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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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MAX MARA GROUP & COMPETITOR SENTIMENT ANALYSIS
OCTOBER 2014
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
INTRODUCTION AND OBJECTIVES
1
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).
QUANTITATIVE ANALYSIS
2
6
DAILY SHARE OF VOICE
0
10
20
30
40
50
60
Liu Jo Marella Max Mara Max&co Pennyblack Pinko
Fake
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
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
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
GENERAL AND CHANNEL SENTIMENT
3
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.
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.
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.
CLUSTER SENTIMENT
4
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!
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!!!!
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!!!
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?
DAILY SENTIMENT
5
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
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
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
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
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
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!
BRANDIMENT MAPS OF DIGITAL POSITIONING
6
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
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
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
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
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
FOOD FOR THOUGHTS: AND THE WINNER IS…
7
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.
3°
2°
1°
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
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
3°
2°
1°
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
CONCLUSIONS
8
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)
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.
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
38
CONTACTS
THANKS FOR THE ATTENTION!
[email protected] (London)
[email protected] (London)
[email protected] (Rome)
[email protected] (Dortmund)
ANNEX:
METHODOLOGICAL NOTES
9
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
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