美國著名戶外運(yùn)動品牌露露樂蒙lululemon市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

sports

andoutdoor

online

shops:lululemon

in

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4,980Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

lululemons’

performance

inthesportsandoutdoor

onlineshopsmarket.Fieldwork:September

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023lululemon

has

grown

in

the

market

by

being

noisy

and

appealing

to

youngergenerationIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

lululemon

isabrandfortheyoungergeneration,with

Millennials

the

most

likely

to

feel

anaffinity

tothe

current

brandingstrategy?

lululemon

matcheswith

theindustryaverage

inoneof

the

key

performance

indicators:

“Buzz”?

lululemon

isintheTop10

performing

brandsfor:?

Women

aremore

likely

to

likelululemon

asabrand?

Loyalty?

Buzzthan

men?

lululemon

hasalower

proportion

ofLGBTQIA+?

lululemon

hasdisruptedthemarket

withnoise

andappealingtothe

young

generation,

with

many

willingtostayloyalshoppers

than

theindustryaverage?

lululemon

tendstoattractconsumers

fromhigh-income

brackets?

However,

they

need

tofocuson

abroader

strategywith

awareness,

popularityandusagebeingmajorissues.

Addressthisand

thebrand

will

continuetogrow?

It’sgenerally

people

innuclearhouseholds

thatlikelululemon3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4More

than

half

of

sports

and

outdoor

online

shoppers

in

the

U.S.

are

familiarwith

lululemonBrand

profile:

snapshotlululemons’brandperformance

withintheindustryofAmerican

online

consumers65%61%27%20%20%19%18%16%14%11%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onSports&outdoor

online

shops

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=977,

respondents

who

have

used

sports

&outdoor

online

shopsConsumer

Insights

Global,

asofSeptember

2023Sources:lululemon

is

popular

among

the

younger

generations

in

the

sports

and

outdooronline

shops

marketBrand

Profile:

consumer

demographics

(1/3)lululemon

resonates

well

with

theyoungergenerations,

inparticular,Millennials.

53%

of

Millennialconsumers

who

aresports

and

outdoor

onlineshoppers

are

fans

of

lululemon

compared

to40%

ofMillennials

who

knowanybrandsinthesportsandoutdoor

online

market.Generation

of

consumerswho

likelululemon53%40%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

thelululemon

brand

with

only

15%and6%

saying

theylike

them,respectively

lower

thantheindustryaverage.26%26%21%15%12%6%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosports

&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=196,

lululemon

enthusiast,

n=1,134,

sportsand

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

lululemon

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)Genderoflululemon

fansTheGender

splitbetween

brandenthusiastsof

lululemon

shows

womenaremore

likely

to

haveanaffinity

withthebrandover

men,compared

to

theIndustryaverage.LGBTQIA+status

oflululemon

fanslululemon

hasalower

proportion

ofLGBTQIA+

shoppers

thanthe

industryaverage

forshoppers

inthe

sportsandoutdoor

online

shopsmarket.7%11%39%7%

of

lululemon

shoppers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

tothe

11%overall

industryaverage.

Itappearsthatlululemon

hasroom

forimprovement

inactively

reaching

and

engaging

withtheLGBTQIA+

community,

considering

thelower

percentage

of

LGBTQIA+51%49%61%

ofwomen

likelululemon

comparedtojust

39%

of

men,whereas

theindustryaverage

forsportsand

outdoor

onlineshoppers

shows

that49%

of

women

usethisservice

compared

to

51%

of

men.92%87%2%61%shoppers

compared

to

theoverallindustryaverage.1%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=196,

lululemon

enthusiast,

n=1,134,

sports

and

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

lululemonBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

lululemonHouseholdtype12%

oflululemon

users

are

fromsinglehouseholds.

Couples

areslightlylesslikely

to

uselululemon

thanotherbrandsandforthenuclearfamily,itisthehighest.shoppers

varies

from

the

average

forsportsandoutdoor

onlineshoppers.Specifically,

59%

of

lululemon

shoppersbelong

tothehigh-income

group,compared

to

anoverall

industryaverageof

39%.

Therefore,

lululemon

isabrandthattendsto

attractconsumers

fromhigher-income

groups.12%20%Single39%30%14%16%59%Therefore,

with

thenuclear

householdmarket

wrapped

up,

lululemon

maywant

to

consider

opportunitiesandtarget

advertising

atsinglehouseholds.CoupleNuclear

familySingleparentOther45%30%20%21%6%10%31%23%24%Brand

enthusiastHighIndustryusersMediumLowBrand

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

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=196,

lululemon

enthusiast,n=1,134,

sportsand

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

lululemon

take

sustainability

more

seriously

thanconsumers

in

generalBrand

profile:

attitudesWhat

do

consumersthink

ofsports

&outdoor

onlineshopsingeneral?42%

ofconsumers

wholike

lululemon

say

theyare

well

informed

when

itcomes

to

sports

&outdoor

onlineshopsand

21%

of

theseconsumers

saythattheycan’timaginetheirlifewithout

sports

&outdoor

online

shops.Thiscompares

toamarket

average

of

27%

and

13%,

respectively.How

doespriceeffect

theirdecisions?31%

ofconsumers

wholike

lululemon

say

alow

price

ismore

important

than

high

qualitywhen

itcomes

tosports&outdoor

onlineshops,compared

to

themarket

average

of

21%.Do

consumerstrusttheirsports

&outdoor

onlineshops?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tosports&outdoor

onlineshopsisimportant

to47%

ofconsumers

wholike

lululemon,

compared

tothemarket

average

of

32%.Do

sports

&outdoor

onlineshopsneed

toinnovate

tostay

relevant?47%

ofshoppers

wholikelululemon

say

sports&outdoor

onlineshopsexcite

themwith

40%

confirming

theyliketotryout

newandinnovativesports

&outdoor

online

shops.This

compares

to

amarket

average

of25%

and23%,

respectively.How

important

issustainability

toconsumers?According

to38%

ofshoppers

who

likelululemon,

sustainabilityisimportant

when

itcomes

tosports&outdooronlineshops,compared

to

themarket

average

of

24%.9Notes:“Which

ofthese

statements

about

sports

&outdoor

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

sports

&outdooronline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=196,lululemon

enthusiast,

n=1,134,

sports

and

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10lululemon

is

just

as

likely

to

befeatured

in

the

media

as

other

brands

in

theindustryBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthesports

andoutdooronlineshopsmarketWhen

itcomes

to

sports

and

outdoor

online

shops,theaverage

awareness

forabrandintheU.S.is61%.Awareness

oflululemon,

however,

is

slightlylower

at57%.Awareness70%With,28%

of

American

sportsand

outdoor

onlineshoppers

sayingthey

likelululemon,

lululemon

findsitself

lower

thantheaverage,

35%,

forpopularity.BuzzPopularityOnly19%

of

sportsand

outdoor

onlineshoppers

inthe

U.S.

saytheyuselululemon,

with

the

averageusageof

abrand

at23%77%

oflululemon

shoppers

say

theywould

usethebrandagaincompared

toanaverage

loyalty

score

of78%.lululemon

isjustaslikely

to

befeatured

inthemediaasother

brands,with

a"Buzz"

score

of26%,

mirroringtheaverage

score

of26%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1247,

allrespondents

(awareness),

n=707,

respondents

who

know

the

individual

brand

(popularity),

n=707,respondents

who

know

the

individual

brand

(usage),

n=136,

respondents

who

have

used

the

individual

brand

(loyalty),

n=707,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023lululemon

falls

out

of

the

top

ten

for

most

recognized

brand

in

the

sports

andoutdoor

online

shops

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessoflululemonRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1Nike92%91%87%86%86%85%79%73%68%64%2adidas3ReebokOutofrespondents

whousethesportsandoutdooronlineshops57%

were

aware

of

lululemon.

Thisranksoutsidethetop10

positionscompared

tootherbrandssurveyed

inthisindustry.4DICK's

SportingGoodsFoot

LockerUnder

ArmourBass

ProShopsColumbia43%5Thebrand

leading

thisKPI

is

Nikewho

scored

anawareness

ratingof92%

followed

byadidas

with

anawareness

ratingof91%.57%6789Champs

SportsYETIAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:lululemon

did

not

make

it

to

the

top

ten

for

most

popular

brand

in

the

sportsand

outdoor

online

shops

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

oflululemonRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

thefollowing

brandsdoyoulike?”.1Nike60%56%49%45%44%42%37%37%35%35%2adidas28%3AcademyOutofconsumers

who

knew

thebrand

28%

saidtheyliked

lululemon.

Thisranksoutsidethetop

10positions

compared

tootherbrandssurveyed

inthesports&outdoor

onlineshopsmarket.4DICK's

SportingGoodsUnder

ArmourColumbia5Nikewho

scored

apopularityratingof

60%

isleadinginthisKPI.Ranking

outsidethetop

10,

lululemon

stillhasawhile

togo

ifthey

want

to

challenge

theestablished

brandsinterms

of

popularity.67YETI72%8Reebok9Bass

Pro

ShopsFoot

LockerLikeDonotlike10Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=707,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:lululemon

misses

out

on

the

top

ten

for

the

most

used

sports

and

outdooronline

shop

by

consumersBrand

KPIs

&benchmarking:

usageSummaryUsage

oflululemonRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tosportsandoutdoor

onlineshops,which

of

thefollowing

brandshaveyou

used

inthe

past12months?”.1Nike19%2adidas40%3Academy37%4DICK's

SportingGoodsUnder

ArmourColumbia29%Outofconsumers

who

knew

thebrand

only

19%

saidthey

usedlululemon.

Thisranksoutsidethetop10positions

compared

tootherbrandssurveyed

inthesports&outdoor

onlineshopsmarket.528%626%Nikestandsattheforefront

scoring

ausageratingof47%,

followed

byadidaswho

scored

40%.

lululemon,with

a19%

usagescore,

fallsshort

ofsecuring

atop-rankingposition

inbrandusage,indicatingroom

forgrowth

and

increased

consumer

utilization.7BackcountryBass

Pro

ShopsReebok22%822%81%922%UseDonotuse10Finish

Line22%Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=707,

respondents

who

know

the

individual

brand(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:lululemon

had

the

tenth

most

loyal

consumers

in

the

sports

and

outdoor

onlineshops

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

oflululemons’consumersRank#

BrandLoyalty

%93%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

sports

andoutdoor

online

shops,which

ofthefollowing

brandsareyou

likely

to

useagaininthefuture?”.1Nike23%adidas89%23AcademyUnder

ArmourREI86%486%Outofconsumers

who

used

lululemon

77%

saidtheywould

usethebrandagaininthefuture.Thisranks10th

position

compared

toother

brandssurveyed

inthesports

and

outdoor

online

shopsmarket.585%6YETI85%7DICK's

SportingGoodsReebok81%Thebrand

leading

thisKPI

is

Nikewho

scored

aloyaltyratingof

93%.

Although

inthetop

10,

lululemon

hasspacetogrow

andachieve

abetter

Loyalty

score

tomatchthebestproviders.77%880%9Foot

Lockerlululemon79%LoyalNot

return1077%Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=136,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:lululemon

wasthe

sixth

mostheardabout

brand

in

the

media

within

the

sportsand

outdoor

online

shops

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

oflululemonRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike2Academy40%26%3adidas39%Outofconsumers

who

knew

thebrand

26%

saidtheyhadheardaboutlululemon

inthemedia.

Thisranks6th

placecompared

tootherbrandssurveyed

inthesportsandoutdoor

onlineshopsmarket.4DICK's

SportingGoodsBass

Pro

Shopslululemon35%533%626%Nikeis

leadingthisKPIwith

abuzzscore

of

49%followed

byAcademy

whoscored

40%.

lululemon

at6th

placearemaking

asplashinterms

ofmedia,however

there

is

stillabiggapcompared

totheleaders.7Under

ArmourBackcountryFoot

LockerColumbia26%74%826%924%BuzzNobuzz1024%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=707,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsum