CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:Mountain

Hardwear

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

Mountain

Hardwear’sperformance

inthe

outdoor

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

202470%

of

Mountain

Hardwear

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MountainHardwear’s

brandingresonates

more

with?MountainHardwear

ranksoutsidetheTop10

inGen

Zawareness

withintheoutdoor

fashionmarket?MountainHardwear

generally

appealsto

men

more?Thepopularity

ratingof

MountainHardwear

is

21%than

women?MountainHardwear

ranksoutsidetheTop10

in?Among

MountainHardwear

enthusiasts,32%

fallownershipunderthe

high-income

category?Interms

of

loyalty,Mountain

Hardwear

isoutsidethe?Consumers

want

theiroutdoor

fashionbrandstoTop

10inGermanyhavehighvalue,reliability,andcoolness?MountainHardwear

hasascore

of

9%

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

Mountain

Hardwear

at

70%Brand

profile:

snapshotBrand

performance

of

Mountain

Hardwear

inGermany70%21%13%12%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=150,

respondents

who

know

the

individual

brand

(popularity),

n=150,

respondentswho

know

the

individual

brand

(ownership),

n=20,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=150,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Hardwear’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMountain

Hardwear

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMountain

Hardwear

islikedby3%

of

Babyboomers

and

26%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

32%,

respectively.35%32%29%26%22%ForMillennials

andGen

Z,

42%

and

29%

feel

positivelytowards

Mountain

Hardwear,

versus

35%

and

22%.

Socurrently,

forMountainHardwear,

Gen

Zconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.10%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=31,

Mountain

Hardwearenthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Hardwear

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mountain

Hardwearshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MountainHardwear

hasahigherproportion

ofLGBTQIA+23%26%74%47%53%74%

ofmen

likeMountain

Hardwearcompared

to

26%

of

women,

whereasfortheoverall

industry,53%

of

men

ownoutdoor

fashion

compared

to47%

ofwomen.87%consumers

when

compared

totheindustryusers

ingeneral.71%23%

ofMountain

Hardwear

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%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=31,

MountainHardwearenthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mountain

Hardwear

enthusiasts,

32%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.39%Single23%32%38%10%CoupleSingleparentNuclear32%

ofMountain

Hardwear

enthusiastsarefrom

high-income

households.Mountain

Hardwear’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

39%

ofMountain

Hardwear

enthusiastshavethiscurrent

living

situation.29%6%7%35%44%34%27%25%Multi-generational0%2%10%10%ExtendedOther24%0%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=31,

Mountain

Hardwearenthusiast,

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/ExcitementSustainabilityBoldnessClevernessMountain

Hardwear

owners

alsoappreciate

these

key

attributes,indicating

Mountain

Hardwear

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatMountainHardwearenthusiastsare

least

focused

on

arethrill/excitement

andsocialresponsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessMountain

Hardwear

shouldwork

onpromoting

sustainabilityto

convertenthusiastsintoowners.HighvalueHonesty/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=20,

Mountain

Hardwear

owners’,n=31,

Mountain

Hardwearenthusiast,

n=996,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mountain

Hardwear

fans,

58%

state

that

they

get

excited

about

outdoorfashion

productsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?58%55%45%42%40%39%28%26%23%17%16%15%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=31,

Mountain

Hardwearenthusiast,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.1170%

of

Mountain

Hardwear

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinGermany

is

41%.

Awarenessof

MountainHardwear,

however,

isat12%.Awareness21%

ofGerman

outdoor

fashionowners

saytheylikeMountain

Hardwear,

compared

toanindustryaveragebrandpopularityof

28%.13%

ofindustryowners

inGermany

saythey

ownMountain

Hardwear,

withtheaverage

ownership

ofabrandat19%.BuzzPopularity70%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Mountain

Hardwear

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

9%

compared

to13%.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=150,

respondents

who

know

the

individual

brand

(popularity),

n=150,

respondentswho

know

the

individual

brand

(ownership),

n=20,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=150,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Hardwear

ranks

outside

the

Top

10

in

awareness

within

the

outdoorfashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMountain

HardwearRank#

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%12%2TimberlandTheNorth

FaceMammut345SalomonUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Sch?ffel7Dr.

MartensHellyHansenColumbia8Outofallrespondents,

12%

were

aware

of

MountainHardwear.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.88%Awareness9N/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

Mountain

Hardwear

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMountain

HardwearRank#

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%21%2TheNorth

FaceFj?llr?venDr.

MartensTimberlandMammutPatagoniaVaude34Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

Mountain

Hardwear.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.567879%9Sch?ffelPopularityN/A10Salomon14

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=150,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Hardwear

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofMountain

HardwearRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1Jack

Wolfskin13%2TheNorth

FaceQuechua41%325%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

Mountain

Hardwear.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

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

MartensSch?ffel22%622%721%819%87%9ColumbiaHellyHansen18%UsageN/A1018%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=150,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Mountain

Hardwear

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMountain

Hardwear’s

consumersRank#

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%30%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%70%8PatagoniaSalomon77%976%Outofrespondents

whohaveowned

MountainHardwear,

70%

saidthey

would

purchase

the

brandagain.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=20,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Hardwear

has

a

score

of

9%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMountain

HardwearRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.9%1Jack

Wolfskin2TheNorth

FaceDr.

MartensBlack

DiamondTimberlandPatagonia31%320%Outofconsumers

who

knew

thebrand,

9%

saidtheyhadheardaboutMountain

Hardwear

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.419%515%615%7Columbia15%8Fj?llr?ven14%91%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=150,

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

andunlocknew