CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:Fj?llr?ven

in

GermanyConsumer

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

Fj?llr?ven’s

performance

intheoutdoor

fashion

market.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

202474%

of

Fj?llr?ven

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Fj?llr?ven’s

brandingresonates

withMillennials?Fj?llr?ven

rankstenthinawareness

withinthesimilarly

to

other

brandsinthe

industryoutdoor

fashion

market?Fj?llr?ven

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Fj?llr?ven

is

35%?Fj?llr?ven

rankssixthinownership?Among

Fj?llr?ven

enthusiasts,41%

fallunder

thehigh-income

category?Interms

of

loyalty,Fj?llr?ven

istenthinGermany?Fj?llr?ven

hasascore

of

14%

formedia

buzz?Consumers

want

theiroutdoor

fashionbrandstohavehighvalue,reliability,andcoolness3Sources:

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

Fj?llr?ven

at

74%Brand

profile:

snapshotBrand

performance

of

Fj?llr?ven

inGermany74%44%35%22%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=552,

respondents

who

know

the

individual

brand

(popularity),

n=552,

respondentswho

know

the

individual

brand

(ownership),

n=119,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=552,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fj?llr?ven’s

branding

resonates

with

Millennials

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFj?llr?ven

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatFj?llr?ven

islikedby8%

of

Babyboomers

and

33%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

32%,

respectively.23%22%ForMillennials

andGen

Z,

36%

and

23%

feel

positivelytowards

Fj?llr?ven,

versus

35%

and

22%.

Socurrently,forFj?llr?ven,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=195,

Fj?llr?ven

enthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fj?llr?ven

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Fj?llr?ven

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Fj?llr?ven

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.47%53%62%62%

ofwomen

likeFj?llr?ven

comparedto38%

of

men,whereas

fortheoverallindustry,53%

of

men

own

outdoorfashioncompared

to47%

of

women.87%86%9%

of

Fj?llr?ven

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.38%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=195,

Fj?llr?venenthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Fj?llr?ven

enthusiasts,

41%

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.24%23%Single41%38%26%29%CoupleSingleparentNuclear41%

ofFj?llr?ven

enthusiastsarefromhigh-income

households.Fj?llr?ven’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

29%

of

Fj?llr?venenthusiastshavethiscurrent

livingsituation.8%7%29%25%34%27%32%Multi-generational1%2%10%10%ExtendedOther27%4%4%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=195,

Fj?llr?ven

enthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

high

value,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandarehighvalue,reliability,andcoolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessFj?llr?ven

owners

alsoappreciate

thesekey

attributes,indicating

Fj?llr?venexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatFj?llr?ven

enthusiastsareleast

focused

on

areinclusivenessandthrill/excitement.ReliabilityExclusivityFj?llr?ven

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=119,

Fj?llr?ven

owners’,n=195,

Fj?llr?ven

enthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Fj?llr?ven

fans,

39%

state

that

they

get

excited

about

outdoor

fashionproductsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?47%41%40%39%28%28%28%26%23%17%15%13%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=195,

Fj?llr?ven

enthusiast,

n=996,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.1174%

of

Fj?llr?ven

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinGermany

is

41%.

Awarenessof

Fj?llr?ven,however,

isat44%.Awareness35%

ofGerman

outdoor

fashionowners

saytheylikeFj?llr?ven,

compared

toanindustryaverage

brandpopularity

of28%.22%

ofindustryowners

inGermany

saythey

ownFj?llr?ven,

with

the

average

ownership

ofabrandat19%.BuzzPopularity74%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Fj?llr?ven

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

13%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=552,

respondents

who

know

the

individual

brand

(popularity),

n=552,

respondentswho

know

the

individual

brand

(ownership),

n=119,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=552,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fj?llr?ven

ranks

tenth

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFj?llr?venRank#

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.1Jack

Wolfskin90%77%77%62%51%48%46%46%45%44%2TimberlandTheNorth

FaceMammut3444%5SalomonUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6Sch?ffel7Dr.

MartensHellyHansenColumbia8Outofallrespondents,

44%

were

aware

of

Fj?llr?ven.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Fj?llr?ven13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Fj?llr?ven

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFj?llr?venRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Jack

Wolfskin62%56%35%35%33%33%31%31%31%30%2TheNorth

FaceFj?llr?venDr.

MartensTimberlandMammutPatagoniaVaude335%4Outofconsumers

who

knew

thebrand,

35%

saidtheyliked

Fj?llr?ven.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.5665%789Sch?ffelPopularityN/A10Salomon14

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=552,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fj?llr?ven

ranks

sixth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofFj?llr?venRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1Jack

Wolfskin22%2TheNorth

FaceQuechua41%325%Outofconsumers

who

knew

thebrand,

22%

saidtheyowned

Fj?llr?ven.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.4Vaude22%5TimberlandFj?llr?venDr.

MartensSch?ffel22%622%721%819%78%9ColumbiaHellyHansen18%UsageN/A1018%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=552,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Fj?llr?ven

is

tenth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFj?llr?ven’sconsumersRank#

BrandLoyalty

%87%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

Face2Vaude85%26%3Jack

WolfskinTimberlandSch?ffel84%481%581%6Black

DiamondQuechua79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.779%74%8PatagoniaSalomon77%976%Outofrespondents

whohaveowned

Fj?llr?ven,

74%saidthey

would

purchasethebrandagain.LoyaltyN/A10Fj?llr?ven74%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=119,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fj?llr?ven

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFj?llr?venRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Jack

Wolfskin14%2TheNorth

FaceDr.

MartensBlack

DiamondTimberlandPatagonia31%320%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutFj?llr?ven

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.419%515%615%7Columbia15%8Fj?llr?ven14%86%9HellyHansenSalomon12%BuzzN/A1010%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=552,

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.?

Identifyandunderstandyou