Social Media Competitive Analysis
Profile
Background• Who  – Iconix (Purchased in 2011 from Christian    Audigier for $55M)• What  – A clothing line, which is based...
Competitors• True Religion• Affliction
Comparison of Product• All products extend into virtually all  dynamics of clothing.  – i.e. shirts, denim, coats, under g...
Target•   Male and Female•   18 - 30•   Celebrity Status Aware•   Rockstars•   VIPs•   Nightlife Influencers
Actual Site Visitors•   Female•   <25•   No Kids•   <50K HHI•   No College•   African American•   Hispanic                ...
Data Analysis
Site Traffic• 2670 (Sept 2012) vs 12312 (Sept 2011)                                    Source: Compete
Sentiment• Facebook• Twitter                         Source: ViralHeat
Summing Up The Data• Twitter mentions are less likely to be positive  when compared to Facebook mentions.   – Is Twitter t...
Marketing
Unique Market Position• Based on the tattoos and artistry of Don  Ed Hardy  – A non-traditional way of creating fashion• A...
Unique Methods• Paying paparazzi to leave photograph  celebrities leaving Ed Hardy stores
Marketing Leverage• Diversification  – Where the competitors strictly align    themselves with clothing, Ed Hardy    reach...
Social Media Strategy
EdHardyShop.com• The visitor (buyer) of the site is predominantly  an non-white city dweller. Among this market,  the site...
• Consumers expect brands to make their  websites more social and invest more in  developing ways for their consumers to s...
Twitter• Strength      • Consistent tweeting• Weakness      • Auto feed from Facebook      • Research shows decrease in en...
Facebook• Strength   – Usage of original content• Weakness   – Community conversation isn’t being encouraged when it could...
Instagram• Strength   – Presence on what is arguably the most popular mobile social     platform• Weakness   – Sales only ...
Tumblr•   Strength     – Tumblr is the preferred blogging platform among Ed Hardy site       demographics•   Weakness     ...
In Conclusion…
Ed Hardy has yet to address today’s consumer’s habits. These habits can help  the competitor capitalize on what is known a...
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Ed Hardy Social Media Analysis

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This is a competitive analysis on Ed Hardy and their social media strategy.

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Ed Hardy Social Media Analysis

  1. 1. Social Media Competitive Analysis
  2. 2. Profile
  3. 3. Background• Who – Iconix (Purchased in 2011 from Christian Audigier for $55M)• What – A clothing line, which is based on tattooist Don Ed Hardys imagery
  4. 4. Competitors• True Religion• Affliction
  5. 5. Comparison of Product• All products extend into virtually all dynamics of clothing. – i.e. shirts, denim, coats, under garments, fashion accessories• Ed Hardy is the one manufacturer of wine in regards to them and their competitors
  6. 6. Target• Male and Female• 18 - 30• Celebrity Status Aware• Rockstars• VIPs• Nightlife Influencers
  7. 7. Actual Site Visitors• Female• <25• No Kids• <50K HHI• No College• African American• Hispanic Source: Quantcast
  8. 8. Data Analysis
  9. 9. Site Traffic• 2670 (Sept 2012) vs 12312 (Sept 2011) Source: Compete
  10. 10. Sentiment• Facebook• Twitter Source: ViralHeat
  11. 11. Summing Up The Data• Twitter mentions are less likely to be positive when compared to Facebook mentions. – Is Twitter the preferred platform for consumers to vocalize frustration or outrage?• With over 1M Facebook fans why is Ed Hardy not converting more traffic to their site? – Is there a failure to capitalize on today’s consumer demands with valuable on site content? • i.e. Smith Goggles - Prospecting Idaho, Red Bull - Stratos Jump
  12. 12. Marketing
  13. 13. Unique Market Position• Based on the tattoos and artistry of Don Ed Hardy – A non-traditional way of creating fashion• Achievable luxury – The look and feel is expensive • Price is achievable for middle class citizens
  14. 14. Unique Methods• Paying paparazzi to leave photograph celebrities leaving Ed Hardy stores
  15. 15. Marketing Leverage• Diversification – Where the competitors strictly align themselves with clothing, Ed Hardy reaches for more. • The P. Diddy business move
  16. 16. Social Media Strategy
  17. 17. EdHardyShop.com• The visitor (buyer) of the site is predominantly an non-white city dweller. Among this market, the sites that are most popular are: – Twitter – Facebook – Instagram – Tumblr Source: Quantcast
  18. 18. • Consumers expect brands to make their websites more social and invest more in developing ways for their consumers to share – EdHardyshop.com addresses social from a message delivery context, but nothing more• From a social perspective the site doesn’t capitalize on shareable content/interaction to amplify the multiplier effect – i.e. Using Pose (or similar) to get users to interact with Ed Hardy using already establish platforms where fashion and tech meet Source: TheRetailBulletin.com
  19. 19. Twitter• Strength • Consistent tweeting• Weakness • Auto feed from Facebook • Research shows decrease in engagement when content is auto posted • Lack of engagement • Community support • 8k+ follower vs. 700 following • One way communications – Buy from Ed Hardy using this discount• Opportunity • Devoted Fans• Threats • Top competitors have greater following
  20. 20. Facebook• Strength – Usage of original content• Weakness – Community conversation isn’t being encouraged when it could easily thrive – Lack of engagement – Content marketing is broken into four themes: • Ink of the week • Music • Vintage Tattoo • Sales push• Opportunity – The community desires to engage more – Purposeful content delivers a reward to the community/user• Threats – Original content is dry and repetitive
  21. 21. Instagram• Strength – Presence on what is arguably the most popular mobile social platform• Weakness – Sales only content delivery• Opportunity – Instagram is growing substantially delivering higher engagement than Twitter• Threats – 50% of the world’s top brands are on Instagram telling stories unique to their own brands. Ed Hardy is posting sales pushes.
  22. 22. Tumblr• Strength – Tumblr is the preferred blogging platform among Ed Hardy site demographics• Weakness – Ed Hardy doesn’t have a presence on Tumblr – Tumblr is not as effective with organic search results as Wordpress• Opportunity – The users/consumers who already visit their site frequent Tumblr – These demographics are the backbone of social media (millenials) thus perpetuating a brand’s awareness• Threats – One of the top competitors (True Religion) is already establishing presence on the social site
  23. 23. In Conclusion…
  24. 24. Ed Hardy has yet to address today’s consumer’s habits. These habits can help the competitor capitalize on what is known as the multiplier effect. This effect can leverage vocal fans as brand influencers or ambassadors. Crowdsourcing the fans will empower the voice of the brand delivering more competition in the niche market. With more than 1M fans and a PTA (people talking about) data point of 16K+ Ed Hardy should be able to garner more far more than just over 2000 visitors for the month. Adly’s recent pivot shows that consumers aren’t as impressed with celebrity sponsorships as they are with their own personal social network. This failure to use effective marketing to capitalize on today’s consumer habits is creating lack of traction, awareness and site visits and revisits.

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