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COMPETITOR REPORT
APRIL 2011Creative solutions
Campaigns
Facebook applications
VICTORIA’S SECRET: VICTORIASSECRET.COM
VICTORIASSECRET.COM Summer campaign with summer
clothing segmented in smaller images on front page
bras: a new item emphasized, each one has a special feature
”hot summer tops”, ”sexy summer dresses”
free giveaway beach bag with a swimwear purchase
discounts on larger purchases, $100+
VICTORIASSECRET.COM
VICTORIA’S SECRET: FACEBOOK FANPAGE
VICTORIA’S SECRET:FACEBOOK FANPAGE 12 200 200 international fans a very simple and professional-looking
front page on Facebook fanpage great use of Twitter, Youtube, iPhone
& iPad apps, mobile alerts
VICTORIA’S SECRET:FACEBOOK APPS HI GORGEOUS – SHOUTOUT GREETINGS
VICTORIA’S SECRET:FACEBOOK APPS GIFT CARDS
VICTORIA’S SECRET:FACEBOOK APPS WALLPAPERS
VICTORIA’S SECRET:FACEBOOK EXTRAS VIDEOS a huge collection of videos
from photo shoots and events
photo albums for new products and collections, photo album segments ”Little book of Sexy”, ”What’s new now”, magazine appearances, taking a new product and making an own album for it.
VICTORIA’S SECRET PINK:VSPINK.COM
VSPINK.COM CURRENT CAMPAIGNS:- focus on college students and sports- mostly for younger customers- specialties for college students: Pink
Collegiate, which consists of the following segments:
VSPINK.COMPINK COLLEGIATE: SEGMENT ONE Campus reps- University students from each university who
represent their university through interviews, Twitter etc.
- Example: Campus reps of the University of Miami
VSPINK.COM:CAMPUS REPS
VSPINK.COMPINK COLLEGIATE: SEGMENT TWO Collegiate showdown
- A competition between universities, winner university wins a Pink party on campus
VSPINK.COMPINK COLLEGIATE: SEGMENT THREE
Wallpapers
VSPINK.COM:EXTRAS Other sports: Baseball and yoga collections
Pink nation: VS Pink Official club with offers, news, giveaways etc.
VICTORIA’S SECRET PINK:FACEBOOK PAGE
VICTORIA’S SECRET PINK:FACEBOOK PAGE 8 488 100 international fans direct and simple tabs that when clicked take
customer to the website, Twitter, and mobile version of the site, very similar to the VS Fanpage
mobile alerts with news wallpapers and gift cards
HENNES & MAURITZ:HM.COM/FI current campaigns: Bohemian Deluxe with Gisele
Bundchen, Romantic & Preppy site has a very clear layout
shop online section: all campaigns shown on front page
HENNES & MAURITZ:HM.COM/FI Good and clear iPhone/iPad apps
H&M:FACEBOOK PAGE 6 610 600 international fans ”Your H&M” as front page:
• All the tabs that are circled are something we could use for a simpler FB layout
H&M:FACEBOOK PAGE all the front page tabs take customer
straight to each web page newest campaigns shown first, with ”In
Stores” news, Youtube, iPhone app, FAQs, recruitment, Twitter, company info, customer service etc.
discussion forums events
NELLY.COM:NELLY.COM/FICurrent campaigns: Ylioppilas 2011 – dress campaign for high school
graduates Spring news, ”Order now, pay in June without
interest rates”, shoe sale Nelly’s weekly trend report, Spring trends
NELLY.COM:NELLY.COM/FI good product pictures and catwalk videos however, when clicked on ”YLIOPPILAS 2011”, actual campaign looks
quite poor
layout of front page quite messy: too many cateogories and subcategories listed out, similar to Bubbleroom
NELLY.COM:FACEBOOK PAGE 109 500 international fans very fair own activity, fans very active profile picture changed frequently ”Like us on Facebook and get a free
voucher to spend on the latest fashion on Nelly.com”
ELLOS.FIFACEBOOK FANPAGE 1200 Finnish fans Clear front page, similar to H&M and Gina Tricot
ELLOS.FIFACEBOOK FANPAGE Outlet:
“Offer of the Week”: when a customer becomes a fan, she gets to use their weekly Facebook offer
Facebook slogan: “Tykkää meistä, mekin tykätään susta!” Like us, we like you too.
FOREVER 21:FOREVER21.COM Colorful, fun layouts
good product pictures enough extra that to make the site fun
for the customer
FOREVER 21:FACEBOOK PAGE 4 218 900 international fans very active posts, ”Deal of the Week” ,
competitions, blog entries (a very good blog), questions, news, slogans (”To shine is better to reflect – make your own look!”), etc.
-> not all is related to the company images through Twitter discussion forums
FOREVER 21:FACEBOOK APPS Fashion cents game that takes
customer to a game application where one can win gift cards
FOREVER 21:THE SKINNY BLOG blog: http://blog.forever21.com/ 21TV:
videos, 21music: ”on the spotlight” artists, etc.
GINA TRICOT:GINATRICOT.COM Current campaign: First Flowers of
Spring Inspiration section: Trend report,
Lovable stuff, Blog, Shop Online.
GINA TRICOT:FACEBOOK FANPAGE 196 100 international fans front page layout simple, similar to
H&M’s
V VS
GINA TRICOT:FACEBOOK FANPAGE great videos models introduced apps: You & Gina Tricot
Blog: www.ginatricot.com/blog Blog consists of mainly inspirational pictures
LATINA MAGAZINE:LATINA.COM FASHION SECTION the biggest Latin American magazine in
the U.S. sections on site: Entertainment,
Beauty, Fashion, Recipes and Life Fashion section:
LATINA MAGAZINE:LATINA.COM FASHION SECTION
LATINA.COMFASHION SECTION Polls
Fun celebrity Twitter extras
LATINA.COM FASHION SECTION:STEAL HER STYLE Weekly segment: Steal Her Style
LATINA.COM FASHION SECTION:BEST DRESSED Weekly segment: Best Dressed
LATINA.COM FASHION SECTION:DESIGNERS Segment: Designers Focus on affordable new designers’
collections instead of high fashion designers
LATINA.COM:ASK DOLORES Ask Dolores
similar segment could be used for something fashion-related or just common ”life” questions inside relationships etc. in the form of e-mails that would be answered (anonymously) in a segment, magazine or on website?
LATINA MAGAZINE:FACEBOOK PAGE 20 000 international fans daily posts of news on the site polls real-life information
COSMOPOLITAN MAGAZINE:FACEBOOK PAGE 816 000 international fans Facebook apps iPad app
beauty, weight loss and celebrity posts, ”Summer Makeup and Hair tips”, ”Sexy Hairstyles”, ”How to get a Celebrity Body”, ”How to get celebrity makeup” etc
ASOS.COM Trends section
Outfits section
ASOS.COM Looks section
ASOS.COM:FACEBOOK FANPAGE 519 100 international fans Apps: Facebook shop
MISS SIXTY:FACEBOOK PAGE 253 400 international fans- Facebook apps
MISS SIXTY:FACEBOOK PAGE
Spring/Summer campaign shown in the form of a video
GUESS? INC:FACEBOOK PAGE
GUESS? INC:FACEBOOK PAGE International page has 850 450 fans Guess Finland has 1.300 fans, but very little activity Contents of Guess? Inc. fanpage:
f
* Lookbook
* Denim guide
* Runway report
* Spring campaign: videos and photos
* Wallpapers
* Customer service
* Newsletter sign-up
* Guess list: the Guess club
GUESS INC:FACEBOOK PAGE App:Style Studio- Customer can
create own outfits and see how garments fit together
JACK & JONES:FACEBOOK PAGE 125 200 international fans Summer campaign: Jack & Jones Fitness club
JACK & JONES:FACEBOOK PAGE Direct link to website http://www.jackjones.com/
fitness- Four outfits with different workout videos to match
the specific style
FORNARINA:FACEBOOK PAGE 75 000 international fans- Spring/Summer jeans collection
COMPANIES INCLUDED IN THE RESEARCH THAT DID NOT HAVE A FACEBOOK FANPAGE/NO ACTIVITY
Stadium Dressmann
CONCLUSION Halens and Bubbleroom have the only active Finnish Facebook
fanpages especially for the Finnish market apart from Ellos.fi Simple, clear Facebook front pages professional-looking and
classy, for ex. H&M and Gina Tricot Especially iPhone and iPad apps very popular Introducing models so that the customer gets familiar with them Great extras and apps that could be used: wallpapers, gift cards,
games, “style your own look”, Facebook store, lookbooks, direct customer service, garment guides, e-cards etc.
American companies the most advanced, creative and innovative in Facebook extras and apps and in making their pages look as attractive as possible for customers
However: a bigger number of fans needed, should also represent target group for the extras and apps to be successful!
Using Twitter as a tool to publish material? Summer-themed giveaway with swimwear purchase? College-line with special activities for Fall?
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