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

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Confidential

Couture

inIndiaConsumer

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

ConfidentialCouture’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

202464%

of

Confidential

Couture

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to??ConfidentialCouture’s

branding

resonates

more

with

?ConfidentialCouturerankstenthinawareness

withinMillennials

the

second-hand

apparel

online

shopmarketHow

doesthebrandperform

inthemarket??ConfidentialCouturegenerally

appealstomen

more

?Thepopularity

ratingof

ConfidentialCoutureis24%than

women?ConfidentialCoutureranksninth

inusage?Among

ConfidentialCoutureenthusiasts,50%

fallunderthe

high-income

category?Interms

of

loyalty,ConfidentialCouture

isoutsidetheTop

10

inIndia?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havehonesty

/trustworthiness,friendliness,

andcoolness?ConfidentialCouturehasascore

of

26%

for

mediabuzz3Sources:

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

Confidential

Couture

at

64%Brand

profile:

snapshotBrand

performance

of

Confidential

Couture

inIndia64%40%26%24%20%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=502,

respondents

who

know

the

individual

brand

(popularity),

n=502,respondents

who

know

the

individual

brand

(usage),

n=100,

respondents

who

have

used

the

individual

brand

(loyalty),

n=502,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Confidential

Couture’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

likeConfidentialCouture

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatConfidentialCoutureislikedby0%

of

Babyboomers

and

8%

of

Gen

Xers,

whereasthe

total

shareof

industryusers

is0%

and

11%,respectively.44%39%ForMillennials

andGen

Z,

52%

and

39%

feel

positivelytowards

Confidential

Couture,versus

44%

and

45%.

Socurrently,

forConfidentialCouture,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.11%8%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=122,

Confidential

Couture

enthusiast,

n=1,119,

second-hand

apparelonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Confidential

Couture

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ConfidentialCoutureshows

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,

ConfidentialCouturehasahigherproportion

ofLGBTQIA+17%78%21%41%59%45%55%55%

ofmen

likeConfidentialCouturecompared

to

45%

of

women,

whereasfortheoverall

industry,59%

of

men

usesecond-hand

apparel

onlineshopscompared

to

41%

of

women.consumers

when

compared

totheindustryusers

ingeneral.76%21%

ofConfidential

Coutureenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to17%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=122,

Confidential

Couture

enthusiast,

n=1,119,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Confidential

Couture

enthusiasts,

50%

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.7%5%Single37%2%5%CoupleSingleparentNuclear50%50%

ofConfidential

Coutureenthusiastsarefrom

high-income

households.ConfidentialCouture’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

amulti-generationalhousehold,

44%

ofConfidential

Coutureenthusiastshavethiscurrent

livingsituation.3%4%30%34%20%18%34%Multi-generational44%29%25%ExtendedOther37%17%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

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=122,

Confidential

Couture

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%ConfidentialCouture

users

alsoappreciate

these

key

attributes,indicating

Confidential

Coutureexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatConfidentialCoutureenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessConfidentialCouture

shouldwork

onpromoting

friendliness

toconvertenthusiastsintoowners.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=100,

Confidential

Couture

users’,n=122,

Confidential

Couture

enthusiast,n=1,119,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Confidential

Couture

fans,

48%

state

that

they

get

excited

about

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?57%57%52%50%48%48%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=122,Confidential

Couture

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.1164%

of

Confidential

Couture

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinIndiais60%.Awareness

ofConfidentialCouture,

however,

isat40%.Awareness24%

ofIndiansecond-hand

apparel

onlineshop

userssaythey

likeConfidential

Couture,compared

toanindustryaverage

brand

popularity

of39%.BuzzPopularity20%

ofindustryusers

inIndiasaythey

useConfidentialCouture,

withtheaverage

usageof

abrandat32%.64%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.ConfidentialCouture

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

26%

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=502,

respondents

who

know

the

individual

brand

(popularity),

n=502,respondents

who

know

the

individual

brand

(usage),

n=100,

respondents

who

have

used

the

individual

brand

(loyalty),

n=502,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Confidential

Couture

ranks

tenth

in

awareness

within

the

second-hand

apparelonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofConfidential

CoutureRank#

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%2OLX3eBay40%4Quikr5EtsyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Luxepolis60%7ReTag8Bombay

ClosetCleanseVintedOutofallrespondents,

40%

were

aware

ofConfidentialCouture.

Thisranksthemtenthcomparedtootherbrandssurveyed

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

Confidential

Couture

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofConfidential

CoutureRank#

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%24%2Meesho3eBay4QuikrOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

ConfidentialCouture.

Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.5Etsy6Bombay

ClosetCleanseReTag776%8Etashee9Confidential

CoutureLuxepolisPopularityN/A1014

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=502,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Confidential

Couture

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofConfidential

CoutureRank#

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?”.1Meesho20%2OLX60%3eBay38%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

ConfidentialCouture.

Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.4Quikr34%5Etsy27%6Bombay

ClosetCleanseLuxepolis26%721%8Etashee21%80%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=502,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Confidential

Couture

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofConfidential

Couture’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.1Meesho2OLX86%3Bombay

Closet

Cleanse83%36%4ReTagVintedeBay74%573%673%64%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%968%Outofrespondents

whohaveused

ConfidentialCouture,64%

saidthey

would

usethebrandagain.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=100,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Confidential

Couture

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofConfidential

CoutureRank#

BrandBuzz%77%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Meesho2OLX64%26%3eBay48%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutConfidential

Coutureinthe

media.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.4Quikr42%5Etsy34%6Bombay

ClosetCleanseConfidential

CoutureEtashee31%726%74%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=502,

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

exclusiveSt