August 25th, 2022, Shinmin Bali
Around its recent quarter results and the net loss suffered in the period, Allbirds has not only cut its financial forecast and laid off some personnel but is also working on cutting operational costs.
For a brand that retails sustainable clothing and footwear, and can count celebrities as consumers, where can Allbirds go from here? While the results are for the last quarter, the last year hasn’t been terribly exciting for Allbirds.
As per YouGov BrandIndex – which tracks consumer sentiment towards thousands of brands daily – Allbirds’ Consideration and Index metrics have remained largely unchanged. The Index metric is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation. Consideration indicates how many consumers are considering purchasing from the brand, when next in market. On the plus side, though, Awareness of the Allbirds has slowly crept up over the past twelve months.
As per YouGov Profiles – which covers demographic, psychographic, attitudinal and behavioural consumer metrics – 58% of the general US population agree that they’d prefer shopping from brands that are sustainable. And while Allbirds has shared that its average order value and the overall number of orders have gone up, it ties the jump in order value to inflation-driven price hikes. In a period of price growth, its decision to cut costs is one which many businesses will also be looking at.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Allbirds’ Index net score is based on the average of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation, Recommendation scores and delivered as a net score between –100 and + 100]. Allbird’s Consideration and Awareness score is delivered as a percentage. Scores are based on an average daily sample size of 2,262 US adults between August 2021 and August 202. Figures are base four-week moving average. Learn more about BrandIndex.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.