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Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
Competitive Analysis of the Ed Hardy Social Media Ecosystem.
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Competitive Analysis of the Ed Hardy Social Media Ecosystem.

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An in-depth competitive analysis of the Ed Hardy social media ecosystem. Yup, That's right.

An in-depth competitive analysis of the Ed Hardy social media ecosystem. Yup, That's right.

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  • 1. ED HARDY - A SOCIAL MEDIA COMPETITIVE ANALYSIS *satire
  • 2. HISTORY OF THE BRAND In 2004, Christian Audigier licensed the rights to produce the Ed Hardy clothing line. Audigier was previously the Head Designer at Von Dutch Originals. Ed Hardy was once a really good tattoo artist. But that fact, along with human decency, is lost upon the majority of Ed Hardy customers. Ed Hardy stores are located worldwide and have been seen on everybody from celebrities, to John Gosselin (remember that guy?) and homeless people.
  • 3. As difficult as it is, let’s get serious here and break down the audiences, marketing differentiation, social channels and their competitors. Come on, it’ll be fun, bro!
  • 4. TARGET AUDIENCE douche bag Noun -Male: 18-34-No respect for women or the fashion industry. -Homophobic (probably). -Careers ranging from personal trainers, to bouncers, to construction workers, to drug dealers. -Illiterate (probably). -Hobbies: bench press, punching, raging, roofies. Also referred to as, Bro. Juice Monkey, wanker, assclat, loser, roid head. The Situation. terrible human being. Origin: 2004-Present Example: A Example: B Example: C
  • 5. PRETTY MUCH… So, yah, they’re the stereotype. But come on, you’ve never met a guy in Ed Hardy and thought, “I gotta get to know this fella!”
  • 6. SECONDARY AUDIENCES Women (douchettes) Babies John Gosselin’s Tribe Tweens Dogs
  • 7. WHAT THEY MAKE They are famous for their line of t-shirts and hats. The apparel is flashy, with sequins, sparkly dragons and/or a puking dolphin as the focal point. Their tagline is: Love Kills Slowly. The font is very rebellious and dangerous.
  • 8. …..BUT NOT JUST APPAREL Drink like a douchebag Smell like a douchebag Drive like a douchebag Smoke like a douchebag Blow like a douchebag Walk like a douchebag
  • 9. POPULARITY Ed Hardy was a huge brand in the 2000’s, bro: -It was like all artistic and stuff, bro .-It was expensive and made you standout, bro. -Velour pants were cool, bro. -Paris Hilton and celebrities wore it, bro. -Bro’s hadn’t corrupted it yet, bro. Since then, it’s been destroyed by: -Poor licensing agreements, bro. -General douchebaggery, bro. -Damn, bro. What’s a deck without some clipart?
  • 10. …..SO LET’S SEE HOW THEY MARKET THEMSELVES ONLINE
  • 11. SOCIAL CHANNELS - TWITTER Followers: 8739 Most often tweets about their product offerings and general douchebaggery. Does not respond to fans’ tweets. Showing they clearly don’t give an ‘eff. Directs people to their other (shitty) community – Facebook. Sample Tweets ( always awful) Some music to start the weekend right: "Dance Again"- Jennifer Lopez ft. Pitbull http://bit.ly/Tq9QnD Get the party started with our skull shot glass set: http://bit.ly/TZ0lwA
  • 12. SOCIAL CHANNELS - FACEBOOK Fans: 1.7 MILLION Posts about: Ink of the week: A showcase of awesome tattoos. (seriously) Ridiculously rude comments during natural disasters Only adds hot chicks Sample Posts: “Elegance is a discipline of life.” - Oscar de la Renta Which do you prefer dubstep or house music?
  • 13. SOCIAL CHANNELS: INSTAGRAM They have their own channel over at ed_hardy_pictures ( horrible name) where they have a whopping 290 followers. Clearly, they can use some work on showcasing more than just their merchandise. But let’s get some perspective here:There are 44,445 posts using the hashtag #EDHARDY from fans. Ridiculous. Instead those 44,445 could be about: 1. World peace 2. Apple vs. Samsung 3. Steve Jobs’ boat 4. Foodstagrams 5. Bieber 6. Sunsets 7. Personal hygiene 8. North Korea 9. Cats 10. The end of the world *2012 holla!*
  • 14. ED HARDY – WORD CLOUD
  • 15. VERBATIMS ***Taken from real life tweets & FB
  • 16. OTHER BRANDS FANS MIGHT LIKE ONLINE True Religion Rock n’ Republic Any self-tanner brand Energy drinks Souped-up civics MMA WWF Ice Road Truckers Dennys Chris Angel Crotch Rockets Whatever brand makes hanging balls for your trailer hitch Theory of a Deadman Bad Techno
  • 17. …..AND NOW LET’S DIVE DEEP & TAKE A LOOK AT THEIR COMPETITORS
  • 18. COMPETITIVE ENVIRONMENT
  • 19. COMPETITORS -May induce nation-wide caffeine rage. -May also kill their entire audience. -Starting to make apparel. Meaning wearers will be able to identify fellow ragers – ideally not before Dec. 28th 2012. -Cheaper version of Ed Hardy. -More marketed towards MMA guys vs. general d-bags. -More ‘I’m going to slap you up’-type attitude.
  • 20. AFFLICTION: SOCIAL BREAKDOWN They are active on Twitter, Facebook & Instagram – and probably more channels. Their audience likes to live life fast and well, they do a pretty good job at appealing to the I’m-a-roid-rager-beat-my-girlfriend-drink-bud-light- and-will-probably-beat-the-crap-out-of-you type of guy online.
  • 21. AFFLICTION: WORD CLOUD
  • 22. MONSTER ENERGY – SOCIAL BREAKDOWN Monster Energy fans usually participate in the following scenarios: 1. Fighting people for shotgun. 2. Making fun of your job when they live in their parent’s basement. 3. Road raging 4. Getting hit in dodgeball and staying on. 5. Making bets, losing and saying, “we never shook hands so it didn’t count.” 6. Not voting but bitching about the President. ** thanks scumbag steve.
  • 23. MONSTER ENERGY – WORD CLOUD
  • 24. NOW, LET’S DO SOME RECOMMENDATIONS
  • 25. COMMUNITY MANAGER: RECOMMENDATION Ed Hardy needs a social vision and who better to lead them – than the former community manager (***or whoever wrote) this post. -------→ Why? Clearly they make poor life decisions. Already has an apparel-industry background. They probably got fired and need a new job. And well, who else would want this gig? Example Post:
  • 26. CELEBRITY SPOKESPERSON: RECOMMENDATION Snooki’s Baby Wayne Gretzky’s Daughter Guy Fieri Ke$ha Tim Sharky Courtney Stodden
  • 27. CONTENT RECOMMENDATION: “LEVERAGE MEMES” *’cause all the cool brands are doing it.
  • 28. PARTNERSHIP RECOMMENDATION: ETSY. *’cause you know Ed Hardy can go into the crafting market. *real products/real descriptions* Wooden circle earrings Bow Little Girls Purse Pacifier Clip Hands
  • 29. AND LET’S END ON AN IRONIC TWEET
  • 30. AND ME! Hi! I’m Chrissy. I’m a marketing gal for hire. You know, one of those “creative people” I’m good at the Internets and a ridiculous sucker for sunset & rainbows. Follow me on Twitter. Creep me on Linkedin. Visit my Site. Thanks for viewing!

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