CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:

REI

inthe

United

StatesConsumer

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

REI’s

performance

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

202483%

of

REI

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??REI’s

brandingresonates

more

withBaby

Boomers?REIgenerally

appealsto

men

more

thanwomen?REIrankssixthinawareness

withintheoutdoorfashionmarket?Thepopularity

ratingof

REIis

36%?Among

REIenthusiasts,51%

fallunderthehigh-income

category?REIrankseighthinownership?Consumers

want

theiroutdoor

fashionbrandstohavereliability,authenticity,andhighvalue?Interms

of

loyalty,REIisthirdinthe

United

States?REIhasascore

of

19%

formedia

buzz3Sources:

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.4Loyalty

is

the

highest

scoring

KPI

for

REI

at

83%Brand

profile:

snapshotBrand

performance

of

REI

intheUnitedStates83%38%36%24%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=478,

respondents

who

know

the

individual

brand

(popularity),

n=478,

respondentswho

know

the

individual

brand

(ownership),

n=114,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=478,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024REI’s

branding

resonates

more

with

BabyBoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeREIbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatREIislikedby13%

ofBaby

boomers

and

26%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and27%,

respectively.27%26%26%20%ForMillennials

andGen

Z,

41%

and

20%

feel

positivelytowards

REI,versus

38%

and

26%.

Socurrently,

forREI,Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.13%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=172,

REIenthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024REI

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

REIshows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

REIhasasimilarproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.47%53%48%52%53%

ofmen

likeREIcompared

to47%

ofwomen,

whereas

forthe

overall

industry,52%

ofmen

own

outdoor

fashioncompared

to

48%

of

women.88%88%10%

ofREIenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

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=172,

REIenthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

REI

enthusiasts,

51%

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.16%20%Single39%23%20%CoupleSingleparentNuclear51%

ofREIenthusiastsarefrom

high-income

households.REI’s

brandisgenerally

enjoyed

more

byconsumers

who

arepartof

acouplehousehold,

23%

ofREIenthusiastshavethiscurrent

living

situation.51%10%9%26%24%33%28%31%Multi-generational5%6%16%15%ExtendedOther18%5%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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=172,

REI

enthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

reliability,

authenticity,and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandarereliability,

authenticity,and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessREIowners

alsoappreciate

these

keyattributes,indicating

REIexudesthesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatREIenthusiastsareleast

focused

onare

thrill/excitementandexclusivity.ReliabilityExclusivityREIshouldwork

onpromoting

reliabilitytoconvert

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=114,

REI

owners’,n=172,

REIenthusiast,

n=984,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

REI

fans,

26%

state

that

they

get

excited

about

outdoor

fashion

productsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?52%42%39%31%26%26%

26%Iget

excited26%22%21%20%12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIliketotalkaboutaboutoutdoor

topicsrelating

tofashionproducts

outdoor

fashionBrand

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=172,

REIenthusiast,

n=984,

outdoorfashion

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.1183%

of

REI

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinthe

United

Statesis33%.Awareness

ofREI,however,

is

at38%.Awareness36%

ofU.S.

outdoor

fashionowners

saytheylikeREI,compared

to

anindustryaverage

brandpopularity

of32%.24%

ofindustryowners

inthe

United

Statessay

theyown

REI,withtheaverage

ownership

of

abrandat24%.BuzzPopularity83%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of76%.REIhasbeen

noticed

similarly

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

19%

comparedto20%.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=478,

respondents

who

know

the

individual

brand

(popularity),

n=478,

respondentswho

know

the

individual

brand

(ownership),

n=114,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=478,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024REI

ranks

sixth

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofREIRank#

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.1TheNorth

Face82%81%67%51%50%38%29%27%24%23%2Columbia3EddieBauerPatagoniaDr.

MartensREI38%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.662%7Marmot8Black

DiamondMammutOutofallrespondents,

38%

were

aware

of

REI.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.9AwarenessN/A10OutdoorResearch13

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

REI

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofREIRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheNorth

Face68%63%46%43%40%36%31%30%29%28%2ColumbiaPatagoniaEddieBauerDr.

MartensREI336%4Outofconsumers

who

knew

thebrand,

36%

saidtheyliked

REI.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.5664%7SmartwoolBlack

DiamondArc'teryx89PopularityN/A10icebreaker14

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=478,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024REI

ranks

eighth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofREIRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1TheNorth

Face24%2Columbia52%3Patagonia30%Outofconsumers

who

knew

thebrand,

24%

saidtheyowned

REI.

Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.4Dr.

MartensBlack

DiamondicebreakerEddieBauerREI29%527%626%726%76%824%9SmartwoolMountain

Hardwear23%UsageN/A1020%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=478,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,REI

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofREI’s

consumersRank#

BrandLoyalty

%95%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.1Arc'teryx17%2TheNorth

FaceREI90%383%4ColumbiaSmartwoolprAna82%582%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7OutdoorResearchPatagoniaEddieBauerMarmot79%879%83%977%Outofrespondents

whohaveowned

REI,83%

saidthey

would

purchasethebrandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=114,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024REI

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofREIRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TheNorth

Face19%2ColumbiaBlack

DiamondPatagoniaDr.

MartensJack

WolfskinicebreakerArc'teryx34%329%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutREIinthe

media.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.426%525%623%722%822%81%9REI19%BuzzN/A10EddieBauer18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=478,

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?

TrackbrandKPIs?

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