Fashion
NOVEMBER 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
NOTES ON THE TOP 10
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 Victoria's Secret
$61,358,126
Zara
$56,828,173
Nike
$49,727,299
Adidas
$49,696,387
H&M
$41,901,038
Topshop
$27,278,353
Forever 21
$24,720,341
Fashion Nova Missguided J.Crew
$22,409,077 $13,972,305 $13,296,136
Note: In October 2016, Victoria’s Secret was categorized as a non-luxury apparel brand.
TRIBE DYNAMICS
4
BLOG Victoria's Secret
$2,647,940
Nike
$2,326,168
Zara
$2,137,785
H&M
$1,995,174
Adidas
$1,896,606
J.Crew
$1,380,290
Topshop
$991,058
Forever 21
$642,125
Missguided Fashion Nova
$234,453 $4,800
YOUTUBE Forever 21
$4,314,338
H&M
$3,415,057
Zara
$2,996,569
Topshop
$2,323,188
Adidas
$2,028,616
Nike
$1,897,486
Missguided
$1,853,248
Victoria's Secret
$1,505,971
Fashion Nova J.Crew
$787,856 $292,274
TRIBE DYNAMICS
5
FACEBOOK Victoria's Secret
$19,170,300
Nike
$5,306,339
Adidas H&M Zara Topshop
$3,342,359 $1,892,459 $1,374,448 $1,078,885
Forever 21
$451,627
Fashion Nova
$300,823
J.Crew
$299,880
Missguided
$180,940
INSTAGRAM Zara
$49,134,781
Adidas
$39,887,827
Nike
$37,719,511
Victoria's Secret
$33,998,948
H&M
$33,685,359
Topshop
$22,253,733
Fashion Nova
$21,290,898
Forever 21 Missguided J.Crew
$18,683,503 $11,305,162 $9,937,363
TRIBE DYNAMICS
6
TWITTER Victoria's Secret
$3,509,687
Nike
$2,073,404
Adidas
$1,913,549
Zara
$465,500
H&M
$369,998
Missguided
$278,852
Forever 21
$172,500
Topshop
$151,900
J.Crew Fashion Nova
$108,200 $22,700
PINTEREST J.Crew
$1,278,130
Zara
$719,090
Adidas
$627,430
H&M
$542,990
Victoria's Secret
$525,280
Topshop
$479,590
Forever 21
$456,249
Nike
$404,390
Missguided Fashion Nova
$119,650 $2,000
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $66,264,774 $61,358,126 -7.40%
Victoria's Secret $41,439,353
Zara Nike Adidas
$56,828,173 37.14% $29,349,979 $49,727,299 69.43% $27,275,472 $49,696,387 82.20% $38,450,366 $41,901,038 8.97%
H&M Topshop Forever 21 Fashion Nova Missguided J.Crew
$20,884,900 $27,278,353 30.61% $21,855,962 $24,720,341 13.11% $12,875,139 $22,409,077 74.05% $7,172,679 $13,972,305 94.80% $14,222,311 $13,296,136 -6.51%
NOVEMBER 2015 NOVEMBER 2016
TRIBE DYNAMICS
8
Notes on the Top 10 Victoria’s Secret Dominates With Paris Fashion Show
V
ictoria’s Secret took the topranking spot in November with $61.4M EMV, up from eighth place in October. The lingerie and sleepwear brand benefited from the considerable buzz around its lavish annual fashion show, with the hashtags #vsfs2016 and #vsfashionshow powering a combined $18.3M. The star-studded spectacular featured performances by Lady Gaga, Bruno Mars, and The Weeknd, and high-profile supermodels such as Gigi Hadid and Kendall Jenner alongside its classic “Angels.” Traditional publications like Vogue and Elle magazine posted significant content about the show, contributing to Victoria’s Secret dominant Facebook performance as compared to the rest of the top 10. Additionally, the brand brought fashion influencers into the Victoria Secret family, inviting blogger Kristina Bazan to stay with the Angels in Paris and create content from backstage at the show. Kendall Jenner shares a glamorous Instagram of her fellow Angels en route to Paris, netting 2.7M likes.
TRIBE DYNAMICS
9
J.Crew Benefits From Influencer Loyalty
E
dging out Michael Kors, J.Crew broke into the top 10 with a 10.7% month-over-month growth. The brand’s November performance of $13.3M EMV was bolstered by content creation from loyal on-brand influencers, including @rachparcell of Pink Peonies ($810.1K EMV), @sarahkjp of Classy Girls Wear Pearls ($373.9K), and @pacman83 ($335.0K), who consistently posted about J.Crew throughout the year. @Juliahengel of Gal Meets Glam ($660.6K EMV) stood out among the brand’s highest EMV-generating ambassadors, posting about J.Crew a whopping 76 times. In addition to featuring the brand as part of her winter essentials on her Icelandic adventure, the blogger included J.Crew products in 70 pins of her everyday looks. @Juliahengel shows off her J.Crew coat on her Iceland vacation, generating 27.5K likes.
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
NOTES ON THE TOP 10
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 Victoria's Secret
$61,358,126
Zara
$56,828,173
Nike
$49,727,299
Adidas
$49,696,387
H&M
$41,901,038
Topshop
$27,278,353
Forever 21
$24,720,341
Fashion Nova Missguided J.Crew
$22,409,077 $13,972,305 $13,296,136
Note: In October 2016, Victoria’s Secret was categorized as a non-luxury apparel brand.
TRIBE DYNAMICS
4
BLOG Victoria's Secret
$2,647,940
Nike
$2,326,168
Zara
$2,137,785
H&M
$1,995,174
Adidas
$1,896,606
J.Crew
$1,380,290
Topshop
$991,058
Forever 21
$642,125
Missguided Fashion Nova
$234,453 $4,800
YOUTUBE Forever 21
$4,314,338
H&M
$3,415,057
Zara
$2,996,569
Topshop
$2,323,188
Adidas
$2,028,616
Nike
$1,897,486
Missguided
$1,853,248
Victoria's Secret
$1,505,971
Fashion Nova J.Crew
$787,856 $292,274
TRIBE DYNAMICS
5
FACEBOOK Victoria's Secret
$19,170,300
Nike
$5,306,339
Adidas H&M Zara Topshop
$3,342,359 $1,892,459 $1,374,448 $1,078,885
Forever 21
$451,627
Fashion Nova
$300,823
J.Crew
$299,880
Missguided
$180,940
INSTAGRAM Zara
$49,134,781
Adidas
$39,887,827
Nike
$37,719,511
Victoria's Secret
$33,998,948
H&M
$33,685,359
Topshop
$22,253,733
Fashion Nova
$21,290,898
Forever 21 Missguided J.Crew
$18,683,503 $11,305,162 $9,937,363
TRIBE DYNAMICS
6
TWITTER Victoria's Secret
$3,509,687
Nike
$2,073,404
Adidas
$1,913,549
Zara
$465,500
H&M
$369,998
Missguided
$278,852
Forever 21
$172,500
Topshop
$151,900
J.Crew Fashion Nova
$108,200 $22,700
PINTEREST J.Crew
$1,278,130
Zara
$719,090
Adidas
$627,430
H&M
$542,990
Victoria's Secret
$525,280
Topshop
$479,590
Forever 21
$456,249
Nike
$404,390
Missguided Fashion Nova
$119,650 $2,000
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $66,264,774 $61,358,126 -7.40%
Victoria's Secret $41,439,353
Zara Nike Adidas
$56,828,173 37.14% $29,349,979 $49,727,299 69.43% $27,275,472 $49,696,387 82.20% $38,450,366 $41,901,038 8.97%
H&M Topshop Forever 21 Fashion Nova Missguided J.Crew
$20,884,900 $27,278,353 30.61% $21,855,962 $24,720,341 13.11% $12,875,139 $22,409,077 74.05% $7,172,679 $13,972,305 94.80% $14,222,311 $13,296,136 -6.51%
NOVEMBER 2015 NOVEMBER 2016
TRIBE DYNAMICS
8
Notes on the Top 10 Victoria’s Secret Dominates With Paris Fashion Show
V
ictoria’s Secret took the topranking spot in November with $61.4M EMV, up from eighth place in October. The lingerie and sleepwear brand benefited from the considerable buzz around its lavish annual fashion show, with the hashtags #vsfs2016 and #vsfashionshow powering a combined $18.3M. The star-studded spectacular featured performances by Lady Gaga, Bruno Mars, and The Weeknd, and high-profile supermodels such as Gigi Hadid and Kendall Jenner alongside its classic “Angels.” Traditional publications like Vogue and Elle magazine posted significant content about the show, contributing to Victoria’s Secret dominant Facebook performance as compared to the rest of the top 10. Additionally, the brand brought fashion influencers into the Victoria Secret family, inviting blogger Kristina Bazan to stay with the Angels in Paris and create content from backstage at the show. Kendall Jenner shares a glamorous Instagram of her fellow Angels en route to Paris, netting 2.7M likes.
TRIBE DYNAMICS
9
J.Crew Benefits From Influencer Loyalty
E
dging out Michael Kors, J.Crew broke into the top 10 with a 10.7% month-over-month growth. The brand’s November performance of $13.3M EMV was bolstered by content creation from loyal on-brand influencers, including @rachparcell of Pink Peonies ($810.1K EMV), @sarahkjp of Classy Girls Wear Pearls ($373.9K), and @pacman83 ($335.0K), who consistently posted about J.Crew throughout the year. @Juliahengel of Gal Meets Glam ($660.6K EMV) stood out among the brand’s highest EMV-generating ambassadors, posting about J.Crew a whopping 76 times. In addition to featuring the brand as part of her winter essentials on her Icelandic adventure, the blogger included J.Crew products in 70 pins of her everyday looks. @Juliahengel shows off her J.Crew coat on her Iceland vacation, generating 27.5K likes.
