Fashion
NOVEMBER 2016: THIRD-PARTY RETAILERS
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Retailers 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 RETAILERS BY EMV Nordstrom
$36,372,531
ASOS
$32,333,206
Revolve
$20,658,576
Urban Outfitters
$19,752,859
Macy's
$16,064,601
Anthropologie Shopbop Net-a-Porter Neiman Marcus Saks Fifth Avenue
$9,626,761 $8,324,704 $5,947,484 $5,122,186 $4,502,439
TRIBE DYNAMICS
4
BLOG Nordstrom
$1,900,635
Macy's
$1,855,351
$1,595,114
ASOS $838,141
Shopbop
$681,025
Urban Outfitters
$551,782
Anthropologie
$509,522
Neiman Marcus
$402,844
Saks Fifth Avenue
$333,716
Net-a-Porter
$205,235
Revolve
YOUTUBE ASOS
$5,170,219
Urban Outfitters
$2,674,413
Nordstrom
$1,994,622
Macy's
$809,826
Anthropologie
$410,905
Revolve
$370,080
Net-a-Porter
$187,860
Shopbop
$176,670
Saks Fifth Avenue
$91,536
Neiman Marcus
$52,210
TRIBE DYNAMICS
5
FACEBOOK Macy's
$4,936,611
Nordstrom
$1,319,356
Revolve
$837,528
Neiman Marcus
$830,161
Saks Fifth Avenue ASOS Net-a-Porter
$668,169 $619,568 $527,174
Anthropologie
$300,644
Urban Outfitters
$281,500
Shopbop
$137,440
INSTAGRAM Nordstrom
$30,024,318
ASOS
$23,679,683
Revolve
$19,098,744
Urban Outfitters
$14,807,188
Anthropologie
$7,175,061
Shopbop
$6,875,643
Macy's Net-a-Porter
$6,544,910 $4,647,604
Neiman Marcus
$3,428,034
Saks Fifth Avenue
$3,245,181
TRIBE DYNAMICS
6
TWITTER Macy's
$1,665,513
ASOS
$496,021
Urban Outfitters
$408,783
Nordstrom
$252,300
Neiman Marcus
$128,600
Shopbop
$126,400
Net-a-Porter
$79,900
Saks Fifth Avenue
$58,100
Revolve
$53,000
Anthropologie
$48,000
PINTEREST Anthropologie
$1,140,370
Urban Outfitters
$899,950
Nordstrom
$881,300
ASOS
$772,600
Macy's
$252,390
Neiman Marcus
$173,660
Net-a-Porter
$171,230
Shopbop
$170,410
Revolve Saks Fifth Avenue
$93,990 $36,610
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $21,598,596
Nordstrom
$36,372,531 68.40% $20,828,147
ASOS Revolve
$32,333,206 55.24% $9,840,135 $20,658,576 109.94% $14,258,176 $19,752,859 38.54%
Urban Outfitters Macy's
$13,476,272 $16,064,601 19.21%
Anthropologie
$9,370,067 $9,626,761 2.74%
Shopbop
$3,533,740 $8,324,704 135.58%
Net-a-Porter Neiman Marcus Saks Fifth Avenue
$3,255,614 $5,947,484 82.68% $3,346,288 $5,122,186 53.07% $3,101,264 $4,502,439 45.18%
NOVEMBER 2015 NOVEMBER 2016
TRIBE DYNAMICS
8
Notes on the Top 10 Macy’s Celebrates the Holidays With Influencers
M
acy’s impressive 108.7% month-over-month growth stemmed largely from conversations around its Thanksgiving Day Parade, with mentions of the parade generating $5.6M EMV. Additionally, the retailer maintained its schedule of meet-and-greets, this month focused on the beauty community. Anastasia Soare herself held a meetup at Herald Square while beauty blogger Manny Mua met with followers at the San Francisco Union Square location. Macy’s also partnered with influencers Camila Coelho and @amberfillerup for sponsored content around holiday shopping.
Neiman Marcus and Saks Fifth Avenue Leverage Sponsored Content
B
oth established retailers reached out to a wide range of fashion influencers to partner on sponsored content. Neiman Marcus mobilized content creators around the “One Day Designer Sale” on November 22. Fashion bloggers including @hellofashionblog ($479.8K EMV), @vivaluxuryblog ($119.3K), and @louiseroe ($90.2K) shared their top picks from the sale with their followers. Saks Fifth
Avenue similarly worked with influencers on paid content around the hashtag #SaksStyle ($149.6K EMV). Influencers such as @somethingnavy and @blankitinerary created “look of the day” content paired with the #ad tag, designating parts of their outfits that came from Saks Fifth Avenue.
@Amberfillerup shares a photo of her family in matching holiday pajamas from Macy’s, inspiring 67.5K likes.
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Retailers 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 RETAILERS BY EMV Nordstrom
$36,372,531
ASOS
$32,333,206
Revolve
$20,658,576
Urban Outfitters
$19,752,859
Macy's
$16,064,601
Anthropologie Shopbop Net-a-Porter Neiman Marcus Saks Fifth Avenue
$9,626,761 $8,324,704 $5,947,484 $5,122,186 $4,502,439
TRIBE DYNAMICS
4
BLOG Nordstrom
$1,900,635
Macy's
$1,855,351
$1,595,114
ASOS $838,141
Shopbop
$681,025
Urban Outfitters
$551,782
Anthropologie
$509,522
Neiman Marcus
$402,844
Saks Fifth Avenue
$333,716
Net-a-Porter
$205,235
Revolve
YOUTUBE ASOS
$5,170,219
Urban Outfitters
$2,674,413
Nordstrom
$1,994,622
Macy's
$809,826
Anthropologie
$410,905
Revolve
$370,080
Net-a-Porter
$187,860
Shopbop
$176,670
Saks Fifth Avenue
$91,536
Neiman Marcus
$52,210
TRIBE DYNAMICS
5
FACEBOOK Macy's
$4,936,611
Nordstrom
$1,319,356
Revolve
$837,528
Neiman Marcus
$830,161
Saks Fifth Avenue ASOS Net-a-Porter
$668,169 $619,568 $527,174
Anthropologie
$300,644
Urban Outfitters
$281,500
Shopbop
$137,440
INSTAGRAM Nordstrom
$30,024,318
ASOS
$23,679,683
Revolve
$19,098,744
Urban Outfitters
$14,807,188
Anthropologie
$7,175,061
Shopbop
$6,875,643
Macy's Net-a-Porter
$6,544,910 $4,647,604
Neiman Marcus
$3,428,034
Saks Fifth Avenue
$3,245,181
TRIBE DYNAMICS
6
TWITTER Macy's
$1,665,513
ASOS
$496,021
Urban Outfitters
$408,783
Nordstrom
$252,300
Neiman Marcus
$128,600
Shopbop
$126,400
Net-a-Porter
$79,900
Saks Fifth Avenue
$58,100
Revolve
$53,000
Anthropologie
$48,000
PINTEREST Anthropologie
$1,140,370
Urban Outfitters
$899,950
Nordstrom
$881,300
ASOS
$772,600
Macy's
$252,390
Neiman Marcus
$173,660
Net-a-Porter
$171,230
Shopbop
$170,410
Revolve Saks Fifth Avenue
$93,990 $36,610
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $21,598,596
Nordstrom
$36,372,531 68.40% $20,828,147
ASOS Revolve
$32,333,206 55.24% $9,840,135 $20,658,576 109.94% $14,258,176 $19,752,859 38.54%
Urban Outfitters Macy's
$13,476,272 $16,064,601 19.21%
Anthropologie
$9,370,067 $9,626,761 2.74%
Shopbop
$3,533,740 $8,324,704 135.58%
Net-a-Porter Neiman Marcus Saks Fifth Avenue
$3,255,614 $5,947,484 82.68% $3,346,288 $5,122,186 53.07% $3,101,264 $4,502,439 45.18%
NOVEMBER 2015 NOVEMBER 2016
TRIBE DYNAMICS
8
Notes on the Top 10 Macy’s Celebrates the Holidays With Influencers
M
acy’s impressive 108.7% month-over-month growth stemmed largely from conversations around its Thanksgiving Day Parade, with mentions of the parade generating $5.6M EMV. Additionally, the retailer maintained its schedule of meet-and-greets, this month focused on the beauty community. Anastasia Soare herself held a meetup at Herald Square while beauty blogger Manny Mua met with followers at the San Francisco Union Square location. Macy’s also partnered with influencers Camila Coelho and @amberfillerup for sponsored content around holiday shopping.
Neiman Marcus and Saks Fifth Avenue Leverage Sponsored Content
B
oth established retailers reached out to a wide range of fashion influencers to partner on sponsored content. Neiman Marcus mobilized content creators around the “One Day Designer Sale” on November 22. Fashion bloggers including @hellofashionblog ($479.8K EMV), @vivaluxuryblog ($119.3K), and @louiseroe ($90.2K) shared their top picks from the sale with their followers. Saks Fifth
Avenue similarly worked with influencers on paid content around the hashtag #SaksStyle ($149.6K EMV). Influencers such as @somethingnavy and @blankitinerary created “look of the day” content paired with the #ad tag, designating parts of their outfits that came from Saks Fifth Avenue.
@Amberfillerup shares a photo of her family in matching holiday pajamas from Macy’s, inspiring 67.5K likes.
