CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:

E9

inBrazilConsumer

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

E9’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

202482%

of

E9

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??E9’s

brandingresonates

more

with

Gen

Z?E9generally

appealsto

men

more

than

women?E9ranksoutside

the

Top10

inawareness

within

theoutdoor

fashion

market?Thepopularity

ratingof

E9is

31%?E9rankseighthinownership?Among

E9enthusiasts,36%

fallunderthehigh-income

category?Consumers

want

theiroutdoor

fashionbrandstohaveauthenticity,reliability,andsustainability?Interms

of

loyalty,E9isfourth

inBrazil?E9

hasascore

of

22%

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

E9

at

82%Brand

profile:

snapshotBrand

performance

of

E9

inBrazil82%31%25%22%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=272,

respondents

who

know

the

individual

brand

(popularity),

n=272,

respondentswho

know

the

individual

brand

(ownership),

n=68,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=272,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024E9’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeE9bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatE9islikedby0%

of

Babyboomers

and

14%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is2%

and

26%,respectively.42%36%29%26%ForMillennials

andGen

Z,

49%

and

36%

feel

positivelytowards

E9,versus

42%

and

29%.

Socurrently,

forE9,Gen

Zconnects

most

with

theirbrandcompared

totheoverall

industryuser.14%2%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=85,

E9enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024E9

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

E9shows

thatwomen

areless

likely

tohaveanaffinitywiththebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

E9hasasimilarproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.47%53%49%51%53%

ofmen

likeE9compared

to

47%

ofwomen,

whereas

forthe

overall

industry,51%

ofmen

own

outdoor

fashioncompared

to

49%

of

women.89%91%8%

of

E9enthusiastsconsiderthemselves

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=85,

E9enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

E9

enthusiasts,

36%

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.7%8%Single36%40%8%CoupleSingleparentNuclear36%

ofE9enthusiastsarefrom

high-income

households.E9’s

brandis

generally

enjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

49%

ofE9enthusiastshavethiscurrent

living

situation.14%11%6%22%49%40%31%29%Multi-generational6%8%15%42%ExtendedOther21%4%3%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=85,

E9enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

authenticity,

reliability,and

sustainabilityBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandareauthenticity,reliability,

andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%E9owners

also

appreciatethese

keyattributes,indicating

E9exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatE9enthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityE9shouldwork

on

promoting

reliabilitytoconvert

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=68,

E9owners’,n=85,E9enthusiast,

n=798,

outdoorfashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

E9

fans,

55%

state

that

they

get

excited

about

outdoor

fashion

productsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?62%55%53%53%48%43%41%40%40%35%29%26%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=85,

E9enthusiast,

n=798,

outdoorfashion

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.1182%

of

E9

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinBrazil

is38%.

Awareness

ofE9,however,

is

at22%.Awareness31%

ofBrazilian

outdoor

fashionowners

saytheylikeE9,compared

to

anindustryaverage

brandpopularityof

37%.25%

ofindustryowners

inBrazil

say

theyown

E9,withthe

average

ownership

of

abrand

at26%.BuzzPopularity82%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of78%.E9hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of22%

compared

to28%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=272,

respondents

who

know

the

individual

brand

(popularity),

n=272,

respondentswho

know

the

individual

brand

(ownership),

n=68,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=272,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024E9

ranks

outside

the

Top

10

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofE9Rank#

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.1PatagoniaTimberlandColumbia57%56%56%46%40%38%38%35%32%31%22%234BullTerrierGalapagosSalomon5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67TheNorth

FaceChillaz878%Outofallrespondents,

22%

were

aware

of

E9.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9Nautika(NTK)QuechuaAwarenessN/A1013

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

E9

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofE9Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1PatagoniaTimberlandColumbiaTheNorth

FaceNautika(NTK)BullTerrierGalapagosSalomon52%51%49%47%45%42%40%38%33%31%231%34Outofconsumers

who

knew

thebrand,

31%

saidtheyliked

E9.

Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.56769%89ChillazPopularityN/A10E914

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=272,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024E9

ranks

eighth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofE9Rank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1PatagoniaTimberlandColumbiaTheNorth

FaceBullTerrierNautika(NTK)Quechua235%25%334%Outofconsumers

who

knew

thebrand,

25%

saidtheyowned

E9.

This

ranksthemeighthcompared

tootherbrandssurveyed

inthismarket.432%531%631%726%75%8E925%9Chillaz25%UsageN/A10Galapagos24%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=272,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

E9

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofE9’s

consumersRank#

BrandLoyalty

%90%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

Face18%2TimberlandBull

TerrierE987%383%482%5PatagoniaQuechuaColumbiaGalapagosChillaz82%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.781%879%82%977%Outofrespondents

whohaveowned

E9,82%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Nautika(NTK)76%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=68,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024E9

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofE9Rank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Columbia22%2PatagoniaBull

TerrierTheNorth

FaceNautika(NTK)GalapagosChillaz38%335%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutE9inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.434%534%631%731%8TimberlandSalomon29%78%926%BuzzN/A10Haka

Honu24%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=272,

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.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

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