Social Media Intelligence

February 2015

Study

“Sweatshop Dead Cheap Fashion”:

The reality show that zaps “fast shopping“ A phenomenon analysed by Dynvibe

After having provoked a heavy impact in Norway, the reality show “SweatShop Dead Cheap Fashion”

that relates the immersion of three fashion bloggers in Cambodian textile factories, has found a real

success in other European countries. Dynvibe, a social media watch specialist, has collected and

analysed 300 comments by American, English and French cybernauts related to this subject.

The program’s strong points

Since the beginning of its broadcast (in a French and

English subtitled version) at the end of November 2014,

the program has been largely acclaimed by the French,

English and American web surfers. Many of them hail

the strength of a program that manages to inform and

create public awareness on such a serious topic, thanks

to a reality show format.

The bloggers’ participation has also been extremely appreciated. The younger generations have

identified themselves through the characters of the participants, and the older generations appreciated

seeing young bloggers facing up to this reality.

From awareness to action

When we analyse the reactions on the social

media, it turns out that 10% of the viewers claim

already being aware of this phenomenon and

having changed their shopping habits. Some

declare that they prefer national firms and

brands that have an ethical and responsible

engagement, or that they are turning to buying

second hand clothes.

Source : blog Clique TV

Have changed their

shopping habits

(10%)

Sceptical

viewers

(30%)

Wish to take on

engagements

(60%)

Social Media Intelligence

February 2015

Study

The great majority (60%) have nevertheless had a revelation when they visioned this documentary, and

wish to take on engagements on this matter.

In spite of having a strong commitment to changing their habits, the people expressing themselves

on the web regarding this program, consider that economic constraints are important dissuaders.

Many amongst them, admit to the difficulty in not falling for low priced clothing proposed by these

firms, nevertheless many will consider consuming less in order to fight “fast shopping” and declare

being ready to spend more on some types of clothes, if this helps = improving the working conditions

in these textile workshops.

Nevertheless, the program “SweatShop Dead Cheap Fashion” has not only generated supporting

comments! Many of the “sceptical” viewers have also taken part in these conversations on the web

(30% of the conversations). Even though they claim that they don’t approve this system, they do have

very serious doubts regarding the expressed engagements by web users, judging them as hypocrite.

As far as they are concerned, the working conditions in these factories were already notorious a while

back, but this knowledge does not seem to have impacted greatly on the patronage of these stores.

They are also opposed to the boycotting summons that are being advocated by certain web surfers,

arguing that this action would be even more detrimental to the work conditions of the factories

workers.

Source : comment on the blog Vaste Blague

Source : comment on the blog

Vaste Blague

Source : comment on Facebook

Maintenant que je suis réveillée, je ne veux plus faire partie

de ça. Je suis prête à payer plus cher et donc à acheter

moins. Je suis prête à renoncer à des vêtements adorables

sur lesquels je bave depuis des années (je pense à une

robe Hell Bunny que je n'ai finalement jamais achetée, à

toujours reporter), parce que je n'ai plus envie d'être si

égocentrique.

Source : blog comment Big Browser

Source : blog comment Big Browser

Source : comment on Facebook

Social Media Intelligence

February 2015

Study

Finally some “resigned” viewers take the opportunity of being on the social media, to remind that many

other consumer products come from the same “system”. It is to be noted that many conversations made

reference to the manufacturing of Apple products in China.

“Before the diffusion of this program, we’d already seen blog posts published by fashion bloggers regarding

their consumer responsibility and questioning their crave for cheap shopping. It seems to be an in depth

feeling in the rising, and this reality show reinforces this sentiment on a more widespread targeted audience”

declares Anne-Cécile Guillemot, head of the studies department at Dynvibe.

All the episodes of “SweatShop Dead Cheap Fashion” subtitled in English can be found on the Aftenposten

site.

Regarding Dynvibe

Created in 2009 by Anne-Cécile and Nicolas Guillemot, Dynvibe is a pioneer and leader in business

intelligence in the social media. At the forefront of innovation, the company produces and delivers,

through its strategic analysis cell, extensive consumer research from data available on the social sphere.

Dynvibe collects and analyses this information thanks to two simple and complementary platforms

available to its customers:

-Dynvibe Sphere: an array of intuitive and powerful dashboards used for listening, observing, monitoring

and analysing the social sphere.

-Dynvibe Pages: a measurement tool of Facebook pages, to track performance and compare them with

those of its competitors.

Dynvibe has many international clients such as L'Oreal, PUIG (Paco Rabanne, Nina Ricci, etc.), Luxottica

(Ray Ban, Oakley, etc.), Dior, Galeries Lafayette, La Redoute, Walt Disney, etc.

Follow Dynvibe’s news

www.dynvibe.com

facebook.com/Dynvibe

twitter.com/Dynvibe

Further information and visuals are at your disposition.

A demonstration of the solutions proposed by Dynvibe can be envisaged by a simple demand :

contact@dynvibe.com

Source : blog comment Aplus