GU’s Facebook Analysis
New Media Advertising Prof. Jay Moon
Culture and Tourism
1375462
Misaki SAMUNO
agenda
>All about GU
>Analysis of GU’s Facebook fan page
-The most successful example and the worst example
-Whole page an...
All about GU
•
•
•
•
•
•

GU is the casual fashion brand built in 2008.
GU is targeting 20s, 30s and families.
They have 2...
Analysis of GU’s Facebook fan page
>GU created their Facebook fan page to promote their philosophy “Wear freedom”. They
ar...
>They often use formal tone but they also use “☆ (cute expression)” or “(*^^*)
(facial expression)”
>Almost all of their p...
The most successful example and the worst example
:I chose the most successful example and the worst one.
(Because many ot...
They also got more comments
than usual. They got comments
even from foreigners.
What made this posting so successful?
>Fact—”The first oversea branch”
The fact that the first step of advance of GU made ...
The worst example
(information providing and purchase encouraging contents)

This information is about the
new branch in A...
Whole page analysis
Personal experience
+Purchase encouraging
>Their most frequent posting is about “Coordinate recommenda...
They also provide male’s
coordinate recommendations.

Although they use polite
sentences, they use ☆ or
some cute
expressi...
The good
>Their fan could feel closer to GU by providing coordinate
recommendation by staff.
>Providing coordinate by usin...
Purchase encouraging contents

The good

>This posting absolutely catch
customers’ eyes.
>They also provide information
en...
Information providing contents

The bad
>This posting doesn’t have
a big impact to catch their
fan’s eye.
>Too simple to g...
GU
Facebook Analysis Conclusion
>Almost all postings of GU’s fan page are about these three contents : New opened branch’s...
GU
Analyzing their competitors

UNIQLO: UNIQLO is top Japanese casual fashion brand. They have 854
branches in Japan and 4...
UNIQLO
Purchase encouraging contents
>interesting posting

The good
UNIQLO did a
successful posting in
terms of creativity...
>Using celebrities

>They often use Japanese
celebrities to promote their
products or some campaigns.
>By using celebritie...
Mutual communication contents

The good
This is the
contents that
need their fans to
vote. These kind
of contents often
at...
Personal experience

>Individual story

The good

>This posting provides the staff’s
individual story with UNIQLO. She
is ...
Information providing contents

The good
This posting provide
the information
about volunteer
project to send
second hande...
The bad

>Too innovative
--The most Japanese
don’t know the
SNS, Pinterest.
--This picture is not
the common image
of UNIQ...
Bershka
Mutual communication contents
The good

>This contents asked
their fans which outfit is
better for Saturday
night....
Purchase encouraging contents

The good

>There posting feature is
simple and eye catchy.
>There posting usually get
more ...
Non needed contents

The bad
>They often provide non
needed contents such as Fes
or some movies that don’t
have relationsh...
Insight
GU’s recent situation analysis
GU has developed with low price, trendiness and quality. However, sometimes people
...
Recommendation
>Personal experience contents
:I recommend to provide more individual contents of staffs or company related...
>Purchase encouraging contents
:They always use staff to promote purchasing, so I recommend to use
Japanese celebrities so...
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New media advertising assignment

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New media advertising assignment

  1. 1. GU’s Facebook Analysis New Media Advertising Prof. Jay Moon Culture and Tourism 1375462 Misaki SAMUNO
  2. 2. agenda >All about GU >Analysis of GU’s Facebook fan page -The most successful example and the worst example -Whole page analysis >Facebook Analysis Conclusion >Analyzing their competitors -UNIQLO -Bershka >Insight -GU’s recent situation analysis -Similarities & differences -Unexpected things >Recommendation
  3. 3. All about GU • • • • • • GU is the casual fashion brand built in 2008. GU is targeting 20s, 30s and families. They have 214 branches. Total sale is 83,7 billion yen and operating profit is 7,6 billion yen The concept is “Wear freedom” GU is pronounced like “自由”(Jiyuu) meaning freedom in Japanese.(genesis) • GU sets importance on fashionableness and low plice than UNIQLO • Casting Atsuko Maeda(AKB:Japanese idol),Kyary Pamyu pamyu(Japanese artist), Peace(Japanese comedian)
  4. 4. Analysis of GU’s Facebook fan page >GU created their Facebook fan page to promote their philosophy “Wear freedom”. They are promoting their brand with this philosophy by posting some interesting posts. All the posts are written in Japanese.(but they opened the first oversea branch store in Shanghai recently >They have 86,980 likes (2013/10/12) >0~3 postings are updated their Facebook fan page in a day. >They usually get 200~400 likes for 1 posting >I will observe previous 1 month posting of their Facebook fan page. >They get only a few comment on their postings. >They don’t give a feedback to their fans on their Facebook fan page. >They often post photo + text postings.
  5. 5. >They often use formal tone but they also use “☆ (cute expression)” or “(*^^*) (facial expression)” >Almost all of their posting are based on informative advertising. >>>It could be said GU’s Facebook fan page is on the way to developing >I categorized GU’s Facebook fan page contents into 4 categories -Personal experience contents: provide personal experience to their fans from UNIQLO company or staff. It could include any types of information. (Photo, text, video) -Mutual communication contents: need some reactions from their fans. For example, it could be voting contents or quiz. -Purchase encouraging contents: provide information with web-shop link, sale information, and so on. It should be a content that encourage customer’s buying intention. -Information providing contents: provide information to their fans. (New store’s information, volunteer event information, and so on.)
  6. 6. The most successful example and the worst example :I chose the most successful example and the worst one. (Because many other postings got similar number of likes ) >Their most successful posting got 1,351 likes (by 2013/10/13) (Information providing contents) The informative posting that provide the information about the new and first oversea branch opened in Shanghai They also tell thanks to their customer and express strong desire to diffuse their philosophy “Wear freedom”
  7. 7. They also got more comments than usual. They got comments even from foreigners.
  8. 8. What made this posting so successful? >Fact—”The first oversea branch” The fact that the first step of advance of GU made their fans to push like. Many fans of them congratulated their first step to oversea. >Tone—“♡” and “\(^o^)/” The friendly tone of they use gave their fans the friendly image of GU. They also say “Hello” in Chinese. This is also gave good impression to Chinese people. The reasons of many comments The got more comments than usual, even from foreigners. There are many fans of Japanese fashion in the world. Many comments were about the desire to build GU in their fan’s own countries. To be more successful Although this posting was about the advance to oversea of GU, they updated this posting in Japanese. It means this posting could be read by Japanese and few foreigners. If they want to get more likes or comments, they should update in English or two languages (Japanese + English).
  9. 9. The worst example (information providing and purchase encouraging contents) This information is about the new branch in Aichi. It got only 36 likes Reasons of failures >Because GU has already had many stores in Japan, this information couldn’t attract their fan’s interests. >They provided the information of sale, but GU always has big sale, so it wasn’t big attractiveness.
  10. 10. Whole page analysis Personal experience +Purchase encouraging >Their most frequent posting is about “Coordinate recommendation from staff” by using GU’s fashion items. >They are posting this kind of posting about once a day. “Coordinate recommendation from staff” >they provide their coordinate recommendations with total price, detail price and web link (to their website and online shop) They got around 200 likes and 2,3 comments for 1 posting.
  11. 11. They also provide male’s coordinate recommendations. Although they use polite sentences, they use ☆ or some cute expression, customer feel close with GU. Many contents of posting are this “Coordinate recommendation ”
  12. 12. The good >Their fan could feel closer to GU by providing coordinate recommendation by staff. >Providing coordinate by using their company’s products can promote more customer purchasing. >We can expect the improvement of consciousness as a member of fashion industry by exposing their idea of coordinate recommendation. The bad >High frequency of similar posting can make their fans feel bored, and attractiveness of postings can be decreased →This is proved by a number of likes. These kind of postings get similar number of likes and it is quite small amount comparing with a number of their fans.
  13. 13. Purchase encouraging contents The good >This posting absolutely catch customers’ eyes. >They also provide information encouraging to register mobile membership.
  14. 14. Information providing contents The bad >This posting doesn’t have a big impact to catch their fan’s eye. >Too simple to get interest
  15. 15. GU Facebook Analysis Conclusion >Almost all postings of GU’s fan page are about these three contents : New opened branch’s information (information providing contents or purchase encouraging contents), Sales information (purchase encouraging contents), Mobile membership encouraged contents(purchase encouraging contents), and Coordinate recommendation from staffs (personal experience). >The reasons why their contents can get only 100~400 likes (average) although they have 86,980 fans: almost all of their contents are so similar and seems like repeated. It can make their fans make bored. >They have many sales and provide these information. However, they don’t have mutual contacts with their fans. (ex: feedback to comments, present campaign, etc) --They should have more “Mutual communication contents”. >Their friendly tone could be effective because of closeness.
  16. 16. GU Analyzing their competitors UNIQLO: UNIQLO is top Japanese casual fashion brand. They have 854 branches in Japan and 441 branches oversea. They have 944,614 likes(main page, in Japanese) and several fan pages in all languages of nations where they have branch. Bershka: Bershka is sister band of ZARA. They have 899 branches all over the world and 5 branches in Japan. They also have several languages pages. They have 6,081,530 likes.(main page, in English)
  17. 17. UNIQLO Purchase encouraging contents >interesting posting The good UNIQLO did a successful posting in terms of creativity. This posting is for encouraging customers to purchase Bandanna. They use cultural fact that Japanese use bandanna to wrap lunch box and wrote their logo on the rice. This posting got 1,265 likes and 28 share in 6 hours.
  18. 18. >Using celebrities >They often use Japanese celebrities to promote their products or some campaigns. >By using celebrities, the posting has bigger impact. >By using celebrities credit is getting higher.
  19. 19. Mutual communication contents The good This is the contents that need their fans to vote. These kind of contents often attract their customer’s attention. UNIQLO got 1267 likes and 94 comments, especi ally from female fans.
  20. 20. Personal experience >Individual story The good >This posting provides the staff’s individual story with UNIQLO. She is talking her hard experiences and heartwarming experiences on this posting and it got 1030 likes, 46 share, and 18 comments >Her cheerful smile make UNIQLO’s image up. >Exposing personal experiences of staff make customer feel closer.
  21. 21. Information providing contents The good This posting provide the information about volunteer project to send second handed clothes to people who need clothes (Syria, Africa, etc) This posting got 1163 likes and 38 shares. These kind of contents (volunteering things) can make customers moved. Tones are also formal and we can see how serious UNIQLO is for this project.
  22. 22. The bad >Too innovative --The most Japanese don’t know the SNS, Pinterest. --This picture is not the common image of UNIQLO --high individuality
  23. 23. Bershka Mutual communication contents The good >This contents asked their fans which outfit is better for Saturday night. >This post got 2,467 likes and 248 comments and about 50 share. >This posting is simple and stylish >They provide simple question that is easy to answer
  24. 24. Purchase encouraging contents The good >There posting feature is simple and eye catchy. >There posting usually get more than 2,000 likes >People can understand easily at the first sight.
  25. 25. Non needed contents The bad >They often provide non needed contents such as Fes or some movies that don’t have relationship with them. >These kind of contents couldn’t get even 500 likes. >Their fans merely understand the necessity of postings.
  26. 26. Insight GU’s recent situation analysis GU has developed with low price, trendiness and quality. However, sometimes people are afraid of wearing same clothes with other people by chance. Recent trend of fast fashion promotes to make people to buy GU’s stuff. Moreover, recent bad economy makes people save money and people have become seek cheaper things more and more. These facts promoted GU’s popularity. However, many other fast fashion (ex: H&M, Forever21, and so on) brands have been advancing into Japanese market, so GU should prepare better advertising contents to defeat their rival companies. Similarities & differences Similarities: can be seen in “Purchase encouraging contents”. GU and their competitor put their shop links on their postings to encourage purchasing Differences: can be seen in many postings. First of all GU has only Japanese page but competitors have several different language pages. GU always has same contents regularly but competitors has many variety of contents. GU use more friendly tone than competitors. Unexpected thing I didn’t expected that GU get really small number of likes. As I compared GU’s Facebook fan page with competitors, It can be said GU should improve their contents more.
  27. 27. Recommendation >Personal experience contents :I recommend to provide more individual contents of staffs or company related GU. :Example→ to show the process of making ~ selling GU’s clothes →staff’s personal experience related GU >Mutual communication contents :GU should provide more mutual communication contents. GU merely provide questions or voting postings. They also don’t feedback to customer, so they should respond their fan’s comments sometimes. :Example→to create the posting to vote to Coordinate recommendation from staff once a month (regularly), and show staff’s comment who got the first prize.
  28. 28. >Purchase encouraging contents :They always use staff to promote purchasing, so I recommend to use Japanese celebrities sometimes. :Example→ to provide the Coordinate example from brand image character (Kyary pamyu pamyu, Maeda Atsuko, and peace). >Information providing contents :I recommend to provide more information providing contents and it should be more creative and attract fan’s attention. :Example: to use celebrities, video interview. >Others :They should provide information in several languages.

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