CONSUMER&

BRANDBrandKPIs

for

sneakers:

Fila

in

IndiaConsumer

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.

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

Fila’sperformance

inthesneaker

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,

asofDecember202467%

of

Fila

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Fila’sbranding

resonates

more

with

Millennials?Filagenerally

appealstomen

more

than

women?Filarankssixth

inawareness

within

the

sneakermarket?Thepopularity

ratingof

Filais45%?Among

Filaenthusiasts,37%

fallunderthe

high-income

category?Filarankssixth

inownership?Consumers

want

theirsneaker

brandstohavecoolness,

authenticity,andhonesty

/trustworthiness?Interms

of

loyalty,FilaisoutsidetheTop10

inIndia?Filahasascore

of38%

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.4Awarenessis

the

highest

scoring

KPI

for

Fila

at

81%Brand

profile:

snapshotBrand

performance

of

FilainIndia81%67%45%38%29%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,014,

respondents

who

know

the

individual

brand

(popularity),

n=1,014,

respondents

whoknow

the

individual

brand(ownership),

n=299,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,014,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fila’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFilabygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatFilaislikedby0%

of

Babyboomers

and

12%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is0%

and

12%,respectively.38%ForMillennials

andGen

Z,

50%

and

38%

feel

positivelytowards

Fila,versus44%

and44%.

Socurrently,forFila,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.12%

12%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=452,

Fila

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Fila

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Filashows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Filahasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.15%16%79%38%62%40%60%62%

ofmen

likeFilacompared

to

38%

ofwomen,

whereas

forthe

overall

industry,60%

ofmen

own

sneakers

compared

to40%

ofwomen.80%15%

ofFilaenthusiastsconsiderthemselves

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

sneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=452,

Fila

enthusiast,n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Fila

enthusiasts,

37%

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%Single32%37%31%37%5%6%CoupleSingleparentNuclear37%

ofFilaenthusiastsare

fromhigh-income

households.Fila’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

25%

ofFilaenthusiastshavethiscurrent

living

situation.5%4%25%20%38%Multi-generational31%31%29%34%ExtendedOther25%2%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

sneakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=452,

Fila

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sneaker

brands

to

have

coolness,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

sneakerbrandsForsneakers,

thetopthree

qualitiesowners

want

from

abrand

are

coolness,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Filaowners

alsoappreciate

thesekeyattributes,indicating

Filaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatFilaenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityFilashould

work

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sneakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosneakers,whichofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosneakers,which

ofthefollowing

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=299,

Fila

owners’,n=452,

Fila

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Fila

fans,

62%

state

that

they

get

excited

about

sneakersBrand

profile:

attitudesWhat

doconsumersthink

ofsneakersingeneral?62%51%50%50%49%49%42%42%40%37%35%29%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsneakers

topicsrelating

tosneakersIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sneakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

sneakers,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:

n=452,

Fila

enthusiast,

n=1,204,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

Fila

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sneakers,

theaverage

awareness

ofabrandinIndia

is

72%.

Awareness

of

Fila,however,

isat81%.Awareness45%

ofIndiansneaker

owners

saytheylikeFila,compared

to

anindustryaverage

brandpopularity

of41%.28%

ofindustryowners

inIndia

say

theyown

Fila,withthe

average

ownership

of

abrand

at28%.BuzzPopularity67%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Filahasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of38%

compared

to34%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,014,

respondents

who

know

the

individual

brand

(popularity),

n=1,014,

respondents

whoknow

the

individual

brand(ownership),

n=299,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,014,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fila

ranks

sixth

in

awareness

within

the

sneaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFilaRank#

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.1adidas97%97%97%94%94%81%78%78%62%62%19%2Puma3Nike4ReebokLevi's5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Fila7SkechersU.S.PoloAssn.Asics8Outofallrespondents,

81%

were

aware

of

Fila.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.81%9AwarenessN/A10ArmaniExchange13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Fila

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFilaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1adidas75%74%69%58%54%45%42%37%33%31%2Nike3Puma4ReebokLevi's45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Fila.Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.555%6Fila7SkechersU.S.PoloAssn.New

BalanceConverse89PopularityN/A1014

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,014,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fila

ranks

sixth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofFilaRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosneakers,

which

ofthefollowing

brandsdoyou

owncurrently?”.1adidas2Nike59%29%3Puma54%Outofconsumers

who

knew

thebrand,

28%

saidtheyowned

Fila.

Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.4Levi's38%5ReebokFila38%629%7SkechersU.S.PoloAssn.New

BalanceConverse25%71%824%923%UsageN/A1020%15

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=1,014,

respondents

whoknow

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Fila

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFila’sconsumersRank#

BrandLoyalty

%85%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.1adidas2Nike82%33%3Puma79%4Reebok75%5Levi's74%6U.S.PoloAssn.ArmaniExchangeNew

BalanceSkechersAsics74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sneakers,

whichof

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.67%772%872%972%Outofrespondents

whohaveowned

Fila,67%

saidthey

would

purchasethebrandagain.LoyaltyN/A1069%16

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=299,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Fila

has

a

score

of

38%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFilaRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas2Nike62%3Puma58%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyhadheardaboutFilainthe

media.

This

ranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4Levi's54%5ReebokFila45%638%62%7SkechersU.S.PoloAssn.Asics30%829%928%BuzzN/A10New

Balance27%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,014,

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

andunlocknewgrowthopportunities.?

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