Competitive Analysis of the Ed Hardy Social Media Ecosystem.
ED HARDY - A SOCIAL MEDIA
COMPETITIVE ANALYSIS *satire
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
Ed Hardy was once a really
good tattoo artist. But that fact,
along with human decency, is
lost upon the majority of Ed
Ed Hardy stores are located
worldwide and have been seen
on everybody from celebrities,
to John Gosselin (remember
that guy?) and homeless
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!
-Male: 18-34-No respect for women
or the fashion industry.
-Careers ranging from personal
trainers, to bouncers, to construction
workers, to drug dealers.
-Hobbies: bench press, punching,
Also referred to as, Bro. Juice
Monkey, wanker, assclat, loser, roid
head. The Situation. terrible human
Example: B Example: C
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!”
Babies John Gosselin’s Tribe
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
…..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
Ed Hardy was a huge brand in the
-It was like all artistic and stuff, bro
.-It was expensive and made you
-Velour pants were cool, bro.
-Paris Hilton and celebrities wore it,
-Bro’s hadn’t corrupted it yet, bro.
Since then, it’s been destroyed by:
-Poor licensing agreements, bro.
-General douchebaggery, bro.
What’s a deck without some clipart?
…..SO LET’S SEE HOW THEY MARKET
SOCIAL CHANNELS - TWITTER
Most often tweets about
their product offerings
Does not respond to
fans’ tweets. Showing
they clearly don’t give
Directs people to their
other (shitty) community
Sample Tweets ( always awful)
Some music to start the weekend right:
"Dance Again"- Jennifer Lopez ft. Pitbull
Get the party started with our skull shot
glass set: http://bit.ly/TZ0lwA
SOCIAL CHANNELS - FACEBOOK
Fans: 1.7 MILLION
Ink of the week: A
Only adds hot chicks
“Elegance is a discipline of life.” - Oscar de la
Which do you prefer dubstep or house music?
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.
Instead those 44,445 could be about:
1. World peace
2. Apple vs. Samsung
3. Steve Jobs’ boat
7. Personal hygiene
8. North Korea
10. The end of the world *2012 holla!*
OTHER BRANDS FANS MIGHT LIKE
Rock n’ Republic
Any self-tanner brand
Ice Road Truckers
Whatever brand makes hanging balls for your trailer hitch
Theory of a Deadman
…..AND NOW LET’S DIVE DEEP & TAKE
A LOOK AT THEIR 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
-Cheaper version of Ed Hardy.
-More marketed towards MMA guys
vs. general d-bags.
-More ‘I’m going to slap you up’-type
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
type of guy online.
MONSTER ENERGY – SOCIAL
Monster Energy fans usually
participate in the following
1. Fighting people for shotgun.
2. Making fun of your job when
they live in their parent’s
3. Road raging
4. Getting hit in dodgeball and
5. Making bets, losing and
saying, “we never shook hands
so it didn’t count.”
6. Not voting but bitching about
** thanks scumbag steve.
Ed Hardy needs a social vision and
who better to lead them – than the
former community manager (***or
whoever wrote) this post. -------→
Clearly they make poor life decisions.
Already has an apparel-industry
They probably got fired and need a
new job. And well, who else would
want this gig?
Wayne Gretzky’s Daughter Guy Fieri
Ke$ha Tim Sharky
CONTENT RECOMMENDATION: “LEVERAGE
*’cause all the cool brands are doing it.
PARTNERSHIP RECOMMENDATION: ETSY. *’cause you know
Ed Hardy can go into the crafting market. *real products/real descriptions*
Wooden circle earrings
Little Girls Purse
Hi! I’m Chrissy.
I’m a marketing gal for hire.
You know, one of those
I’m good at the Internets and a
ridiculous sucker for sunset &
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Thanks for viewing!