1. Analysis: The Ed Hardy Social
Media Presence
G. Bosheers, College for Creative Studies. 201 E. Kirby. Detroit, MI 48202
2/7/13
Thursday, February 7, 2013

2. The Brand
✤ “Tattoo culture-inspired”
clothing, shoes and
accessories.
✤ Ornate, illustrative,
decorative style; supposed
to translate as “fancy”.
✤ Allegedly suggests the
spirit of individuality, taste,
and bad-assery.
Thursday, February 7, 2013

3. The Target
✤ 18-30
✤ $20,000-$35,000 annual income
✤ Still lives in their parents’
basement
✤ Commonly frequents nightclubs,
discos, salons, and tattoo shops
✤ Popular Handles: Guido,
Juicehead, White Trash and Bro
Thursday, February 7, 2013

4. Facebook
✤ 1.7 Million+ followers
✤ Posts are repetitive, often, and annoying
✤ The brand posts the same pictures, statuses, and links on the hour,
almost every hour.
✤ Speaks to the aspirational underbelly of American culture;
✤ Wear Ed Hardy, get inked, buy the first used BMW on the lot. You’re
an individual, and people will automatically assume you’re wealthy
because you are wearing an $80 T-Shirt.
Thursday, February 7, 2013

5. Twitter
✤ 9,000+ Followers
✤ Unresponsive to negative tweets; the
brand ignores “issues” rather than
address them.
✤ Encourages user interaction; calling for
“opinions”, listening to the audience’s
“voice”.
✤ Efforts are futile; little
interaction, if anything, the
audience is critical
Thursday, February 7, 2013

6. Analysis
✤ Ed Hardy is what is called a “denial brand”. It can’t admit that its’ clothes, consumers,
branding...is tacky. Instead, “high-fashion”, “couture”, and “luxury” are common
buzzwords the brand uses to describe itself. Maybe it’s considered couture in the
trailer park.
✤ The Ed Hardy consumer is savvy in social media (to a degree). He isn’t concerned with
brand interaction; social media is a tool to raise his own status amongst his social circle.
The only time brands are of concern to him, is when “they piss him off, man.”
✤ Ed Hardy cleverly attempted to engage users in inspiring, “voice-your-opinion” social
media campaigns. Truth is, the Ed Hardy following on social media is disconnected
and uninterested.
✤ For future reference, Ed Hardy, stick to print ads and sponsored spring break parties.
Thursday, February 7, 2013