CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:Nordstrom

Rack

in

the

United

StatesConsumer

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

Nordstrom

Rack’s

performanceinthe

fashion

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

Nordstrom

Rack

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nordstrom

Rack’s

branding

resonates

more

with

Gen

?Nordstrom

Rack

ranksoutside

the

Top

10

inXawareness

withinthefashiononline

shopmarket?Thepopularity

ratingof

Nordstrom

Rack

is29%?Nordstrom

Rack

ranksoutside

the

Top

10

inusage?Nordstrom

Rack

generally

appealstowomen

morethan

men?Among

Nordstrom

Rack

enthusiasts,48%

fallunderthe

high-income

category?Interms

of

loyalty,Nordstrom

Rack

is

fifth

intheUnited

States?Consumers

want

theirfashiononline

shopbrandstohavereliability,honesty

/trustworthiness,

andauthenticity?Nordstrom

Rack

hasascore

of14%

formedia

buzz3Sources:

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

Nordstrom

Rack

at

84%Brand

profile:

snapshotBrand

performance

of

Nordstrom

Rack

intheUnitedStates84%66%29%18%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=830,

respondents

who

know

the

individual

brand

(popularity),

n=830,

respondentswho

know

the

individual

brand

(usage),

n=148,

respondents

who

have

used

the

individual

brand

(loyalty),

n=830,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Nordstrom

Rack’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%

39%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNordstrom

Rack

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatNordstrom

Rack

islikedby7%

ofBabyboomers

and

34%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

26%,

respectively.26%26%20%ForMillennials

andGen

Z,

39%

and

20%

feel

positivelytowards

Nordstrom

Rack,versus

39%

and26%.

Socurrently,

forNordstrom

Rack,Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.8%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=238,

NordstromRackenthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Nordstrom

Rack

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nordstrom

Rack

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nordstrom

Rack

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%56%56%

ofwomen

likeNordstrom

Rackcompared

to

44%

of

men,whereas

forthe

overall

industry,52%

of

women

usefashiononline

shopscompared

to48%of

men.86%11%

ofNordstrom

Rack

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.44%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=238,NordstromRackenthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Nordstrom

Rack

enthusiasts,

48%

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%22%Single39%17%18%CoupleSingleparentNuclear48%

ofNordstrom

Rack

enthusiastsarefrom

high-income

households.Nordstrom

Rack’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

29%

ofNordstrom

Rack

enthusiastshavethiscurrent

living

situation.48%8%10%29%33%28%22%31%Multi-generational5%5%13%17%ExtendedOther20%8%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

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=238,

NordstromRackenthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

fashion

online

shop

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

fashion

online

shop

brandsForfashion

onlineshops,thetopthreequalitiesusers

want

from

abrand

arereliability,

honesty

/trustworthiness,

andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Nordstrom

Rack

users

alsoappreciatethese

key

attributes,indicatingNordstrom

Rack

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatNordstrom

Rackenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityNordstrom

Rack

should

work

onpromoting

reliability

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=148,

Nordstrom

Rackusers’,n=238,

NordstromRack

enthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Nordstrom

Rack

fans,

41%

state

that

they

get

excited

about

fashiononline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?44%41%39%33%32%32%31%27%25%

25%24%23%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=238,

NordstromRackenthusiast,

n=1,026,

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.1184%

of

Nordstrom

Rack

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Statesis68%.Awareness

ofNordstrom

Rack,however,

isat66%.Awareness28%

ofU.S.

fashiononline

shopusers

saytheylikeNordstrom

Rack,compared

to

anindustryaveragebrandpopularityof

32%.18%

ofindustryusers

intheUnitedStatessaythey

useNordstrom

Rack,with

theaverage

usageof

abrand

at22%.BuzzPopularity84%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Nordstrom

Rack

hasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

25%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=830,

respondents

who

know

the

individual

brand

(popularity),

n=830,

respondentswho

know

the

individual

brand

(usage),

n=148,

respondents

who

have

used

the

individual

brand

(loyalty),

n=830,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Nordstrom

Rack

ranks

outside

the

Top

10

in

awareness

within

the

fashiononline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNordstrom

RackRank#

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.1Target94%91%90%90%88%87%82%80%79%67%2Macy's34%3Kohl's4JCPenneyGap5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Victoria's

SecretAmerican

EagleTEMU66%78Outofallrespondents,

66%

were

aware

of

NordstromRack.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.9NordstromSHEINAwarenessN/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

Nordstrom

Rack

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNordstrom

RackRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Target49%42%42%39%39%38%35%35%34%33%2Kohl's29%3Macy's4American

EagleSHEINOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Nordstrom

Rack.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56Victoria's

SecretGap771%8JCPenneyTEMU9PopularityN/A10ZARA14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=830,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Nordstrom

Rack

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNordstrom

RackRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

fashiononlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Target18%2Kohl's33%3SHEIN33%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Nordstrom

Rack.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4TEMU33%5Macy's27%6JCPenneyVictoria's

SecretAmerican

EagleGap27%726%825%82%921%UsageN/A10ZARA21%15

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=830,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Nordstrom

Rack

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNordstrom

Rack’sconsumersRank#

BrandLoyalty

%86%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.1Victoria's

Secret16%2Target86%3American

EagleNordstromNordstrom

RackKohl's85%484%584%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

fashion

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7SHEIN81%8Macy's80%84%9ZARA80%Outofrespondents

whohaveused

Nordstrom

Rack,84%

saidthey

would

usethebrand

again.LoyaltyN/A10Gap79%16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=148,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Nordstrom

Rack

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNordstrom

RackRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TEMU14%2Target40%3SHEIN37%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutNordstrom

Rack

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Kohl's35%5Macy's33%6American

EagleJCPenneyVictoria's

SecretGap26%726%826%86%923%BuzzN/A10StitchFix21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=830,

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

andunlocknewgrowthop