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FashionNOVEMBER 2016: NON-LUXURY APPAREL
TRIBE DYNAMICS
ContentsEARNED MEDIA VALUETop 10 Brands by EMV
EMV Performance by Channel
3
2
4
NOTES ON THE TOP 108
Trending EMV Performance7
T R I B E D Y N A M I C S 1
T R I B E D Y N A M I C S 2
Earned Media ValueEarned 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.
T R I B E D Y N A M I C S 3
J.Crew
Missguided
Fashion Nova
Forever 21
Topshop
H&M
Adidas
Nike
Zara
Victoria's Secret
$13,296,136
$13,972,305
$22,409,077
$24,720,341
$27,278,353
$41,901,038
$49,696,387
$49,727,299
$56,828,173
$61,358,126
TOP 10 BRANDS BY EMV
Note: In October 2016, Victoria’s Secret was categorized as a non-luxury apparel brand.
T R I B E D Y N A M I C S 4
BLOG
Fashion Nova
Missguided
Forever 21
Topshop
J.Crew
Adidas
H&M
Zara
Nike
Victoria's Secret
$4,800
$234,453
$642,125
$991,058
$1,380,290
$1,896,606
$1,995,174
$2,137,785
$2,326,168
$2,647,940
YOUTUBE
J.Crew
Fashion Nova
Victoria's Secret
Missguided
Nike
Adidas
Topshop
Zara
H&M
Forever 21
$292,274
$787,856
$1,505,971
$1,853,248
$1,897,486
$2,028,616
$2,323,188
$2,996,569
$3,415,057
$4,314,338
T R I B E D Y N A M I C S 5
Missguided
J.Crew
Fashion Nova
Forever 21
Topshop
Zara
H&M
Adidas
Nike
Victoria's Secret
$180,940
$299,880
$300,823
$451,627
$1,078,885
$1,374,448
$1,892,459
$3,342,359
$5,306,339
$19,170,300
J.Crew
Missguided
Forever 21
Fashion Nova
Topshop
H&M
Victoria's Secret
Nike
Adidas
Zara
$9,937,363
$11,305,162
$18,683,503
$21,290,898
$22,253,733
$33,685,359
$33,998,948
$37,719,511
$39,887,827
$49,134,781
T R I B E D Y N A M I C S 6
Fashion Nova
J.Crew
Topshop
Forever 21
Missguided
H&M
Zara
Adidas
Nike
Victoria's Secret
$22,700
$108,200
$151,900
$172,500
$278,852
$369,998
$465,500
$1,913,549
$2,073,404
$3,509,687
Fashion Nova
Missguided
Nike
Forever 21
Topshop
Victoria's Secret
H&M
Adidas
Zara
J.Crew
$2,000
$119,650
$404,390
$456,249
$479,590
$525,280
$542,990
$627,430
$719,090
$1,278,130
T R I B E D Y N A M I C S 7
YEAR-OVER-YEAR GROWTH IN EMV
NOVEMBER 2015
NOVEMBER 2016$13,296,136
$13,972,305
$22,409,077
$24,720,341
$27,278,353
$41,901,038
$49,696,387
$49,727,299
$56,828,173
$61,358,126
$14,222,311
$7,172,679
$12,875,139
$21,855,962
$20,884,900
$38,450,366
$27,275,472
$29,349,979
$41,439,353
$66,264,774
-6.51%
94.80%
74.05%
13.11%
30.61%
8.97%
82.20%
69.43%
37.14%
-7.40%
J.Crew
Missguided
Fashion Nova
Forever 21
Topshop
H&M
Adidas
Nike
Zara
Victoria's Secret
T R I B E D Y N A M I C S 8
Victoria’s Secret took the top-ranking spot in November with
$61.4M EMV, up from eighth place in October. The lingerie and sleepwear brand benefited from the considerable buzz around its lavish annual fashion show, with the hashtags #vsfs2016 and #vsfashionshow powering a combined $18.3M. The star-studded spectacular featured performances by Lady Gaga, Bruno Mars, and The Weeknd, and high-profile supermodels such as Gigi Hadid and Kendall Jenner alongside its classic “Angels.” Traditional publications like Vogue and Elle magazine posted significant content about the show, contributing to Victoria’s Secret dominant Facebook performance as compared to the rest of the top 10. Additionally, the brand brought fashion influencers into the Victoria Secret family, inviting blogger Kristina Bazan to stay with the Angels in Paris and create content from backstage at the show.
Kendall Jenner shares a glamorous Instagram of her
fellow Angels en route to Paris, netting 2.7M likes.
Notes on the Top 10Victoria’s Secret Dominates With Paris Fashion Show
T R I B E D Y N A M I C S 9
@Juliahengel shows off her J.Crew coat on her Iceland
vacation, generating 27.5K likes.
E dging out Michael Kors, J.Crew broke into the top 10 with a
10.7% month-over-month growth. The brand’s November performance of $13.3M EMV was bolstered by content creation from loyal on-brand influencers, including @rachparcell of Pink Peonies ($810.1K EMV), @sarahkjp of Classy Girls Wear Pearls ($373.9K), and @pacman83 ($335.0K), who consistently posted about J.Crew throughout the year. @Juliahengel of Gal Meets Glam ($660.6K EMV) stood out among the brand’s highest EMV-generating ambassadors, posting about J.Crew a whopping 76 times. In addition to featuring the brand as part of her winter essentials on her Icelandic adventure, the blogger included J.Crew products in 70 pins of her everyday looks.
J.Crew Benefits From Influencer Loyalty