CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:John

Lewis

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

JohnLewis’

performance

inthefashiononline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202477%

of

John

Lewis

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??JohnLewis’

brandingresonates

more

withMillennials

?JohnLewis

ranksseventh

inawareness

within

thefashiononline

shopmarket?JohnLewis

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

JohnLewis

is

29%?Among

JohnLewis

enthusiasts,49%

fallunderthe?JohnLewis

ranksoutsidetheTop10

inusagehigh-income

category?Interms

of

loyalty,JohnLewis

isoutside

the

Top

10

in?Consumers

want

theirfashiononline

shopbrandsto

the

United

Kingdomhavereliability,honesty

/trustworthiness,

andauthenticity?JohnLewis

hasascore

of

17%

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

John

Lewis

at

89%Brand

profile:

snapshotBrand

performance

of

John

Lewisinthe

UnitedKingdom89%77%29%17%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,116,

respondents

who

know

the

individual

brand(popularity),

n=1,116,respondents

who

know

the

individual

brand

(usage),

n=195,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,116,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis’

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

likeJohnLewis

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatJohnLewis

islikedby11%

of

Babyboomers

and

28%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

29%,

respectively.29%28%27%22%ForMillennials

andGen

Z,

39%

and

22%

feel

positivelytowards

John

Lewis,

versus

34%

and

27%.

Socurrently,forJohnLewis,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=321,

JohnLewis

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

JohnLewis

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JohnLewis

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%52%

ofmen

likeJohnLewis

compared

to48%

ofwomen,

whereas

fortheoverallindustry,52%

of

women

usefashiononlineshopscompared

to

48%

of

men.52%48%89%89%9%

of

JohnLewis

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

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=321,

JohnLewis

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

John

Lewis

enthusiasts,

49%

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%21%21%CoupleSingleparentNuclear49%49%

ofJohn

Lewis

enthusiastsarefromhigh-income

households.JohnLewis’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

38%

of

JohnLewisenthusiastshavethiscurrent

livingsituation.8%10%34%32%38%29%30%Multi-generational2%3%12%15%ExtendedOther21%5%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=321,

JohnLewis

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%JohnLewis

users

alsoappreciate

thesekey

attributes,indicating

John

Lewisexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatJohnLewis

enthusiastsareleast

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityJohnLewis

shouldwork

onpromotingsustainabilityto

convert

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=195,

JohnLewis

users’,

n=321,

JohnLewis

enthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

John

Lewis

fans,

31%

state

that

they

get

excited

about

fashion

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?45%35%34%31%29%26%25%25%22%21%20%18%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=321,

JohnLewis

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.1177%

of

John

Lewis

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Kingdomis82%.Awareness

ofJohnLewis,

however,

is

at89%.Awareness28%

ofUK

fashiononlineshop

users

saytheylikeJohnLewis,

compared

toanindustryaverage

brandpopularity

of28%.17%

ofindustryusers

intheUnitedKingdomsaytheyuseJohnLewis,

with

the

average

usageofabrandat21%.BuzzPopularity77%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.JohnLewis

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.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=1,116,

respondents

who

know

the

individual

brand(popularity),

n=1,116,respondents

who

know

the

individual

brand

(usage),

n=195,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,116,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

ranks

seventh

in

awareness

within

the

fashion

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJohnLewisRank#

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%11%2Primark3Marks

&SpencerNext45H&MUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6JDSportsJohnLewisRiverIslandZARA78Outofallrespondents,

89%

were

aware

of

JohnLewis.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.89%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

John

Lewis

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJohnLewisRank#

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%229%3Marks

&SpencerJDSportsH&M4Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

JohnLewis.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56SHEIN7ASOS71%8JohnLewisZARA9PopularityN/A10MandMDirect14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,116,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofJohnLewisRank#

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?”.1PrimarkNext17%229%3JDSportsMarks

&SpencerSHEIN29%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

JohnLewis.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.428%526%6H&M25%7TEMU24%8ASOS23%83%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=1,116,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

John

Lewis

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJohnLewis’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.1Primark23%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%77%8ASOS79%9ZARA78%Outofrespondents

whohaveused

JohnLewis,

77%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=195,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024John

Lewis

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJohnLewisRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TEMU17%2SHEIN24%3JDSportsASOS23%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutJohn

Lewis

inthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.422%5Marks

&SpencerArgos22%621%7Boohoo20%8H&M18%83%9JohnLewisPrettyLittleThing17%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,116,

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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