CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Vestiaire

Collective

inthe

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.

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

Vestiaire

Collective’sperformance

inthe

second-hand

apparel

onlineshopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202459%

of

Vestiaire

Collective

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Vestiaire

Collective’s

brandingresonates

more

with?Vestiaire

Collective

rankstenthinawareness

withinGen

Zthe

second-hand

apparel

online

shopmarket?Vestiaire

Collective

generally

appealstowomen

more

?Thepopularity

ratingof

Vestiaire

Collective

is17%than

men?Vestiaire

Collective

ranksoutside

the

Top

10

inusage?Among

Vestiaire

Collective

enthusiasts,47%

fallunderthe

high-income

category?Interms

of

loyalty,Vestiaire

Collective

is

ninth

intheUnited

Kingdom?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

havehonesty

/trustworthiness,reliability,

and

friendliness?Vestiaire

Collective

hasascore

of10%

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

Vestiaire

Collective

at

59%Brand

profile:

snapshotBrand

performance

of

Vestiaire

Collective

intheUnitedKingdom59%17%17%10%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=210,

respondents

who

know

the

individual

brand

(popularity),

n=210,respondents

who

know

the

individual

brand

(usage),

n=22,

respondents

who

have

used

the

individual

brand

(loyalty),

n=210,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vestiaire

Collective’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%36%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVestiaire

Collective

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatVestiaire

Collective

islikedby6%

ofBabyboomers

and

19%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

27%,

respectively.29%27%19%ForMillennials

andGen

Z,

39%

and

36%

feel

positivelytowards

Vestiaire

Collective,

versus

36%

and29%.

Socurrently,

forVestiaire

Collective,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=36,

VestiaireCollective

enthusiast,

n=903,

second-hand

apparel

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vestiaire

Collective

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Vestiaire

Collective

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Vestiaire

Collective

hasalower

proportion

of

LGBTQIA+52%48%61%61%

ofwomen

likeVestiaire

Collectivecompared

to

39%

of

men,whereas

forthe

overall

industry,52%

of

women

usesecond-hand

apparel

onlineshopscompared

to

48%

of

men.92%88%consumers

when

compared

totheindustryusers

ingeneral.6%

of

Vestiaire

Collective

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.39%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=36,

Vestiaire

Collective

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongVestiaire

Collective

enthusiasts,

47%

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.19%16%Single35%11%47%CoupleSingleparentNuclear47%

ofVestiaire

Collective

enthusiastsarefrom

high-income

households.Vestiaire

Collective’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

22%

ofVestiaire

Collective

enthusiastshavethiscurrent

living

situation.20%6%12%36%30%35%30%Multi-generational0%3%41%22%ExtendedOther14%12%6%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

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=36,

Vestiaire

Collective

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

havehonesty

/

trustworthiness,

reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandarehonesty

/trustworthiness,reliability,

and

friendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%However,

forVestiaire

Collective

usersthe

top

3attributesthey

actuallywantarecoolness,

authenticity,andexclusivity.SocialresponsibilityCoolnessThequalitiesthatVestiaire

Collectiveenthusiastsare

least

focused

on

arecleverness

andthrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessVestiaire

Collective

should

work

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=22,

Vestiaire

Collective

users’,n=36,

Vestiaire

Collective

enthusiast,

n=903,second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongVestiaire

Collective

fans,

39%

state

that

they

get

excited

about

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?47%39%39%33%32%31%30%25%24%23%20%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsecond-

topicsrelating

toIliketotalkabouthand

apparelonlineshopssecond-handapparel

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

second-hand

apparel

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=36,VestiaireCollective

enthusiast,

n=903,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1159%

of

Vestiaire

Collective

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinthe

UnitedKingdomis35%.

Awareness

ofVestiaire

Collective,however,

isat17%.Awareness17%

ofUK

second-hand

apparel

online

shopusers

saythey

likeVestiaire

Collective,

compared

to

anindustryaverage

brand

popularity

of25%.BuzzPopularity10%

ofindustryusers

intheUnitedKingdomsaytheyuseVestiaire

Collective,

with

the

average

usageof

abrandat18%.59%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

64%.Vestiaire

Collective

hasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of10%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Second-hand

apparel

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=210,

respondents

who

know

the

individual

brand

(popularity),

n=210,respondents

who

know

the

individual

brand

(usage),

n=22,

respondents

who

have

used

the

individual

brand

(loyalty),

n=210,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vestiaire

Collective

ranks

tenth

in

awareness

within

the

second-hand

apparelonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVestiaire

CollectiveRank#

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.1eBay93%84%84%54%47%26%25%21%17%17%17%2Etsy3Vinted4ASOS

MarketplaceDepop5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6FARFETCHThrift+78PoshmarkCowOutofallrespondents,

17%

were

aware

of

VestiaireCollective.

Thisranksthemtenth

compared

tootherbrandssurveyed

inthismarket.83%9AwarenessN/A10Vestiaire

Collective13

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

Vestiaire

Collective

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVestiaire

CollectiveRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1eBay62%48%41%32%26%25%21%21%19%18%17%2Vinted3Etsy4DepopOutofconsumers

who

knew

thebrand,

17%

saidtheyliked

Vestiaire

Collective.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.5ASOS

MarketplaceFARFETCHCow678PoshmarkROKiT83%9PopularityN/A10Re-fashion14

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=210,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vestiaire

Collective

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofVestiaire

CollectiveRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1eBay10%2Vinted39%3Etsy28%Outofconsumers

who

knew

thebrand,

10%

saidtheyused

Vestiaire

Collective.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4Depop20%5Cow18%6FARFETCHASOS

MarketplaceBuildaBundlehewi.(hardly

ever

wornit)Poshmark16%716%814%90%913%UsageN/A1012%15

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=210,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Vestiaire

Collective

is

ninth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVestiaire

Collective’sconsumersRank#

BrandLoyalty

%90%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.1Vinted2eBay89%3ASOS

MarketplaceEtsy81%41%480%5Poshmark74%6Depop71%59%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7hewi.(hardly

ever

wornit)FARFETCH62%860%9Vestiaire

CollectiveBuildaBundle59%Outofrespondents

whohaveused

VestiaireCollective,

59%

saidtheywould

usethe

brandagain.LoyaltyN/A1058%16

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=22,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vestiaire

Collective

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVestiaire

CollectiveRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay10%2Vinted39%3Etsy34%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutVestiaire

Collective

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Depop22%5ASOS

MarketplaceBuildaBundleFARFETCHCow19%616%714%814%90%9ROKiT13%BuzzN/A10Re-fashion12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=210,

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