CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:Rare

Rabit

in

IndiaConsumer

Insights

reportDecember2024Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Rare

Rabit’sperformance

inthe

fashion

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202470%

of

Rare

Rabit

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Rare

Rabit’sbranding

resonates

more

with

Gen

Z?Rare

Rabitranksninth

inawareness

within

thefashiononline

shopmarket?Rare

Rabitgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Rare

Rabitis32%?Rare

Rabitranksninth

inusage?Among

Rare

Rabitenthusiasts,45%

fallunderthehigh-income

category?Interms

of

loyalty,Rare

Rabit

istenthinIndia?Rare

Rabithasascore

of

28%

formedia

buzz?Consumers

want

theirfashiononline

shopbrandstohavecoolness,

authenticity,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Rare

Rabit

at

70%Brand

profile:

snapshotBrand

performance

of

Rare

Rabit

inIndia70%45%32%28%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=568,

respondents

who

know

the

individual

brand

(popularity),

n=568,

respondentswho

know

the

individual

brand

(usage),

n=141,

respondents

who

have

used

the

individual

brand

(loyalty),

n=568,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Rare

Rabit’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%46%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRare

Rabit

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatRare

Rabit

islikedby0%

ofBaby

boomers

and

7%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.ForMillennials

andGen

Z,

46%

and

47%

feel

positivelytowards

Rare

Rabit,versus

44%

and

44%.

Socurrently,forRare

Rabit,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%7%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=183,

Rare

Rabit

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Rare

Rabit

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Rare

Rabit

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.15%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Rare

Rabithasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.17%39%61%40%60%61%

ofmen

likeRare

Rabit

compared

to39%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

usefashiononlineshopscompared

to40%

ofwomen.80%17%

ofRare

Rabitenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

fashion

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=183,

RareRabit

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Rare

Rabit

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.3%4%Single38%3%5%45%CoupleSingleparentNuclear45%

ofRare

Rabitenthusiastsare

fromhigh-income

households.Rare

Rabit’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

40%

ofRare

Rabit

enthusiastshavethiscurrentlivingsituation.5%3%20%19%30%32%33%Multi-generational40%30%28%ExtendedOther37%21%2%2%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

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=183,

Rare

Rabit

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

fashion

online

shop

brands

to

have

coolness,authenticity,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

fashion

online

shop

brandsForfashion

onlineshops,thetopthreequalitiesusers

want

from

abrand

arecoolness,

authenticity,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Rare

Rabit

users

alsoappreciate

thesekey

attributes,indicating

Rare

Rabitexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatRare

Rabitenthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityRare

Rabit

shouldwork

onpromotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

fashion

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=141,

RareRabit

users’,n=183,

Rare

Rabit

enthusiast,

n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Rare

Rabit

fans,

66%

state

that

they

get

excited

about

fashion

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?66%65%62%60%57%51%48%47%45%45%44%32%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutfashiononlineshopsIliketotalkabouttopicsrelating

tofashiononlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

fashion

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=183,

Rare

Rabit

enthusiast,n=1,203,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Rare

Rabit

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinIndiais69%.

Awareness

ofRare

Rabit,however,

isat45%.Awareness32%

ofIndianfashiononline

shopusers

saytheylikeRare

Rabit,compared

toanindustryaverage

brandpopularity

of47%.25%

ofindustryusers

inIndiasaythey

useRare

Rabit,with

the

average

usageofabrandat39%.BuzzPopularity70%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

79%.Rare

Rabit

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

40%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=568,

respondents

who

know

the

individual

brand

(popularity),

n=568,

respondentswho

know

the

individual

brand

(usage),

n=141,

respondents

who

have

used

the

individual

brand

(loyalty),

n=568,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Rare

Rabit

ranks

ninth

in

awareness

within

the

fashion

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRare

RabitRank#

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.1Ajio92%90%86%84%80%72%69%65%45%40%2Jockey3LifestyleH&M445%5FirstCryUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%6Shoppers

StopWestsideMarks

&SpencerRareRabitMirraw78Outofallrespondents,

45%

were

aware

of

Rare

Rabit.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Rare

Rabit

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRare

RabitRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ajio71%66%65%58%49%43%42%41%32%26%2Jockey32%3H&M4LifestyleFirstCryOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

Rare

Rabit.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.56Shoppers

StopWestsideMarks

&SpencerRareRabitMirraw768%89PopularityN/A1014

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=568,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Rare

Rabit

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRare

RabitRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

fashiononlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Ajio2Jockey61%25%3H&M54%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

Rare

Rabit.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4LifestyleWestsideFirstCry46%538%638%7Shoppers

StopMarks

&SpencerRareRabitMirraw34%75%831%925%UsageN/A1019%15

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=568,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Rare

Rabit

is

tenth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRare

Rabit’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,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.1Ajio2H&M87%30%3Jockey84%4WestsideFirstCry83%579%6Marks

&SpencerLifestyle79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

fashion

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.778%70%8Shoppers

StopNNNOWRareRabit76%973%Outofrespondents

whohaveused

Rare

Rabit,70%saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=141,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Rare

Rabit

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRare

RabitRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ajio2Jockey60%28%3H&M59%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutRare

Rabitinthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4FirstCry51%5LifestyleMarks

&SpencerShoppers

StopRareRabitWestsideMirraw43%633%730%72%828%926%BuzzN/A1023%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=568,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyou