• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Competitor comparison april 8th
 

Competitor comparison april 8th

on

  • 430 views

 

Statistics

Views

Total Views
430
Views on SlideShare
430
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Competitor comparison april 8th Competitor comparison april 8th Presentation Transcript

    • Competitor reportapril 2011
      Creative solutions
      Campaigns
      Facebook applications
    • Victoria’s Secret: victoriassecret.com
    • Victoriassecret.com
      Summer campaign with summer clothingsegmented in smallerimages on front page
      bras: a new itememphasized, eachone has a special feature
      ”hot summer tops”,”sexy summer dresses”
      freegiveaway beach bag with a swimwearpurchase
      discounts onlargerpurchases, $100+
    • VICTORIASSECRET.COM
    • VICTORIA’S SECRET: FACEBOOK FANPAGE
    • VICTORIA’S SECRET:FACEBOOK FANPAGE
      12 200 200 international fans
      a very simple and professional-looking front page on Facebook fanpage
      great use of Twitter, Youtube, iPhone & iPadapps, mobile alerts
    • VICTORIA’S SECRET:FACEBOOK APPS
      HI GORGEOUS – SHOUTOUT GREETINGS
    • VICTORIA’S SECRET:FACEBOOK APPS
      GIFT CARDS
    • VICTORIA’S SECRET:FACEBOOK APPS
      WALLPAPERS
    • VICTORIA’S SECRET:FACEBOOK EXTRAS
      VIDEOS
      a hugecollection of videos from photoshoots and events
      photo albums for new products and collections, photo album segments ”Little book of Sexy”, ”What’s new now”, magazineappearances, taking a new product and making an own album for it.
    • Victoria’s secret pink:vspink.com
    • Vspink.com
      CURRENT CAMPAIGNS:
      • focus on college students and sports
      • mostly for younger customers
      • specialties for college students: Pink Collegiate,whichconsistsof the following segments:
    • Vspink.compink collegiate: segment one
      Campus reps
      • University students from each university who represent their university through interviews, Twitter etc.
      • Example: Campus reps of the University of Miami
    • Vspink.com:campus reps
    • Vspink.compink collegiate: Segment two
      Collegiate showdown
      - A competition between universities, winner university wins a Pink party on campus
    • VSPINK.comPink collegiate: segment three
      Wallpapers
    • Vspink.com:extras
      Other sports: Baseball and yoga collections
      Pink nation: VS Pink Official club with offers, news, giveaways etc.
    • Victoria’s secret pink:facebook page
    • Victoria’s secret pink:facebook page
      8 488 100 international fans
      direct and simple tabs that whenclickedtakecustomer to the website, Twitter, and mobile version of the site, verysimilar to the VS Fanpage
      mobile alerts with news
      wallpapersand gift cards
    • Hennes & Mauritz:hm.com/Fi
      currentcampaigns: BohemianDeluxe with GiseleBundchen, Romantic & Preppy
      site has a veryclearlayout
      shop online section: all campaignsshown on front page
    • Hennes & mauritz:hm.com/fi
      Good and clear iPhone/iPad apps
    • H&M:facebook page
      6 610 600 international fans
      ”Your H&M” as front page:
      • All the tabs that are circled are somethingwecoulduse for a simpler FB layout
    • H&M:facebook page
      all the front page tabstakecustomer straight to eachweb page
      newestcampaignsshown first, with ”In Stores” news, Youtube, iPhoneapp, FAQs, recruitment, Twitter, company info, customer service etc.
      discussionforums
      events
    • Nelly.com:nelly.com/fi
      Current campaigns:
      Ylioppilas 2011 – dress campaign for high schoolgraduates
      Spring news, ”Order now, pay in June withoutinterest rates”, shoesale
      Nelly’sweekly trend report,Spring trends
    • Nelly.com:Nelly.com/fi
      goodproductpictures and catwalk videos
      however, whenclicked on ”YLIOPPILAS 2011”, actualcampaign looks quitepoor
      layout of front page quitemessy:toomanycateogories and subcategorieslistedout, similar to Bubbleroom
    • Nelly.com:facebook page
      109 500 international fans
      very fair own activity, fans veryactive
      profilepicturechangedfrequently
      ”Like us on Facebook and get a free voucher to spend on the latestfashion on Nelly.com”
    • Ellos.fifacebookfanpage
      1200 Finnish fans
      Clear front page, similar to H&M and Gina Tricot
    • Ellos.fifacebookfanpage
      Outlet:
      “Offer of the Week”: when a customer becomes a fan, she gets to use their weekly Facebook offer
      Facebook slogan: “Tykkäämeistä, mekintykätäänsusta!” Like us, we like you too.
    • Forever 21:forever21.com
      Colorful, fun layouts
      goodproductpictures
      enough extra that to make the sitefun for the customer
    • Forever 21:facebook page
      4 218 900 international fans
      veryactive posts, ”Deal of the Week” , competitions, blogentries (a verygoodblog), questions, news, slogans (”To shine is better to reflect – make your own look!”), etc.
      -> not all is related to the company
      images throughTwitter
      discussion forums
    • Forever 21:facebook apps
      Fashion cents game that takescustomer to a game applicationwhereonecanwin gift cards
    • Forever 21:the skinny Blog
      blog: http://blog.forever21.com/ 21TV: videos, 21music: ”on the spotlight” artists, etc.
    • Gina tricot:ginatricot.com
      Current campaign: First Flowers of Spring
      Inspiration section: Trend report, Lovable stuff, Blog, Shop Online.
    • Gina tricot:facebookfanpage
      196 100 international fans
      front page layout simple, similar to H&M’s
      V VS
    • Gina tricot:facebookfanpage
      great videos
      modelsintroduced
      apps: You & Gina Tricot
      Blog: www.ginatricot.com/blog
      Blogconsists of mainlyinspirationalpictures
    • Latina magazine:latina.com fashion section
      the biggest Latin American magazine in the U.S.
      sections on site: Entertainment, Beauty, Fashion, Recipes and Life
      Fashionsection:
    • Latina magazine:latina.com fashion section
    • Latina.comfashion section
      Polls
      Fun celebrity Twitter extras
    • Latina.com fashion section:steal her style
      Weekly segment: Steal Her Style
    • Latina.com fashion section:best dressed
      Weekly segment: Best Dressed
    • Latina.com fashion section:designers
      Segment: Designers
      Focus on affordable new designers’ collections instead of high fashion designers
    • Latina.com:ask dolores
      Ask Dolores
      similar segment could be used for somethingfashion-related or just common ”life” questionsinsiderelationships etc. in the form of e-mails that would be answered (anonymously) in a segment, magazine or on website?
    • Latina magazine:facebook page
      20 000 international fans
      daily posts of news on the site
      polls
      real-life information
    • Cosmopolitan magazine:facebook page
      816 000 international fans
      Facebookapps
      iPadapp
      beauty, weight loss and celebrity posts, ”Summer Makeup and Hair tips”, ”SexyHairstyles”, ”How to get a CelebrityBody”, ”How to get celebrity makeup” etc
    • Asos.com
      Trends section
      Outfits section
    • Asos.com
      Looks section
    • Asos.com:facebookfanpage
      519 100 international fans
      Apps: Facebook shop
    • Miss sixty:facebook page
      253 400 international fans
      • Facebook apps
    • Miss sixty:facebook page
      Spring/Summer campaign shown in the form of a video
    • GUESS? Inc:FACEBOOK PAGE
    • Guess? Inc:Facebook page
      International page has 850 450 fans
      Guess Finland has 1.300 fans, but very little activity
      Contents of Guess? Inc. fanpage:
      f
      * Lookbook
      * Denim guide
      * Runway report
      * Spring campaign: videos and photos
      * Wallpapers
      * Customer service
      * Newsletter sign-up
      * Guess list: the Guess club
    • GUESS INC:facebook page
      App:
      Style Studio
      • Customer can create own outfits and see how garments fit together
    • JACK & JoNes:facebook page
      125 200 international fans
      Summer campaign: Jack & Jones Fitness club
    • Jack & jones:facebook page
      Direct link to website http://www.jackjones.com/fitness
      • Four outfits with different workout videos to match the specificstyle
    • Fornarina:facebook page
      75 000 international fans
      • Spring/Summer jeans collection
    • Companies included in the research that did not have a facebookfanpage/no activity
      Stadium
      Dressmann
    • Conclusion
      Halens and Bubbleroom have the only active Finnish Facebookfanpages especially for the Finnish market apart from Ellos.fi
      Simple, clear Facebook front pages professional-looking and classy, for ex. H&M and Gina Tricot
      Especially iPhone and iPad apps very popular
      Introducing models so that the customer gets familiar with them
      Great extras and apps that could be used: wallpapers, gift cards, games, “style your own look”, Facebook store, lookbooks, direct customer service, garment guides, e-cards etc.
      American companies the most advanced, creative and innovative in Facebook extras and apps and in making their pages look as attractive as possible for customers
      However: a bigger number of fans needed, should also represent target group for the extras and apps to be successful!
      Using Twitter as a tool to publish material?
      Summer-themed giveaway with swimwear purchase?
      College-line with special activities for Fall?