Fashion
JULY 2016: NON-LUXURY APPAREL
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Brands by EMV
4
EMV Performance by Channel
7
Trending EMV Performance
8
WORD CLOUDS
10
TOP INFLUENCERS BY BRAND
TRIBE DYNAMICS
Earned Media Value Earned Media Value (EMV) is Tribe Dynamics’ prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Our holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.
In an effort to ensure that we are always providing the most insightful data and analysis to help you better understand the latest digital trends, we consistently improve our measurement of earned media performance. As we continue to advance our own understanding of earned media and learn about the industry, we will update our analytics to reflect new knowledge and innovations.
2
TRIBE DYNAMICS
3
TOP 10 BRANDS BY EMV $56,928,609
Adidas Zara
$50,654,851 $45,288,639
Nike H&M
$39,090,715
Forever 21
$26,926,654
Topshop Missguided
$24,730,432 $12,772,317
Free People
$11,902,937
Converse
$11,547,162
Calvin Klein
$11,137,552
EMV LEADERBOARD HIGHLIGHTS
1.
This Top 10 list reflects Tribe Dynamics’ expanded definition of “non-luxury apparel,” including brands that have a shoe and/or accessory focus. Adidas would have made the Q1 2016 list in second place, with $109.7M EMV.
2. brands like J.Crew, Kate Spade, and Michael Kors.
Converse entered the Top 10 with a 37% month-over-month growth, edging out
3. own limited edition collection in partnership with the brand. Mentions of the
Missguided broke into the Top 10 by inviting YouTube star Carli Bybel to create her collaboration drove $1.2M EMV.
4.
Calvin Klein continued to benefit from its #mycalvins initiative. Bella Hadid and Young Thug announced their participation in the campaign, collectively driving $958.1K EMV.
TRIBE DYNAMICS
4
BLOG Zara
$2,064,923
Nike
$2,052,357
H&M
$1,837,642
Adidas
$1,327,712
Topshop
$881,986
Forever 21
$752,821
Calvin Klein
$737,941 $285,362
Converse Free People Missguided
$249,205 $126,615
YOUTUBE Forever 21
$4,355,087
H&M
$2,347,800
Zara
$2,334,553
Missguided
$2,305,562
Topshop
$2,224,604
Nike
$1,716,071
Converse
$1,494,303 $1,398,268
Adidas Free People Calvin Klein
$1,161,830 $716,632
TRIBE DYNAMICS
5
FACEBOOK Adidas
$3,116,284
Nike
$2,349,660
Zara
$1,468,965
H&M
$1,089,793
Calvin Klein
$754,485
Topshop
$627,279
Forever 21
$584,052
Converse
$443,237
Free People
$432,024
Missguided
$120,745
INSTAGRAM Adidas
$48,442,896
Zara
$43,390,420
Nike
$36,303,374
H&M
$32,819,717
Forever 21
$20,822,095
Topshop Missguided
$19,962,413 $9,760,033
Converse
$8,782,241
Free People
$8,699,119
Calvin Klein
$8,142,633
TRIBE DYNAMICS
6
TWITTER Nike
$2,297,407
Adidas
$2,031,580
Zara
$751,200
Calvin Klein
$656,611
H&M
$348,033
Topshop
$297,500
Missguided
$277,592
Forever 21 Converse Free People
$150,000 $108,100 $64,300
PINTEREST Free People
$1,296,460
Topshop
$736,650
H&M
$647,730
Zara
$644,790
Adidas
$611,870
Nike
$569,770
Converse
$433,920 $262,600
Forever 21 Missguided Calvin Klein
$181,770 $129,250
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV Adidas Zara
$6,870,485 $56,928,609 728.60% $6,848,584 $50,654,851 639.64% $16,084,101
Nike H&M Forever 21 Topshop Missguided Free People
$45,288,639 181.57% $7,328,569 $39,090,715 433.40% $9,713,539 $26,926,654 177.21% $8,835,822
$24,730,432 179.89%
$2,619,466 $12,772,317 387.59% $3,425,152 $11,902,937 247.52%
Converse
$6,345,286 $11,547,162 81.98%
Calvin Klein
$3,995,267 $11,137,552 178.77%
JULY 2015 JULY 2016
TRIBE DYNAMICS
8
Word Clouds Each cloud contains words that are associated with significantly more EMV for that brand versus other brands in the set. Words are sized by relative EMV generated.
ADIDAS
ZARA
NIKE
H&M
TRIBE DYNAMICS
9
FOREVER 21
TOPSHOP
MISSGUIDED
FREE PEOPLE
CONVERSE
CALVIN KLEIN
TRIBE DYNAMICS
10
Top Influencers An influencer’s EMV represents the EMV the influencer generated for the brand on all of their active channels in July 2016. The percentage displayed represents the influencer’s contribution to the brand’s total EMV.
ADIDAS $56,928,609 EMV
hypebeast $4,529,467 7.96% of total EMV
F2Freestylers $3,444,964 6.05%
sneakernews $3,226,800 5.67%
JD Sports $2,694,087 4.73%
Real Madrid C.F. $2,674,043 4.70%
jemerced $1,242,801 2.45%
zorannah $1,212,594 2.39%
thriftsandthreads $1,141,765 2.25%
ZARA $50,654,851 EMV
Zara Community $2,128,255 4.20%
maffashion_official $1,446,703 2.86%
TRIBE DYNAMICS
11
NIKE $45,288,639 EMV
sneakernews $4,249,131 9.38%
Foot Locker $3,953,712 8.73%
JD Sports $2,997,860 6.62%
hypebeast $2,418,068 5.34%
highsnobiety $1,064,595 2.35%
amandabisk $984,110 2.52%
riverviiperi $681,847 1.74%
sananas2106 $482,834 1.24%
tesschristinexo $607,269 2.26%
sarahhashcroft $597,753 2.22%
eleventhgorgeous $517,543 1.92%
thriftsandthreads $740,675 2.99%
tesschristinexo $578,712 2.34%
amandaensing $508,929 2.06%
H&M $39,090,715 EMV
maffashion_official $3,978,282 10.18%
jemerced $2,335,113 5.97%
FOREVER 21 $26,926,654 EMV
KathleenLights $1,990,472 7.39%
MeisjeDjamila $613,208 2.28%
TOPSHOP $24,730,432 EMV
Nordstrom $937,663 3.79%
Tanya Burr $881,719 3.57%
TRIBE DYNAMICS
12
MISSGUIDED $12,772,317 EMV
sarahhashcroft $1,195,073 9.36%
Shaaanxo $1,044,090 8.17%
sananas2106 $1,016,582 7.96%
Carli Bybel $823,609 6.45%
skopljak $493,220 3.86%
Nordstrom $324,537 2.73%
Casey Holmes $315,227 2.65%
sincerelyjules $219,513 1.84%
devinphysique $292,705 2.53%
mija_mija $279,870 2.42%
camilacoelho $219,578 1.90%
Bella Hadid $345,251 3.10%
maffashion_official $318,917 2.86%
tomocoleman $255,260 2.29%
FREE PEOPLE $11,902,937 EMV
hellokatyxo $625,863 5.26%
happilygrey $326,965 2.75%
CONVERSE $11,547,162 EMV
tesschristinexo $354,795 3.07%
Urban Outfitters $341,778 2.96%
CALVIN KLEIN $11,137,552 EMV
Young Thug $612,866 5.50%
ardenrose $380,110 3.41%
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Brands by EMV
4
EMV Performance by Channel
7
Trending EMV Performance
8
WORD CLOUDS
10
TOP INFLUENCERS BY BRAND
TRIBE DYNAMICS
Earned Media Value Earned Media Value (EMV) is Tribe Dynamics’ prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Our holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.
In an effort to ensure that we are always providing the most insightful data and analysis to help you better understand the latest digital trends, we consistently improve our measurement of earned media performance. As we continue to advance our own understanding of earned media and learn about the industry, we will update our analytics to reflect new knowledge and innovations.
2
TRIBE DYNAMICS
3
TOP 10 BRANDS BY EMV $56,928,609
Adidas Zara
$50,654,851 $45,288,639
Nike H&M
$39,090,715
Forever 21
$26,926,654
Topshop Missguided
$24,730,432 $12,772,317
Free People
$11,902,937
Converse
$11,547,162
Calvin Klein
$11,137,552
EMV LEADERBOARD HIGHLIGHTS
1.
This Top 10 list reflects Tribe Dynamics’ expanded definition of “non-luxury apparel,” including brands that have a shoe and/or accessory focus. Adidas would have made the Q1 2016 list in second place, with $109.7M EMV.
2. brands like J.Crew, Kate Spade, and Michael Kors.
Converse entered the Top 10 with a 37% month-over-month growth, edging out
3. own limited edition collection in partnership with the brand. Mentions of the
Missguided broke into the Top 10 by inviting YouTube star Carli Bybel to create her collaboration drove $1.2M EMV.
4.
Calvin Klein continued to benefit from its #mycalvins initiative. Bella Hadid and Young Thug announced their participation in the campaign, collectively driving $958.1K EMV.
TRIBE DYNAMICS
4
BLOG Zara
$2,064,923
Nike
$2,052,357
H&M
$1,837,642
Adidas
$1,327,712
Topshop
$881,986
Forever 21
$752,821
Calvin Klein
$737,941 $285,362
Converse Free People Missguided
$249,205 $126,615
YOUTUBE Forever 21
$4,355,087
H&M
$2,347,800
Zara
$2,334,553
Missguided
$2,305,562
Topshop
$2,224,604
Nike
$1,716,071
Converse
$1,494,303 $1,398,268
Adidas Free People Calvin Klein
$1,161,830 $716,632
TRIBE DYNAMICS
5
FACEBOOK Adidas
$3,116,284
Nike
$2,349,660
Zara
$1,468,965
H&M
$1,089,793
Calvin Klein
$754,485
Topshop
$627,279
Forever 21
$584,052
Converse
$443,237
Free People
$432,024
Missguided
$120,745
INSTAGRAM Adidas
$48,442,896
Zara
$43,390,420
Nike
$36,303,374
H&M
$32,819,717
Forever 21
$20,822,095
Topshop Missguided
$19,962,413 $9,760,033
Converse
$8,782,241
Free People
$8,699,119
Calvin Klein
$8,142,633
TRIBE DYNAMICS
6
TWITTER Nike
$2,297,407
Adidas
$2,031,580
Zara
$751,200
Calvin Klein
$656,611
H&M
$348,033
Topshop
$297,500
Missguided
$277,592
Forever 21 Converse Free People
$150,000 $108,100 $64,300
PINTEREST Free People
$1,296,460
Topshop
$736,650
H&M
$647,730
Zara
$644,790
Adidas
$611,870
Nike
$569,770
Converse
$433,920 $262,600
Forever 21 Missguided Calvin Klein
$181,770 $129,250
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV Adidas Zara
$6,870,485 $56,928,609 728.60% $6,848,584 $50,654,851 639.64% $16,084,101
Nike H&M Forever 21 Topshop Missguided Free People
$45,288,639 181.57% $7,328,569 $39,090,715 433.40% $9,713,539 $26,926,654 177.21% $8,835,822
$24,730,432 179.89%
$2,619,466 $12,772,317 387.59% $3,425,152 $11,902,937 247.52%
Converse
$6,345,286 $11,547,162 81.98%
Calvin Klein
$3,995,267 $11,137,552 178.77%
JULY 2015 JULY 2016
TRIBE DYNAMICS
8
Word Clouds Each cloud contains words that are associated with significantly more EMV for that brand versus other brands in the set. Words are sized by relative EMV generated.
ADIDAS
ZARA
NIKE
H&M
TRIBE DYNAMICS
9
FOREVER 21
TOPSHOP
MISSGUIDED
FREE PEOPLE
CONVERSE
CALVIN KLEIN
TRIBE DYNAMICS
10
Top Influencers An influencer’s EMV represents the EMV the influencer generated for the brand on all of their active channels in July 2016. The percentage displayed represents the influencer’s contribution to the brand’s total EMV.
ADIDAS $56,928,609 EMV
hypebeast $4,529,467 7.96% of total EMV
F2Freestylers $3,444,964 6.05%
sneakernews $3,226,800 5.67%
JD Sports $2,694,087 4.73%
Real Madrid C.F. $2,674,043 4.70%
jemerced $1,242,801 2.45%
zorannah $1,212,594 2.39%
thriftsandthreads $1,141,765 2.25%
ZARA $50,654,851 EMV
Zara Community $2,128,255 4.20%
maffashion_official $1,446,703 2.86%
TRIBE DYNAMICS
11
NIKE $45,288,639 EMV
sneakernews $4,249,131 9.38%
Foot Locker $3,953,712 8.73%
JD Sports $2,997,860 6.62%
hypebeast $2,418,068 5.34%
highsnobiety $1,064,595 2.35%
amandabisk $984,110 2.52%
riverviiperi $681,847 1.74%
sananas2106 $482,834 1.24%
tesschristinexo $607,269 2.26%
sarahhashcroft $597,753 2.22%
eleventhgorgeous $517,543 1.92%
thriftsandthreads $740,675 2.99%
tesschristinexo $578,712 2.34%
amandaensing $508,929 2.06%
H&M $39,090,715 EMV
maffashion_official $3,978,282 10.18%
jemerced $2,335,113 5.97%
FOREVER 21 $26,926,654 EMV
KathleenLights $1,990,472 7.39%
MeisjeDjamila $613,208 2.28%
TOPSHOP $24,730,432 EMV
Nordstrom $937,663 3.79%
Tanya Burr $881,719 3.57%
TRIBE DYNAMICS
12
MISSGUIDED $12,772,317 EMV
sarahhashcroft $1,195,073 9.36%
Shaaanxo $1,044,090 8.17%
sananas2106 $1,016,582 7.96%
Carli Bybel $823,609 6.45%
skopljak $493,220 3.86%
Nordstrom $324,537 2.73%
Casey Holmes $315,227 2.65%
sincerelyjules $219,513 1.84%
devinphysique $292,705 2.53%
mija_mija $279,870 2.42%
camilacoelho $219,578 1.90%
Bella Hadid $345,251 3.10%
maffashion_official $318,917 2.86%
tomocoleman $255,260 2.29%
FREE PEOPLE $11,902,937 EMV
hellokatyxo $625,863 5.26%
happilygrey $326,965 2.75%
CONVERSE $11,547,162 EMV
tesschristinexo $354,795 3.07%
Urban Outfitters $341,778 2.96%
CALVIN KLEIN $11,137,552 EMV
Young Thug $612,866 5.50%
ardenrose $380,110 3.41%
