Mango’s clothes on the streets      an analysis of the presence of Mango on streetstyle websites based on m...
The Data Republic                                                               Mango’s clothes on the streets   The Proje...
The Data Republic                                               Mango’s clothes on the streets   The Project  Coolhunters ...
The Data Republic                                             Mango’s clothes on the streets   From each look obtained and...
The Data Republic                                            Mango’s clothes on the streets   Key issues Mango’s bags rock...
The Data Republic                                             Mango’s clothes on the streets   Combining with Mango: a Zar...
The Data Republic                        Mango’s clothes on the streets                                                   ...
The Data Republic                                          Mango’s clothes on the streets     Dress, shoes and bag: the Sp...
The Data Republic                                           Mango’s clothes on the streets                                ...
The Data Republic                                            Mango’s clothes on the streets                               ...
The Data Republic                                          Mango’s clothes on the streets   Asian countries take the 2.0 l...
The Data Republic                                           Mango’s clothes on the streets    Data 1.0 vs Data 2.0 Percent...
The Data Republic                                     Mango’s clothes on the streets                           The Data Re...
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How real people wear Mango’s clothes. A Data 2.0 research about fashion brands

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Coolhunters have traditionally roamed the streets, trendy clubs or art galleries, and from their knowledge and intuition help fashion brands to set the trends for the coming seasons. It seems clear that by this simple definition, we are not talking of a science; maybe it is an art itself, but definitely not an exact science.

For us, the interesting concept around fashion trends and the social web is the consumer and trends panel 2.0.

This project could be defined as a netnography study on Mango, the clothing brand. We have researched the potential of fashion streetstyle web sites Lookbook.nu, Chicisimo.com and Chictopia.com to create trends panels, in this case, within the clothing sector, trying to go beyond existing panels that monitor the mentions on blogs, Twitter, Google searches and so on. We want Coolhunting to become a scientific art.

For the development of this project we obtained 3,160 pics uploaded at chicisimo.es, lookbook.nu and chictopia.com during June 2011, on one condition, we picked those which were tagged with at least one garment by Mango. The split between the websites analyzed was as follows:
• Lookbook (697)
• Chicisimo (744)
• Chictopia (1,719)

After the extraction and refining process we came up with a total of 12,684 garments from many different categories and corresponding to many other brands apart from Mango.

From each look obtained and analyzed, we extracted the following data:
• Number of comments
• Number of rating points given by other users
• Country of origin of the users (75 different countries)
• Brands for every garment tagged (more than 1,300 different brands)
• Category of the garment tagged (69 different categories)

To compare the bias of this study regarding the reality of the presence of Mango in the major countries analyzed, it is interesting to observe some data 1.0, comparing it with the data 2.0 that we have collected.

All the extracted data has been refined with Google Refine and the charts built with Google Charts.

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Transcript of "How real people wear Mango’s clothes. A Data 2.0 research about fashion brands"

  1. 1.       Mango’s clothes on the streets  an analysis of the presence of Mango on streetstyle websites based on more       than 3,100 looks.   September 2011  www.thedatarepublic.com  info@thedatarepublic.com  twitter.com/thedatarepublic   
  2. 2. The Data Republic               Mango’s clothes on the streets   The Project ..................................................................................................................... 3About the data analyzed ................................................................................................. 3Methodology ................................................................................................................... 3Key issues ...................................................................................................................... 5 Mangoʼs bags rock in Spain and Germany, but no news of them in the UK ............... 5 Combining with Mango: a Zara vs H&M war ............................................................... 6 Dress, shoes and bag: the Spanish outfit by Mango................................................... 8 Shoes and bags the most trendy garments for Spaniards .......................................... 8 In the US, Mango goes with vintage/2nd hand clothes ............................................... 9 Philippines and Indonesia crazy for Mangoʼs tops ...................................................... 9 Trendsetters set the style .......................................................................................... 10 Asian countries take the 2.0 lead .............................................................................. 11Data 1.0 vs Data 2.0 ..................................................................................................... 12  2  
  3. 3. The Data Republic               Mango’s clothes on the streets   The Project  Coolhunters have traditionally roamed the streets, trendy clubs or art galleries, and from theirknowledge and intuition help fashion brands to set the trends for the coming seasons. It seemsclear that by this simple definition, we are not talking of a science; maybe it is an art itself, butdefinitely not an exact science.For us, the interesting concept around fashion trends and the social web is the consumer andtrends panel 2.0.This project could be defined as a netnography study on Mango, the clothing brand. We haveresearched the potential of fashion streetstyle web sites Lookbook.nu, Chicisimo.es andChictopia.com to create trends panels, in this case, within the clothing sector, trying to gobeyond existing panels that monitor the mentions on blogs, Twitter, Google searches and so on.We want Coolhunting to become a scientific art.About the data analyzed    • We analyzed 3,160 looks uploaded at chicisimo.es, lookbook.nu and chictopia.com during June 2011 and with at least one garment by Mango tagged.Data sources: chicisimo.es, lookbook.nu, chictopia.com, mango.comMethodology For the development of this project we obtained 3,160 pics uploaded at chicisimo.es,lookbook.nu and chictopia.com during June 2011, on one condition, we picked those whichwere tagged with at least one garment by Mango. The split between the websites analyzed wasas follows: • Lookbook (697) • Chicisimo (744) • Chictopia (1719)After the extraction and refining process we came up with a total of 12,684 garments from manydifferent categories and corresponding to many other brands apart from Mango. 3  
  4. 4. The Data Republic               Mango’s clothes on the streets   From each look obtained and analyzed, we extracted the following data: • Number of comments • Number of rating points given by other users • Country of origin of the users (75 different countries) • Brands for every garment tagged (more than 1,300 different brands) • Category of the garment tagged (69 different categories)To compare the bias of this study regarding the reality of the presence of Mango in the majorcountries analyzed, it is interesting to observe some data 1.0, comparing it with the data 2.0 thatwe have collected.    4  
  5. 5. The Data Republic               Mango’s clothes on the streets   Key issues Mango’s bags rock in Spain and Germany, but no news of them in the UK Bags are the most worn garments in looks where Mango is present both in Spain and Germany.On the other hand, for British fashionistas, Mangoʼs bags are not so cool as they do not appearamong top-10 garments of looks uploaded. In the case of France, bags ranked in the 6thposition of Mangoʼs most worn garments. In the UK, Mango seems to be more successful whenit comes to dresses, as they were worn in almost 20% of looks with a Mango product. In thecase of France, this first position was occupied by shorts, followed by dresses, jeans and shirts.For Spaniards, bags are clearly the coolest of Mangoʼs products, followed by shoes.We can see how Mangoʼs most preferred garments change depending on the country, and mostof the times variations are not minor. We wonder if different preferences for Mangoʼs garmentsshowed by fashionistas do match with storeʼs sales in these respective countries.  5  
  6. 6. The Data Republic               Mango’s clothes on the streets   Combining with Mango: a Zara vs H&M war Fashionistas wearing a Mangoʼs garment have it quite clear, in general terms, they like tocombine them with Zara or H&Mʼs clothes and accessories. However, whilst in Spain theleading position of Zara is total, in France H&M is quite close to Inditexʼs flagship brand. On theother hand, in Germany the leadership of H&M as top-combination-brand over Zara is out ofdiscussion. In the case of the UK, the British Topshop holds first position as the preferred brandto combine with Mangoʼs garments, over H&M, with Zara occupying a less relevant third place.Apart from larger clothing brands, it is remarkable the position of 2nd hand and DIY clothing inthe UK, where this type of clothes hold 8% of the total, whilst in Spain and Germany thispercentage does not reach half this figure.In Spain, different brands by Inditex represent more than 35% of total brands, and the presenceof Bimba & Lola in the 9th position is the first case of small fashion brand combining withMango.   6  
  7. 7. The Data Republic               Mango’s clothes on the streets          7  
  8. 8. The Data Republic               Mango’s clothes on the streets     Dress, shoes and bag: the Spanish outfit by Mango For Spain, the percentage of Mangoʼs tagged garments is highly concentrated on just a fewcategories. On the other hand, competing brands like Zara, H&M or Blanco show a morebalanced percentage of tagged garments.For Mango, bags, jeans, dresses and shoes are almost 40% of total tagged products, in thecase of H&M, these garments represent 24%. Taking into account that the analysis has beenmade upon all looks with at least on Mangoʼs garment tagged, this concentration seems to showa specific usersʼ preference for a few certain items against other brands. For instance, in thecase of Blanco, even though the brand has lesser items tagged, these are much more spreadamong categories.These differences in the spreading of tagged garments among brands might be the evidencethat consumers decide which brands they purchase depending on the garment. They associatetheir preferences on garments to brands. Shoes and bags the most trendy garments for SpaniardsIn Spain, fashionistas tag shoes and bags in a greater number than any other garments. Thishas a positive and negative impact for Mango, as the brand holds a good position in the bagssegment but it is not one of the most tagged brand for shoes. From all shoes tagged in theanalyzed looks, Mangoʼs shoes only represent 9% of the total, against 24% by Zara, 20% byStradivarius and 15% by Blanco. Only H&M with 6% is ranked under Mango. In the case ofbags, Mango occupies second position with 12% of total, just behind Blanco, which represents22%. Stradivarius holds 11%, Zara 7% and H&M 6%.Blanco is performing especially well in some of the most tagged garments (shoes, bags, beltsand blouses), being one of the brands showing a fastest growth among fashionistas. 8  
  9. 9. The Data Republic               Mango’s clothes on the streets         In the US, Mango goes with vintage/2nd hand clothes When analyzing the combination of Mangoʼs garments with other brands in the US, it is highlyremarkable the fact that vintage/2nd hand clothes stand in second place, almost holding thesame percentage that the leading brand Forever21.Vintage and 2nd hand clothes are the most common among looks analyzed for several garmentcategories such as accessories, belts and dresses. The presence of vintage and 2nd handclothes in the US is, by far, the most relevant among all other countries analyzed, especiallycompared with Spain.  Philippines and Indonesia crazy for Mango’s tops Despite not being two of the countries with a higher number of Mangoʼs stores, Philippines andIndonesia stand for second and third position in the ranking of Mangoʼs looks by country, rightabove the US, France or Germany, and only behind Spain. The case of the Philippines isespecially remarkable as this country accounts for more of 16% of total looks with a Mangogarment tagged.In the Philippines, tops are the most worn garment by Mango, followed at more than 10 points ofdistance by dresses and bags. In the case of Indonesia, top garment by Mango is held by topsas well, closely followed by jeans. 9  
  10. 10. The Data Republic               Mango’s clothes on the streets          Trendsetters set the style Trendsetters stand out as a what-to-wear reference for many fashionistas, and at the sametime, they are increasingly becoming a key element for brands in order to analyze their impacton social networks.Among the Top 10 most rated looks with a Mango garment tagged, skirt is the item with a higherpresence. That is remarkable as among garments tagged by all the community of fashionistas,skirt ranks just on the 6th position. However, in the case of Top 5 trendsetters (the 5 users witha higher number of looks uploaded), bags, dresses, jeans, tops and shoes stand out as themost worn clothes by Mango, showing in this case the exact same patterns to those showed byoverall fashionistas.Therefore, we can see how those users who have a more active role in these fashion sites havea strong influence over the rest of users, leading in many cases to set which garments andbrands are more popular and consequently more sold.     10  
  11. 11. The Data Republic               Mango’s clothes on the streets   Asian countries take the 2.0 lead Comparing the number of Mango stores located in those countries where more users haveuploaded looks, someone will find how Philippines, Indonesia and Malaysia have a higherpercentage of looks uploaded against the number of stores located. In the case of Philippinesthe comparison is shocking; 1.1% of worldwide stores but 16.2% of all looks uploaded. In thecase of Indonesia, 4.9% of looks for 1.1% of the stores. These figures might show howconsumers in these countries lack a larger number of Mango stores in their countries, or atleast, that they love Mangoʼs clothes in proportion more than traditional markets such asFrance, Germany or the UK.Apart from the Asian countries, where 2.0 presence of Mango is larger compared with physical,Spain and the US have also a higher percentage of looks. However, in these cases, conclusionsshould be taken with caution. Some of the web sites analyzed are almost exclusively focused onSpain and for the US, traditionally, the amount of Internet users is higher. In any case, thenumber of Mango stores in the US is pretty low.       11  
  12. 12. The Data Republic               Mango’s clothes on the streets    Data 1.0 vs Data 2.0 Percentage of Mango stores by country against looks uploaded to streetstyle websites (Source:mango.com, chicisimo.es, lookbook.nu, chictopia.com) % over worldwide % over looks Country No. of stores 2.0 vs Stores stores analyzedSpain 263 15,47% 31,58% >Philippines 19 1,12% 16,20% >Indonesia 19 1,12% 4,90% >USA 12 0,71% 3,78% >Germany 90 5,29% 3,14% <France 104 6,12% 3,07% <Italy 64 3,76% 2,10% <United Kingdom 71 4,18% 2,03% <Malaysia 16 0,94% 1,69% >Portugal 56 3,29% 1,60% <  12  
  13. 13. The Data Republic               Mango’s clothes on the streets    The Data Republic  www.thedatarepublic.com  info@thedatarepublic.com  twitter.com/thedatarepublic     13  

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