Brand KPIs for fashion online shops：American Eagle in the United States-英文培訓(xùn)課件2025.5

CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:American

Eagle

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

American

Eagle’sperformanceinthe

fashion

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202485%

of

American

Eagle

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??American

Eagle’s

brandingresonates

with

Millennials

?American

Eagleranksseventh

inawareness

withinsimilarly

to

other

brandsinthe

industrythe

fashion

onlineshop

market?American

Eaglegenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

American

Eagleis

39%?American

Eaglerankseighthinusage?Among

American

Eagleenthusiasts,38%

fallunderthe

high-income

category?Interms

of

loyalty,American

EagleisthirdintheUnited

States?Consumers

want

theirfashiononline

shopbrandstohavereliability,honesty

/trustworthiness,

andauthenticity?American

Eaglehasascore

of

26%

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

American

Eagle

at

85%Brand

profile:

snapshotBrand

performance

of

AmericanEagle

intheUnited

States85%82%39%26%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,025,

respondents

who

know

the

individual

brand(popularity),

n=1,025,respondents

who

know

the

individual

brand

(usage),

n=253,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,025,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Eagle’sbranding

resonates

with

Millennials

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAmerican

Eaglebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatAmerican

Eagleislikedby

6%

of

Babyboomers

and

26%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

26%,

respectively.28%26%26%

26%ForMillennials

andGen

Z,

41%

and

28%

feel

positivelytowards

American

Eagle,versus

39%

and

26%.

Socurrently,

forAmerican

Eagle,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=403,

American

Eagle

enthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Eagle

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

American

Eagleshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

American

Eaglehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%52%48%51%

ofmen

likeAmerican

Eaglecompared

to

49%

of

women,

whereasfortheoverall

industry,52%

of

womenusefashiononline

shopscompared

to48%

ofmen.87%11%

ofAmerican

Eagleenthusiastsconsider

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

fashion

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=403,American

Eagleenthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

American

Eagle

enthusiasts,

38%

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%Single38%39%16%18%CoupleSingleparentNuclear38%

ofAmerican

Eagleenthusiastsarefrom

high-income

households.American

Eagle’sbrandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

26%

ofAmerican

Eagleenthusiastshavethiscurrent

living

situation.8%10%26%22%33%33%28%Multi-generational5%5%18%17%29%ExtendedOther7%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=403,

American

Eagle

enthusiast,

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%American

Eagleusers

alsoappreciatethese

key

attributes,indicatingAmericanEagleexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAmerican

Eagleenthusiastsare

least

focused

on

areinclusiveness

and

innovation.ReliabilityExclusivityAmerican

Eagleshouldwork

onpromoting

highvalueto

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=253,

American

Eagleusers’,n=403,

American

Eagleenthusiast,

n=1,026,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

American

Eagle

fans,

38%

state

that

they

get

excited

about

fashiononline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?45%39%38%33%31%28%27%26%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=403,

American

Eagleenthusiast,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.1185%

of

American

Eagle

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Statesis68%.Awareness

ofAmerican

Eagle,however,

is

at82%.Awareness39%

ofU.S.

fashiononline

shopusers

saytheylikeAmerican

Eagle,compared

toanindustryaveragebrandpopularityof

32%.25%

ofindustryusers

intheUnitedStatessaythey

useAmerican

Eagle,with

the

average

usageofabrandat22%.BuzzPopularity85%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.American

Eaglehasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

26%

compared

to25%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,025,

respondents

who

know

the

individual

brand(popularity),

n=1,025,respondents

who

know

the

individual

brand

(usage),

n=253,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,025,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Eagle

ranks

seventh

in

awareness

within

the

fashion

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAmerican

EagleRank#

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%18%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,

82%

were

aware

of

AmericanEagle.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.82%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

American

Eagle

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAmerican

EagleRank#

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's39%4American

EagleSHEINOutofconsumers

who

knew

thebrand,

39%

saidtheyliked

American

Eagle.

Thisranksthem

fourthcompared

to

other

brandssurveyed

inthismarket.56Victoria's

SecretGap61%78JCPenneyTEMU9PopularityN/A10ZARA14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,025,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Eagle

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAmerican

EagleRank#

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%25%3SHEIN33%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

American

Eagle.

Thisranksthemeighth4TEMU33%compared

to

other

brandssurveyed

inthismarket.5Macy's27%6JCPenneyVictoria's

SecretAmerican

EagleGap27%726%75%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=1,025,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

American

Eagle

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAmericanEagle’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

Secret15%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%85%9ZARA80%Outofrespondents

whohaveused

American

Eagle,85%

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=253,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Eagle

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAmericanEagleRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TEMU2Target40%26%3SHEIN37%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutAmerican

Eagleinthemedia.

Thisranksthemsixthcompared

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

EagleJCPenneyVictoria's

SecretGap26%726%74%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=1,025,

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

andunlocknewgrowthopportu