Ed Hardy A Social Media Competitive Analysis

A Social Media Competitive Analysis

Presented by RT Herwig@rtherwig / [email protected] / 267.221.8154

quick background

history• Got its name from the world famous American tattoo artist Ed Hardy.

• Hardy ’s tattooing turned into a brand by the ef forts of Christian Audiger in 2004.

• Christian Audigier felt that it would be appropriate to create a brand called Ed Hardy and use Hardy ’s art as the main sell ing point for the brand.

• Ed Hardy clothing went on to be one of the most famous brands in the clothing industry.

• In 2011 Iconix Brand Group purchased Ed Hardy from Christian Audigier for $62M.

brand missionStay true to the essence of Don Ed Hardy’s original inspiration for his art and celebrate its history and beauty by creating dynamic apparel and related lifestyle products.

tagline“Love kills Slowly”

products• C lothes for men, women, and k ids

• For Men they have a var iety of products such as Ed Hardy t -sh i r ts , act ive wear , den im, outwear , swim t rucks , sweaters , tops , etc . The accessor ies inc lude th ings such as be l ts , caps , scarves , shoes , socks , jeweler , sunglasses , t ies and even wal le ts

• For Women the brand has appare ls such as act ive war , bot toms, den im, hoodies , in t imates , t - sh i r ts and tanks

current tone & feel loud, bright, colorful, sticks-out, obnoxious, busy, pop, swaggy, mainstream

CURRENT TARGETCan be broken down into two segments:

• The Rebel Pop Rockers• The Disposable “VIP’s”

• Male & Female• 18-30• Urban

• Upper-Middle Class

THE REBEL POP ROCKERS • All about a vintage rock n’ roll/urban hip-hop style • Embodies a celebrity rockstar mentality • Wants to be seen as this rockstar • Aware of all “edgy” trends • Invests in trying to look “cool” • More pop focused than alternative • Goes to all the main-stream concerts • Smaller segment of the two

THE DISPOSABLE “VIP’s” • All about Clubbing, Drinking and Gambling • These guys are serious about having fun • Freedom & Pleasure seeking • Typically Single, Males, 18-25 • Working their first “real” job • Have disposable income to spend • Have like-minded friends • Part of a group / pack mentality • Celebrity & Trend-centric

COMPETITORS

affliction - is an aspirational, high-end lifestyle brand that personifies PASSION and embodies the heart and soul of Music, Art, Tattoo, Sports and Motorcycles.

tapout - is world’s leading MMA apparel, gear and lifestyle brand for men, women and children.

true religion - quality, American-made authentic denim with timeless appeal and a vintage aesthetic. The brand offers a wide range of styles in nearly every category and embraces the motto: “It’s all about the fit.” True Religion clothing is made for and by people who don’t follow trends, they set them.

SWOT ANALYSIS

Strengths Weaknesses

Opportunities Threats

1. Authentic Don Ed Hardy designs2. Vintage & Contemporary3. Classic American tattoo designs4. Complete market coverage 5. Good brand presence/awareness6. Loyal fans/customers

1. Negative WOM2. “Douchebag” has been associated3. Oversaturation4. C-D List Celebrity Endorsers5. Cheapened Image (non-user)6. Tired brand image7. Brand/Product stuck in 2000’s8. Brand running on Red Bull fumes

1. Authenticity biggest opp.2. Vintage & Contemporary3. Classic American tattoo designs4. Complete market coverage 5. Good brand presence/awareness6. Loyal fans/customers

1. Tattoo Art is a passing fad2. Change in consumer behavior3. Oversaturation in market4. Product Substitution5. Brand Knockoffs

RECOMMENDATION (BRANDING) • We need to tap into Ed Hardy and his backstory. Create interest & mystery. • Ed Hardy isn’t Christian Audigier. Hardy is an artist. Culture is key • It will move us towards real feeling. Authentic. Vintage. A Better time. • Relevant. Alternative. Visual. Interesting. Art. Design. Reserved.

web/social/mobile overview

(THE COMPETITION AND ED HARDY)

THE COMPETITION (OVERVIEW)

true religion - is doing it right. No matter the platform, every piece of content they put up feels like it’s coming from the same place. Cohesive. They work with many curators, contributors and bloggers. Everything finds it way back to the brand and the feel – Twitter, Facebook, Pinterest, YouTube and Tumblr.


affliction - Their content pulls the brand together nicely. It all revolves around living life fast. Truck and automobile racing, mixed martial arts, and music. Facebook has some original content that gets the likes. Good mix of storytelling, promos, posts, and photos.


tapout - taps into the UFC community and never lets go. They work a blog, Facebook, Twitter and YouTube. Considering that this brand is centered around ultimate fighting, the con-tent and communications feel very mediocre. Nothing stands out. Tapout uses it all, but it needs work.

ED HARDY PLATFORMS

• Website edhardyshop.com

• Facebook facebook.com/edhardy

• Twitter @edhardyonline

• Instagram ed_hardy_pictures

• Mobile App Ed Hardy Tattoo Artist

WEBSITE (EDHARDYSHOP.COM)

Primary Site Traffic• African-American (35%)

• Caucasian (35%)

• Female (59%)

• <18 (25%)

• 25-34 (24%)

• Has Kids (62%)

• $50,000 - $100,000 (35%)

• No College (46%)

source: Quantcast


Unique Visitors9/2011 = 65,937 vs. 9/2012 = 30,960t -53,05% (yr 9/11-9/12)t -0.63% (mo 8/12-9/12)

source: Compete

oct11 nov11 dec11 jan12 feb12 mar12 apr12 may12 jun12 jul12 aug12 sep12

70K

60K

50K

40K

30K

20K

Unique Visitors


source: Compete

Competitive Ranking as of 9/2012

truereligionbrandjeans.com (263,824)

afflictionclothing.com (33.55K)

edhardyshop.com (30.96K)designersimports.com (24.24K)

tapout.com (15.31K)

SWOT (EDHARDYSHOP.COM)

behaStrengths Weaknesses


1. Easy to navigate2. Clean design

1. Brand Culture is missing 2. Too Sterile3. Separate Mobile Site4. Cliche instigating photography

1. Lifestyle/Experience/Culture2. Tattoo and Fashion Cross-over 3. More authentic/visual images

1. Competitor Sire Experiences2. Savvy competition engagement3. Mobile apps

RECOMMENDATION (WEBSITE/BRANDING) • User Experience / Photography / Push toward mobile • Update art direction / Storytelling • Start reestablishing an authentic brand style across board • Tap into core Ed Hardy culture and story. Ed Hardy/Tattoo Artist

MOBILE (iPHONE/iPAD APP)

For $2,99 fans of Ed Hardy can create their own Ed Hardy designs. Tattoo Artist, with a library of over 150 original Don Ed Hardy tattoo designs, let’s you create compositions with your own photos and the tattoo designs using a fun, yet sophisticated, multi-touch interface.

MOBILE (COMPETITION)

Comparison of Mobile Apps Ed Hardy / True Religion / TapouT / Affliction

BRAND APP COST SHOP/GAME

Ed Hardy YES $2.99 GAME

True Religion YES FREE SHOP

TapouT NO (NA) (NA)

Affliction NO (NA) (NA)

SWOT (MOBILE)



1. Tattoo Art2. Brand Relevant to a point

1. It’s $2.99 2. Not Functional3. No Brand Experience4. No Shopping5. No Store Locator6. No Retail Sharing w/Friends7. Lack of brand storytelling8. Poor Images

1. Loyal Fan Base2. 18-25 yr olds 2. Brand ripe for mobile3. Product available to sell

1. Mobile Savvy Competition2. Disinterest in “create your own”

RECOMMENDATION (MOBILE) • Think STYLE, FUNCTION and UTILITY • Target 18-25 year olds • Functional - shopping, browsing, product, store locator, promos • Add Music, Video, other sharable content • Visual, Image Based...

FACEBOOK

Ed Hardy Page InsightsTotal Likes (1,720,392)

People Talking About This (15,474)

Most Popular Week (January 29, 2012)

Most Popular City (Taipei, Taiwan)

Most Popular Age Group (18-24 years)

source: Facebook

oct 3, 2012 nov 1, 2012

•People Talking About This•New Likes Per Week

Comparison of Likes Ed Hardy / True Religion / TapouT / Affliction

(04/08/2010 - 11/03/2012)

FACEBOOK (COMPETITION)

BRAND LIKES RANK 7D 1M 3M

True Religion 872,304 7,918 s1.3% s4.1% s12%

Ed Hardy 1,720,381 3,080 s0.3% s1% s2.6%

TapouT 872,304 7,918 s 1.3% s4.1% s 12%

Affliction 178,212 46,689 s0.3% s1.2% s4%

source: Wildfire

11/03/2012

FACEBOOK (COMPETITION LIKES)

nov10 jan11 mar11 may11 jul11 sep11 nov11 jan12 mar12 may12 jul12 sep12 nov12 jan13 mar13

1.80m1.70m1.60m1.50m1.40m1.30m1.20m1.10m

1m900K800K700K600K500K400K300K200K100K

0

Ed Hardy

True Religion

TapouT

source: Wildfire

Affliction

SWOT (FACEBOOK)



1. Content just above average2. Authenticity creeping In3. Fan Base is loyal and strong

1. Lack of two-way conversation2. Sameness of content3. Post heavy at times4. Lack of true community feel5. Cliche people/representation

1. More fan base interaction2. Culturally Relevant content3. Tighter Community4. Exploit tattoo and fashion mash5. Video / Web Films

1. Lack of interest in content2. Brand cliches rise with sameness3. Savvy mobile apps4. Cliche5. Quality of knock-off sites

RECOMMENDATION (FACEBOOK) • Hire a community manager to oversee social • Same brand voice straight across • Think of Facebook as an ever evolving magazine and catalog • Take the lead in Facebook interactions • Create/Post content that speaks from the soul of Hardy brand • Incorporate integration of music, video, stories...

TWITTER

Ed Hardy Page InsightsFollowers (8,738)

Following (708)

Tweets (650)

(53)

source: Twitter, Klout

TWITTER (COMPETITION)

Comparison of Users (follow) Ed Hardy / True Religion / TapouT / Affliction

708 users followed by EdHardyOnline

381 users followed by TrueReligion

313 users followed by TapouT

source: Followerwonk

46 users followed by Affliction

1


Comparison of Users (followed by) Ed Hardy / True Religion / TapouT / Affliction

8,738 followers of EdHardyOnline

17,317 followers of TrueReligion

123,633 followers of TapouT

source Followerwonk

21,288 followers of Affliction

Comparison of Followers Ed Hardy / True Religion / TapouT/Affliction

(4/29/2010 - 11/03/2012)


BRAND FOLLOWERS RANK 7D 1M 3M

True Religion 17,297 56,324 s1.1% s3.5% s10.4%

Ed Hardy 8,738 104,021 s0.5% s2.6% s10.2%

TapouT 123,626 9,119 0% s0.6% s 14.9%

Affliction 21,287 46,474 s0.3% s1.5% s4.6%

source: Wildfire

TWITTER (COMPETITION FOLLOWERS)

(4/29/2010 - 11/03/2012)120K

110K

100K

90K

80K

70K

60K

50K

40K

30K

20K

10K

0

apr10 jul10 oct10 jan11 apr11 jul11 oct11 jan12 apr12 jul12 oct12 jan13

Ed HardyTrue Religion

TapouT

source: Wildfire

Affliction

Comparison of Influence Ed Hardy / True Religion / TapouT / Affliction


source: Followerwonk

@EDHARDYONLINE

Influence: 59.49Following: 708Followers: 8,738Days On: 1,180Tweets: 650

@TRUERELIGIONJEANS

Influence: 72.10Following: 381Followers: 17,317Days On: 1,332Tweets: 1,617

@TAPOUT


@AFFLICTION


Impressions & Reach (24hrs)(Calculated from up to about 1500 tweets / Nov. 4)

Ed Hardy / True Religion / TapouT / Affliction

#edhardy 55 tweets generated 54,502 impressions 51,941 followers (audience reach) #trureligion 113 tweets generated 98,136 impressions 92,708 followers (audience reach) #tapout 77 tweets generated 58,982 impressions 58,399 followers (audience reach) #affliction 24 tweets generated 23,935 impressions 23,339 followers (audience reach)

TWITTER (#HASHTAG MENTIONS)

source: Hashtracking

Other #Hashtags Mentioned in #edhardy Tweets(Calculated from up to about 1500 tweets / Nov. 4)

TWITTER (#HASHTAG MENTIONS)

source: Hashtracking

#Dope #marcjacobs #nailpolish #kingcar #rollin #ya#saturday #stillblazin #moscato #drank #sippin #swag

#douche #shirt #hat #red #lazy #dayoff #teamtatted #redbull#cologne #truereligion #dtf #villian #vodka #niice #chillin

#highlife #michaelkors #outfitoftheday #ootd #fashion #bic#mode #look #rock #blogger #fashionblogger #outfit #swaggy

#mypurse #edhardy #iloveit #gradeacue #cue #believe #nails #cool #Swag #Boss #original #fye #awesome #tight #fantasy #girl #cute #sweetheart #girls #hellokitty #shoes

#instalike #HYSTERICGLAMOUR #chesty #fashion #LoveORluck #longhair #bum #footwear #nomakeup #me #breakfastofchampions #thatsWaaaaasUP #firstdayofschool

#ThankYou #mom #douchebag #DoOrDie

SWOT (TWITTER)



1. Average Twitter User2. Consistent Posts

1. Lack of two-way conversation2. Facebook Shares3. Low Engagement4. Low Tweet Count4. Tweet Quality5. # of Follwers for Brand is LOW

1. Loyal Fan Base2. Personal Content3. Community Building4. Pop Culture

1. Savvy Competition2. Disinterest from followers

INSTAGRAM• Currently Instagram is being hailed as the most popular social media platform.

• There are over 44,300 #edhardy images.

• Ed Hardy’s official account: ed_hardy_pictures

Ed_Hardy_Pictures InsightsFollowers (289)

Following (26)

Photos (19)

INSTAGRAM (COMPETITION)

Comparison of Followers Ed Hardy / True Religion / TapouT / Affliction

BRAND FOLLOWER FOLLOWING PHOTOS

TapouT 6343 63 111

Affliction 3262 36 109

Ed Hardy 289 26 19

True Religion (NA) (NA) (NA)

SWOT (INSTAGRAM)



1. Do use the platform2. Loyal Followers3. 44,000 #edhardy images shared

1. Lack of pictures2. Sales/Promotional Images3. Low Engagement4. Awareness of Account5. Lack of brand storytelling

1. Loyal Fan Base2. Brand Relevant Images3. Rich visual brand

1. Savvy Competition2. Disinterest from followers

RECOMMENDATION (INSTAGRAM) • Start asking fans/loyalists to send/e-mail pictures • Curate better collections of images • Take new brand photography • Make users aware of Instagram on other platforms • Use Instagram to make more personal connections • Incorporate better storytelling in your curating • Brand images with a mark

PINTEREST

• Pinterest Usage: - Over 12 million users - 67% are aged 25-54 - 68% are women - Users spend 16+ mins on site - 70% use it for purchase info - 1 in 5 purchase later

• Ed Hardy has an official Pinterest Account but DOES NOT use it.

• Competitor True Religion is using Pinterest. - 794 Followers - 320 Pins

RECOMMENDATION (PINTERST) • Start using and start pinning product + lifestyle + editorial images • Curate images from fans and showcase • Utilize to showcase SEASONAL products • Create different boards based on brand: Tattoo, Art, Music, Skate... • Showcase upcoming products and designs • Integrate into website, mobile and other platforms / Pin It Button. • Have users create, curate and share their own boards

action steps• Tap back into the authentic Ed Hardy brand culture• Replace Audigier with vintage Hardy and real people• It’s all about the people, the culture, vibe and mood• Update fashions and products with new designs• Reinvent the brand mash-up between tattoo, art and fashion• Update entire library of images• Move away from celebrities• Get subtle and less mainstream. More counter-alternative• New sponsorships/partnerships• Rely on your large and loyal fan base• Market a little more towards women• Have relevant two-way conversations• Start experimenting with Pinterest and Tumblr• Mix in video, film and music to content• Think like a fashion editor and publisher / Own your image• Think about mobile shopping and editorial app hybrid

Contact:

RT Herwig @rtherwig / [email protected] / 267.221.8154

Business

Ed Hardy A Social Media Competitive Analysis