CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:

HellyHansen

in

the

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.

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

Helly

Hansen’sperformance

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

202465%

of

Helly

Hansen

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Helly

Hansen’s

branding

resonates

more

withGen

X?Helly

Hansen

ranksfourthinawareness

withintheoutdoor

fashion

market?Helly

Hansen

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Helly

Hansen

is

30%?Helly

Hansen

rankstenthinownership?Among

Helly

Hansen

enthusiasts,47%

fallunderthehigh-income

category?Interms

of

loyalty,Helly

Hansen

isoutsidetheTop10?Consumers

want

theiroutdoor

fashionbrandstohavereliability,authenticity,andhonesty

/trustworthinessinthe

United

Kingdom?Helly

Hansen

hasascore

of

12%

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

forHelly

Hansen

at

65%Brand

profile:

snapshotBrand

performance

of

Helly

Hansen

intheUnitedKingdom65%55%30%18%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=680,

respondents

who

know

the

individual

brand

(popularity),

n=680,

respondentswho

know

the

individual

brand

(ownership),

n=125,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=680,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Helly

Hansen’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHelly

Hansen

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHelly

Hansen

islikedby14%

ofBaby

boomers

and

35%of

Gen

Xers,whereas

the

total

shareof

industryusersis9%

and30%,

respectively.30%26%15%14%ForMillennials

andGen

Z,

35%

and

15%

feel

positivelytowards

Helly

Hansen,versus

36%

and

26%.

Socurrently,

forHelly

Hansen,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=206,

Helly

Hansen

enthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Helly

Hansen

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Helly

Hansen

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Helly

Hansen

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%48%52%56%

ofmen

likeHelly

Hansen

comparedto43%

of

women,

whereas

fortheoverall

industry,52%

ofmen

ownoutdoor

fashion

compared

to48%

ofwomen.88%90%8%

of

Helly

Hansen

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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=206,

HellyHansen

enthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Helly

Hansen

enthusiasts,

47%

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.14%15%Single39%30%25%47%CoupleSingleparentNuclear47%

ofHelly

Hansen

enthusiastsarefrom

high-income

households.Helly

Hansen’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

30%

of

HellyHansen

enthusiastshavethiscurrentlivingsituation.9%8%33%31%34%26%31%Multi-generational3%3%8%ExtendedOther13%22%3%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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=206,

Helly

Hansen

enthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Helly

Hansen

owners

alsoappreciatethese

key

attributes,indicatingHellyHansen

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatHelly

Hansenenthusiastsare

least

focused

on

arethrill/excitement

andexclusivity.ReliabilityExclusivityHelly

Hansen

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=125,

Helly

Hansen

owners’,n=206,

Helly

Hansen

enthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Helly

Hansen

fans,

25%

state

that

they

get

excited

about

outdoorfashion

productsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?43%38%30%26%26%26%25%24%18%18%17%17%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=206,

Helly

Hansen

enthusiast,

n=952,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.1165%

of

Helly

Hansen

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinthe

United

Kingdomis36%.Awareness

ofHelly

Hansen,however,

is

at55%.Awareness30%

ofUK

outdoor

fashionowners

saytheylikeHellyHansen,compared

to

anindustryaverage

brandpopularity

of28%.18%

ofindustryowners

inthe

United

Kingdomsaythey

own

Helly

Hansen,with

the

average

ownership

ofabrandat20%.BuzzPopularity65%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.Helly

Hansen

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=680,

respondents

who

know

the

individual

brand

(popularity),

n=680,

respondentswho

know

the

individual

brand

(ownership),

n=125,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=680,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Helly

Hansen

ranks

fourth

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHellyHansenRank#

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

Face90%77%61%55%47%45%43%39%35%30%2Dr.

Martensberghaus34HellyHansenJack

WolfskinPatagonia45%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%67Columbia8CraghoppersSalomonOutofallrespondents,

55%

were

aware

of

HellyHansen.

Thisranksthemfourthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A10Mountain

Equipment13

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

Helly

Hansen

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHellyHansenRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheNorth

Face61%46%41%35%35%30%30%29%28%26%2Dr.

Martensberghaus30%34PatagoniaOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Helly

Hansen.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.5Columbia6HellyHansenJack

WolfskinBlack

DiamondCraghoppersSalomon770%89PopularityN/A1014

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=680,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Helly

Hansen

ranks

tenth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofHellyHansenRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1TheNorth

Face18%2Dr.

Martensberghaus31%326%Outofconsumers

who

knew

thebrand,

18%

saidtheyowned

Helly

Hansen.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.4CraghoppersBlack

DiamondColumbia23%522%622%7Patagonia21%8Quechua19%82%9icebreakerHellyHansen19%UsageN/A1018%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=680,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Helly

Hansen

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHellyHansen’sconsumersRank#

BrandLoyalty

%91%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.1TheNorth

Face2PatagoniaArc'teryx82%380%35%4Dr.

MartensberghausSalomon78%577%673%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.65%7ColumbiaCraghoppersEddieBauerMontane72%871%971%Outofrespondents

whohaveowned

Helly

Hansen,65%

saidthey

would

purchasethebrandagain.LoyaltyN/A1069%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=125,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Helly

Hansen

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHellyHansenRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TheNorth

Face12%2Dr.

MartensBlack

DiamondColumbia25%323%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutHelly

Hansen

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.421%5icebreaker21%6berghaus16%7EddieBauerPatagonia16%815%88%9Arc'teryx14%BuzzN/A10Mountain

Hardwear14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=680,

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

andunlocknewgrowthopportunities