CONSUMERBRAND

BrandKPIsforoutdoorfashion:ColumbiainGermany

ConsumerInsightsreport

October2024

DiscoveryourBrandKPIscores.Benchmarkagainstcompetitorsandmeasureyourbrand’smarketimpact

Introduction:studydetails

ThereportMethodology

ThisreporthasbeencreatedusingthedatafromStatista’sConsumerInsightsBrandKPIs.Thereportprovidesyouwithkeyconsumerinsightsandbenchmarksforabrand’sperformanceagainsttheindustryoverallandtheircompetitors.

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

ThisreportisbasedonColumbia’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

2

Notes:Forthisreport“Usage”indicatesthespecific“Ownership”

Sources:StatistaConsumerInsightsGlobal,asofOctober2024

72%ofColumbiaownersdisplayloyaltytowardsthebrandIntroduction:keyinsights

Whodoesthebrandappealto?

?Columbia’sbrandingresonatesmorewithMillennials?Columbiagenerallyappealstomenmorethan

women

?AmongColumbiaenthusiasts,45%fallunderthehigh-incomecategory

?Consumerswanttheiroutdoorfashionbrandstohavehighvalue,reliability,andcoolness

Howdoesthebrandperforminthemarket??Columbiaranksninthinawarenesswithintheoutdoorfashionmarket

?ThepopularityratingofColumbiais26%

?Columbiaranksninthinownership

?Intermsofloyalty,ColumbiaisoutsidetheTop10in