Competitor comparison april 8th


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Competitor comparison april 8th

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