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.
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
Comparative
Analysis - Sentiment
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Comparative Sentiment
J.Crew & Anthropologie, January 1 to December 31, 2014
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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.
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Comparative
Analysis - Affinities™
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
What else were those
mentioning J.Crew &
Anthropologie interested in
during 2014?
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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
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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
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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.
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
Comparative
Analysis - Demographics
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Who are the people
talking about J.Crew &
Anthropologie?
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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.
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Ethnicity
J.Crew & Anthropologie, January 1 to December 31, 2014
Both J.Crew & Anthropologie attract a largely
Caucasian user base.
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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).
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J.Crew
Analysis
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
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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.
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
BRIGHTVIEW ANALYSIS:
Finding Quantitative Topics
of Conversation and
Consumer Opinion
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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.
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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.
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Positive Sentiment
J.Crew Brand Overview, January 1 to December 31, 2014
Positive sentiment centered
around specific products,
customer service, and
recent purchases.
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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.
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DEMOGRAPHICS &
PSYCHOGRAPHICS:
Finding Brand Affinities,
Target Audiences,
Spokespeople & Media Buys
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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+.
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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
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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+.
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Anthropologie
Analysis
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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.
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
BRIGHTVIEW ANALYSIS:
Finding Quantitative Topics
of Conversation and
Consumer Opinion
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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.
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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.
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Positive Sentiment
Anthropologie Brand Overview, January 1 to December 31, 2014
Positive sentiment focused on
sales, love for products, gift
cards, and recent purchases.
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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.
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DEMOGRAPHICS &
PSYCHOGRAPHICS:
Finding Brand Affinities,
Target Audiences,
Spokespeople & Media Buys
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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.
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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
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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.
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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.
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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.
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J.Crew vs. Anthropologie: BRAND COMPARISON ANALYSIS
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