CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:

JackWolfskin

in

the

United

StatesConsumer

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.

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

JackWolfskin’s

performance

inthe

outdoor

fashionmarket.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,

asofOctober

202472%

of

Jack

Wolfskin

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??JackWolfskin’s

brandingresonates

more

with?JackWolfskin

ranksoutsidetheTop10

inawarenessMillennialswithin

the

outdoor

fashion

market?JackWolfskin

generally

appealsto

men

more

than?Thepopularity

ratingof

JackWolfskin

is

27%women?JackWolfskin

ranksoutsidetheTop10

inownership?Among

JackWolfskin

enthusiasts,57%

fallunder

thehigh-income

category?Interms

of

loyalty,JackWolfskin

isoutside

the

Top

10inthe

United

States?Consumers

want

theiroutdoor

fashionbrandstohavereliability,authenticity,andhighvalue?JackWolfskin

hasascore

of

23%

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

Jack

Wolfskin

at

72%Brand

profile:

snapshotBrand

performance

of

JackWolfskin

inthe

UnitedStates72%27%23%19%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=233,

respondents

who

know

the

individual

brand

(popularity),

n=233,

respondentswho

know

the

individual

brand

(ownership),

n=40,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=233,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Jack

Wolfskin’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJackWolfskin

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatJackWolfskin

islikedby8%

of

Babyboomers

and

21%of

Gen

Xers,whereas

the

total

shareof

industryusersis9%

and27%,

respectively.38%27%26%22%21%ForMillennials

andGen

Z,

49%

and

22%

feel

positivelytowards

Jack

Wolfskin,versus

38%

and

26%.

Socurrently,

forJackWolfskin,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=63,

JackWolfskin

enthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Jack

Wolfskin

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

JackWolfskin

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.10%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JackWolfskin

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.37%63%48%52%63%

ofmen

likeJackWolfskin

comparedto37%

of

women,

whereas

fortheoverall

industry,52%

ofmen

ownoutdoor

fashion

compared

to48%

ofwomen.89%88%10%

ofJack

Wolfskin

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=63,

JackWolfskin

enthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Jack

Wolfskin

enthusiasts,

57%

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.19%20%Single39%14%20%CoupleSingleparentNuclear57%

ofJack

Wolfskin

enthusiastsarefrom

high-income

households.JackWolfskin’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

37%

ofJackWolfskin

enthusiastshavethiscurrentlivingsituation.58%11%9%37%33%28%24%15%Multi-generational3%3%6%13%15%ExtendedOther26%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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=63,

JackWolfskin

enthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

reliability,

authenticity,and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandarereliability,

authenticity,and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessJackWolfskin

owners

alsoappreciatethese

key

attributes,indicatingJackWolfskin

exudes

these

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatJackWolfskinenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityJackWolfskin

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

outdoor

fashion,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

tooutdoorfashion,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=40,

JackWolfskin

owners’,n=63,

JackWolfskin

enthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Jack

Wolfskin

fans,

49%

state

that

they

get

excited

about

outdoor

fashionproductsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?54%52%49%49%46%39%37%31%26%22%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutoutdoor

topicsrelating

tofashionproducts

outdoor

fashionIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

outdoor

fashion

do

youagree

with?”;

Multi

Pick;“When

it

comes

tooutdoor

fashion,

which

of

the

following

brands

do

you

like?”;Multi

Pick;Base:

n=63,

JackWolfskin

enthusiast,

n=984,outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

Jack

Wolfskin

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinthe

United

Statesis33%.Awareness

ofJackWolfskin,

however,

is

at19%.Awareness27%

ofU.S.

outdoor

fashionowners

saytheylikeJackWolfskin,

compared

toanindustryaverage

brandpopularity

of32%.17%

ofindustryowners

inthe

United

Statessay

theyown

JackWolfskin,

withtheaverage

ownership

of

abrandat24%.BuzzPopularity72%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of76%.JackWolfskin

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=233,

respondents

who

know

the

individual

brand

(popularity),

n=233,

respondentswho

know

the

individual

brand

(ownership),

n=40,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=233,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Jack

Wolfskin

ranks

outside

the

Top

10

in

awareness

within

the

outdoor

fashionmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJackWolfskinRank#

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.1TheNorth

Face82%81%67%51%50%38%29%27%24%23%19%2Columbia3EddieBauerPatagoniaDr.

MartensREI45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Marmot8Black

DiamondMammutOutofallrespondents,

19%

were

aware

of

JackWolfskin.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.81%9AwarenessN/A10OutdoorResearch13

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

Jack

Wolfskin

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJackWolfskinRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheNorth

Face68%63%46%43%40%36%31%30%29%28%2ColumbiaPatagoniaEddieBauerDr.

MartensREI27%34Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

JackWolfskin.

Thisranksthem

outsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.567SmartwoolBlack

DiamondArc'teryx73%89PopularityN/A10icebreaker14

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=233,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Jack

Wolfskin

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofJackWolfskinRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1TheNorth

Face17%2Columbia52%3Patagonia30%Outofconsumers

who

knew

thebrand,

17%

saidtheyowned

Jack

Wolfskin.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4Dr.

MartensBlack

DiamondicebreakerEddieBauerREI29%527%626%726%824%83%9SmartwoolMountain

Hardwear23%UsageN/A1020%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=233,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Jack

Wolfskin

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJackWolfskin’s

consumersRank#

BrandLoyalty

%95%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.1Arc'teryx2TheNorth

FaceREI90%28%383%4ColumbiaSmartwoolprAna82%582%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7OutdoorResearchPatagoniaEddieBauerMarmot79%72%879%977%Outofrespondents

whohaveowned

JackWolfskin,72%

saidthey

would

purchasethebrandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=40,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Jack

Wolfskin

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJackWolfskinRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TheNorth

Face23%2ColumbiaBlack

DiamondPatagoniaDr.

MartensJack

WolfskinicebreakerArc'teryx34%329%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutJack

Wolfskin

inthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.426%525%623%722%77%822%9REI19%BuzzN/A10EddieBauer18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=233,

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

andunlocknewgrowthopportunit