Cath Kidston Conversation Stems from Floral Bags

1. Conversation prompts for Cath KidstonProduct recommendations

n = 713 n = 576

Product videos Online sales

3. Gender

2. Sentiment towards Cath KidstonLikeLove Balanced Dislike

4. Location of conversationalistsUK USA China Thailand

12.0% 9.5% 77.3% 1.2%

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Product photosPhone case cover

6.0%

Product praise

8.6%

Hate

12.0%15.8% 4.2%

Competitions

3.6%17.8%

Product videos were typically circulated via YouTube; videos tended to feature consumer reviews and comments as well as advertisements. Cath Kidston’s new iPhone covers generated a significant level of general mentions; household items and floral bags in particular were rec-ommended by consumers on forums, Facebook and Twitter. Product giveaways were popularly circulated on Facebook, while consumers announced excitement for newly purchased products on Twitter. Beyond those listed above, product prices (3.4%), recently purchased prod-ucts (2.9%) and competitor comparisons (2.9%) were popular conversation prompts.

n = 463The UK’s prominence in this analysis is likely due to the brand’s British roots. However, Cath Kidston was popular in Asian markets as well, where Facebook appears to be a popular medium for making product-related posts. In addition to those listed above, Cath Kidston was also discussed in Singapore (1.1%), Philippines (0.9%), and Ireland (0.9%).

Methodology:

The search used to form this analysis ran on 25 October 2011, focused on global English language content and produced 934 results, 576 of which were relevant. A 'result' refers to the raw material our system generates when it scours the web. A 'relevant result' is a result that is deemed relevant to the subject of the analysis. 'Data' refers to a refined rel-evant result - a result that has been considered, and topics and values applied to produce a piece of data. The 576 relevant results used in this analysis produced 2,194 pieces of data, a ratio of 3.81 pieces of data per relevant result. It should be noted that data is not linear, and not every result provides data to every topic. The 'n' value (n = X) indicates the volume of data used in answering each topic.

The search term used for this analysis was: “Cath Kidston”

Due to the prominence of consumer commentary, it is encouraging to note that positive sentiment significantly outweighs negative. Users typically mentioned their excitement for newly released and recently purchased products. Though negative sentiment was minimal, expressions of this sentiment was typically inspired by product prices, which appear to be too high for some consumers.

“I'm having major cravings for Cath Kidston. Mainly in the form of bags. Satchel bags, hand bags,

weekend bags, messenger bags...”

@CarolineAstley@Laura Louise @DaisyWilde1

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mumsnet.com forum.lowyat.net magicmum.com forums.moneysavingexpert.com

5. Top websites for discussion

n = 141Despite a few complaints of high prices, the majority of content on the Money Saving Expert forums were product recommendations, particularly for Cath Kidston’s book “Sew!”. The brand also clearly has a fanbase among mums, as both MumsNet and MagicMum were prominent in this analysis. Home goods, as opposed to baby and children’s products were more popularly discussed on MagicMum.

20.6% 12.1% 4.3% 7.8%

community.tes.co.uk

2.8%63.5% 22.7%

FemaleMale

11.0%

n = 301Despite the fact that Cath Kidston products are geared toward women, men also posted videos reviewing her products, particularly the iPhone case, on YouTube. In these videos, women typically appeared alongside male narration.

89.0%

“can't believe I bought a Cath Kidston bag

today ... naughty, but what a treat!”

0.0%

1.7%

Malaysia

1.7%2.6%

“So then I started to look at Cath Kidston cases – they're girly and pretty and a great name to match but the high price point of them has

really put me off. ...”