CONSUMER&

BRANDBrandKPIs

for

second-hand

apparelonline

shops:

Luxury

Garage

Sale

inthe

United

StatesConsumer

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

LuxuryGarage

Sale’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

202469%

of

Luxury

Garage

Sale

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??LuxuryGarage

Sale’sbrandingresonates

more

withMillennials?LuxuryGarage

Saleranksoutside

the

Top

10

inawareness

withinthesecond-hand

apparel

onlineshopmarket?LuxuryGarage

Salegenerally

appealstomen

morethan

women?Thepopularity

ratingof

LuxuryGarage

Saleis30%?LuxuryGarage

Salerankssixthinusage?Among

LuxuryGarage

Saleenthusiasts,45%

fallunderthe

high-income

category?Interms

of

loyalty,LuxuryGarage

Saleis

outsidethe?Consumers

want

theirsecond-hand

apparel

onlineshop

brandsto

haveauthenticity,honesty

/trustworthiness,

andreliabilityTop

10intheUnitedStates?LuxuryGarage

Salehasascore

of24%

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

Luxury

Garage

Sale

at

69%Brand

profile:

snapshotBrand

performance

of

Luxury

Garage

Sale

intheUnited

States69%30%24%22%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=250,

respondents

who

know

the

individual

brand

(popularity),

n=250,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=250,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Luxury

Garage

Sale’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLuxuryGarage

Salebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatLuxury

Garage

Saleislikedby0%

ofBabyboomers

and

27%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

7%

and

25%,

respectively.40%28%27%25%24%ForMillennials

andGen

Z,

49%

and

24%

feel

positivelytowards

Luxury

GarageSale,versus

40%

and28%.

Socurrently,

forLuxuryGarage

Sale,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.7%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosecond-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=74,

Luxury

Garage

Sale

enthusiast,

n=881,

second-hand

apparel

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Luxury

Garage

Sale

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

LuxuryGarage

Saleshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

LuxuryGarage

Salehasalower

proportion

of

LGBTQIA+38%62%48%52%62%

ofmen

likeLuxuryGarage

Salecompared

to

38%

of

women,

whereasfortheoverall

industry,52%

of

men

usesecond-hand

apparel

onlineshopscompared

to

48%

of

women.92%consumers

when

compared

totheindustryusers

ingeneral.7%

of

LuxuryGarage

Saleenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.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=74,

Luxury

Garage

Sale

enthusiast,

n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Luxury

Garage

Saleenthusiasts,

45%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.22%22%Single38%11%16%45%CoupleSingleparentNuclear45%

ofLuxury

Garage

Saleenthusiastsarefrom

high-income

households.LuxuryGarage

Sale’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

43%

ofLuxuryGarage

Saleenthusiastshavethiscurrent

living

situation.9%10%43%33%29%23%35%Multi-generational1%1%4%12%18%ExtendedOther19%7%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=74,

Luxury

Garage

Sale

enthusiast,

n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

second-hand

apparel

online

shop

brands

to

haveauthenticity,

honesty

/

trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

second-hand

apparel

onlineshopbrandsForsecond-hand

apparel

online

shops,the

top

three

qualitiesusers

want

fromabrandareauthenticity,honesty

/trustworthiness,

andreliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%LuxuryGarage

Saleusers

alsoappreciate

these

key

attributes,indicating

Luxury

Garage

Saleexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLuxuryGarage

Saleenthusiastsare

least

focused

on

arethrill/excitement

andsustainability.ReliabilityExclusivityInnovationInclusivenessFriendlinessLuxuryGarage

Saleshould

work

onpromoting

reliability

to

convertenthusiastsintoowners.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=54,

Luxury

Garage

Sale

users’,n=74,

Luxury

Garage

Sale

enthusiast,n=881,

second-hand

apparel

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Luxury

Garage

Salefans,

38%

state

that

they

get

excited

about

second-hand

apparel

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsecond-hand

apparel

online

shopsingeneral?53%50%46%39%38%33%32%30%29%26%25%22%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=74,Luxury

Garage

Sale

enthusiast,

n=881,

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.1169%

of

Luxury

Garage

Sale

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

second-hand

apparel

online

shops,the

average

awareness

ofabrandinthe

United

Statesis43%.

Awareness

ofLuxury

GarageSale,

however,

isat20%.Awareness30%

ofU.S.

second-hand

apparel

onlineshop

userssaythey

likeLuxury

GarageSale,

compared

toanindustryaverage

brand

popularity

of32%.BuzzPopularity22%

ofindustryusers

intheUnitedStatessaythey

useLuxuryGarage

Sale,with

the

average

usageof

abrandat23%.69%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.LuxuryGarage

Salehasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Second-hand

apparel

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=250,

respondents

who

know

the

individual

brand

(popularity),

n=250,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=250,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Luxury

Garage

Sale

ranks

outside

the

Top

10

in

awareness

within

the

second-hand

apparel

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLuxuryGarage

SaleRank#

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.1eBay91%82%77%70%67%41%34%25%25%24%20%2Etsy3GoodwillUrban

OutfittersPoshmarkThredUpTheRealRealDepop45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

20%

were

aware

of

LuxuryGarage

Sale.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.80%9GoodfairAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Luxury

Garage

Sale

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLuxuryGarage

SaleRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Goodwill52%52%46%36%32%31%30%30%27%27%2eBay30%3Etsy4PoshmarkTheRealRealThredUpOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

LuxuryGarage

Sale.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.567Luxury

Garage

SaleUrban

OutfittersFASHIONPHILEDepop70%89PopularityN/A1014

Notes:“When

it

comesto

second-hand

apparel

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=250,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Luxury

Garage

Sale

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLuxuryGarage

SaleRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

second-hand

apparel

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1eBay22%2GoodwillEtsy39%333%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

LuxuryGarage

Sale.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4PoshmarkDepop23%522%6Luxury

Garage

SaleGoodfairThredUpBeyond

RetroFARFETCH22%721%821%78%920%UsageN/A1019%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=250,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,Luxury

Garage

Sale

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLuxury

Garage

Sale’s

consumersRank#

BrandLoyalty

%92%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.1Urban

Outfitters2Beyond

RetroGoodwillPoshmarkeBay87%31%386%484%582%6Etsy82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

second-handapparel

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.7FARFETCHTheRealRealThredUp80%69%880%979%Outofrespondents

whohaveused

LuxuryGarageSale,69%

saidthey

would

usethebrand

again.LoyaltyN/A1072%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=54,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Luxury

Garage

Salehas

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLuxury

Garage

SaleRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay24%2Etsy41%3PoshmarkTheRealRealDepop35%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutLuxury

Garage

Saleinthemedia.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.434%529%6Beyond

RetroGoodwill25%725%76%8Luxury

Garage

SaleGoodfair24%923%BuzzN/A10FASHIONPHILE22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=250,

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