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+
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.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
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?