CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:Macy

’s

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

Macy’s

performance

inthefashiononline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

Macy

’s

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Macy’sbrandingresonates

more

with

Gen

X?Macy’sgenerally

appealsto

men

more

thanwomen?Macy’srankssecond

inawareness

within

the

fashiononlineshop

market?Thepopularity

ratingof

Macy’sis

42%?Macy’sranksfifth

inusage?Among

Macy’senthusiasts,43%

fallunderthehigh-income

category?Consumers

want

theirfashiononline

shopbrandsto

?Interms

of

loyalty,Macy’s

iseighth

intheUnitedhavereliability,honesty

/trustworthiness,

andauthenticityStates?Macy’shasascore

of

33%

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.4Awarenessis

the

highest

scoring

KPI

for

Macy

’s

at

91%Brand

profile:

snapshotBrand

performance

of

Macy’sintheUnited

States91%80%42%33%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,134,

respondents

who

know

the

individual

brand(popularity),

n=1,134,respondents

who

know

the

individual

brand

(usage),

n=311,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,134,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Macy

’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMacy’s

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMacy’s

islikedby8%

of

Babyboomers

and

29%

of

GenXers,

whereas

thetotalshareof

industryusers

is8%and26%,

respectively.29%26%26%23%ForMillennials

andGen

Z,

40%

and

23%

feel

positivelytowards

Macy’s,

versus

39%

and

26%.

Socurrently,

forMacy’s,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.8%

8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=471,

Macy’senthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Macy

’s

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Macy’s

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Macy’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%

ofmen

likeMacy’s

compared

to49%

ofwomen,

whereas

fortheoverallindustry,52%

of

women

usefashiononlineshopscompared

to

48%

of

men.52%48%89%9%

of

Macy’senthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

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=471,

Macy’senthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Macy

’s

enthusiasts,

43%

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.20%22%Single39%19%18%43%CoupleSingleparentNuclear43%

ofMacy’s

enthusiastsarefrom

high-income

households.Macy’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

26%

ofMacy’s

enthusiastshavethiscurrent

livingsituation.7%10%26%22%33%28%32%Multi-generational4%5%18%17%ExtendedOther25%6%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=471,

Macy’senthusiast,

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%Macy’s

users

alsoappreciate

thesekeyattributes,indicating

Macy’s

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMacy’senthusiastsareleast

focused

onare

inclusiveness

andthrill/excitement.ReliabilityExclusivityMacy’s

shouldwork

onpromotingfriendliness

toconvert

enthusiastsintoowners.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=311,

Macy’susers’,n=471,

Macy’senthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Macy

’s

fans,

38%

state

that

they

get

excited

about

fashion

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?42%39%38%33%30%28%27%27%25%24%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=471,

Macy’senthusiast,

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.1180%

of

Macy

’s

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Statesis68%.Awareness

ofMacy’s,

however,

is

at91%.Awareness42%

ofU.S.

fashiononline

shopusers

saytheylikeMacy’s,

compared

toanindustryaverage

brandpopularity

of32%.27%

ofindustryusers

intheUnitedStatessaythey

useMacy’s,

with

the

average

usageofabrandat22%.BuzzPopularity80%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Macy’s

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

33%

comparedto25%.Sooverall,

the

results

showtheir

performance

tobeabove

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=1,134,

respondents

who

know

the

individual

brand(popularity),

n=1,134,respondents

who

know

the

individual

brand

(usage),

n=311,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,134,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Macy

’s

ranks

second

in

awareness

within

the

fashion

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMacy’sRank#

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.9%1Target94%91%90%90%88%87%82%80%79%67%2Macy's3Kohl's4JCPenneyGap5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Victoria's

SecretAmerican

EagleTEMU78Outofallrespondents,

91%

were

aware

of

Macy’s.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.91%N/A9NordstromSHEINAwareness1013

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

Macy

’s

is

42%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMacy’sRank#

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's3Macy's42%4American

EagleSHEINOutofconsumers

who

knew

thebrand,

42%

saidtheyliked

Macy’s.

Thisranksthemthirdcompared

to

otherbrandssurveyed

inthismarket.558%6Victoria's

SecretGap78JCPenneyTEMU9PopularityN/A10ZARA14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,134,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Macy

’s

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMacy’sRank#

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?”.1Target2Kohl's33%27%3SHEIN33%Outofconsumers

who

knew

thebrand,

27%

saidtheyused

Macy’s.

Thisranksthemfifth

compared

to

otherbrandssurveyed

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

SecretAmerican

EagleGap27%726%73%825%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=1,134,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Macy

’s

is

eighth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMacy’s

consumersRank#

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

Secret20%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%80%9ZARA80%Outofrespondents

whohaveused

Macy’s,

80%

saidthey

would

usethebrand

again.10Gap79%LoyaltyN/A16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=311,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Macy

’s

has

a

score

of

33%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMacy’sRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TEMU2Target40%33%3SHEIN37%Outofconsumers

who

knew

thebrand,

33%

saidtheyhadheardaboutMacy’s

inthemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

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

EagleJCPenneyVictoria's

SecretGap26%67%726%826%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=1,134,

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.?

Identifyandunderstandyourcoreaudiences?

Tr