J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Sentiment and Audience Introduction We analyzed aggregate social media data for 2014 around clothing retailers and e-commerce leaders J.Crew & Anthropologie for a full competitive brand analysis. We asked: • What are the main topics of conversation for these brands, and how do they break down by sentiment? How do they differ? • Who are the key audiences for each of these companies? How do these audiences differ between the two brands? • What are the other interests of the consumers talking about J.Crew? What are the other interests of the consumers talking about Anthropologie? The following pages outline the key findings of our social media analysis. 2 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Comparative Analysis - Sentiment 3 Comparative Sentiment J.Crew & Anthropologie, January 1 to December 31, 2014 4 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Comparative Sentiment J.Crew & Anthropologie, January 1 to December 31, 2014 J.Crew - Positive General: 13% Anthropologie - Positive General: 23% J.Crew – Positive [Customer Service]: <1% Anthropologie – Positive [Cute/Want But So Expensive]: 1% J.Crew – Positive [At/Going to/Sharing – Anthropologie – Positive [At/Going to/ Sale]: 2% Sharing – Sale]: 2% J.Crew – Neutral General: 51% Anthropologie – Neutral General: 19% J.Crew – Neutral [Product-Specific]: 27% Anthropologie – Neutral [ProductSpecific]: 45% J.Crew – Neutral [Promo]: 4% Anthropologie – Neutral [Promo]:42% J.Crew – Negative General: 2% Anthropologie – Negative General: 5% J.Crew – Negative [Expensive]: 1% Anthropologie – Negative [Expensive]: 1% While Anthropologie had more of its brand conversation as generally positive than conversation around J.Crew, it also had more conversation that was generally negative. 5 Comparative Analysis - Affinities™ 6 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS What else were those mentioning J.Crew & Anthropologie interested in during 2014? 7 Comparative Affinities J.Crew & Anthropologie, January 1 to December 31, 2014 J.Crew shows a much stronger affinity for Stooshe, Gatineau, Hip Hop, Homework, the X-Factor, Anthropologie shows a much stronger affinity for Florists, Home Decorating, Vintage Shopping, Charities, eBay, Etsy, and Basketball. and Cooking. J.Crew 8 Anthropologie J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Strength of Comparative Affinities J.Crew & Anthropologie, January 1 to December 31, 2014 J.Crew Anthropologie Gatineau: 3x* Florists: 3x* Stooshe: 3x Vintage Shopping: 3x Ottawa: 2x Home Decorating: 3x Hip Hop: 2x eBay: 3x High School: 2x Charities: 3x Homework: 2x Cooking: 2x The X-Factor: 2x Etsy: 2x Luxury Goods: 2x Writing: 2x ESPN: 2x Churches: 2x Toronto: 2x Parenting: 2x *When compared with those *When compared with those talking about Anthropologie talking about J.Crew 9 How Can I Use Affinities? J.Crew & Anthropologie, January 1 to December 31, 2014 Affinities tells you: Affinities can be used for: In which segments your brand is • New market discovery particularly strong • For J.Crew, this would be the Hip Hop, Homework, and Basketball segments. For Anthropologie, this would be Home Decorating & Vintage Shopping. In which segments you have a moderate advantage • Planning ad buys on social media • Informing messaging & creative • Measuring changes in segments strength over time • Competitive benchmarking of different target segments over competitors • For J.Crew, this would be the X-Factor & Basketball segments. For Anthropologie, this would be Etsy & Churches. Where you share consumer segments with your competitors • For J.Crew & Anthropologie this would be Fashion & Beauty. 10 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Comparative Analysis - Demographics 11 Who are the people talking about J.Crew & Anthropologie? 12 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Age J.Crew & Anthropologie, January 1 to December 31, 2014 Those discussing J.Crew are younger in age, while Anthropologie draws a 35+ crowd. 13 Ethnicity J.Crew & Anthropologie, January 1 to December 31, 2014 Both J.Crew & Anthropologie attract a largely Caucasian user base. 14 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Key Findings J.Crew & Anthropologie, January 1 to December 31, 2014 • J.Crew’s audience is generally somewhat younger than that of Anthropologie, with a bit more of a sports & pop-culture focus. • Anthropologie’s audience, by contrast, is slightly older and family-oriented – with a strong interest in Charities, Parenting, Home Decorating, & Cooking. • Both brands have a high volume of neutral product-specific & neutral general posts, and Anthropologie has a higher percentage of both positive & negative posts than J.Crew. • Negative conversations around price account for only 1% for both brands. • 10% more males are talking about J.Crew than are talking about Anthropologie (not surprising, considering Anthropologie does not carry men’s apparel). 15 J.Crew Analysis 16 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS 17 Volume J.Crew Brand Overview, January 1 to December 31, 2014 Total Volume: 395,756 posts *Crimson Hexagon’s technology allows users to filter out off-topic data. 18 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS BRIGHTVIEW ANALYSIS: Finding Quantitative Topics of Conversation and Consumer Opinion 19 Quantitative Analysis J.Crew Brand Overview, January 1 to December 31, 2014 Flexible, user-determined categories allow analyses to match business questions. We excluded brand engagement such as RTs & neutral @mentions for a more valuable sentiment analysis. 20 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Changes Over Time J.Crew Brand Overview, January 1 to December 31, 2014 Major spikes in conversation for J.Crew focused on the release of its size 000 and positive sentiment around the brand’s product offerings. 21 Positive Sentiment J.Crew Brand Overview, January 1 to December 31, 2014 Positive sentiment centered around specific products, customer service, and recent purchases. 22 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Negative Sentiment J.Crew Brand Overview, January 1 to December 31, 2014 Negative sentiment focused on the brand’s new 000 size and product price point. 23 DEMOGRAPHICS & PSYCHOGRAPHICS: Finding Brand Affinities, Target Audiences, Spokespeople & Media Buys 24 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Demographics J.Crew Brand Overview, January 1 to December 31, 2014 Age Race/ Ethnicity The audience age range for J.Crew was widely spread across ages, with the largest age group being 35+. 25 Consumer Affinities J.Crew Brand Overview, January 1 to December 31, 2014 While those talking about J.Crew have a 25x affinity for home decorating compared with the Twitter population, they are actually 3x less interested in this topic than those talking about Anthropologie (see page 8). The J.Crew segment has a strong affinity for Zooey Deschanel, Blogging, High School, and eBay. J.Crew Segment 26 General Twitter Population J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Key Findings J.Crew, January 1 to December 31, 2014 • Net sentiment for 2014 for J.Crew was ~12% positive, with a total ~15% positive and 3% negative (82% neutral). • Positive sentiment centered around specific products, customer service, and recent purchases. • Negative sentiment focused on the brand’s new 000 size and product price point. • The audience age range for J.Crew was widely spread across ages, with the largest age group being 35+. 27 Anthropologie Analysis 29 Volume Anthropologie Brand Overview, January 1 to December 31, 2014 Total Volume: 219,594 posts *Crimson Hexagon’s technology allows users to filter out off-topic data. 30 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS BRIGHTVIEW ANALYSIS: Finding Quantitative Topics of Conversation and Consumer Opinion 31 Quantitative Analysis Anthropologie Brand Overview, January 1 to December 31, 2014 Flexible, user-determined categories allow analyses to match business questions. We excluded brand engagement such as RTs & neutral @mentions for a more valuable sentiment analysis. 32 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Changes Over Time Anthropologie Brand Overview, January 1 to December 31, 2014 Spikes in volume were due largely to celebrity humorous posts about Anthropologie’s home goods, a high-brow perception of the brand that went viral, or the brand’s holiday #dearanthro promotion. 33 Positive Sentiment Anthropologie Brand Overview, January 1 to December 31, 2014 Positive sentiment focused on sales, love for products, gift cards, and recent purchases. 34 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Negative Sentiment Anthropologie Brand Overview, January 1 to December 31, 2014 Negative sentiment was driven by an in-store incident where a breast-feeding woman was asked to leave the sales floor, brand price point, and customer service. 35 DEMOGRAPHICS & PSYCHOGRAPHICS: Finding Brand Affinities, Target Audiences, Spokespeople & Media Buys 36 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Demographics Anthropologie Brand Overview, January 1 to December 31, 2014 Age Race/ Ethnicity The age range of social media users posting about Anthropologie was heavily focused in the 35+ group, with relatively low & even distribution for the younger age groups. 37 Consumer Affinities Anthropologie Brand Overview, January 1 to December 31, 2014 The Anthropologie segment has a strong affinity for Florists, French Food, Blogging, and Crafts. Anthropologie Segment 38 General Twitter Population J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Key Findings Anthropologie, January 1 to December 31, 2014 • Net sentiment for 2014 for Anthropologie was 20% positive, with a total of 26% positive and 6% negative, and 68% neutral). • Positive sentiment focused on sales, love for products, gift cards, and recent purchases. • Negative sentiment was driven by an in-store incident where a breastfeeding woman was asked to leave the sales floor, brand price point, and customer service. • The age range of social media users posting about Anthropologie was heavily focused in the 35+ group, with relatively low & even distribution for the younger age groups. 39 Takeaways What do we know now? We now know that the J.Crew audience is somewhat younger than the Anthropologie audience, with a stronger interest in sports & pop culture. We understand each brand’s strength across different audience segments and where they could possibly grow market share. Why is it crucial for brands to compare to each other and find audience insights? Brands need to know how they – and their competitors - are being spoken about so they can influence conversations and own their brand reputation. It’s important to know who is speaking about a brand & its competitors to form a strategic targeting plan. Brands need to track audience interests and changes in audience over time to inform media buys, content creation, and new products. Why do users need to see comparative AND deep dive singular analysis? It’s important to look at comparative metrics to benchmark & learn about the industry on a more holistic level. A brand-level analysis provides value on the specific conversations & drivers of sentiment that motivate prospective buyers & customers. 40 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS Crimson Hexagon Crimson Hexagon is a leading provider of social media analysis software. Powered by patented technology and an in-house data library of more than 500 billion posts, Crimson Hexagon’s ForSight™ platform helps hundreds of brands and agencies answer critical business questions through the insights derived from social data. Clients include leading global organizations such as General Mills, Starbucks, Paramount Pictures, Microsoft, and Twitter, and leading agencies such as Translation, Edelman, and We Are Social. Find us on Twitter @crimsonhexagon. 41 42 J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS See the technology in action. Schedule a demo today: crimsonhexagon.com 43 crimsonhexagon.com 155 Seaport Boulevard (Seaport West Building), Third Floor - Boston, MA 02210 Telephone: 617-547-1072 | Fax: 617-547-1017 © 2015 Crimson Hexagon, Inc. All rights reserved.
© Copyright 2024