Brand KPIs for second-hand apparel online shops Beyond Retro in the United States-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Beyond

Retro

in

theUnited

StatesConsumer

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

Beyond

Retro’s

performance

inthe

second-hand

apparel

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202487%

of

Beyond

Retro

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Beyond

Retro’s

brandingresonates

more

withGen

X?Beyond

Retro

ranksoutsidetheTop10

inawarenesswithin

the

second-hand

apparel

onlineshop

market?Beyond

Retro

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Beyond

Retro

is

25%?Among

Beyond

Retro

enthusiasts,63%

fallunderthe

?Beyond

Retro

ranksninth

inusagehigh-income

category?Interms

of

loyalty,Beyond

Retro

issecond

intheUnited

States?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

haveauthenticity,honesty

/trustworthiness,

andreliability?Beyond

Retro

hasascore

of

25%

formedia

buzz3Sources:

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

Beyond

Retro

at

87%Brand

profile:

snapshotBrand

performance

of

BeyondRetro

intheUnitedStates87%25%25%20%18%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=220,

respondents

who

know

the

individual

brand

(popularity),

n=220,respondents

who

know

the

individual

brand

(usage),

n=45,

respondents

who

have

used

the

individual

brand

(loyalty),

n=220,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Beyond

Retro’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBeyond

Retro

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBeyond

Retro

islikedby6%of

Baby

boomersand35%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and25%,

respectively.33%28%26%25%ForMillennials

andGen

Z,

26%

and

33%

feel

positivelytowards

Beyond

Retro,

versus

40%

and

28%.

Socurrently,

forBeyond

Retro,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.7%6%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=54,

BeyondRetroenthusiast,

n=881,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Beyond

Retro

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Beyond

Retro

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.10%87%13%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Beyond

Retro

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.19%81%48%52%81%

ofmen

likeBeyond

Retro

comparedto19%

of

women,

whereas

fortheoverall

industry,52%

ofmen

usesecond-hand

apparel

onlineshopscompared

to

48%

of

women.87%13%

ofBeyond

Retro

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%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=54,

Beyond

Retroenthusiast,

n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongBeyond

Retro

enthusiasts,

63%

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.26%22%Single38%7%CoupleSingleparentNuclear63%

ofBeyond

Retro

enthusiastsarefrom

high-income

households.Beyond

Retro’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofBeyond

Retro

enthusiastshavethiscurrent

living

situation.16%63%11%10%39%33%29%23%Multi-generational4%4%24%11%ExtendedOther18%12%2%7%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=54,

Beyond

Retroenthusiast,

n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

haveauthenticity,

honesty

/

trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandareauthenticity,honesty

/trustworthiness,

andreliability.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%Beyond

Retro

users

alsoappreciatethese

key

attributes,indicatingBeyondRetro

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBeyond

Retroenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityBeyond

Retro

shouldwork

onpromotingsustainabilityto

convert

enthusiastsintoowners.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=45,

Beyond

Retrousers’,n=54,

Beyond

Retroenthusiast,

n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongBeyond

Retro

fans,

48%

state

that

they

get

excited

about

second-handapparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?48%48%48%48%46%43%33%30%29%26%25%22%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=54,BeyondRetroenthusiast,

n=881,

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.1187%

of

Beyond

Retro

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinthe

United

Statesis43%.

Awareness

ofBeyond

Retro,

however,

isat18%.Awareness25%

ofU.S.

second-hand

apparel

onlineshop

userssaythey

likeBeyond

Retro,

compared

to

anindustryaverage

brand

popularity

of32%.BuzzPopularity20%

ofindustryusers

intheUnitedStatessaythey

useBeyond

Retro,

with

the

average

usageofabrandat23%.87%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Beyond

Retro

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

26%.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=220,

respondents

who

know

the

individual

brand

(popularity),

n=220,respondents

who

know

the

individual

brand

(usage),

n=45,

respondents

who

have

used

the

individual

brand

(loyalty),

n=220,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Beyond

Retro

ranks

outside

the

Top

10

in

awareness

within

the

second-handapparel

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBeyond

RetroRank#

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.1eBay91%82%77%70%67%41%34%25%25%24%18%2Etsy3GoodwillUrban

OutfittersPoshmarkThredUpTheRealRealDepop45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

18%

were

aware

of

BeyondRetro.

Thisranksthem

outsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.82%9GoodfairAwarenessN/A1013

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

Beyond

Retro

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBeyond

RetroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Goodwill52%52%46%36%32%31%30%30%27%27%2eBay25%3Etsy4PoshmarkTheRealRealThredUpOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Beyond

Retro.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.567Luxury

Garage

SaleUrban

OutfittersFASHIONPHILEDepop75%89PopularityN/A1014

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=220,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Beyond

Retro

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBeyond

RetroRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1eBay20%2GoodwillEtsy39%333%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

Beyond

Retro.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.4PoshmarkDepop23%522%6Luxury

Garage

SaleGoodfairThredUpBeyond

RetroFARFETCH22%721%821%80%920%UsageN/A1019%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=220,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Beyond

Retro

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBeyondRetro’s

consumersRank#

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.1Urban

Outfitters13%2Beyond

RetroGoodwillPoshmarkeBay87%386%484%582%6Etsy82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7FARFETCHTheRealRealThredUp80%880%87%979%Outofrespondents

whohaveused

Beyond

Retro,

87%saidthey

would

usethebrand

again.LoyaltyN/A1072%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=45,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Beyond

Retro

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBeyondRetroRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay2Etsy41%25%3PoshmarkTheRealRealDepop35%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutBeyond

Retro

inthemedia.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.434%529%6Beyond

RetroGoodwill25%725%75%8Luxury

Garage

SaleGoodfair24%923%BuzzN/A10FASHIONPHILE22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=220,

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

exclusiveStatista

surveys.

Leverage