CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:Columbia

in

IndiaConsumer

Insights

reportOctober2024Discover

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Columbia’sperformance

intheoutdoor

fashion

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202473%

of

Columbia

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Columbia’sbrandingresonates

more

withGen

X?Columbiarankssecond

inawareness

within

theoutdoor

fashion

market?Columbiagenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Columbiais

53%?Columbiaranksthirdinownership?Among

Columbiaenthusiasts,36%

fallunderthehigh-income

category?Interms

of

loyalty,Columbia

isseventh

inIndia?Columbiahasascore

of

47%

formedia

buzz?Consumers

want

theiroutdoor

fashionbrandstohavecoolness,

authenticity,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

forColumbia

at

73%Brand

profile:

snapshotBrand

performance

of

ColumbiainIndia73%73%53%47%41%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=909,

respondents

who

know

the

individual

brand

(popularity),

n=909,

respondentswho

know

the

individual

brand

(ownership),

n=369,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=909,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Columbia’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%46%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeColumbia

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatColumbia

islikedby0%

of

Babyboomers

and

15%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.37%ForMillennials

andGen

Z,

48%

and

37%

feel

positivelytowards

Columbia,versus

46%

and

42%.

Socurrently,forColumbia,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.15%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=483,

Columbia

enthusiast,

n=1,102,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Columbia

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Columbia

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Columbia

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.40%60%42%58%57%

ofmen

likeColumbia

compared

to42%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

own

outdoorfashioncompared

to40%

of

women.80%15%

ofColumbia

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to16%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=483,

Columbiaenthusiast,

n=1,102,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Columbia

enthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.3%3%Single33%36%7%5%CoupleSingleparentNuclear36%

ofColumbia

enthusiastsarefromhigh-income

households.Columbia’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

34%

ofColumbia

enthusiastshavethiscurrentlivingsituation.3%4%21%20%38%29%36%Multi-generational34%32%31%34%ExtendedOther28%1%2%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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=483,

Columbia

enthusiast,

n=1,102,

outdoorfashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

coolness,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandarecoolness,

authenticity,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Columbia

owners

alsoappreciate

thesekey

attributes,indicating

Columbiaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatColumbiaenthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityColumbia

shouldwork

onpromotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

outdoor

fashion,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

tooutdoorfashion,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=369,

Columbia

owners’,

n=483,

Columbia

enthusiast,

n=1,102,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Columbia

fans,

53%

state

that

they

get

excited

about

outdoor

fashionproductsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?54%53%51%49%48%46%45%44%43%42%34%31%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutoutdoor

topicsrelating

tofashionproducts

outdoor

fashionIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

outdoor

fashion

do

youagree

with?”;

Multi

Pick;“When

it

comes

tooutdoor

fashion,

which

of

the

following

brands

do

you

like?”;Multi

Pick;Base:

n=483,

Columbia

enthusiast,

n=1,102,outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Columbia

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinIndiais55%.

Awareness

ofColumbia,however,

is

at73%.Awareness53%

ofIndianoutdoor

fashionowners

saytheylikeColumbia,compared

toanindustryaverage

brandpopularity

of41%.41%

ofindustryowners

inIndia

say

theyownColumbia,with

the

average

ownership

ofabrandat34%.BuzzPopularity73%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of74%.Columbia

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of47%compared

to

36%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=909,

respondents

who

know

the

individual

brand

(popularity),

n=909,

respondentswho

know

the

individual

brand

(ownership),

n=369,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=909,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Columbia

ranks

second

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofColumbiaRank#

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.1Wildcraft76%73%68%62%54%54%50%50%48%48%2ColumbiaBlack

DiamondAdventurasPatagoniaTheNorth

FaceSimond27%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6773%8ForclazOutofallrespondents,

73%

were

aware

of

Columbia.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.9QuechuaAwarenessN/A10prAna13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Columbia

is

53%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofColumbiaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Black

Diamond60%57%53%49%42%42%40%38%37%30%2Wildcraft3ColumbiaAdventurasPatagoniaTheNorth

FaceGokyo447%Outofconsumers

who

knew

thebrand,

53%

saidtheyliked

Columbia.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.553%678Simond9QuechuaPopularityN/A10Craghoppers14

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=909,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Columbia

ranks

third

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofColumbiaRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1Wildcraft2Black

DiamondColumbiaAdventurasGokyo51%341%Outofconsumers

who

knew

thebrand,

41%

saidtheyowned

Columbia.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.41%438%534%6TheNorth

FacePatagoniaSimond33%59%731%829%9Quechua29%UsageN/A10Fj?llr?ven25%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=909,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Columbia

is

seventh

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofColumbia’s

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Wildcraft2AdventurasBlack

DiamondTheNorth

FaceQuechuaPatagoniaColumbiaprAna84%27%382%480%577%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.773%73%870%9Simond70%Outofrespondents

whohaveowned

Columbia,73%saidthey

would

purchasethebrandagain.LoyaltyN/A10Gokyo68%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=369,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Columbia

has

a

score

of

47%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofColumbiaRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Black

Diamond2AdventurasColumbiaWildcraft48%347%Outofconsumers

who

knew

thebrand,

47%

saidtheyhadheardaboutColumbia

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.445%47%5PatagoniaGokyo35%53%635%7TheNorth

FaceSimond34%833%9CraghoppersFj?llr?ven30%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=909,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

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