This is a study on the digital positioning of four Max Mara Group brands (Max Mara, Max&co., Marella and Pennyblack) and two competitors (Liu Jo and Pinko). The analysis is based on social network conversations observed between the 1st and the 14th of October, 2014.

1. MAX MARA GROUP & COMPETITOR SENTIMENT ANALYSIS
OCTOBER 2014

2. INDEX
①INTRODUCTION AND OBJECTIVES
②QUANTITATIVE ANALYSIS
③GENERAL AND CHANNEL SENTIMENT
④CLUSTER SENTIMENT
⑤DAILY SENTIMENT
⑥BRANDIMENT MAPPING AND DIGITAL POSITIONING
⑦FOOD FOR THOUGHTS: AND THE WINNER IS…
⑧CONCLUSIONS
⑨ANNEX: METHODOLOGICAL NOTES

3. INTRODUCTION AND OBJECTIVES
1

4. 4
INTRODUCTION AND OBJECTIVES
A SENTIMENT ANALYSIS OF FOUR BRANDS OF MAX MARA PRODUCT GROUP (MAX MARA, MAX&CO., MARELLA AND PENNYBLACK) AND TWO OTHER BRANDS (LIU JO E PINKO) WAS CARRIED OUT TO ASSESS THEIR MARKETING POSITIONING ACCORDING TO ONLINE EVALUATION.
IN DETAIL, COMMENTS ON FACEBOOK PAGES AND TWEETS RELATED WITH THE BRANDS WERE ANALYSED FROM OCTOBER 1ST TO OCTOBER 14TH 2014. FEEDS WERE ATTRIBUTED TO FOUR CLUSTERS: COLLECTIONS (WITH SPECIFIC COMMENTS ON PRODUCTS/PRICES); BRAND (GENERAL EVALUTIONS ON EVENTS, SPONSORSHIPS, ETC.); MARKETING (PROMOTIONAL AND ADVERTISING CAMPAIGNS); SERVICES (E-COMMERCE AN STORES).

5. QUANTITATIVE ANALYSIS
2

6. 6
DAILY SHARE OF VOICE
0
10
20
30
40
50
60
Liu Jo
Marella
Max Mara
Max&co
Pennyblack
Pinko
Fake
Twitter
Facebook
When you have a sister that knows you the trolley is already loaded of Liu Jo clothes :) #piustyle #shopping http://t.co/I9jdH6FzQk
THANKS TO A AN EXTENSIVE DIGITAL PR ACTIVITY LIU JO IS THE BRAND THAT OBTAINED THE HIGHEST AMOUNT OF COMMENTS WITH MANY CONVERSATIONS ON TWITTER.
HOWEVER, IT WAS NOTED THAT MANY TWEETS WITH SIMILAR CONTENT WERE POSTED BY USERS WHOSE ACCOUNTS WHERE SOON CLOSED. THESE ACCOUNTS AND THEIR TWEETS WERE CLASSIFIED AS “FAKE” AND THEREFORE NOT TAKEN INTO ACCOUNT DURING THE FOLLOWING ANALYSIS.
Oops! I did it again: bought two pairs of Liu Jo jeans #shopping #piustyle http://t.co/OwUNiCmOA6

7. 7
DAILY SHARE OF VOICE (WITHOUT FAKES)
ONCE THE FAKE PROMOTIONAL COMMENTS BENEFICIAL FOR LIU JO WERE EXCLUDED, THE DAILY SHARE OF VOICE SHOWS SIMILAR NUMBERS FOR ALL THE BRANDS.
NOTWITHSTANDING LIU JO STILL IS THE BEST PERFORMING BRAND IN TERMS OF DAILY COMMENTS, AND IS CLOSELY FOLLOWED BY MAX MARA AND PINKO. THE DAILY SHARE OF VOICE OF THE OTHER BRANDS IS DECISIVELY LOWER BECAUSE THEY HAVE AN AVERAGE OF LESS THAN FIVE COMMENTS PER DAY.
0
5
10
15
20
25
Liu Jo
Marella
Max Mara
Max&co.
Pennyblack
Pinko
Twitter
Facebook

8. 8
BREAKDOWN SHARE OF VOICE
49%
20%
20%
10%
1%
ALL THE BRANDS – BREAKDOWN SHARE OF VOICE
THE DISTRIBUTION ANALYSIS OF THE CLUSTERS OF ALL BRANDS SHOWS A CLEAR MAJORITY OF COMMENTS RELATED WITH THE COLLECTIONS.
WITHIN THIS CLUSTER, CLOTHES AND ACCESSORIES ARE THE MOST COMMENTED, FOLLOWED BY COLLECTIONS IN GENERAL AND SHOES.
SUBSTANTIAL ARE ALSO COMMENTS ON THE BRANDS (ESPECIALLY ABOUT JOB OFFERS AND EVENTS) AND MARKETING CAMPAIGNS.
4
33
55
27
12
Other
Events
Job offers
Sponsorships
General
BRAND
20
5
71
16
1
102
110
Shoes
Prices
General
Coats
Other
Accessories
Clothes
COLLECTIONS

9. GENERAL AND CHANNEL SENTIMENT
3

10. 10
GENERAL SENTIMENT– PERCENTAGE
PINKO AND MAX & CO. SHOW A HIGHER PERCENTAGE OF POSITIVE COMMENTS (50% AND 45% OVERALL).
MARELLA, ON THE OTHER HAND, HAS THE PEAK PERCENTAGE OF NEGATIVE COMMENTS, EVEN THOUGH THE OVERALL NUMBER OF COMMENTS IS NOT BIG.
DURING THE EXAMINED PERIOD NO NEGATIVE COMMENTS WERE FOUND FOR THE BRAND PENNYBLACK.
NOTE: ALL THE SENTIMENT GRAPHS WERE WEIGHED UPON INTENSITY (LIKE, FAVOURITE, RETWEET).
4%
74%
22%
LIU JO
68%
32%
PENNYBLACK
4%
61%
35%
MAX MARA
1%
49%
50%
PINKO
17%
52%
31%
MARELLA
9%
46%
45%
MAX & CO.

11. 11
GENERAL SENTIMENT– ABSOLUTE VALUES
0
100
200
300
400
500
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo
1
4
8
4
16
66
13
20
108
12
317
67
6
20
62
7
92
THERE WAS AN ELEVATED AMOUNT OF POSITIVE COMMENTS FOR LIU JO, EVEN THOUGH SHOWING AN OVERALL SENTIMENT TENDING TO NEUTRAL. GOOD SENTIMENT FOR MAX MARA AND PINKO WITH A GREAT NUMBER OF POSITIVE COMMENTS.
AS ALREADY MENTIONED, THE HIGH PERCENTAGE OF NEGATIVE COMMENTS FOR MARELLA AND MAX&CO IS SHRUNK WHEN CONSIDERING THE SMALL NUMBER OF COMMENTS.

12. 12
SENTIMENT PER CHANNEL
0
20
40
60
80
Liu Jo
Marella
Max Mara
Max&co
Pennyblack
Pinko
15
4
4
3
1
16
3
4
5
41
6
40
14
4
26
SENTIMENT FACEBOOK
0
100
200
300
400
Liu Jo
Marella
Max Mara
Max&co
Pennyblack
Pinko
4
301
9
108
16
13
61
51
1
22
6
2
41
SENTIMENT TWITTER
FACEBOOK IS THE CHANNEL WHERE THE SENTIMENT IS MOSTLY POLARIZED, WITH A NEAT MAJORITY OF POSITIVE COMMENTS FOR ALL THE ANALYZED BRANDS. SOME CRITICISM FOR LIU JO, WHILE FEW, BUT NOT NEGATIVE, COMMENTS FOR PENNY BLACK.
TWITTER SHOWS A MAJORITY OF NEUTRAL COMMENTS OF PROMOTIONAL NATURE RELATED WITH EVENTS AND NEW COLLECTIONS. MANY NEUTRAL COMMENTS ALSO FOR LIU JO REGARDING LJ MODENA FOOTBALL TEAM. POSITIVE COMMENTS SLIGHTLY ABOVE THE AVERAGE FOR PINKO, MAX MARA AND LIU JO. JO.

13. CLUSTER SENTIMENT
4

14. 14
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo
0
50
100
150
200
250
CLUSTER SENTIMENT - COLLECTIONS
THE COLLECTIONS CLUSTER HAS AN OVERALL POSITIVE SENTIMENT, FOR ALL THE ANALYZED BRANDS. IN DETAIL: LIU JO OBTAINS THE HIGHEST AMOUNT OF POSITIVE COMMENTS, FOLLOWED BY PINKO AND MAX MARA. LOWER AMOUNT OF COMMENTS, EVEN THOUGH MAINLY POSITIVE, FOR MAX&CO, MARELLA AND PENNY BLACK.
High heels and reflections of light for the new items of Liu Jo.
I just saw a brand new dress of marella, I WANT IT!
Max Mara, exclusive accessories esclusivi for a touch of class: the exclusive cuff tailored by Max Mara
The collection is outstanding, such a shame being over thirties!
Tomorrow I am going to a wedding and bought a wonderful Pinko dress!

15. 15
Pinko
Pennyblack
Max&co
Max Mara
Liu Jo
0
10
20
30
40
50
60
70
80
90
CLUSTER SENTIMENT - BRAND
AN AVERAGE OF POSITIVE POLARIZED COMMENTS (= NOT NEUTRAL) FOR ALL THE DIFFERENT BRANDS, POSTED BY USERS THAT APPRECIATE THE BRAND IN GENERAL AND THE EVENTS ORGANISED DURING THE PERIOD OF THE ANALYSIS. SOME CRITICISM FOR MAX MARA, EXPRESSED DURING THE TV SHOW “SERVIZIO PUBBLICO” BECAUSE PART OF THE MANUFACTURE IS CARRIED OUT ABROAD. NO GENERAL COMMENTS FOR MARELLA.
A #style classes di #Elle & Max&co with my ladies
LIU JO was born thanks to the brilliant idea of the brothers Marco e Vannis Marchi that in the mid nineties ...
#serviziopubblico Gucci, Prada, D&G,Furla, Max Mara,Nero Giardini,Tods also Della Valle manufactures in Romania
@PINKO I ADORE YOU!!!! I AM ADDICTED TO PINKO!!! LOVE PINKO FOREVER!!! Sooner or later I will come and loot Fidenza!!!!

16. 16
CLUSTER SENTIMENT – SERVICES
THE CLUSTER SENTIMENTS FOR SERVICES LOOKS MORE VARIED, IT COMPRISES COMMENTS ABOUT LOCAL STORES, E- COMMERCE AND THE OTHER PLATFORMS WHERE PURCHASES CAN BE DONE.
WITH REGARDS TO SERVICES IT HIGHLIGHTS SOME CRITICISM FOR LIU JO WHICH DOESN’T HAVE ENOUGH STOCK IN SOME STORES. MAXA MARA STORES ARE APPRECIATED IN GENERAL AS WELL AS PINKO PRODUCTS SOLD ONLINE ON PRIVALIA WEBSITE.
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo
0
5
10
15
20
25
30
I would like to know where I can find those loafers, I live in Marostica, Vicenza and can’t find them!!!!
Imagine an afternoon @maxmara with csabadallazorza @ #Bologna
I can’t see the nice ladies of the store of Sora, so kind.
Early wake up today for the sales of #pinko on #Privalia !!!!...
I want their trousers, but there aren’t stores in Brescia!!!

17. 17
Pinko
Pennyblack
Max Mara
Marella
Liu Jo
0
20
40
60
80
100
120
140
CLUSTER SENTIMENT - MARKETING
LESS POLARIZED IS THE CLUSTER SENTIMENT FOR MARKETING, IT INCLUDES COMMENTS ON PROMOTIONAL EVENTS AND TESTIMONIALS. LIU JO TOTALIZED A HIGH NUMBER OF COMMENTS FOR BEING THE SPONSOR OF MODENA VOLLEY TEAM LJ. SOME CRITICISM FOR THE CHOICE OF ALESSIA MARCUZZI AS TESTIMONIAL OF MARELLA. APPRECIATION FOR THE TV JOURNALIST CRISTINA FANTONI FOR PINKO
I will go watching the matches in Modena. I can’t wait till April because three will be Liu Jo-Imoco and Moky aah
I believe is tha fashion brand having the TV «la 7» journalist Cristina Fantoni as testimonial telegiornalista de La 7 ...a very cute and elegant lady
Wonderful !!!!!!!
Why choosing her as testimonial?

18. DAILY SENTIMENT
5

19. 19
0
10
20
30
40
50
60
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
DAILY TREND– LIU JO
WE ARE NOTING AN PEAK OF NEUTRAL COMMENTS ON OCTOBER 8 FOR LIU JO RELATED WITH A CERTAIN GIRL’S SNEAKER OFFER PROMOTED ON TWITTER.
MANY POSITIVE COMMENTS ON THE SAME DAY ABOUT THE COLLECTION AND THE SHOES IN PROMOTION. ON OCTOBER 4 A NEGATIVE COMMENT ON A BAG RECEIVES MANY LIKES ON FACEBOOK.
The new must have shoes made by Liu Jo.
Offers are now on!! On sale on KellieShop. Thousands of fashion items with prices...
The Bisonte Firenze: il "Bisonte" the award tomorrow at Palazzo Vecchio, then training together with Liu-Jo
This is a € 125 used only foru times and i will never buy liu jo again

20. 20
0
1
2
3
4
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
DAILY TREND – MARELLA
SOME CRITICISM ON OCTOBER 9 ABOUT THE CHOICE OF ALESSIA MARCUZZI AS TESTIMONIAL OF MARELLA.
POSITIVE COMMENTS BETWEEN OCTOBER 8 AND 9 ON THE BRAND AND ON SELECTED ITEMS ON FACEBOOK PAGE. NEUTRAL COMMENTS ON SOME PRODUCTS OR SPECIAL OFFERS ON TWITTER.
Why choosing her as testimonial?
Ah yes....marella
Jogging pants Marella and EMME Marella, from 69,90 euro, check them out on our blog!
Coats Marella 2015 @Purseandco #Marella #cappotti #modadonna #animalier #cappottiMarella

21. 21
0
5
10
15
20
25
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
DAILY TREND– MAX MARA
POSITIVE COMMENTS FOR MAX MARA BRAND, INCREASING DURING PROMOTIONS OF CLOTHES AND ACCESSORIES.
PEAK OF NEUTRAL COMMENTS ON 14 OCTOBER MOSTLY RELATED TO A JOB OFFER.
Simple but very elegant
Fantastic!
#jobs # overseas sales assistant for Max Mara Fashion Group
Ceremony gowns, women fashion Winter/spring 2014-2015: MAX MARA, 70 years 70 of elegance

22. 22
0
1
2
3
4
5
6
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
DAILY TREND– MAX & CO.
ON OCTOBER 5 SOME NEUTRAL COMMENTS INTRODUCE THE AUTUMN/WINTER COLLECTION 2014-15 MAX&CO.
ON OCTOBER 9 GOOD APPRECIATION FOR THE COAT OF THE NEW COLLECTION, INTRODUCED ON THE OFFICIAL FACEBOOK PAGE. SOME POSITIVE COMMENTS ALSO FOR PROMOTIONAL EVENTS LIKE THE ONE IN ASSOCIATION WITH ELLE MAGAZINE OF OCTOBER 7.
A style class of Elle & Max&co with my girls
Gorgeous!
Max e Co autumn/ winter 2014 2015 #Max&Co #MaxeCo #modadonna #womanwear #MadeInItaly #ai2014

23. 23
0
1
2
3
4
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
DAILY TREND– PENNYBLACK
NEUTRAL COMMENTS FOR PENNYBLACK ON OCTOBER 8 FOR THE AUTUMN/WINTER COLLECTION 2014-15.
BETWEEN OCTOBER 6 AND 8 SOME POSITIVE COMMENTS ABOUT SELECTED ITEMS AND FOR THE NEW COLLECTION. AS ALREADY MENTIONED, NO NEGATIVE COMMENTS WERE NOTED FOR PENNYBLACK DURINGTHE ANALYSED PERIOD.
The new clothes collection Pennyblack for autumn winter 2014 2015.
Great penny
New coat by #pennyblack  #damammaamamma #mamxmam #mamxmam_fashion #instamamme #thewomom

24. 24
0
2
4
6
8
10
12
14
16
18
20
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
11/10
12/10
13/10
14/10
What to say: few things like the Made in Italy make me proud of my roots!
DAILY TREND– PINKO
PEAK OF NEUTRAL COMMENTS ON OCTOBER 7 ABOUT THE REPORTAGE REALIZED BY BLOGGER MANUELITA, SHE WORE A WHITE LACE PINKO DRESS AT SCALA DEI TURCHI (AGRIGENTO).
POSITIVE COMMENTS FOR CLOTHES AND ACCESSORIES AND FOR THE OPENING OF THE NEW STORE AT PITTSBURGH AIRPORT.
Why I always fall in love with Pinko new collections?
mini dress @PINKO at Agrigento http://t.co/yXpOsh2JmS #pinko #agrigento #bbloggers #fashionblogger #fashion
Tomorrow I go to a wedding wearing a wonderful Pinko dress!

25. BRANDIMENT MAPS OF DIGITAL POSITIONING
6

26. 26
0
50
100
150
200
250
300
350
400
0
10
20
30
40
50
60
70
80
90
100
BRANDIMENT MAP - GENERAL
THE MAP SHOWS THE VISIBILITY (AXE Y) AND SENTIMENT (AXE X, SCALE 0/100), FOR EACH BRAND, SUMMARIZING THE NUMBERS IN GENERAL AND FOR CLUSTERS.
THE BRANDS SHOW A GENERAL POSITIVE SENTIMENT, AND THEY ARE ALL INSIDE THE «NICHE» SECTION. EVEN THOUGH IT HAS A LOWER AMOUNT OF POSITIVE COMMENTS, LIU JO IS IN THE «STARS» AREA THANKS TO THE HIGH SHARE OF VOICE.
STARS
NICHES
BREAKDOWNS
QUESTION MARKS
0501001502002503003504000102030405060708090100PinkoPennyblackMax&coMax MaraMarellaLiu Jo

27. 27
0
10
20
30
40
50
60
70
80
0 10 20 30 40 50 60 70 80 90 100
MAX MARA OBTAINS THE BEST POSITIONING FOR THE CLUSTER BRAND, THANKS
ESPECIALLY TO THE HIGH SHARE OF VOICE.
NOTWITHSTANDING THE LOW AMOUNT OF COMMENTS OBTAINED BY PENNYBLACK, THE BRAND IS
POSITIONED IN THE «NICHE» AREA THANKS TO VERY POSITIVE SENTIMENT. MARELLA, ON THE
OTHER HAND, OBTAINS NO COMMENTS AT ALL.
STARS
NICHES
QUESTION MARKS
BRANDIMENT MAP – BRAND
0
50
100
150
200
250
300
350
400
0 10 20 30 40 50 60 70 80 90 100
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo
BREAKDOWNS

28. 28
BRANDIMENT MAP – COLLECTIONS
ALSO IN THE COLLECTIONS CLUSTER LIU JO IS THE BRAND WITH THE HIGHEST SHARE OF VOICE AND IS POSITIONED AMONG THE “STARS”.
ALL THE OTHER BRANDS ARE IN THE «NICHES» AREA WITH A VERY POSITIVE SENTIMENT. ALSO FOR THIS CLUSTER PENNYBLACK IS THE BRAND WITH THE LOWEST SHARE OF VOICE AND THE SENTIMENT IS LESS POSITIVE.
0
20
40
60
80
100
120
140
160
180
0
10
20
30
40
50
60
70
80
90
100
STARS
NICHES
BREAKDOWNS
QUESTION MARKS 0
50
100
150
200
250
300
350
400
0 10 20 30 40 50 60 70 80 90 100
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo

29. 29
0
5
10
15
20
25
0
10
20
30
40
50
60
70
80
90
100
BRANDIMENT MAP – SERVICES
STARS
NICHES
BREAKDOWNS
QUESTION MARKS
LESS HOMOGENOUS ARE THE COMMENTS OF THE FANS ABOUT THE SERVICES PROVIDED BY THE DIFFERENT BRANDS.
MARELLA IS THE WORST POSITIONED BRAND, EVEN THOUGH WITH ONLY FEW COMMENTS. LIU JO KEEPS HAVING A HIGH SHARE OF VOICE BUT HAS A NEGATIVE SENTIMENT FOR THIS CLUSTER. MAX MARA HAS THE BEST SENTIMENT AND THE HIGHEST AMOUNT OF COMMENTS 0
50
100
150
200
250
300
350
400
0 10 20 30 40 50 60 70 80 90 100
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo

30. 30
-5
15
35
55
75
95
115
135
-5
5
15
25
35
45
55
65
75
85
95
105
NICHES
BRANDIMENT MAP – MARKETING
STARS
BREAKDOWNS
QUESTION MARKS
THE AMOUNT OF COMMENTS FOR THE MARKETING CLUSTER IS OVERALL REDUCED FOR ALL THE ANALYSED BRANDS.
LIU JO IS AN EXCEPTION SHOWING ANYWAY AN OVERALL NEUTRAL SENTIMENT. MAX&CO HAS NO COMMENTS ON THE SUBJECT. MARELLA IS VERY NEGATIVE AND FALLS IN THE “BREAKDOWNS” AREA. 0
50
100
150
200
250
300
350
400
0 10 20 30 40 50 60 70 80 90 100
Pinko
Pennyblack
Max&co
Max Mara
Marella
Liu Jo

31. FOOD FOR THOUGHTS: AND THE WINNER IS…
7

32. 32
COLLECTIONS SENTIMENT– CLOTHES
MAX MARA IS VERY MUCH APPRECIATED FOR THE COLLECTION OF T-SHINE’S SHIRTS WITH A TOUCH OF 1950’S AND THE NEW COLLECTION OF LIU JO DENIM NEW FIT RECEIVES THE SECOND BEST PLACE FOR THE VISIBILITY EVEN THOUGH THE SENTIMENT IS A BIT LOWER.
PINKO SCORES THE FIRST PLACE WITH MANY POSITIVE COMMENTS BY FANS WHO SHARE THEIR CHOICES ON SOCIAL NETWORKS. FEW COMMENTS FOR THE OTHER BRANDS.
3°
2°
1°
Sentiment (0/100)
Share of voice
82
25
Sentiment (0/100)
Share of voice
75
36
Sentiment (0/100)
Share of voice
87
35
Elisa! What are
we waiting for???
They are wonderful
I am rushing there
Very elegant
Wonderful!
Max Mara
Very classy!
The joy of mixing...
@pinkoofficial #look
#italia #pinko #shopping

33. 33
COLLECTIONS SENTIMENT– SHOES AND ACCESSORIES
THIS TIME PINKO IS THIRD WITH FEW COMMENTS FOR SHOES AND ACCESSORIES. BETTER POSITIONED IS LIU JO WITH «REFLECTIONS OF LIGHT AND THE NEW AMELIE».
HOWEVER, MAX MARA IS THE TOP BRAND FOR THEIR CUFFS AND THE BAGS PROMOTED BY AMY ADAMS. FEWER COMMENTS FOR THE OTHER BRANDS.
Fantastic!!! The shoes of
Liu-jo of real leather
The new AMELIE
Of LIU JO sparkles!!
The bag is beautiful...
Max Mara, exclusive
accessories for a
touch of style:
the exclusive cuffs
by Max Mara
3°
2°
1°
I fell in love with Pinko keyring!
Sentiment (0/100)
Share of voice
53,5
13
Sentiment (0/100)
Share of voice
58
96
Sentiment (0/100)
Share of voice
91,5
10

34. CONCLUSIONS
8

35. 35
MAIN FINDINGS
•HIGH SHARE OF VOICE
•INTENSE ACTIVITY OF DIGITAL PR
•COLLECTIONS AND CLOTHES (SNEAKERS FOR GIRLS)
•TWO … SILVER MEDALS!
•MANUFACTURE OF SOME ACCESSORIES
•GOOD SENTIMENT FOR NEW COLLECTION
•LOW SHARE OF VOICE
•HIGH PERCANTAGE OF NEGATIVE COMMENTS
•BAD CHOICE OF ALESSIA MARCUZZI AS TESTIMONIAL
•SERVICES AND STORES
•CEREMONY GOWNS
•BAGS AND ACCESSORIES (CUFFS)
• GOLD MEDAL FOR SHOES AND ACCESSORIES
•CRITICISM ON OVERSEAS MANUFACTURE
•RAKNING SECOND FOR VISIBILITY EVEN THOGUH BEST PERFORMING BRAND IS MUCH HIGHER
• VERY POSITIVE SENTIMENT
•EVENTS AND PROMOTIONS (ELLE)
•NEW COLLECTION AND CLOTHES (COAT)
•LOW SHARE OF VOICE
•HIGH PERCANTAGE OF NEUTRAL COMMENTS
•NEW COLLECTION VERY MUCH APPRECIATED
•NO NEGATIVE COMMENTS
•LOW SHARE OF VOICE
•SENTIMENT ON COLLECTIONS IS NOT NEGATIVE, BUT COMPETITORS PERFORM BETTER
•VERY POSITIVE SENTIMENT
•GOOD CHOICE OF CRISTINA FANTONI AS TESTIMONIAL
•SERVICES (ONLINE SHOP ON PRIVALIA)
•GOLD MEDAL FOR CLOTHES
•FEW COMMENTS ON FACEBOOK, ESPECIALLY WHEN TAKING INTO ACOCUNT THE HIGH NUMBER OF FANS (ALMOST 700.000)

36. 36
SENTIMENT RELATED MARKETING
BOOSTING FAN BASE ON FACEBOOK, AIMING TO INCREASE ENGAGEMENT EXPLOITING ALSO THE BENEFITS BROUGHT BY THE VERY MUCH APPRECIATED TESTIMONIAL.
TAKING INTO ACCOUNT THE CRITICISM RELATED WITH FOREIGN OVERSEAS BUT ALSO THE GOOD APPRECIATION OF LOCAL STORES IT MIGHT BE INTERESTING CHOOSING A «STORE OF THE MONTH» WHERE TO ENHANCE ITALIAN QUALITY AND CREATIVITY.
AIM TO INCREASE THE SHARE OF VOICE THROUGH PROMOTIONAL CAMPAIGNS AND EVENTS, WHICH USUALLY RECORD A POSITIVE SENTIMENT, AND CREATING A DEDICATED TWITTER ACCOUNT.
WITH REGARDS TO THE CRITICISM OF LOW QUALITY PRODUCTS, TALKING ABOUT MATERIALS USED TO MANUFACTURE PRODUCTS ON FACEBOOK PAGE MIGHT BE HELPFUL TO STIMULATE THE FEMALE FANS TO SHARE THEIR POSITIVE EXPERIENCE WITH THE BRAND
EVALUATE POTENTIAL AND EARNINGS OF INVESTMENT CARRIED BY CURRENT TESTIMONIAL. WORK ON DIGITAL PR AND SOCIAL NETWORKS TO INCREASE GENERAL VISIBILITY.
IT HAS THE LOWEST SHARE OF VOICE AMONG COMPETITORS BUT THE OVERALL SENTIMENT IS GOOD. SIMILARLY TO MARELLA IT IS RECOMMENDED TO WORK ON DIGITAL PR.

37. 37
SO WHAT?
WE PROVIDE A SERVICE TAILORED TO THE NEEDS OF THE CLIENT ENABLING YOU AT VERY REASONABLE PRICES TO: :
1.COSTANTLY MEASURE THE APPRECIATION OF THE COLLECTION, WITH THE POSSIBILITY OF PITCHING THE INVESTMENT ACCORDING TO THE LIKING AND TAKING MARKETING ACTIONS RELATED WITH THE OBSERVED APPRECIATION
2.FORESEE FASHION TRENDS, OR UNDERSTAND THEM WITH GREAT REACTIVITY
3.OBTAIN VISIBILITY FOR SENTIMENT CLUSTER DETAILED TO A LEVEL NOT VIABLE THROUGH OTHER SOFTWARES
4.MONITOR COMPETITORS WITH THE POSSIBILITY OF IMITATING WEAKNESSES AND EXPLOITING STRENGTHS
5.CARRY OUT FORECAST OF PRODUCTION AND SALES FOR EVERY COLLECTION

38. 38
CONTACTS
THANKS FOR THE ATTENTION!
l.diurni@estrogeni.net (London) p.difelice@estrogeni.net (London) d.magini@estrogeni.net (Rome) w.bludau@estrogeni.net (Dortmund)

39. ANNEX: METHODOLOGICAL NOTES
9

40. 40
NOTE METODOLOGICHE
PERIOD OF ANALYSIS:
01 – 14 OCTOBER 2014
SOURCES:
•FACEBOOK – BRAND OFFICIAL PAGES, ALL COMMENTS
•TWITTER – ALL THE HASHTAG TWEETS AND PERTAINING QUERIES
WEIGHTING:
THE RESULTS OF THE SENTIMENT ARE WEIGHED UPON FACEBOOK «LIKES», «RE-TWEETS» AND «FAVOURITE» ON TWITTER. OBTAINED DATA ARE CALLED SENTIMENT «INTENSITY»
BRANDIMENT MAPPING:
THE SENTIMENT FIGURES ARE ABSOLUTE AND EXPRESSED ON A 0/100 SCALE; THE SHARE OF VOICE IS RELATED WITH THE ANALYSED GROUP.
DATA ARE COLLECTED AND ANALYSED USING THREAD-OFF SYSTEM : WWW.THREADOFF.COM

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