Marc jacobsfinal
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EXECUTIVE SUMMARYMARC JACOBS INTL. IS VIEWED AS AN INNOVATIVE, EXPRESSIVE, QUIRKY, & UNEXPECTED BRAND THAT KEEPS FANS WANTING MORE. MARC JACOBS HAS A
VERY HIGH SENTIMENT AMONGST FOLLOWERS, AND SPARKS CONVERSATION WITH NEW CELEBRITY
FACES EACH SEASON. FANS ARE FIERCELY LOYAL TO THEIR FAVORITE PRODUCTS, AND THOSE WHO CAN’T
AFFORD THE HIGH PRICE POINTS LOOK TO THE BRAND FOR INSPIRATION. MARC JACOBS HAS MOSTLY
FEMALE FANS, AND MUST WORK ON DRAWING IN MORE MALES. ADDITIONALLY, IT SHOULD FOCUS MORE EFFORTS ON APPEALING TO A YOUNGER
DEMOGRAPHIC WHO WILL ULTIMATELY HAVE MORE BUYING POWER.
WHERE ARE THEY TALKING?
TWITTER MENTIONS
DECEMBER – MARCH, 2014
IN THE NEWS: WHY MARC JACOBS WINS AT TWITTER AND INSTAGRAM
AWARD WINNING INSTAGRAM
INSTAGRAM.COM/MARCJACOBSINTL
MJ WATCHES10,138 posts
DAISY PERFUME4,681 posts
POPULAR INSTAGRAM POSTS[PAST 6 MONTHS]
INSTAGRAM.COM/MARCJACOBSINTL
AGE RANGE: COMPETITORS VS. MJ
20 and under
21 - 35
36 - 50
51 and over
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Louis VuittonBurberryMarc Jacobs
Profession: Writer, Freelancer, Student
Hobbies: Fashion,
Tweeting, Cocktail Parties
Product Needs: Accessories, Makeup, Bags, Watches, Perfume
CASE STUDY: DAISY POP-UP SHOP
Daisy Marc Jacobs Tweet Shop
On March 17th, for 3 days, Fans using the hashtag #MJDaisyChain were registered to win Marc Jacobs Collection handbags. They also received free fragrance, manicures, & coffee in-store.
DAISY POP-UP SHOP EFFECT
MARCH 17TH – MARCH 20TH, 2014• 4,057 Total Mentions– 99% Twitter– 999 Tweets per Day (“Marc Jacobs AND Daisy”)
– 75% Favorable Sentiment
• #MJDAISYTRAIN still used as a frequent hashtag on Instagram
SWOT ANALYSIS STRENGTHS
- Innovations Attract Influencers- Extensive Product Assortment - Attractive Brand to Higher Income Consumers - Mix of Personal & Professional Posts
WEAKNESSES - Mostly Female Fans - High Priced Products Limit Fans - Celebrities Influence Brand Image- Limited Global Presence - Social Media Presence mainly on Twitter and Instagram
OPPORTUNITIES- More Giveaways via Social Platforms- Reach out to Blogs for Influencers - Appeal to Male Demographic - Hashtag Contests
THREATS- Competitor Brands Offer Similar Products at Lesser Price Points- Competitors Offering More Giveaways and Contests- Limited Blog Influencers
RECOMMENDATION 1CHALLENGE: Focus on a younger consumer
Get younger kids to fall in love with you early, so when they have more buying power, you’ll be first on their list.
STEP ONE: Have your teenage fans (13 – 17) create or draw what inspires them in fashion. Feature the top 10 entries on Instagram, and reward the top 100 with free Marc Jacobs swag.
#MJINSPIRES
RECOMMENDATION 2
CHALLENGE: Get Your Male Fans Talking
Reach out to male fans with content that is targeted towards them.
STEP ONE: Create a social hashtag contest.
Using MJ’s existing influence on Twitter, encourage yourmale fans to tweet their favorite MJ celebrity face using:
#MARCFAVORITEFACE