CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:

EddieBauer

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

EddieBauer’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

202471%

of

Eddie

Bauerowners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??EddieBauer’s

branding

resonates

more

with?EddieBauer

ranksoutsidethe

Top

10

inawarenessMillennialswithin

the

outdoor

fashion

market?EddieBauer

generally

appealstomen

more

than?Thepopularity

ratingof

EddieBauer

is25%women?EddieBauer

ranksoutsidethe

Top

10

inownership?Among

EddieBauer

enthusiasts,51%

fallunderthehigh-income

category?Interms

of

loyalty,EddieBaueris

ninth

inthe

UnitedKingdom?Consumers

want

theiroutdoor

fashionbrandstohavereliability,authenticity,andhonesty

/trustworthiness?EddieBauer

hasascore

of16%

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

forEddie

Bauer

at

71%Brand

profile:

snapshotBrand

performance

of

EddieBauerintheUnitedKingdom71%25%21%16%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=264,

respondents

who

know

the

individual

brand

(popularity),

n=264,

respondentswho

know

the

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=264,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Eddie

Bauer’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations58%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeEddieBauerbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatEddieBauerislikedby3%

ofBaby

boomers

and14%of

Gen

Xers,whereas

the

total

shareof

industryusersis9%

and30%,

respectively.36%30%26%25%ForMillennials

andGen

Z,

58%

and

25%

feel

positivelytowards

EddieBauer,

versus

36%

and26%.

Socurrently,

forEddieBauer,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.14%9%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=65,

Eddie

Bauerenthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Eddie

Bauer

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

EddieBauershows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

EddieBauer

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.32%68%48%52%68%

ofmen

likeEddieBauercomparedto32%

of

women,

whereas

fortheoverall

industry,52%

ofmen

ownoutdoor

fashion

compared

to48%

ofwomen.91%88%6%

of

EddieBauer

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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=65,

Eddie

Bauerenthusiast,

n=952,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Eddie

Bauer

enthusiasts,

51%

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.6%Single15%15%39%CoupleSingleparentNuclear51%

ofEddieBauer

enthusiastsare

fromhigh-income

households.EddieBauer’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

46%

of

EddieBauerenthusiastshavethiscurrent

livingsituation.51%25%8%8%46%34%26%31%25%Multi-generational8%3%9%ExtendedOther24%13%8%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=65,

Eddie

Bauerenthusiast,

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%However,

forEddieBauerowners

thetop3attributestheyactuallywant

arefriendliness,

exclusivity,

and

coolness.SocialresponsibilityCoolnessThequalitiesthatEddieBauerenthusiastsare

least

focused

on

arethrill/excitement

andsustainability.ReliabilityExclusivityEddieBauershould

work

on

promotinginclusiveness

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=38,

Eddie

Bauerowners’,n=65,

Eddie

Bauerenthusiast,

n=952,

outdoorfashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Eddie

Bauer

fans,

45%

state

that

they

get

excited

about

outdoor

fashionproductsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?46%45%40%38%38%34%31%30%26%24%18%18%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=65,

Eddie

Bauerenthusiast,

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.1171%

of

Eddie

Bauerowners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinthe

United

Kingdomis36%.Awareness

ofEddieBauer,

however,

isat21%.Awareness25%

ofUK

outdoor

fashionowners

saytheylikeEddieBauer,

compared

to

anindustryaverage

brandpopularity

of28%.14%

ofindustryowners

inthe

United

Kingdomsaythey

own

EddieBauer,

with

the

average

ownership

ofabrandat20%.BuzzPopularity71%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.EddieBauerhasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

15%.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=1,247,

all

respondents

(awareness),

n=264,

respondents

who

know

the

individual

brand

(popularity),

n=264,

respondentswho

know

the

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=264,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Eddie

Bauer

ranks

outside

the

Top

10

in

awareness

within

the

outdoor

fashionmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEddie

BauerRank#

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%21%2Dr.

Martensberghaus34HellyHansenJack

WolfskinPatagonia5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Columbia8CraghoppersSalomonOutofallrespondents,

21%

were

aware

of

EddieBauer.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.79%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

Eddie

Bauer

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEddieBauerRank#

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.

Martensberghaus25%34PatagoniaOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

EddieBauer.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Columbia6HellyHansenJack

WolfskinBlack

DiamondCraghoppersSalomon775%89PopularityN/A1014

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=264,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Eddie

Bauer

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofEddieBauerRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1TheNorth

Face14%2Dr.

Martensberghaus31%326%Outofconsumers

who

knew

thebrand,

14%

saidtheyowned

EddieBauer.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.4CraghoppersBlack

DiamondColumbia23%522%622%7Patagonia21%8Quechua19%86%9icebreakerHellyHansen19%UsageN/A1018%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=264,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Eddie

Bauer

is

ninth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEddieBauer’s

consumersRank#

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%29%380%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?”.7ColumbiaCraghoppersEddieBauerMontane72%71%871%971%Outofrespondents

whohaveowned

EddieBauer,71%

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=38,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Eddie

Bauer

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEddieBauerRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TheNorth

Face16%2Dr.

MartensBlack

DiamondColumbia25%323%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutEddieBauer

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.421%5icebreaker21%6berghaus16%7EddieBauerPatagonia16%815%84%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=264,

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.?