CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:

ElPalacio

de

Hierro

in

MexicoConsumer

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

ElPalaciodeHierro’sperformance

inthe

fashiononline

shop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202475%

of

El

Palacio

de

Hierro

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ElPalaciodeHierro’s

brandingresonates

more

with?ElPalaciodeHierro

rankstenthinawareness

withinMillennialsthe

fashion

onlineshop

market?ElPalaciodeHierro

generally

appealsto

women

andmen

equally?Thepopularity

ratingof

ElPalaciodeHierro

is48%?ElPalaciodeHierro

ranksseventh

inusage?Among

ElPalaciode

Hierro

enthusiasts,45%

fallunderthe

high-income

category?Interms

of

loyalty,ElPalaciodeHierro

isninthinMexico?Consumers

want

theirfashiononline

shopbrandstohaveauthenticity,reliability,andhonesty

/trustworthiness?ElPalaciodeHierro

hasascore

of

56%

formediabuzz3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

El

Palacio

de

Hierro

at

87%Brand

profile:

snapshotBrand

performance

of

ElPalacio

deHierroinMexico87%75%56%48%26%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,091,

respondents

who

know

the

individual

brand(popularity),

n=1,091,respondents

who

know

the

individual

brand

(usage),

n=282,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,091,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Palacio

de

Hierro’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeElPalaciodeHierro

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatElPalaciodeHierro

islikedby4%

ofBabyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

24%,

respectively.35%29%25%24%ForMillennials

andGen

Z,

42%

and

29%

feel

positivelytowards

ElPalaciodeHierro,

versus

38%

and

35%.

Socurrently,

forElPalaciodeHierro,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=520,

El

Palaciode

Hierro

enthusiast,

n=1,178,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Palacio

de

Hierro

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ElPalaciodeHierro

showsthatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ElPalaciodeHierro

hasasimilar

proportion

of

LGBTQIA+50%50%51%49%50%

ofwomen

likeElPalaciodeHierrocompared

to

50%

of

men,whereas

forthe

overall

industry,51%

of

women

usefashiononline

shopscompared

to49%of

men.89%89%consumers

when

compared

totheindustryusers

ingeneral.8%

of

ElPalaciodeHierro

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%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=520,

ElPalacio

de

Hierroenthusiast,

n=1,178,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Palacio

de

Hierro

enthusiasts,

45%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.4%6%Single36%13%14%45%CoupleSingleparentNuclear45%

ofEl

PalaciodeHierro

enthusiastsarefrom

high-income

households.ElPalaciodeHierro’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

41%

ofElPalaciodeHierro

enthusiastshavethiscurrent

living

situation.8%7%41%37%36%28%33%Multi-generational11%9%20%23%ExtendedOther21%3%3%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=520,

El

Palacio

de

Hierro

enthusiast,

n=1,178,

fashion

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

fashion

online

shop

brands

to

have

authenticity,reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

fashion

online

shop

brandsForfashion

onlineshops,thetopthreequalitiesusers

want

from

abrand

areauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%ElPalaciodeHierro

users

alsoappreciate

these

key

attributes,indicating

El

Palaciode

Hierro

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatElPalaciodeHierroenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessElPalaciodeHierro

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=282,

El

Palacio

de

Hierrousers’,n=520,

El

Palacio

de

Hierroenthusiast,

n=1,178,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Palacio

de

Hierro

fans,

43%

state

that

they

get

excited

about

fashiononline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?49%43%43%36%35%35%31%27%26%24%15%12%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=520,

El

Palacio

de

Hierroenthusiast,

n=1,178,

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.1175%

of

El

Palacio

de

Hierro

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinMexico

is77%.

Awareness

ofElPalaciodeHierro,

however,

is

at87%.Awareness48%

ofMexican

fashion

onlineshop

userssay

theylikeElPalaciodeHierro,

compared

to

anindustryaveragebrandpopularityof

39%.26%

ofindustryusers

inMexico

saythey

useElPalaciodeHierro,

with

the

average

usageofabrandat27%.BuzzPopularity75%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.ElPalaciodeHierro

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

56%

compared

to38%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,091,

respondents

who

know

the

individual

brand(popularity),

n=1,091,respondents

who

know

the

individual

brand

(usage),

n=282,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,091,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Palacio

de

Hierro

ranks

tenth

in

awareness

within

the

fashion

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEl

Palacio

deHierroRank#

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.1LiverpoolSHEIN96%93%93%92%91%91%90%90%90%87%13%23Sears4SuburbiaElektra5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Andrea7SanbornsTEMU8Outofallrespondents,

87%

were

aware

of

ElPalaciodeHierro.

Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.87%N/A9ZARAAwareness10ElPalacio

deHierro13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

El

Palacio

de

Hierro

is

48%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEl

Palacio

deHierroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LiverpoolSHEIN65%59%53%49%48%43%42%42%39%33%23H&M4ZARA48%Outofconsumers

who

knew

thebrand,

48%

saidtheyliked

ElPalaciodeHierro.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.5ElPalacio

deHierroSuburbiaSears52%678TEMU9AndreaPopularityN/A10Innvictus14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,091,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Palacio

de

Hierro

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofEl

Palacio

deHierroRank#

BrandUsage

%53%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

fashiononlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1SHEIN2LiverpoolH&M50%26%341%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

ElPalaciodeHierro.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4TEMU35%5ZARA32%6SuburbiaElPalacio

deHierroSears30%726%74%826%9InnvictusAndrea24%UsageN/A1024%15

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,091,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

El

Palacio

de

Hierro

is

ninth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEl

Palacio

de

Hierro’s

consumersRank#

BrandLoyalty

%84%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.1SHEIN2LiverpoolH&M84%25%381%4Price

ShoesZARA80%579%6Sears77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

fashion

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7SuburbiaInnvictusElPalacio

deHierroTEMU76%75%875%975%Outofrespondents

whohaveused

ElPalaciodeHierro,

75%

saidthey

would

usethebrandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=282,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Palacio

de

Hierro

has

a

score

of

56%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEl

Palacio

de

HierroRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LiverpoolSHEIN260%3TEMU56%Outofconsumers

who

knew

thebrand,

56%

saidtheyhadheardaboutEl

PalaciodeHierro

inthemedia.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4ElPalacio

deHierroElektra56%44%543%56%6Andrea42%7SuburbiaSears41%840%9SanbornsH&M39%BuzzN/A1038%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,091,

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

and