CONSUMER&

BRANDBrandKPIs

for

shoes:

Havaianas

inMexicoConsumer

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

Havaianas’performance

intheshoe

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,

asofDecember202463%

of

Havaianas

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Havaianas’brandingresonates

more

with

Millennials

?Havaianasranksoutsidethe

Top

10

inawarenesswithin

the

shoe

market?Havaianasgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

Havaianasis14%?Among

Havaianasenthusiasts,46%

fallunderthe?Havaianasranksoutsidethe

Top

10

inownershiphigh-income

category?Interms

of

loyalty,HavaianasisoutsidetheTop10

in?Consumers

want

theirshoe

brandsto

haveMexicoauthenticity,reliability,

and

innovation?Havaianashasascore

of11%

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

Havaianas

at

63%Brand

profile:

snapshotBrand

performance

of

Havaianas

inMexico63%24%14%13%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=303,

respondents

who

know

the

individual

brand

(popularity),

n=303,

respondents

who

knowthe

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=303,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havaianas’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations60%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHavaianasby

generation

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHavaianasislikedby0%

ofBaby

boomers

and26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

25%,

respectively.37%35%26%25%ForMillennials

andGen

Z,

60%

and

14%

feel

positivelytowards

Havaianas,versus

37%

and35%.

Socurrently,forHavaianas,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.14%3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Havaianas

enthusiast,

n=1,229,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Havaianas

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Havaianasshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Havaianashasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%50%50%51%

ofwomen

likeHavaianascomparedto49%

of

men,whereas

fortheoverallindustry,50%

of

women

own

shoescompared

to

50%

of

men.88%91%9%

of

Havaianasenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

shoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Havaianas

enthusiast,n=1,229,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Havaianas

enthusiasts,

46%

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.7%6%Single35%16%15%46%CoupleSingleparentNuclear46%

ofHavaianasenthusiastsare

fromhigh-income

households.Havaianas’brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

56%

of

Havaianasenthusiastshavethiscurrent

livingsituation.9%7%56%36%29%36%32%Multi-generational5%9%7%ExtendedOther23%22%0%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Havaianas

enthusiast,

n=1,229,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

authenticity,

reliability,

andinnovationBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

authenticity,reliability,

and

innovation.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessHavaianasowners

alsoappreciate

thesekey

attributes,indicating

Havaianasexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatHavaianasenthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityHavaianasshould

work

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

shoes,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toshoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

toshoes,

which

ofthe

followingbrands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=38,

Havaianas

owners’,n=43,

Havaianas

enthusiast,

n=1,229,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Havaianas

fans,

58%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?58%56%46%41%37%37%35%25%22%21%16%12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutshoesIliketotalkabouttopicsrelating

toshoesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

shoes

do

youagreewith?”;

Multi

Pick;“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=43,

Havaianas

enthusiast,

n=1,229,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1163%

of

Havaianas

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinMexico

is60%.

Awareness

of

Havaianas,however,

is

at24%.Awareness14%

ofMexican

shoe

owners

saytheylikeHavaianas,compared

to

anindustryaverage

brandpopularity

of36%.13%

ofindustryowners

inMexico

saythey

ownHavaianas,withtheaverage

ownership

of

abrandat27%.BuzzPopularity63%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Havaianashasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=303,

respondents

who

know

the

individual

brand

(popularity),

n=303,

respondents

who

knowthe

individual

brand

(ownership),

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=303,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havaianas

ranks

outside

the

Top

10

in

awareness

within

the

shoe

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHavaianasRank#

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.1Nike97%97%97%92%90%74%68%64%61%60%24%2Puma3adidas4Flexi5AndreaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Crocs7DockersHushPuppiesCapadeOzonoTimberland76%8Outofallrespondents,

24%

were

aware

of

Havaianas.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Havaianas

is

14%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHavaianasRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike78%76%64%62%39%38%37%36%34%32%14%2adidas3Puma4FlexiOutofconsumers

who

knew

thebrand,

14%

saidtheyliked

Havaianas.This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5CapadeOzonoTimberlandHushPuppiesAndrea67886%9SteveMaddenCrocsPopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=303,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havaianas

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofHavaianasRank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1Nike13%2adidas63%3Flexi54%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

Havaianas.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4Puma49%5Andrea32%6CapadeOzonoCrocs30%727%8TimberlandSteveMaddenDorothy

Gaynor26%87%923%UsageN/A1018%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=303,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Havaianas

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHavaianas’

consumersRank#

BrandLoyalty

%87%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.1Nike2adidas85%3Flexi84%37%4SteveMaddenPuma78%578%6TimberlandHushPuppiesDockers76%63%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.773%873%9CapadeOzonoZapaterías

Leon70%Outofrespondents

whohaveowned

Havaianas,63%saidthey

would

purchasethebrandagain.LoyaltyN/A1069%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=38,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Havaianas

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHavaianasRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike11%2adidas71%3Puma54%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutHavaianasinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Andrea49%5Flexi48%6Crocs22%7DockersTimberlandSteveMaddenCapadeOzono21%820%89%919%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=303,

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.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

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