9Brechó

daPoppiINeed

Brechó74%Outofrespondents

whohaveused

Brechó

daPoppi,74%

saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=66,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Brechó

da

Poppi

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBrechódaPoppiRank#

BrandBuzz%69%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Enjoei2Etiqueta

únicaBrechó

Capricho

àToaRepassa31%27%331%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutBrechó

daPoppiinthemedia.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.428%5Peguei

BodeBrechó

daPoppiINeed

BrechóGarimpário

Brechó

OnlineYoutopia27%627%724%73%824%920%BuzzN/A10Troc19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=263,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

e