SEPTEMBER 2016: THIRD-PARTY RETAILERS
T RI BE DYNAMICS
EARNED MEDIA VALUE
Top 10 Retailers by EMV
EMV Performance by Channel
Trending EMV Performance
NOTES ON THE TOP 10
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.
TOP 10 RETAILERS BY EMV Topshop
Macy's Net-a-Porter Anthropologie Nasty Gal Bloomingdale's
$7,195,115 $6,818,464 $6,538,800 $5,939,276
Nasty Gal Revolve
Net-a-Porter Nasty Gal
Nasty Gal Anthropologie Bloomingdale's
$5,480,007 $5,135,043 $4,750,882
Net-a-Porter Anthropologie Urban Outfitters
$78,700 $69,300 $45,500
Topshop Macy's Nasty Gal
$388,390 $186,310 $130,680
YEAR-OVER-YEAR GROWTH IN EMV $24,633,523
$30,977,101 25.75% $17,410,962
$29,876,671 71.60% $19,704,730
$29,091,819 47.64% $11,939,884 $16,264,440 36.22%
Urban Outfitters $7,342,345
$14,722,532 100.52% $8,018,400 $10,811,343 34.83%
Macy's Net-a-Porter Anthropologie
$2,902,059 $7,195,115 147.93% $7,880,973 $6,818,464 -13.48%
$5,750,638 $6,538,800 13.71%
$2,016,467 $5,939,276 194.54%
SEPTEMBER 2015 SEPTEMBER 2016
Notes on the Top 10 Bloomingdale’s Turns Stores Over to Influencers
loomingdale’s entered the top 10 with significant month-overmonth and year-over-year growths -235.2% and 194.5%, respectively. Throughout September, the retailer engaged its community of influencers, designers, and brand founders by inviting them to hold meet and greets in Bloomingdale’s stores. Instagram stars like songofstyle and viva_glam_kay hosted their own in-store meetups, while influencers hapatime and weworewhat partnered with Allure magazine to hold in-person beauty events. During NYFW, designer Jeremy Scott and models Soo Joo Park and Barbara Palvin met with fans at the retailer’s flagship store. At a separate event, makeup artist and founder Charlotte Tilbury celebrated the launch of her new counter in Bloomingdale’s with a makeup master class.
Net-a-Porter Treats Influencers to an Unforgettable NYFW
et-a-Porter continued its partnership with influencer ohhcouture during both New York and London fashion weeks. The fashion blogger captioned a picture of her first night in New York by thanking the retailer for her “fashion week wardrobe upgrade.” Throughout both fashion weeks, the
influencer consistently tagged Net-aPorter in her street style shots, crediting the brand for her front-row looks. In September alone, ohhcouture drove $1.4M EMV over 21 posts. Additionally, Net-a-Porter celebrated Jimmy Choo’s 20th anniversary with an influencerstudded event. Fashion bloggers thassianaves, irenekim, marianna_hewitt, and chrisellelim shared their gratitude for being included in the evening, posting content that featured their personalized invitations and placesettings. Mentions of Jimmy Choo generated $707.7K EMV.
Ohhcouture Instagrams a street style shot from London Fashion Week with the tag #OCxNetaporter, inspiring 25.4K likes.