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A detailed look at the fashion brand Ed Hardy and their social media marketing . Takes an analysis of the competition and recommendations for improvement.
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The Ed Hardy Social Media Ecosystem
An Original Analysis
Natalie Welch
The Ed Hardy Presence
Active on Facebook, Twitter, Instagram
Props for…
Vintage Content
Integration of music
Tattoo Design App
The Ed Hardy Presence
Not so hot… No differentiation between
Twitter and Facebook Advertisement heavy Minimal interaction with
consumers
The Competition
Affliction - Great storytelling and emotional pull inExamples - Behind the scenes photo shoots, MMAPartnership, live fan interviews with celebrities
The Competition
True Religion - More activity across more channelsGood at use of outside promoters, consistent campaigns
Pinterest - attracting more diversified fan base andfemale consumers
SWOT!
ThreatsImitation/MockeryLack of celebrity
status/brand ambassadors
OpportunitiesMore User Generated
content beyond design
WeaknessesLack of interaction
Duplication of contentacross channels
StrengthsUse of vintage material
Authenticity/Originality
Ed Hardy
Where do we go from here?
Plenty to learn from smaller competitor Affliction and moremainstream True Religion in their storytelling and variety of outreachLeverage authenticity and award originalityGive behind the scenes looksUse partnerships to expand audience (ex. Affliction & MMA)Continue to share history and allow consumer to be a part of thefuture
“Never leave money on the table” - Must address unansweredconsumer questions about availability
More pull less push - conversational and interactiveversus advertising, give benefit for participation andempower consumers to be brand ambassadors
