Brand KPIs for second-hand apparel online shops Bombay Closet Cleanse in India-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Bombay

Closet

Cleansein

IndiaConsumer

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

Bombay

Closet

Cleanse’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

202483%

of

Bombay

Closet

Cleanse

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Bombay

Closet

Cleanse’s

brandingresonates

more?Bombay

Closet

Cleanse

rankseighth

inawarenesswith

Millennialswithin

the

second-hand

apparel

onlineshop

market?Bombay

Closet

Cleanse

generally

appealstomen?Thepopularity

ratingof

Bombay

Closet

Cleanse

ismore

than

women34%?Among

Bombay

Closet

Cleanse

enthusiasts,47%

fall?Bombay

Closet

Cleanse

rankssixthinusageunderthe

high-income

category?Interms

of

loyalty,Bombay

Closet

Cleanseis

third

in?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havehonesty

/trustworthiness,friendliness,

andcoolnessIndia?Bombay

Closet

Cleanse

hasascore

of31%

formediabuzz3Sources:

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

Bombay

Closet

Cleanse

at

83%Brand

profile:

snapshotBrand

performance

of

Bombay

Closet

Cleanse

inIndia83%44%34%31%26%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=546,

respondents

who

know

the

individual

brand

(popularity),

n=546,respondents

who

know

the

individual

brand

(usage),

n=141,

respondents

who

have

used

the

individual

brand

(loyalty),

n=546,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Bombay

Closet

Cleanse’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations52%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBombay

Closet

Cleansebygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatBombay

Closet

Cleanse

isliked

by0%

of

Babyboomers

and

9%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is0%

and11%,

respectively.44%39%ForMillennials

andGen

Z,

52%

and

39%

feel

positivelytowards

Bombay

Closet

Cleanse,versus

44%

and45%.Socurrently,

forBombay

Closet

Cleanse,

Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.11%9%0%

0%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=185,

Bombay

ClosetCleanse

enthusiast,

n=1,119,

second-hand

apparelonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Bombay

Closet

Cleanse

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Bombay

Closet

Cleanseshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Bombay

Closet

Cleanse

hasahigherproportion

ofLGBTQIA+17%78%24%42%58%41%59%57%

ofmen

likeBombay

Closet

Cleansecompared

to

42%

of

women,

whereasfortheoverall

industry,59%

of

men

usesecond-hand

apparel

onlineshopscompared

to

41%

of

women.consumers

when

compared

totheindustryusers

ingeneral.72%24%

ofBombay

Closet

Cleanseenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

17%

among

industryusersoverall.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=185,

Bombay

Closet

Cleanse

enthusiast,

n=1,119,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Bombay

Closet

Cleanse

enthusiasts,

47%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%5%Single37%2%5%CoupleSingleparentNuclear47%47%

ofBombay

Closet

Cleanseenthusiastsare

from

high-incomehouseholds.Bombay

Closet

Cleanse’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

amulti-generationalhousehold,

41%

ofBombay

ClosetCleanse

enthusiastshavethiscurrentlivingsituation.6%4%30%34%17%18%36%Multi-generational41%29%29%ExtendedOther37%17%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

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=185,

Bombay

Closet

Cleanse

enthusiast,

n=1,119,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

havehonesty

/

trustworthiness,

friendliness,

and

coolnessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandarehonesty

/trustworthiness,friendliness,

andcoolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Bombay

Closet

Cleanse

users

alsoappreciate

these

key

attributes,indicating

Bombay

Closet

Cleanseexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBombay

ClosetCleanse

enthusiastsare

least

focused

onarethrill

/excitement

and

inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessBombay

Closet

Cleanse

shouldwork

onpromoting

highvalueto

convertenthusiastsintoowners.HighvalueHonesty/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=141,

Bombay

Closet

Cleanse

users’,n=185,

Bombay

ClosetCleanseenthusiast,

n=1,119,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Bombay

Closet

Cleanse

fans,

42%

state

that

they

get

excited

aboutsecond-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?58%55%51%51%44%42%39%37%35%35%34%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=185,Bombay

Closet

Cleanse

enthusiast,

n=1,119,

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.1183%

of

Bombay

Closet

Cleanse

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinIndiais60%.Awareness

ofBombay

Closet

Cleanse,

however,

isat44%.Awareness34%

ofIndiansecond-hand

apparel

onlineshop

userssaythey

likeBombay

Closet

Cleanse,compared

toanindustryaverage

brand

popularity

of39%.BuzzPopularity26%

ofindustryusers

inIndiasaythey

useBombayCloset

Cleanse,with

the

average

usageof

abrand

at32%.83%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Bombay

Closet

Cleanse

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

31%

compared

to37%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=546,

respondents

who

know

the

individual

brand

(popularity),

n=546,respondents

who

know

the

individual

brand

(usage),

n=141,

respondents

who

have

used

the

individual

brand

(loyalty),

n=546,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Bombay

Closet

Cleanse

ranks

eighth

in

awareness

within

the

second-handapparel

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBombay

Closet

CleanseRank#

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.1Meesho96%92%87%77%55%46%45%44%41%40%2OLX3eBay4Quikr44%5EtsyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6Luxepolis7ReTag8Bombay

ClosetCleanseVintedOutofallrespondents,

44%

were

aware

of

BombayCloset

Cleanse.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.9AwarenessN/A10Confidential

Couture13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Bombay

Closet

Cleanse

is

34%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBombay

Closet

CleanseRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1OLX75%72%55%46%36%34%25%25%24%24%2Meesho34%3eBay4QuikrOutofconsumers

who

knew

thebrand,

34%

saidtheyliked

Bombay

Closet

Cleanse.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.5Etsy6Bombay

ClosetCleanseReTag66%78Etashee9Confidential

CoutureLuxepolisPopularityN/A1014

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=546,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Bombay

Closet

Cleanse

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBombay

Closet

CleanseRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1Meesho2OLX60%26%3eBay38%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

Bombay

Closet

Cleanse.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4Quikr34%5Etsy27%6Bombay

ClosetCleanseLuxepolis26%721%74%8Etashee21%9Confidential

CoutureReTag20%UsageN/A1018%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=546,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Bombay

Closet

Cleanse

is

third

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBombay

Closet

Cleanse’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.1Meesho17%2OLX86%3Bombay

Closet

Cleanse83%4ReTagVintedeBay74%573%673%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7Quikr72%8LuxepolisEtasheeEtsy71%83%968%Outofrespondents

whohaveused

Bombay

ClosetCleanse,

83%

saidtheywould

usethe

brandagain.LoyaltyN/A1065%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=141,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Bombay

Closet

Cleanse

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBombay

Closet

CleanseRank#

BrandBuzz%77%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Meesho2OLX64%31%3eBay48%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutBombay

Closet

Cleanse

inthemedia.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.4Quikr42%5Etsy34%6Bombay

ClosetCleanseConfidential

CoutureEtashee31%726%69%826%9Luxepolis24%BuzzN/A10ReTag21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=546,

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

tostreamlinedmarketresearchtoolsandallresultsof