CONSUMER&

BRANDBrandKPIs

for

outdoor

fashion:Nautika

(NTK)

in

BrazilConsumer

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

Nautika(NTK)’sperformance

inthe

outdoor

fashionmarket.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

202476%

of

Nautika

(NTK)

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nautika(NTK)’sbrandingresonates

more

withGen

X?Nautika(NTK)

ranksninth

inawareness

withintheoutdoor

fashion

market?Nautika(NTK)

generally

appealsto

women

morethan

men?Thepopularity

ratingof

Nautika

(NTK)is45%?Among

Nautika

(NTK)enthusiasts,38%

fallunderthe

?Nautika(NTK)

rankssixthinownershiphigh-income

category?Interms

of

loyalty,Nautika(NTK)istenthinBrazil?Nautika(NTK)

hasascore

of

34%

formedia

buzz?Consumers

want

theiroutdoor

fashionbrandstohaveauthenticity,reliability,andsustainability3Sources:

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

forNautika

(NTK)

at

76%Brand

profile:

snapshotBrand

performance

of

Nautika(NTK)inBrazil76%45%34%32%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:Outdoor

fashion

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=392,

respondents

who

know

the

individual

brand

(popularity),

n=392,

respondentswho

know

the

individual

brand

(ownership),

n=120,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=392,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nautika

(NTK)’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNautika(NTK)bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatNautika(NTK)islikedby2%

of

Babyboomersand29%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is2%

and26%,

respectively.29%29%26%25%ForMillennials

andGen

Z,

44%

and

25%

feel

positivelytowards

Nautika(NTK),versus

42%

and

29%.

Socurrently,

forNautika(NTK),Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.2%

2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestooutdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=178,

Nautika

(NTK)

enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nautika

(NTK)

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nautika(NTK)shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nautika(NTK)

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%53%47%53%

ofwomen

likeNautika(NTK)compared

to

47%

of

men,whereas

forthe

overall

industry,51%

of

men

ownoutdoor

fashion

compared

to49%

ofwomen.90%89%6%

of

Nautika

(NTK)enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

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=178,

Nautika(NTK)

enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nautika

(NTK)

enthusiasts,

38%

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.10%8%Single38%40%10%14%CoupleSingleparentNuclear38%

ofNautika(NTK)enthusiastsarefrom

high-income

households.Nautika(NTK)’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

46%

ofNautika(NTK)enthusiastshavethiscurrent

living

situation.10%6%46%40%32%31%29%Multi-generational10%8%12%21%30%ExtendedOther3%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

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=178,

Nautika

(NTK)

enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

outdoor

fashion

brands

to

have

authenticity,

reliability,and

sustainabilityBrand

profile:

qualitiesQualitiesownerswant

from

outdoor

fashion

brandsForoutdoor

fashion,the

top

threequalitiesowners

want

fromabrandareauthenticity,reliability,

andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Nautika(NTK)owners

alsoappreciatethese

key

attributes,indicatingNautika(NTK)exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNautika

(NTK)enthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityNautika(NTK)shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=120,

Nautika

(NTK)

owners’,n=178,

Nautika

(NTK)

enthusiast,

n=798,

outdoor

fashion

ownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nautika

(NTK)

fans,

50%

state

that

they

get

excited

about

outdoorfashion

productsBrand

profile:

attitudesWhat

doconsumersthink

ofoutdoor

fashion

ingeneral?54%50%49%43%41%40%39%35%32%30%29%26%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=178,

Nautika

(NTK)

enthusiast,

n=798,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.1176%

of

Nautika

(NTK)

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

outdoor

fashion,the

averageawareness

ofabrandinBrazil

is38%.

Awareness

ofNautika(NTK),however,

is

at32%.Awareness45%

ofBrazilian

outdoor

fashionowners

saytheylikeNautika(NTK),compared

toanindustryaverage

brandpopularity

of37%.31%

ofindustryowners

inBrazil

say

theyown

Nautika(NTK),with

the

average

ownership

ofabrandat26%.BuzzPopularity76%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of78%.Nautika(NTK)hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of34%compared

to

28%.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=1,244,

all

respondents

(awareness),

n=392,

respondents

who

know

the

individual

brand

(popularity),

n=392,

respondentswho

know

the

individual

brand

(ownership),

n=120,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=392,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nautika

(NTK)

ranks

ninth

in

awareness

within

the

outdoor

fashion

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNautika

(NTK)Rank#

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.1PatagoniaTimberlandColumbia57%56%56%46%40%38%38%35%32%31%232%34BullTerrierGalapagosSalomon5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67TheNorth

FaceChillaz68%8Outofallrespondents,

32%

were

aware

of

Nautika(NTK).Thisranksthemninth

compared

tootherbrandssurveyed

inthismarket.9Nautika(NTK)QuechuaAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Nautika

(NTK)

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNautika

(NTK)Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1PatagoniaTimberlandColumbiaTheNorth

FaceNautika(NTK)BullTerrierGalapagosSalomon52%51%49%47%45%42%40%38%33%31%23445%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Nautika(NTK).Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.555%6789ChillazPopularityN/A10E914

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=392,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nautika

(NTK)

ranks

sixth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofNautika

(NTK)Rank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

outdoorfashion,which

ofthefollowing

brandsdoyouowncurrently?”.1PatagoniaTimberlandColumbiaTheNorth

FaceBullTerrierNautika(NTK)Quechua235%31%334%Outofconsumers

who

knew

thebrand,

31%

saidtheyowned

Nautika(NTK).Thisranksthemsixthcomparedtootherbrandssurveyed

inthismarket.432%531%631%726%69%8E925%9Chillaz25%UsageN/A10Galapagos24%15

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=392,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Nautika

(NTK)

is

tenth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNautika(NTK)’sconsumersRank#

BrandLoyalty

%90%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.1TheNorth

Face24%2TimberlandBull

TerrierE987%383%482%5PatagoniaQuechuaColumbiaGalapagosChillaz82%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

outdoor

fashion,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.781%76%879%977%Outofrespondents

whohaveowned

Nautika(NTK),76%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Nautika(NTK)76%16

Notes:“When

it

comesto

outdoor

fashion,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=120,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nautika

(NTK)

has

a

score

of

34%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNautika(NTK)Rank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Columbia2PatagoniaBull

TerrierTheNorth

FaceNautika(NTK)GalapagosChillaz38%34%335%Outofconsumers

who

knew

thebrand,

34%

saidtheyhadheardaboutNautika(NTK)inthe

media.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.434%534%631%66%31%78TimberlandSalomon29%926%BuzzN/A10Haka

Honu24%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=392,

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.?

Identifyandundersta