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MAX MARA GROUP & COMPETITOR SENTIMENT ANALYSIS OCTOBER 2014

Sentiment Analysis - Fashion Brands

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This is a study on the digital positioning of four Max Mara Group brands (Max Mara, Max&co., Marella and Pennyblack) and two competitors (Liu Jo and Pinko). The analysis is based on social network conversations observed between the 1st and the 14th of October, 2014.

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Page 1: Sentiment Analysis - Fashion Brands

MAX MARA GROUP & COMPETITOR SENTIMENT ANALYSIS

OCTOBER 2014

Page 2: Sentiment Analysis - Fashion Brands

INDEX

① INTRODUCTION AND OBJECTIVES

② QUANTITATIVE ANALYSIS

③ GENERAL AND CHANNEL SENTIMENT

④ CLUSTER SENTIMENT

⑤ DAILY SENTIMENT

⑥ BRANDIMENT MAPPING AND DIGITAL POSITIONING

⑦ FOOD FOR THOUGHTS: AND THE WINNER IS…

⑧ CONCLUSIONS

⑨ ANNEX: METHODOLOGICAL NOTES

Page 3: Sentiment Analysis - Fashion Brands

INTRODUCTION AND OBJECTIVES

1

Page 4: Sentiment Analysis - Fashion Brands

4

INTRODUCTION AND OBJECTIVES

A SENTIMENT ANALYSIS OF FOUR BRANDS OF MAX MARA PRODUCT GROUP (MAX MARA,

MAX&CO., MARELLA AND PENNYBLACK) AND TWO OTHER BRANDS (LIU JO E PINKO) WAS

CARRIED OUT TO ASSESS THEIR MARKETING POSITIONING ACCORDING TO ONLINE

EVALUATION.

IN DETAIL, COMMENTS ON FACEBOOK PAGES AND TWEETS RELATED WITH THE BRANDS

WERE ANALYSED FROM OCTOBER 1ST TO OCTOBER 14TH 2014. FEEDS WERE ATTRIBUTED

TO FOUR CLUSTERS: COLLECTIONS (WITH SPECIFIC COMMENTS ON PRODUCTS/PRICES);

BRAND (GENERAL EVALUTIONS ON EVENTS, SPONSORSHIPS, ETC.); MARKETING

(PROMOTIONAL AND ADVERTISING CAMPAIGNS); SERVICES (E-COMMERCE AN STORES).

Page 5: Sentiment Analysis - Fashion Brands

QUANTITATIVE ANALYSIS

2

Page 6: Sentiment Analysis - Fashion Brands

6

DAILY SHARE OF VOICE

0

10

20

30

40

50

60

Liu Jo Marella Max Mara Max&co Pennyblack Pinko

Fake

Twitter

Facebook

When you have a sister that knows

you the trolley is already loaded of

Liu Jo clothes :) #piustyle

#shopping http://t.co/I9jdH6FzQk

THANKS TO A AN EXTENSIVE DIGITAL PR ACTIVITY LIU JO IS THE BRAND THAT OBTAINED

THE HIGHEST AMOUNT OF COMMENTS WITH MANY CONVERSATIONS ON TWITTER.

HOWEVER, IT WAS NOTED THAT MANY TWEETS WITH SIMILAR CONTENT WERE POSTED BY USERS

WHOSE ACCOUNTS WHERE SOON CLOSED. THESE ACCOUNTS AND THEIR TWEETS WERE

CLASSIFIED AS “FAKE” AND THEREFORE NOT TAKEN INTO ACCOUNT DURING THE FOLLOWING

ANALYSIS.

Oops! I did it again: bought two

pairs of Liu Jo jeans #shopping

#piustyle http://t.co/OwUNiCmOA6

Page 7: Sentiment Analysis - Fashion Brands

7

DAILY SHARE OF VOICE (WITHOUT FAKES)

ONCE THE FAKE PROMOTIONAL COMMENTS BENEFICIAL FOR LIU JO WERE EXCLUDED,

THE DAILY SHARE OF VOICE SHOWS SIMILAR NUMBERS FOR ALL THE BRANDS.

NOTWITHSTANDING LIU JO STILL IS THE BEST PERFORMING BRAND IN TERMS OF DAILY

COMMENTS, AND IS CLOSELY FOLLOWED BY MAX MARA AND PINKO. THE DAILY SHARE OF VOICE OF

THE OTHER BRANDS IS DECISIVELY LOWER BECAUSE THEY HAVE AN AVERAGE OF LESS THAN FIVE

COMMENTS PER DAY.

0

5

10

15

20

25

Liu Jo Marella Max Mara Max&co. Pennyblack Pinko

Twitter

Facebook

Page 8: Sentiment Analysis - Fashion Brands

8

BREAKDOWN SHARE OF VOICE

49%

20%

20%

10% 1%

ALL THE BRANDS – BREAKDOWN SHARE OF VOICE THE DISTRIBUTION ANALYSIS OF THE

CLUSTERS OF ALL BRANDS SHOWS A

CLEAR MAJORITY OF COMMENTS

RELATED WITH THE

COLLECTIONS.

WITHIN THIS CLUSTER, CLOTHES

AND ACCESSORIES ARE THE MOST

COMMENTED, FOLLOWED BY

COLLECTIONS IN GENERAL AND

SHOES.

SUBSTANTIAL ARE ALSO COMMENTS

ON THE BRANDS (ESPECIALLY ABOUT

JOB OFFERS AND EVENTS) AND

MARKETING CAMPAIGNS.

4

33

55 27

12

Other

Events

Job offersSponsorships

General

BRAND

20 5

71

16 1

102

110

Shoes

Prices

General

CoatsOther

Accessories

Clothes

COLLECTIONS

Page 9: Sentiment Analysis - Fashion Brands

GENERAL AND CHANNEL SENTIMENT

3

Page 10: Sentiment Analysis - Fashion Brands

10

GENERAL SENTIMENT– PERCENTAGE

PINKO AND MAX & CO. SHOW A

HIGHER PERCENTAGE OF

POSITIVE COMMENTS (50% AND 45%

OVERALL).

MARELLA, ON THE OTHER HAND, HAS

THE PEAK PERCENTAGE OF NEGATIVE

COMMENTS, EVEN THOUGH THE

OVERALL NUMBER OF COMMENTS IS

NOT BIG.

DURING THE EXAMINED PERIOD NO

NEGATIVE COMMENTS WERE FOUND

FOR THE BRAND PENNYBLACK.

NOTE: ALL THE SENTIMENT GRAPHS

WERE WEIGHED UPON INTENSITY

(LIKE, FAVOURITE, RETWEET).

4%

74%

22%

LIU JO

68%

32%

PENNYBLACK

4%

61%

35%

MAX MARA

1%

49%

50%

PINKO

17%

52%

31%

MARELLA

9%

46%

45%

MAX & CO.

Page 11: Sentiment Analysis - Fashion Brands

11

GENERAL SENTIMENT– ABSOLUTE VALUES

0 100 200 300 400 500

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

1

4

8

4

16

66

13

20

108

12

317

67

6

20

62

7

92

THERE WAS AN ELEVATED AMOUNT OF POSITIVE COMMENTS FOR LIU JO, EVEN THOUGH

SHOWING AN OVERALL SENTIMENT TENDING TO NEUTRAL. GOOD SENTIMENT FOR MAX

MARA AND PINKO WITH A GREAT NUMBER OF POSITIVE COMMENTS.

AS ALREADY MENTIONED, THE HIGH PERCENTAGE OF NEGATIVE COMMENTS FOR MARELLA

AND MAX&CO IS SHRUNK WHEN CONSIDERING THE SMALL NUMBER OF COMMENTS.

Page 12: Sentiment Analysis - Fashion Brands

12

SENTIMENT PER CHANNEL

0 20 40 60 80

Liu Jo

Marella

Max Mara

Max&co

Pennyblack

Pinko

15

4

4

3

1

16

3

4

5

41

6

40

14

4

26

SENTIMENT FACEBOOK

0 100 200 300 400

Liu Jo

Marella

Max Mara

Max&co

Pennyblack

Pinko

4

301

9

108

16

13

61

51

1

22

6

2

41

SENTIMENT TWITTER

FACEBOOK IS THE CHANNEL

WHERE THE SENTIMENT IS

MOSTLY POLARIZED, WITH A NEAT

MAJORITY OF POSITIVE COMMENTS

FOR ALL THE ANALYZED BRANDS.

SOME CRITICISM FOR LIU JO, WHILE

FEW, BUT NOT NEGATIVE, COMMENTS

FOR PENNY BLACK.

TWITTER SHOWS A MAJORITY OF

NEUTRAL COMMENTS OF

PROMOTIONAL NATURE RELATED

WITH EVENTS AND NEW

COLLECTIONS. MANY NEUTRAL

COMMENTS ALSO FOR LIU JO

REGARDING LJ MODENA FOOTBALL

TEAM. POSITIVE COMMENTS SLIGHTLY

ABOVE THE AVERAGE FOR PINKO,

MAX MARA AND LIU JO. JO.

Page 13: Sentiment Analysis - Fashion Brands

CLUSTER SENTIMENT

4

Page 14: Sentiment Analysis - Fashion Brands

14

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

0 50 100 150 200 250

CLUSTER SENTIMENT - COLLECTIONS

THE COLLECTIONS CLUSTER HAS AN OVERALL POSITIVE SENTIMENT, FOR ALL THE

ANALYZED BRANDS. IN DETAIL: LIU JO OBTAINS THE HIGHEST AMOUNT OF POSITIVE COMMENTS,

FOLLOWED BY PINKO AND MAX MARA. LOWER AMOUNT OF COMMENTS, EVEN THOUGH MAINLY

POSITIVE, FOR MAX&CO, MARELLA AND PENNY BLACK.

High heels and reflections of light for

the new items of Liu Jo. I just saw a brand new dress of \marella,

I WANT IT!

Max Mara, exclusive accessories

esclusivi for a touch of class: the

exclusive cuff tailored by Max Mara

The collection is outstanding, such

a shame being over thirties!

Tomorrow I am going to a wedding

and bought a wonderful Pinko

dress!

Page 15: Sentiment Analysis - Fashion Brands

15

Pinko

Pennyblack

Max&co

Max Mara

Liu Jo

0 10 20 30 40 50 60 70 80 90

CLUSTER SENTIMENT - BRAND

AN AVERAGE OF POSITIVE POLARIZED COMMENTS (= NOT NEUTRAL) FOR ALL THE

DIFFERENT BRANDS, POSTED BY USERS THAT APPRECIATE THE BRAND IN GENERAL AND THE

EVENTS ORGANISED DURING THE PERIOD OF THE ANALYSIS. SOME CRITICISM FOR MAX MARA,

EXPRESSED DURING THE TV SHOW “SERVIZIO PUBBLICO” BECAUSE PART OF THE MANUFACTURE IS

CARRIED OUT ABROAD. NO GENERAL COMMENTS FOR MARELLA.

A #style classes di

#Elle & Max&co with

my ladies

LIU JO was born thanks to the brilliant

idea of the brothers Marco e Vannis

Marchi that in the mid nineties ...

#serviziopubblico Gucci, Prada,

D&G,Furla, Max Mara,Nero

Giardini,Tods also Della Valle

manufactures in Romania

@PINKO I ADORE YOU!!!! I AM

ADDICTED TO PINKO!!! LOVE

PINKO FOREVER!!! Sooner or later I

will come and loot Fidenza!!!!

Page 16: Sentiment Analysis - Fashion Brands

16

CLUSTER SENTIMENT – SERVICES

THE CLUSTER SENTIMENTS FOR SERVICES LOOKS MORE VARIED, IT COMPRISES COMMENTS ABOUT

LOCAL STORES, E- COMMERCE AND THE OTHER PLATFORMS WHERE PURCHASES CAN BE DONE.

WITH REGARDS TO SERVICES IT HIGHLIGHTS SOME CRITICISM FOR LIU JO WHICH DOESN’T

HAVE ENOUGH STOCK IN SOME STORES. MAXA MARA STORES ARE APPRECIATED IN GENERAL AS

WELL AS PINKO PRODUCTS SOLD ONLINE ON PRIVALIA WEBSITE.

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

0 5 10 15 20 25 30

I would like to know where I can find

those loafers, I live in Marostica,

Vicenza and can’t find them!!!!

Imagine an afternoon @maxmara with

csabadallazorza @ #Bologna I can’t see the nice ladies of the

store of Sora, so kind.

Early wake up today for the sales

of #pinko on #Privalia !!!!...

I want their trousers, but there aren’t stores

in Brescia!!!

Page 17: Sentiment Analysis - Fashion Brands

17

Pinko

Pennyblack

Max Mara

Marella

Liu Jo

0 20 40 60 80 100 120 140

CLUSTER SENTIMENT - MARKETING

LESS POLARIZED IS THE CLUSTER SENTIMENT FOR MARKETING, IT INCLUDES COMMENTS

ON PROMOTIONAL EVENTS AND TESTIMONIALS. LIU JO TOTALIZED A HIGH NUMBER OF

COMMENTS FOR BEING THE SPONSOR OF MODENA VOLLEY TEAM LJ. SOME CRITICISM FOR THE

CHOICE OF ALESSIA MARCUZZI AS TESTIMONIAL OF MARELLA. APPRECIATION FOR THE TV

JOURNALIST CRISTINA FANTONI FOR PINKO

I will go watching the

matches in Modena. I can’t

wait till April because three

will be Liu Jo-Imoco and

Moky aah

I believe is tha fashion brand having the TV «la 7»

journalist Cristina Fantoni as testimonial

telegiornalista de La 7 ...a very cute and elegant lady

Wonderful !!!!!!!

Why choosing her as

testimonial?

Page 18: Sentiment Analysis - Fashion Brands

DAILY SENTIMENT

5

Page 19: Sentiment Analysis - Fashion Brands

19

0

10

20

30

40

50

60

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

DAILY TREND– LIU JO

WE ARE NOTING AN PEAK OF NEUTRAL COMMENTS ON OCTOBER 8 FOR LIU JO RELATED

WITH A CERTAIN GIRL’S SNEAKER OFFER PROMOTED ON TWITTER.

MANY POSITIVE COMMENTS ON THE SAME DAY ABOUT THE COLLECTION AND THE SHOES IN

PROMOTION. ON OCTOBER 4 A NEGATIVE COMMENT ON A BAG RECEIVES MANY LIKES ON

FACEBOOK.

The new must have

shoes made by Liu

Jo.

Offers are now on!! On sale on

KellieShop. Thousands of fashion

items with prices...

The Bisonte Firenze: il

"Bisonte" the award

tomorrow at Palazzo

Vecchio, then training

together with Liu-Jo This is a € 125 used only

foru times and i will never

buy liu jo again

Page 20: Sentiment Analysis - Fashion Brands

20

0

1

2

3

4

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

DAILY TREND – MARELLA

SOME CRITICISM ON OCTOBER 9 ABOUT THE CHOICE OF ALESSIA MARCUZZI AS

TESTIMONIAL OF MARELLA.

POSITIVE COMMENTS BETWEEN OCTOBER 8 AND 9 ON THE BRAND AND ON SELECTED ITEMS ON

FACEBOOK PAGE. NEUTRAL COMMENTS ON SOME PRODUCTS OR SPECIAL OFFERS ON TWITTER.

Why choosing her

as testimonial?

Ah

yes....marella

Jogging pants Marella

and EMME Marella, from

69,90 euro, check them

out on our blog!

Coats Marella 2015

@Purseandco #Marella

#cappotti #modadonna

#animalier

#cappottiMarella

Page 21: Sentiment Analysis - Fashion Brands

21

0

5

10

15

20

25

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

DAILY TREND– MAX MARA

POSITIVE COMMENTS FOR MAX MARA BRAND, INCREASING DURING PROMOTIONS OF

CLOTHES AND ACCESSORIES.

PEAK OF NEUTRAL COMMENTS ON 14 OCTOBER MOSTLY RELATED TO A JOB OFFER.

Simple but very

elegant

Fantastic!

#jobs # overseas sales

assistant for Max Mara

Fashion Group

Ceremony gowns, women

fashion Winter/spring 2014-2015:

MAX MARA, 70 years 70 of

elegance

Page 22: Sentiment Analysis - Fashion Brands

22

0

1

2

3

4

5

6

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

DAILY TREND– MAX & CO.

ON OCTOBER 5 SOME NEUTRAL COMMENTS INTRODUCE THE AUTUMN/WINTER

COLLECTION 2014-15 MAX&CO.

ON OCTOBER 9 GOOD APPRECIATION FOR THE COAT OF THE NEW COLLECTION, INTRODUCED ON

THE OFFICIAL FACEBOOK PAGE. SOME POSITIVE COMMENTS ALSO FOR PROMOTIONAL EVENTS LIKE

THE ONE IN ASSOCIATION WITH ELLE MAGAZINE OF OCTOBER 7.

A style class of Elle &

Max&co with my girls

Gorgeous!

Max e Co autumn/ winter 2014

2015 #Max&Co #MaxeCo

#modadonna #womanwear

#MadeInItaly #ai2014

Page 23: Sentiment Analysis - Fashion Brands

23

0

1

2

3

4

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

DAILY TREND– PENNYBLACK

NEUTRAL COMMENTS FOR PENNYBLACK ON OCTOBER 8 FOR THE AUTUMN/WINTER

COLLECTION 2014-15.

BETWEEN OCTOBER 6 AND 8 SOME POSITIVE COMMENTS ABOUT SELECTED ITEMS AND FOR

THE NEW COLLECTION. AS ALREADY MENTIONED, NO NEGATIVE COMMENTS WERE NOTED

FOR PENNYBLACK DURINGTHE ANALYSED PERIOD.

The new clothes

collection Pennyblack for

autumn winter 2014 2015.

Great penny

New coat by #pennyblack

#damammaamamma #mamxmam

#mamxmam_fashion #instamamme

#thewomom

Page 24: Sentiment Analysis - Fashion Brands

24

0

2

4

6

8

10

12

14

16

18

20

1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10 9/10 10/10 11/10 12/10 13/10 14/10

What to say: few things

like the Made in Italy

make me proud of my

roots!

DAILY TREND– PINKO

PEAK OF NEUTRAL COMMENTS ON OCTOBER 7 ABOUT THE REPORTAGE REALIZED BY

BLOGGER MANUELITA, SHE WORE A WHITE LACE PINKO DRESS AT SCALA DEI TURCHI

(AGRIGENTO).

POSITIVE COMMENTS FOR CLOTHES AND ACCESSORIES AND FOR THE OPENING OF THE NEW STORE

AT PITTSBURGH AIRPORT.

Why I always fall in

love with Pinko new

collections?

mini dress @PINKO at

Agrigento

http://t.co/yXpOsh2JmS #pinko

#agrigento #bbloggers

#fashionblogger #fashion

Tomorrow I go to a

wedding wearing a

wonderful Pinko

dress!

Page 25: Sentiment Analysis - Fashion Brands

BRANDIMENT MAPS OF DIGITAL POSITIONING

6

Page 26: Sentiment Analysis - Fashion Brands

26

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

BRANDIMENT MAP - GENERAL

THE MAP SHOWS THE VISIBILITY (AXE Y) AND SENTIMENT (AXE X, SCALE 0/100), FOR EACH

BRAND, SUMMARIZING THE NUMBERS IN GENERAL AND FOR CLUSTERS.

THE BRANDS SHOW A GENERAL POSITIVE SENTIMENT, AND THEY ARE ALL INSIDE THE

«NICHE» SECTION. EVEN THOUGH IT HAS A LOWER AMOUNT OF POSITIVE COMMENTS, LIU JO IS

IN THE «STARS» AREA THANKS TO THE HIGH SHARE OF VOICE.

STARS

NICHES BREAKDOWNS

QUESTION MARKS

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

Page 27: Sentiment Analysis - Fashion Brands

27

0

10

20

30

40

50

60

70

80

0 10 20 30 40 50 60 70 80 90 100

MAX MARA OBTAINS THE BEST POSITIONING FOR THE CLUSTER BRAND, THANKS

ESPECIALLY TO THE HIGH SHARE OF VOICE.

NOTWITHSTANDING THE LOW AMOUNT OF COMMENTS OBTAINED BY PENNYBLACK, THE BRAND IS

POSITIONED IN THE «NICHE» AREA THANKS TO VERY POSITIVE SENTIMENT. MARELLA, ON THE

OTHER HAND, OBTAINS NO COMMENTS AT ALL.

STARS

NICHES

QUESTION MARKS

BRANDIMENT MAP – BRAND

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

BREAKDOWNS

Page 28: Sentiment Analysis - Fashion Brands

28

BRANDIMENT MAP – COLLECTIONS

ALSO IN THE COLLECTIONS CLUSTER LIU JO IS THE BRAND WITH THE HIGHEST SHARE

OF VOICE AND IS POSITIONED AMONG THE “STARS”.

ALL THE OTHER BRANDS ARE IN THE «NICHES» AREA WITH A VERY POSITIVE SENTIMENT. ALSO FOR

THIS CLUSTER PENNYBLACK IS THE BRAND WITH THE LOWEST SHARE OF VOICE AND THE

SENTIMENT IS LESS POSITIVE.

0

20

40

60

80

100

120

140

160

180

0 10 20 30 40 50 60 70 80 90 100

STARS

NICHES BREAKDOWNS

QUESTION MARKS

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

Page 29: Sentiment Analysis - Fashion Brands

29

0

5

10

15

20

25

0 10 20 30 40 50 60 70 80 90 100

BRANDIMENT MAP – SERVICES

STARS

NICHES BREAKDOWNS

QUESTION MARKS

LESS HOMOGENOUS ARE THE COMMENTS OF THE FANS ABOUT THE SERVICES PROVIDED

BY THE DIFFERENT BRANDS.

MARELLA IS THE WORST POSITIONED BRAND, EVEN THOUGH WITH ONLY FEW COMMENTS. LIU JO

KEEPS HAVING A HIGH SHARE OF VOICE BUT HAS A NEGATIVE SENTIMENT FOR THIS CLUSTER. MAX

MARA HAS THE BEST SENTIMENT AND THE HIGHEST AMOUNT OF COMMENTS

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

Page 30: Sentiment Analysis - Fashion Brands

30

-5

15

35

55

75

95

115

135

-5 5 15 25 35 45 55 65 75 85 95 105

NICHES

BRANDIMENT MAP – MARKETING

STARS

BREAKDOWNS

QUESTION MARKS

THE AMOUNT OF COMMENTS FOR THE MARKETING CLUSTER IS OVERALL REDUCED FOR

ALL THE ANALYSED BRANDS.

LIU JO IS AN EXCEPTION SHOWING ANYWAY AN OVERALL NEUTRAL SENTIMENT. MAX&CO HAS NO

COMMENTS ON THE SUBJECT. MARELLA IS VERY NEGATIVE AND FALLS IN THE “BREAKDOWNS”

AREA.

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100

Pinko

Pennyblack

Max&co

Max Mara

Marella

Liu Jo

Page 31: Sentiment Analysis - Fashion Brands

FOOD FOR THOUGHTS: AND THE WINNER IS…

7

Page 32: Sentiment Analysis - Fashion Brands

32

COLLECTIONS SENTIMENT– CLOTHES

MAX MARA IS VERY MUCH APPRECIATED FOR THE COLLECTION OF T-SHINE’S SHIRTS WITH A

TOUCH OF 1950’S AND THE NEW COLLECTION OF LIU JO DENIM NEW FIT RECEIVES THE

SECOND BEST PLACE FOR THE VISIBILITY EVEN THOUGH THE SENTIMENT IS A BIT LOWER.

PINKO SCORES THE FIRST PLACE WITH MANY POSITIVE COMMENTS BY FANS WHO SHARE

THEIR CHOICES ON SOCIAL NETWORKS. FEW COMMENTS FOR THE OTHER BRANDS.

Sentiment (0/100)

Share of voice

82 25

Sentiment (0/100)

Share of voice

75 36

Sentiment (0/100)

Share of voice

87 35

Elisa! What are we waiting for??? They are wonderful I am rushing there

Very elegant Wonderful! Max Mara Very classy!

The joy of mixing... @pinkoofficial #look #italia #pinko #shopping

Page 33: Sentiment Analysis - Fashion Brands

33

COLLECTIONS SENTIMENT– SHOES AND ACCESSORIES

THIS TIME PINKO IS THIRD WITH FEW COMMENTS FOR SHOES AND ACCESSORIES. BETTER

POSITIONED IS LIU JO WITH «REFLECTIONS OF LIGHT AND THE NEW AMELIE».

HOWEVER, MAX MARA IS THE TOP BRAND FOR THEIR CUFFS AND THE BAGS PROMOTED BY AMY

ADAMS. FEWER COMMENTS FOR THE OTHER BRANDS.

Fantastic!!! The shoes of Liu-jo of real leather The new AMELIE Of LIU JO sparkles!!

The bag is beautiful... Max Mara, exclusive accessories for a touch of style: the exclusive cuffs by Max Mara

I fell in love with Pinko keyring! Sentiment

(0/100) Share of

voice

53,5 13

Sentiment (0/100)

Share of voice

58 96

Sentiment (0/100)

Share of voice

91,5 10

Page 34: Sentiment Analysis - Fashion Brands

CONCLUSIONS

8

Page 35: Sentiment Analysis - Fashion Brands

35

MAIN FINDINGS

• HIGH SHARE OF VOICE

• INTENSE ACTIVITY OF DIGITAL PR

• COLLECTIONS AND CLOTHES (SNEAKERS FOR GIRLS)

• TWO … SILVER MEDALS!

• MANUFACTURE OF SOME ACCESSORIES

• GOOD SENTIMENT FOR NEW COLLECTION

• LOW SHARE OF VOICE

• HIGH PERCANTAGE OF NEGATIVE COMMENTS

• BAD CHOICE OF ALESSIA MARCUZZI AS TESTIMONIAL

• SERVICES AND STORES

• CEREMONY GOWNS

• BAGS AND ACCESSORIES (CUFFS)

• GOLD MEDAL FOR SHOES AND ACCESSORIES

• CRITICISM ON OVERSEAS MANUFACTURE

• RAKNING SECOND FOR VISIBILITY EVEN THOGUH BEST PERFORMING

BRAND IS MUCH HIGHER

• VERY POSITIVE SENTIMENT

• EVENTS AND PROMOTIONS (ELLE)

• NEW COLLECTION AND CLOTHES (COAT)

• LOW SHARE OF VOICE

• HIGH PERCANTAGE OF NEUTRAL COMMENTS

• NEW COLLECTION VERY MUCH APPRECIATED

• NO NEGATIVE COMMENTS

• LOW SHARE OF VOICE

• SENTIMENT ON COLLECTIONS IS NOT NEGATIVE, BUT

COMPETITORS PERFORM BETTER

• VERY POSITIVE SENTIMENT

• GOOD CHOICE OF CRISTINA FANTONI AS TESTIMONIAL

• SERVICES (ONLINE SHOP ON PRIVALIA)

• GOLD MEDAL FOR CLOTHES

• FEW COMMENTS ON FACEBOOK, ESPECIALLY WHEN TAKING INTO

ACOCUNT THE HIGH NUMBER OF FANS (ALMOST 700.000)

Page 36: Sentiment Analysis - Fashion Brands

36

SENTIMENT RELATED MARKETING

BOOSTING FAN BASE ON FACEBOOK, AIMING TO INCREASE

ENGAGEMENT EXPLOITING ALSO THE BENEFITS BROUGHT BY THE

VERY MUCH APPRECIATED TESTIMONIAL.

TAKING INTO ACCOUNT THE CRITICISM RELATED WITH FOREIGN OVERSEAS BUT ALSO

THE GOOD APPRECIATION OF LOCAL STORES IT MIGHT BE INTERESTING CHOOSING A

«STORE OF THE MONTH» WHERE TO ENHANCE ITALIAN QUALITY AND CREATIVITY.

AIM TO INCREASE THE SHARE OF VOICE THROUGH PROMOTIONAL CAMPAIGNS

AND EVENTS, WHICH USUALLY RECORD A POSITIVE SENTIMENT, AND

CREATING A DEDICATED TWITTER ACCOUNT.

WITH REGARDS TO THE CRITICISM OF LOW QUALITY PRODUCTS, TALKING ABOUT

MATERIALS USED TO MANUFACTURE PRODUCTS ON FACEBOOK PAGE MIGHT BE

HELPFUL TO STIMULATE THE FEMALE FANS TO SHARE THEIR POSITIVE EXPERIENCE

WITH THE BRAND

EVALUATE POTENTIAL AND EARNINGS OF INVESTMENT CARRIED BY

CURRENT TESTIMONIAL. WORK ON DIGITAL PR AND SOCIAL NETWORKS TO

INCREASE GENERAL VISIBILITY.

IT HAS THE LOWEST SHARE OF VOICE AMONG COMPETITORS BUT THE OVERALL

SENTIMENT IS GOOD. SIMILARLY TO MARELLA IT IS RECOMMENDED TO WORK ON

DIGITAL PR.

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37

SO WHAT?

WE PROVIDE A SERVICE TAILORED TO THE NEEDS OF THE

CLIENT ENABLING YOU AT VERY REASONABLE PRICES TO: :

1. COSTANTLY MEASURE THE APPRECIATION OF THE

COLLECTION, WITH THE POSSIBILITY OF PITCHING

THE INVESTMENT ACCORDING TO THE LIKING AND

TAKING MARKETING ACTIONS RELATED WITH THE

OBSERVED APPRECIATION

2. FORESEE FASHION TRENDS, OR UNDERSTAND THEM

WITH GREAT REACTIVITY

3. OBTAIN VISIBILITY FOR SENTIMENT CLUSTER

DETAILED TO A LEVEL NOT VIABLE THROUGH OTHER

SOFTWARES

4. MONITOR COMPETITORS WITH THE POSSIBILITY OF

IMITATING WEAKNESSES AND EXPLOITING STRENGTHS

5. CARRY OUT FORECAST OF PRODUCTION AND SALES

FOR EVERY COLLECTION

Page 39: Sentiment Analysis - Fashion Brands

ANNEX:

METHODOLOGICAL NOTES

9

Page 40: Sentiment Analysis - Fashion Brands

40

NOTE METODOLOGICHE

PERIOD OF ANALYSIS:

01 – 14 OCTOBER 2014

SOURCES:

• FACEBOOK – BRAND OFFICIAL PAGES, ALL COMMENTS

• TWITTER – ALL THE HASHTAG TWEETS AND PERTAINING QUERIES

WEIGHTING:

THE RESULTS OF THE SENTIMENT ARE WEIGHED UPON FACEBOOK «LIKES», «RE-TWEETS»

AND «FAVOURITE» ON TWITTER. OBTAINED DATA ARE CALLED SENTIMENT «INTENSITY»

BRANDIMENT MAPPING:

THE SENTIMENT FIGURES ARE ABSOLUTE AND EXPRESSED ON A 0/100 SCALE; THE SHARE OF

VOICE IS RELATED WITH THE ANALYSED GROUP.

DATA ARE COLLECTED AND ANALYSED USING THREAD-OFF SYSTEM :

WWW.THREADOFF.COM

Page 41: Sentiment Analysis - Fashion Brands

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