CONSUMER&

BRANDBrandKPIs

for

fashion

online

shops:M

and

M

Direct

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

Mand

MDirect’s

performanceinthe

fashion

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

M

and

M

Direct

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MandMDirect’s

brandingresonates

more

with?MandMDirect

ranksoutsidetheTop10

inMillennialsawareness

withinthefashiononline

shopmarket?MandMDirect

generally

appealsto

women

morethan

men?Thepopularity

ratingof

MandMDirect

is

26%?MandMDirect

ranksoutsidetheTop10

inusage?Among

MandMDirect

enthusiasts,35%

fallunderthe

high-income

category?Interms

of

loyalty,Mand

MDirect

isoutside

the

Top10

inthe

United

Kingdom?Consumers

want

theirfashiononline

shopbrandstohavereliability,honesty

/trustworthiness,

andauthenticity?MandMDirect

hasascore

of

10%

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.4Loyalty

is

the

highest

scoring

KPI

for

M

and

M

Direct

at

74%Brand

profile:

snapshotBrand

performance

of

MandMDirectintheUnitedKingdom74%51%26%18%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Fashion

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=635,

respondents

who

know

the

individual

brand

(popularity),

n=635,

respondentswho

know

the

individual

brand

(usage),

n=117,

respondents

who

have

used

the

individual

brand

(loyalty),

n=635,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024M

and

M

Direct’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMand

MDirect

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMandMDirect

islikedby8%

ofBabyboomers

and

30%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

29%,

respectively.34%30%29%27%19%ForMillennials

andGen

Z,

43%

and

19%

feel

positivelytowards

Mand

MDirect,

versus

34%

and

27%.

Socurrently,

forMand

MDirect,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=164,

Mand

M

Directenthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024M

and

M

Direct

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mand

MDirect

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Mand

MDirect

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%52%48%52%

ofwomen

likeMand

MDirectcompared

to

48%

of

men,whereas

forthe

overall

industry,52%

of

women

usefashiononline

shopscompared

to48%of

men.89%89%8%

of

MandMDirect

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

fashion

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=164,

MandM

Directenthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

M

and

M

Direct

enthusiasts,

35%

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.20%17%Single35%34%14%21%CoupleSingleparentNuclear35%

ofMandMDirect

enthusiastsarefrom

high-income

households.Mand

MDirect’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

asingleparenthousehold,

15%of

MandMDirect

enthusiastshavethiscurrent

living

situation.15%10%34%32%34%29%34%Multi-generational5%3%9%31%ExtendedOther15%4%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=164,

Mand

M

Directenthusiast,

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.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Mand

MDirect

users

alsoappreciatethese

key

attributes,indicatingMand

MDirect

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMandMDirectenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityMand

MDirect

shouldwork

onpromoting

sustainabilityto

convertenthusiastsintoowners.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=117,

M

and

M

Direct

users’,n=164,

M

and

M

Directenthusiast,

n=1,114,

fashion

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

M

and

M

Direct

fans,

29%

state

that

they

get

excited

about

fashiononline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offashion

online

shopsingeneral?43%35%29%26%25%23%23%22%21%20%20%19%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=164,

M

and

M

Direct

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.1174%

of

M

and

M

Direct

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

fashion

onlineshops,theaverageawareness

ofabrandinthe

United

Kingdomis82%.Awareness

ofMand

MDirect,

however,

is

at51%.Awareness26%

ofUK

fashiononlineshop

users

saytheylikeMandMDirect,

compared

to

anindustryaverage

brandpopularity

of28%.18%

ofindustryusers

intheUnitedKingdomsaytheyuseMand

MDirect,

with

the

average

usageofabrandat21%.BuzzPopularity74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Mand

MDirect

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of10%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=635,

respondents

who

know

the

individual

brand

(popularity),

n=635,

respondentswho

know

the

individual

brand

(usage),

n=117,

respondents

who

have

used

the

individual

brand

(loyalty),

n=635,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024M

and

M

Direct

ranks

outside

the

Top

10

in

awareness

within

the

fashion

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMandMDirectRank#

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%2Primark3Marks

&SpencerNext449%5H&M51%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6JDSportsJohnLewisRiverIslandZARA78Outofallrespondents,

51%

were

aware

of

MandMDirect.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A10Debenhams13

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

M

and

M

Direct

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMandMDirectRank#

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%226%3Marks

&SpencerJDSportsH&M4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Mand

MDirect.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.56SHEIN7ASOS74%8JohnLewisZARA9PopularityN/A10MandMDirect14

Notes:“When

it

comesto

fashion

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=635,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024M

and

M

Direct

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMandMDirectRank#

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?”.1PrimarkNext18%229%3JDSportsMarks

&SpencerSHEIN29%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Mand

MDirect.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.428%526%6H&M25%7TEMU24%8ASOS23%82%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=635,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

M

and

M

Direct

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMandMDirect’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.1Primark2JDSportsMarks

&SpencerSHEIN83%26%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%74%8ASOS79%9ZARA78%Outofrespondents

whohaveused

Mand

MDirect,74%

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=117,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024M

and

M

Direct

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMandMDirectRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1TEMU10%2SHEIN24%3JDSportsASOS23%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutMandMDirect

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.422%5Marks

&SpencerArgos22%621%7Boohoo20%8H&M18%90%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=635,

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

andunlocknewgro