全文可编辑-Brand KPIs for outdoor fashion Patagonia in Germany-外文版培训课件（2025.2）.ppt

CONSUMERBRAND

BrandKPIsforoutdoorfashion:PatagoniainGermany

ConsumerInsightsreport

October2024

DiscoveryourBrandKPIscores.Benchmarkagainstcompetitorsandmeasureyourbrand’smarketimpact

Introduction:studydetails

ThereportMethodology

ThisreporthasbeencreatedusingthedatafromStatista’sConsumerInsightsBrandKPIs.Thereportprovidesyouwithkeyconsumerinsightsandbenchmarksforabrand’sperformanceagainsttheindustryoverallandtheircompetitors.

Ourdataallowsyoutomeasureeachbrand’spositioninthemarketbycreatingaprofileusingStatista’s5keyperformanceindicators.Whichare:awareness,popularity,ownership,loyalty,andmediabuzz.

ThisreportisbasedonPatagonia’sperformanceintheoutdoorfashionmarket.

IfyouwouldliketofindoutmoreabouttheConsumerInsightsatStatistaortheBrandProfiler,pleaseclickthelinkbelow.

Design:OnlineSurvey

Duration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Regions:Brazil,Germany,India,Mexico,U.S.andUKNumberofrespondents:approx.2500

Sample:Internetusers,aged18-64,quotassetongenderandage

Fieldwork:February-March2024

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Notes:Forthisreport“Usage”indicatesthespecific“Ownership”

Sources:StatistaConsumerInsightsGlobal,asofOctober2024

77%ofPatagoniaownersdisplayloyaltytowardsthebrandIntroduction:keyinsights

Whodoesthebrandappealto?

•Patagonia’sbrandingresonatesmorewithGenX•Patagoniagenerallyappealstowomenmorethan

men

•AmongPatagoniaenthusiasts,48%fallunderthehigh-incomecategory

•Consumerswanttheiroutdoorfashionbrandstohavehighvalue,reliability,andcoolness

Howdoesthebrandperforminthemarket?•PatagoniaranksoutsidetheTop10inawarenesswithintheoutdoorfashionmarket

•ThepopularityratingofPatagoniais31%

•PatagoniaranksoutsidetheTop10inownership•Intermsofloyalty,Pat