CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:River

Island

in

the

United

KingdomConsumer

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

River

Island’sperformance

inthe

fashion

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202482%

of

River

Island

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??River

Island’sbranding

resonates

more

with?River

Islandrankseighthinawareness

within

theMillennialsfashiononline

shopmarket?River

Islandgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

River

Islandis25%?River

Islandranksoutsidethe

Top

10

inusage?Among

River

Islandenthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,River

Island

is

fifth

inthe

UnitedKingdom?Consumers

want

theirfashiononline

shopbrandstohavereliability,honesty

/trustworthiness,

andauthenticity?River

Islandhasascore

of8%

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

River

Island

at

88%Brand

profile:

snapshotBrand

performance

of

RiverIslandinthe

UnitedKingdom88%82%25%15%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,095,

respondents

who

know

the

individual

brand(popularity),

n=1,095,respondents

who

know

the

individual

brand

(usage),

n=165,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,095,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RiverIsland’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRiver

Island

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatRiver

Island

islikedby7%

ofBaby

boomers

and27%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

29%,

respectively.29%27%

27%27%ForMillennials

andGen

Z,

39%

and

27%

feel

positivelytowards

River

Island,versus34%

and27%.

Socurrently,

forRiver

Island,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=279,

RiverIsland

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024RiverIsland

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

River

Island

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

River

Islandhasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%56%56%

ofwomen

likeRiver

Islandcompared

to

44%

of

men,whereas

forthe

overall

industry,52%

of

women

usefashiononline

shopscompared

to48%of

men.91%89%5%

of

River

Islandenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.44%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=279,

RiverIsland

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

River

Island

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%17%Single34%38%20%21%CoupleSingleparentNuclear38%

ofRiver

Islandenthusiastsare

fromhigh-income

households.River

Island’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

31%

of

River

Islandenthusiastshavethiscurrent

livingsituation.12%10%34%32%31%29%32%Multi-generational4%3%14%15%30%ExtendedOther4%5%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=279,

RiverIsland

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

fashion

online

shop

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

fashion

online

shop

brandsForfashion

onlineshops,thetopthreequalitiesusers

want

from

abrand

arereliability,

honesty

/trustworthiness,

andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%River

Island

users

alsoappreciate

thesekey

attributes,indicating

River

Islandexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatRiver

Islandenthusiastsare

least

focused

on

arecleverness

andthrill/excitement.ReliabilityExclusivityRiver

Island

should

work

on

promotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=165,

RiverIsland

users’,n=279,

RiverIsland

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

River

Island

fans,

35%

state

that

they

get

excited

about

fashion

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?42%35%35%33%31%26%25%25%22%21%20%17%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=279,

RiverIsland

enthusiast,n=1,114,

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.1182%

of

River

Island

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Kingdomis82%.Awareness

ofRiver

Island,

however,

isat88%.Awareness25%

ofUK

fashiononlineshop

users

saytheylikeRiverIsland,compared

toanindustryaverage

brandpopularity

of28%.15%

ofindustryusers

intheUnitedKingdomsaytheyuseRiver

Island,

with

theaverage

usageof

abrand

at21%.BuzzPopularity82%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.River

Island

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of8%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,095,

respondents

who

know

the

individual

brand(popularity),

n=1,095,respondents

who

know

the

individual

brand

(usage),

n=165,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,095,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RiverIsland

ranks

eighth

in

awareness

within

the

fashion

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRiverIslandRank#

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.1Argos94%94%93%93%92%92%89%88%86%85%12%2Primark3Marks

&SpencerNext45H&MUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6JDSportsJohnLewisRiverIslandZARA78Outofallrespondents,

88%

were

aware

of

RiverIsland.Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.88%N/A9Awareness10Debenhams13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

River

Island

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRiverIslandRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1PrimarkNext46%39%39%38%35%32%31%29%26%26%225%3Marks

&SpencerJDSportsH&M4Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

River

Island.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56SHEIN7ASOS75%8JohnLewisZARA9PopularityN/A10MandMDirect14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,095,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RiverIsland

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRiverIslandRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

fashiononlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1PrimarkNext15%229%3JDSportsMarks

&SpencerSHEIN29%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

River

Island.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.428%526%6H&M25%7TEMU24%8ASOS23%85%9Argos19%UsageN/A10ZARA19%15

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,095,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

River

Island

is

fifth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRiverIsland’sconsumersRank#

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.1Primark18%2JDSportsMarks

&SpencerSHEIN83%383%483%5RiverIslandPrettyLittleThingNext82%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

fashion

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.780%8ASOS79%82%9ZARA78%Outofrespondents

whohaveused

River

Island,

82%saidthey

would

usethebrand

again.LoyaltyN/A10Very78%16

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=165,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024RiverIsland

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRiverIslandRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1TEMU2SHEIN24%3JDSportsASOS23%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutRiver

Islandinthe

media.

This

ranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.422%5Marks

&SpencerArgos22%621%7Boohoo20%8H&M18%92%Buzz9JohnLewisPrettyLittleThing17%N/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,095,

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.?

Identi