CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Cowin

the

UnitedKingdomConsumer

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

Cow’s

performance

inthesecond-hand

apparel

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202446%

of

Cow

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Cow’s

brandingresonates

more

withMillennials?Cowgenerally

appealsto

men

more

thanwomen?Cowranksninth

inawareness

withinthesecond-handapparel

onlineshop

market?Thepopularity

ratingof

Cowis

21%?Cowranksfifth

inusage?Among

Cowenthusiasts,33%

fallunderthehigh-income

category?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havehonesty

/trustworthiness,reliability,

and

friendliness?Interms

of

loyalty,Cow

isoutsidetheTop10

intheUnited

Kingdom?Cowhasascore

of

14%

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

Cow

at

46%Brand

profile:

snapshotBrand

performance

of

Cow

intheUnitedKingdom46%21%18%17%14%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=211,

respondents

who

know

the

individual

brand

(popularity),

n=211,respondents

who

know

the

individual

brand

(usage),

n=37,

respondents

who

have

used

the

individual

brand

(loyalty),

n=211,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Cow

’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCow

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatCowislikedby2%

of

Babyboomers

and11%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is8%

and27%,

respectively.36%36%29%27%ForMillennials

andGen

Z,

51%

and

36%

feel

positivelytowards

Cow,

versus

36%

and

29%.

Socurrently,

forCow,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%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=45,

Cow

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Cow

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Cow

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Cowhasahigher

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%13%36%64%64%

ofmen

likeCow

compared

to36%of

women,

whereas

forthe

overallindustry,52%

of

women

usesecond-hand

apparel

online

shopscompared

to48%

ofmen.52%48%80%88%13%

ofCow

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

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=45,

Cow

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Cow

enthusiasts,

33%

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.11%16%Single33%35%16%20%CoupleSingleparentNuclear33%

ofCow

enthusiastsarefrom

high-income

households.Cow’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

amulti-generational

household,

9%

of

Cowenthusiastshavethiscurrent

livingsituation.16%12%22%38%35%30%30%Multi-generational9%3%16%14%ExtendedOther28%11%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=45,

Cow

enthusiast,

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%Cow

users

also

appreciatethese

keyattributes,indicating

Cow

exudesthesequalities.SocialresponsibilityCoolnessThequalitiesthatCowenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityCow

shouldwork

onpromoting

honesty/trustworthiness

to

convert

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=37,

Cow

users’,n=45,

Cow

enthusiast,

n=903,

second-hand

apparel

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Cow

fans,

38%

state

that

they

get

excited

about

second-hand

apparelonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?49%47%42%38%36%33%32%30%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=45,Cow

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.1146%

of

Cow

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinthe

UnitedKingdomis35%.

Awareness

ofCow,

however,

is

at17%.Awareness21%

ofUK

second-hand

apparel

online

shopusers

saythey

likeCow,

compared

toanindustryaverage

brandpopularity

of25%.BuzzPopularity18%

ofindustryusers

intheUnitedKingdomsaytheyuseCow,

with

the

average

usageof

abrandat18%.46%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

64%.Cow

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of14%

compared

to18%.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=1,247,

all

respondents

(awareness),

n=211,

respondents

who

know

the

individual

brand

(popularity),

n=211,respondents

who

know

the

individual

brand

(usage),

n=37,

respondents

who

have

used

the

individual

brand

(loyalty),

n=211,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Cow

ranks

ninth

in

awareness

within

the

second-hand

apparel

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCowRank#

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%17%2Etsy3Vinted4ASOS

MarketplaceDepop5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6FARFETCHThrift+78PoshmarkCowOutofallrespondents,

17%

were

aware

of

Cow.

Thisranksthemninth

compared

toother

brandssurveyedinthismarket.83%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

Cow

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCowRank#

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%21%2Vinted3Etsy4DepopOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

Cow.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.5ASOS

MarketplaceFARFETCHCow678PoshmarkROKiT79%9PopularityN/A10Re-fashion14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=211,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Cow

ranks

fifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofCowRank#

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?”.1eBay18%2Vinted39%3Etsy28%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Cow.

This

ranksthemfifth

compared

to

otherbrandssurveyed

inthismarket.4Depop20%5Cow18%6FARFETCHASOS

MarketplaceBuildaBundlehewi.(hardly

ever

wornit)Poshmark16%716%814%82%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=211,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Cow

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCow’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.1Vinted2eBay89%3ASOS

MarketplaceEtsy81%480%46%5Poshmark74%54%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%9Vestiaire

CollectiveBuildaBundle59%Outofrespondents

whohaveused

Cow,

46%

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=37,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Cow

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCowRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay14%2Vinted39%3Etsy34%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutCow

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4Depop22%5ASOS

MarketplaceBuildaBundleFARFETCHCow19%616%714%814%86%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=211,

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

consumerinsightstomakedata-drivendecisions

andunloc