Brand KPIs for sportswear wilson in the united states-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sportswear:

Wilson

inthe

United

StatesConsumer

Insights

reportDecember2024Discover

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Wilson’s

performance

inthesportswear

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202473%

of

Wilson

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Wilson’s

brandingresonates

more

withGen

X?Wilson

generally

appealsto

men

more

than

women?Wilson

rankstenthinawareness

within

thesportswear

market?Thepopularity

ratingof

Wilson

is

16%?Among

Wilson

enthusiasts,35%

fallunderthehigh-income

category?Wilson

ranksoutsidetheTop10

inownership?Consumers

want

theirsportswear

brandsto

have?Interms

of

loyalty,Wilson

isoutsidetheTop10

inthereliability,

authenticity,and

highvalueUnited

States?Wilson

hasascore

of

7%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

forWilson

at

77%Brand

profile:

snapshotBrand

performance

of

WilsonintheUnited

States77%73%16%10%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=962,

respondents

who

know

the

individual

brand

(popularity),

n=962,

respondents

whoknow

the

individual

brand(ownership),

n=100,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=962,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wilson’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWilson

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatWilson

islikedby10%

ofBaby

boomers

and

38%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

28%,

respectively.29%28%26%23%ForMillennials

andGen

Z,

29%

and

23%

feel

positivelytowards

Wilson,

versus

36%

and

26%.

Socurrently,

forWilson,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=158,

Wilson

enthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Wilson

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Wilson

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Wilson

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%49%51%59%

ofmen

likeWilson

compared

to41%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

own

sportswearcompared

to

49%

of

women.84%15%

ofWilson

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=158,

Wilsonenthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wilson

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.18%21%Single35%37%22%20%CoupleSingleparentNuclear35%

ofWilson

enthusiastsarefrom

high-income

households.Wilson’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

21%

ofWilsonenthusiastshavethiscurrent

livingsituation.5%9%24%22%38%33%29%Multi-generational4%6%21%16%ExtendedOther27%6%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

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=158,

Wilson

enthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sportswear

brands

to

have

reliability,

authenticity,

andhigh

valueBrand

profile:

qualitiesQualitiesownerswant

from

sportswear

brandsForsportswear,

thetopthree

qualitiesowners

want

from

abrand

are

reliability,authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessWilson

owners

alsoappreciate

these

keyattributes,indicating

Wilson

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatWilson

enthusiastsareleast

focused

onare

cleverness

andinclusiveness.ReliabilityExclusivityWilson

shouldwork

onpromoting

highvaluetoconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sportswear,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=100,

Wilson

owners’,

n=158,

Wilson

enthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wilson

fans,

34%

state

that

they

get

excited

about

sportswearBrand

profile:

attitudesWhat

doconsumersthink

ofsportswear

ingeneral?52%41%41%34%30%29%26%26%23%23%20%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsportswear

topicsrelating

tosportswearIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sportsweardo

youagree

with?”;

Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=158,

Wilson

enthusiast,

n=1,123,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Wilson

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sportswear,

theaverage

awarenessof

abrand

intheUnitedStatesis64%.

Awareness

ofWilson,

however,

is

at77%.Awareness16%

ofU.S.

sportswear

owners

say

theylike

Wilson,compared

to

anindustryaverage

brandpopularity

of31%.10%

ofindustryowners

inthe

United

Statessay

theyown

Wilson,with

theaverage

ownership

of

abrandat23%.BuzzPopularity73%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of75%.Wilson

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

7%

comparedto20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=962,

respondents

who

know

the

individual

brand

(popularity),

n=962,

respondents

whoknow

the

individual

brand(ownership),

n=100,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=962,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wilson

ranks

tenth

in

awareness

within

the

sportswear

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWilsonRank#

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.1Nike96%95%92%91%91%89%88%87%85%77%23%2adidas3Puma4ReebokJordan5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ChampionUnder

ArmourNew

BalanceFila777%8Outofallrespondents,

77%

were

aware

of

Wilson.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Wilson13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Wilson

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWilsonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike67%61%52%43%41%41%40%38%27%26%16%2adidas3Under

ArmourNew

BalanceReebokChampionJordan4Outofconsumers

who

knew

thebrand,

16%

saidtheyliked

Wilson.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5678Puma84%9FilaPopularityN/A10ASICS14

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=962,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wilson

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofWilsonRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosportswear,

which

of

the

following

brandsdoyou

owncurrently?”.1Nike10%2adidas48%3Under

ArmourChampionNew

BalanceJordan42%Outofconsumers

who

knew

thebrand,

10%

saidtheyowned

Wilson.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.434%530%627%7Puma26%8ReebokFila26%90%919%UsageN/A10New

Era18%15

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=962,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Wilson

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWilson’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Nike2Under

Armouradidas84%27%383%4Jordan82%5New

BalanceKappa81%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sportswear,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7New

EraRussell

AthleticPuma80%73%877%977%Outofrespondents

whohaveowned

Wilson,73%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Titleist75%16

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=100,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wilson

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWilsonRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1Nike2adidas39%3Jordan33%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutWilson

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Under

ArmourNew

BalanceChampionReebok29%527%624%723%8Kappa19%93%Buzz9CallawayPuma19%N/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=962,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudience