Brand KPIs for second-hand apparel online shops Garimpário Brechó Online in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Garimpário

BrechóOnline

in

BrazilConsumer

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

Garimpário

Brechó

Online’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

202479%

of

Garimpário

Brechó

Online

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Garimpário

Brechó

Online’s

branding

resonates

with

?Garimpário

Brechó

OnlineranksfourthinawarenessMillennials

similarly

to

other

brandsinthe

industrywithin

the

second-hand

apparel

onlineshop

market?Garimpário

Brechó

Onlinegenerally

appealsto?Thepopularity

ratingof

Garimpário

Brechó

Onlineiswomen

more

than

men35%?Among

Garimpário

Brechó

Onlineenthusiasts,45%?Garimpário

Brechó

Onlinerankstenth

inusagefallunderthe

high-income

category?Interms

of

loyalty,Garimpário

Brechó

Onlineis?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

haveauthenticity,reliability,

andhonesty

/trustworthinessseventh

in

Brazil?Garimpário

Brechó

Onlinehasascore

of24%

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

Garimpário

Brechó

Online

at

79%Brand

profile:

snapshotBrand

performance

of

Garimpário

BrechóOnline

inBrazil79%35%32%24%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=396,

respondents

who

know

the

individual

brand

(popularity),

n=396,respondents

who

know

the

individual

brand

(usage),

n=85,

respondents

who

have

used

the

individual

brand

(loyalty),

n=396,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garimpário

BrechóOnline’s

branding

resonates

with

Millennials

similarly

toother

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGarimpário

Brechó

Onlinebygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatGarimpário

Brechó

Onlineisliked

by4%

of

Babyboomers

and

23%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is4%

and22%,

respectively.34%32%23%22%ForMillennials

andGen

Z,

41%

and

32%

feel

positivelytowards

Garimpário

Brechó

Online,versus40%

and34%.

Socurrently,

forGarimpário

Brechó

Online,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.4%

4%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=140,

GarimpárioBrechóOnline

enthusiast,

n=750,

second-hand

apparelonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garimpário

Brechó

Online

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Garimpário

Brechó

Onlineshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Garimpário

Brechó

Onlinehasahigherproportion

ofLGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.51%49%53%47%51%

ofwomen

likeGarimpário

BrechóOnlinecompared

to49%

ofmen,whereas

forthe

overall

industry,53%

ofwomen

usesecond-hand

apparel

onlineshopscompared

to47%

ofmen.83%89%11%

ofGarimpário

Brechó

Onlineenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

8%

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=140,

GarimpárioBrechóOnline

enthusiast,

n=750,

second-hand

apparel

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Garimpário

Brechó

Online

enthusiasts,

45%

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%8%Single35%31%34%12%16%45%CoupleSingleparentNuclear45%

ofGarimpário

Brechó

Onlineenthusiastsare

from

high-incomehouseholds.Garimpário

Brechó

Online’sbrandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,45%

ofGarimpário

Brechó

Onlineenthusiastshavethiscurrent

livingsituation.11%9%45%37%26%Multi-generational6%9%19%20%29%ExtendedOther2%1%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=140,

GarimpárioBrechóOnline

enthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

haveauthenticity,

reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandareauthenticity,reliability,

andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Garimpário

Brechó

Onlineusers

alsoappreciate

these

key

attributes,indicating

Garimpário

Brechó

Onlineexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatGarimpário

BrechóOnlineenthusiastsare

least

focused

onarehighvalueandthrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessGarimpário

Brechó

Onlineshould

workon

promoting

reliability

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=85,

GarimpárioBrechóOnline

users’,n=140,

GarimpárioBrechóOnlineenthusiast,

n=750,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Garimpário

Brechó

Online

fans,

49%

state

that

they

get

excited

aboutsecond-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?54%51%49%46%46%43%40%38%35%35%32%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=140,GarimpárioBrechóOnline

enthusiast,

n=750,

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.1179%

of

Garimpário

Brechó

Online

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinBrazil

is33%.Awareness

ofGarimpário

Brechó

Online,however,

isat32%.Awareness35%

ofBrazilian

second-hand

apparel

onlineshopusers

saythey

likeGarimpário

Brechó

Online,compared

to

anindustryaverage

brandpopularity

of41%.BuzzPopularity21%

ofindustryusers

inBrazil

saythey

useGarimpário

Brechó

Online,

with

theaverage

usageof

abrandat30%.79%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

81%.Garimpário

Brechó

Onlinehasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

24%

compared

to30%.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=1,248,

all

respondents

(awareness),

n=396,

respondents

who

know

the

individual

brand

(popularity),

n=396,respondents

who

know

the

individual

brand

(usage),

n=85,

respondents

who

have

used

the

individual

brand

(loyalty),

n=396,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garimpário

Brechó

Online

ranks

fourth

in

awareness

within

the

second-handapparel

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGarimpário

BrechóOnlineRank#

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.1Enjoei81%36%34%32%30%29%27%21%21%21%2Repassa32%3Etiqueta

únicaGarimpário

Brechó

OnlineBrechó

Capricho

àToaYoutopia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Troc68%8INeed

BrechóBrechó

daPoppiPeguei

BodeOutofallrespondents,

32%

were

aware

of

GarimpárioBrechó

Online.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Garimpário

Brechó

Online

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGarimpário

BrechóOnlineRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Enjoei76%45%41%40%37%36%35%35%33%28%2Etiqueta

únicaBrechó

Capricho

àToaRepassa335%4Outofconsumers

who

knew

thebrand,

35%

saidtheyliked

Garimpário

Brechó

Online.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.5Peguei

BodeBrechó

daPoppiGarimpário

Brechó

OnlineINeed

BrechóYoutopia665%789PopularityN/A10Troc14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=396,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garimpário

Brechó

Online

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofGarimpário

BrechóOnlineRank#

BrandUsage

%57%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1Enjoei21%2Brechó

Capricho

àToaEtiqueta

únicaRepassa33%330%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Garimpário

Brechó

Online.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.429%5Youtopia28%6Peguei

BodeINeed

BrechóBrechó

daPoppiTroc26%725%825%79%922%UsageN/A10Garimpário

Brechó

Online21%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=396,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Garimpário

Brechó

Online

is

seventh

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGarimpário

BrechóOnline’sconsumersRank#

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.1Enjoei21%2Youtopia86%3Peguei

BodeTroc85%482%5Etiqueta

únicaBrechó

Capricho

àToaGarimpário

Brechó

OnlineRepassa81%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.779%878%79%9Brechó

daPoppiINeed

Brechó74%Outofrespondents

whohaveused

Garimpário

BrechóOnline,79%

saidtheywould

usethe

brandagain.LoyaltyN/A1074%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=85,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garimpário

Brechó

Online

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGarimpário

BrechóOnlineRank#

BrandBuzz%69%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Enjoei24%2Etiqueta

únicaBrechó

Capricho

àToaRepassa31%331%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutGarimpário

Brechó

Onlineinthemedia.

This

ranksthemeighthcompared

tootherbrandssurveyed

inthismarket.428%5Peguei

BodeBrechó

daPoppiINeed

BrechóGarimpário

Brechó

OnlineYoutopia27%627%724%76%824%920%BuzzN/A10Troc19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=396,

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

tostream