Brand KPIs for second-hand apparel online shops ASOS Marketplace in the United Kingdom-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

ASOS

Marketplace

inthe

United

KingdomConsumer

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

ASOSMarketplace’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

202481%

of

ASOS

Marketplace

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ASOSMarketplace’s

brandingresonates

more

with?ASOSMarketplace

ranksfourthinawareness

withinMillennialsthe

second-hand

apparel

online

shopmarket?ASOSMarketplace

generally

appealsto

women

more

?Thepopularity

ratingof

ASOSMarketplace

is

26%than

men?ASOSMarketplace

ranksseventh

inusage?Among

ASOS

Marketplace

enthusiasts,42%

fallunderthe

high-income

category?Interms

of

loyalty,ASOSMarketplace

isthirdintheUnited

Kingdom?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havehonesty

/trustworthiness,reliability,

and

friendliness?ASOSMarketplace

hasascore

of

19%

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

ASOS

Marketplace

at

81%Brand

profile:

snapshotBrand

performance

of

ASOSMarketplace

intheUnited

Kingdom81%54%26%19%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=676,

respondents

who

know

the

individual

brand

(popularity),

n=676,respondents

who

know

the

individual

brand

(usage),

n=106,

respondents

who

have

used

the

individual

brand

(loyalty),

n=676,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024ASOS

Marketplace’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeASOSMarketplace

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatASOSMarketplace

islikedby

2%

of

Babyboomers

and

18%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

27%,

respectively.36%34%29%27%18%ForMillennials

andGen

Z,

46%

and

34%

feel

positivelytowards

ASOSMarketplace,

versus

36%

and

29%.

Socurrently,

forASOSMarketplace,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.8%2%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=179,

ASOS

Marketplace

enthusiast,

n=903,

second-hand

apparel

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024ASOS

Marketplace

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ASOSMarketplace

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ASOSMarketplace

hasahigherproportion

ofLGBTQIA+52%48%52%48%52%

ofwomen

likeASOSMarketplacecompared

to

48%

of

men,whereas

forthe

overall

industry,52%

of

women

usesecond-hand

apparel

onlineshopscompared

to

48%

of

men.88%87%consumers

when

compared

totheindustryusers

ingeneral.11%

ofASOSMarketplace

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%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=179,

ASOS

Marketplace

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

ASOS

Marketplace

enthusiasts,

42%

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.16%16%Single35%42%19%20%CoupleSingleparentNuclear42%

ofASOSMarketplace

enthusiastsarefrom

high-income

households.ASOSMarketplace’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

17%

ofASOSMarketplace

enthusiastshavethiscurrent

living

situation.9%12%32%30%35%30%32%Multi-generational2%3%17%14%ExtendedOther27%4%5%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=179,

ASOS

Marketplaceenthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

havehonesty

/

trustworthiness,

reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandarehonesty

/trustworthiness,reliability,

and

friendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%ASOSMarketplace

users

alsoappreciatethese

key

attributes,indicatingASOSMarketplace

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatASOSMarketplaceenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityASOSMarketplace

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.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=106,

ASOS

Marketplace

users’,n=179,

ASOS

Marketplace

enthusiast,n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

ASOS

Marketplace

fans,

31%

state

that

they

get

excited

about

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?45%38%32%31%30%29%26%25%24%23%20%19%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=179,ASOS

Marketplace

enthusiast,

n=903,

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.1181%

of

ASOS

Marketplace

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinthe

UnitedKingdomis35%.

Awareness

ofASOSMarketplace,however,

isat54%.Awareness26%

ofUK

second-hand

apparel

online

shopusers

saythey

likeASOSMarketplace,

compared

toanindustryaverage

brand

popularity

of25%.BuzzPopularity16%

ofindustryusers

intheUnitedKingdomsaytheyuseASOSMarketplace,

with

the

average

usageofabrandat18%.81%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

64%.ASOSMarketplace

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

19%

compared

to18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=676,

respondents

who

know

the

individual

brand

(popularity),

n=676,respondents

who

know

the

individual

brand

(usage),

n=106,

respondents

who

have

used

the

individual

brand

(loyalty),

n=676,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024ASOS

Marketplace

ranksfourth

in

awareness

within

the

second-hand

apparelonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofASOS

MarketplaceRank#

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.1eBay93%84%84%54%47%26%25%21%17%17%2Etsy3Vinted4ASOS

MarketplaceDepop46%554%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6FARFETCHThrift+78PoshmarkCowOutofallrespondents,

54%

were

aware

of

ASOSMarketplace.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.9AwarenessN/A10Vestiaire

Collective13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

ASOS

Marketplace

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofASOS

MarketplaceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1eBay62%48%41%32%26%25%21%21%19%18%2Vinted26%3Etsy4DepopOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

ASOSMarketplace.

Thisranksthem

fifthcompared

to

other

brandssurveyed

inthismarket.5ASOS

MarketplaceFARFETCHCow6774%8PoshmarkROKiT9PopularityN/A10Re-fashion14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=676,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024ASOS

Marketplace

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofASOS

MarketplaceRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1eBay16%2Vinted39%3Etsy28%Outofconsumers

who

knew

thebrand,

16%

saidtheyused

ASOSMarketplace.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4Depop20%5Cow18%6FARFETCHASOS

MarketplaceBuildaBundlehewi.(hardly

ever

wornit)Poshmark16%716%814%84%913%UsageN/A1012%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=676,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

ASOS

Marketplace

is

third

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofASOS

Marketplace’s

consumersRank#

BrandLoyalty

%90%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.1Vinted19%2eBay89%3ASOS

MarketplaceEtsy81%480%5Poshmark74%6Depop71%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7hewi.(hardly

ever

wornit)FARFETCH62%860%81%9Vestiaire

CollectiveBuildaBundle59%Outofrespondents

whohaveused

ASOSMarketplace,81%

saidthey

would

usethebrand

again.LoyaltyN/A1058%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=106,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024ASOS

Marketplace

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofASOS

MarketplaceRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay19%2Vinted39%3Etsy34%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutASOSMarketplace

inthemedia.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.4Depop22%5ASOS

MarketplaceBuildaBundleFARFETCHCow19%616%714%814%81%9ROKiT13%BuzzN/A10Re-fashion12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=676,

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

su