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While Nike continues to make profit, most of the other labels are confronted with serious problems. Participants of the Fashion Week in Venice, Paris and Milan found it hard to make ends meet and big names had to concede defeat. Moreover, the fashion industry has noticeably changed in recent years. Local brands gain in importance and an increasing individualisation becomes visible.
With a share of 4,5% (source: ethority ”Brands in Social Media“ study) the buzz in web 2.0 is still relatively small but the growing number of fashion blogs and women’s platforms will take effect soon. Only mass brands like Nike or Adidas are frequently discussed online, but the share of more exclusive labels such as Prada is increasing.
The continuous media presence of various fashion brands and the users’ fashion awareness cause an increasing buzz within the already growing community of online fashion victims. ethority followed this trend and conducted a thorough social media analysis for a large German mail order company:
Case:
Initial Situation:
The mail order company who commissioned the evaluation offers an extensive range of services. Besides the actual products this also contains shipping and customer service. Consequently, according to the emerging points of contact or criticism for the users, it is frequently represented in user-generated media. On the basis of this quite unfathomable online presence the mail order company entrusted ethority’s research specialists with the evaluation of customer opinions and demands in order to be able to face potential user-generated problems and to take appropriate measures.
Objective:
In order to meet the clients demand, user-generated media should be surveyed with regard to various target-oriented topics concerning the mail order company. Besides company-related topics such as mail order, products, quality, delivery & shipping and customer hotline, the researchers also included competitors in the study so as to demonstrate a certain benchmark.
Realisation:
With the aid of the gridmaster® technology, a monitoring according to topic was conducted which searched the German web for relevant user opinions. After classifying the data found in the monitoring process, over 10.000 German user opinions were detected, analysed and categorized with regard to the pre-arranged topics.
Results:
Based on the data which resulted from the monitoring and on their evaluation, the users’ perception of the mail order company was presented. Existing problems became apparent by surveying topic-related user opinions and by the comparison with the competitors. Eventually, ethority’s research specialists were able to illustrate ways to optimization and the future course of action based on the social media analysis.
