Positives:
- Consumers love the brand and opinions are improving.
- Pricing power with consumers.
- High quality customers (over-indexes to more frequent purchasers and brand direct folks).
- Over-indexes demographically to younger and higher income consumers.
- Customer base fees less bad about tariffs and has a much stronger outlook on their finances than the broader population
How would you describe your overall percenption of the ON (ON Cloud) brand today?
Posed to ALL respondents…
Posed to ON CLOUD Customers
How has your perception of ON (ON Cloud) changed over the past 12 months?
Posed to ALL respondents…
Posed to ON Cloud Customers…
Respondents who prefer to buy sneakers direct from the retailer buy more pairs of shoes per year…
People who prefer to buy directly from the brand significantly over-index to a preference for ON Cloud sneakers… and indication of brand affinity that outstrips their current market penetration.
Consumers perceive the brand to have strong pricing power…
Their customer base feels good about their finances and are more sanguine on Tariffs than the broader population.
How would you currently describe your personal financial situation? When we refer to your personal financial situation, we mean factors that directly affect you — such as your income, ability to pay bills or make purchases, savings, job stability, and overall sense of financial security. This is about your own household finances, not the broader economy or what you’re seeing in the news.
Posed to On Cloud Customers
The U.S. has recently announced new tariffs on goods imported from a number of countries. Do you support or oppose these tariffs?
Posed to On Cloud Customers
Do you think the impact of tariffs will be…
Posed to On Cloud Customers
Their customer base over-indexes to higher income and younger respondents.
On Cloud Customers Demographics…
