CONSUMERBRAND

BrandKPIsforoutdoorfashion:SmartwoolintheUnitedStates

ConsumerInsightsreport

October2024

DiscoveryourBrandKPIscores.Benchmarkagainstcompetitorsandmeasureyourbrand’smarketimpact

Introduction:studydetails

ThereportMethodology

ThisreporthasbeencreatedusingthedatafromStatista’sConsumerInsightsBrandKPIs.Thereportprovidesyouwithkeyconsumerinsightsandbenchmarksforabrand’sperformanceagainsttheindustryoverallandtheircompetitors.

Ourdataallowsyoutomeasureeachbrand’spositioninthemarketbycreatingaprofileusingStatista’s5keyperformanceindicators.Whichare:awareness,popularity,ownership,loyalty,andmediabuzz.

ThisreportisbasedonSmartwool’sperformanceintheoutdoorfashionmarket.

IfyouwouldliketofindoutmoreabouttheConsumerInsightsatStatistaortheBrandProfiler,pleaseclickthelinkbelow.

Design:OnlineSurvey

Duration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Regions:Brazil,Germany,India,Mexico,U.S.andUKNumberofrespondents:approx.2500

Sample:Internetusers,aged18-64,quotassetongenderandage

Fieldwork:February-March2024

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Notes:Forthisreport“Usage”indicatesthespecific“Ownership”

Sources:StatistaConsumerInsightsGlobal,asofOctober2024

82%ofSmartwoolownersdisplayloyaltytowardsthebrandIntroduction:keyinsights

Whodoesthebrandappealto?

?Smartwool’sbrandingresonatesmorewithMillennials

?Smartwoolgenerallyappealstomenmorethanwomen

?AmongSmartwoolenthusiasts,53%fallunderthehigh-incomecategory

?Consumerswanttheiroutdoorfashionbrandstohavereliability,authenticity,andhighvalue

Howdoesthebrandperforminthemarket??SmartwoolranksoutsidetheTop10inawarenesswithintheoutdoorfashionmarket

?ThepopularityratingofSmartwoolis31%

?Smartwoolranksninthinownership

?Intermsofloyalty