Fashion

Fashion

SEPTEMBER 2016: THIRD-PARTY RETAILERS T RI BE DYNAMICS Fashion TRIBE DYNAMICS 1 Contents 2 EARNED MEDIA VALUE 3 Top 10 Retailers by EMV 4 E...

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SEPTEMBER 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 Topshop

$30,977,101

ASOS

$29,876,671

$29,091,819

Nordstrom $16,264,440

Urban Outfitters

$14,722,532

Revolve

$10,811,343

Macy's Net-a-Porter Anthropologie Nasty Gal Bloomingdale's

$7,195,115 $6,818,464 $6,538,800 $5,939,276

TRIBE DYNAMICS

4

BLOG Nordstrom

$1,345,662

ASOS

$1,279,195

Topshop

$1,111,375

Macy's

$647,579

Anthropologie

$471,943

Urban Outfitters

$444,739

Net-a-Porter

$283,614

Bloomingdale's

$217,383

Nasty Gal Revolve

$142,957 $108,809

YOUTUBE ASOS

$4,917,816

Topshop

$2,888,632

Nordstrom

$2,283,982

Urban Outfitters

$1,172,036

Macy's

$769,723

Nasty Gal

$727,046

Anthropologie

$167,228

Revolve

$81,509

Bloomingdale's

$70,466

Net-a-Porter

$22,527

TRIBE DYNAMICS

5

FACEBOOK Macy's

$2,126,794

Nordstrom

$1,083,892

Topshop

$741,138

Bloomingdale's

$643,865

ASOS

$551,950

Anthropologie

$272,240

Urban Outfitters

$260,171

Revolve

$252,194

Net-a-Porter Nasty Gal

$192,155 $26,710

INSTAGRAM Topshop

$25,516,266

Nordstrom

$22,618,313

ASOS

$22,155,691

Revolve

$14,165,049

Urban Outfitters

$13,490,954

Net-a-Porter

$6,552,249

Macy's

$6,512,958

Nasty Gal Anthropologie Bloomingdale's

$5,480,007 $5,135,043 $4,750,882

TRIBE DYNAMICS

6

TWITTER Macy's

$567,980

Topshop

$331,300

ASOS

$261,400

Nordstrom

$205,800

Bloomingdale's

$168,200

Net-a-Porter Anthropologie Urban Outfitters

$78,700 $69,300 $45,500

Nasty Gal

$31,400

Revolve

$30,700

PINTEREST Nordstrom

$1,554,170

Urban Outfitters

$851,042

ASOS

$710,620

Anthropologie

$702,710

Topshop Macy's Nasty Gal

$388,390 $186,310 $130,680

Bloomingdale's

$88,480

Revolve

$84,270

Net-a-Porter

$65,870

TRIBE DYNAMICS

7

YEAR-OVER-YEAR GROWTH IN EMV $24,633,523

Topshop

$30,977,101 25.75% $17,410,962

ASOS

$29,876,671 71.60% $19,704,730

Nordstrom

$29,091,819 47.64% $11,939,884 $16,264,440 36.22%

Urban Outfitters $7,342,345

Revolve

$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%

Nasty Gal

$5,750,638 $6,538,800 13.71%

Bloomingdale's

$2,016,467 $5,939,276 194.54%

SEPTEMBER 2015 SEPTEMBER 2016

TRIBE DYNAMICS

8

Notes on the Top 10 Bloomingdale’s Turns Stores Over to Influencers

B

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

N

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.