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?