Marc jacobsfinal

JILLIAN OTTEN

MARC JACOBS INTERNATIONAL

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.

WHO IS TALKING?

BY GENDER BY COUNTRY

WHERE ARE THEY TALKING?

TWITTER MENTIONS

DECEMBER – MARCH, 2014

IN THE NEWS: WHY MARC JACOBS WINS AT TWITTER AND INSTAGRAM

WHAT ARE THEY TALKING ABOUT?

HIDDEN KEYWORD: MARC JACOBS

ARE THEY SAYING GOOD

THINGS?

AN INTERNATIONAL BRAND

BLOG INFLUENCERS

2550

2096

594

383 InLinks

Observ-er.comPSFKRacked.comMashable

AWARD WINNING INSTAGRAM

INSTAGRAM.COM/MARCJACOBSINTL

MJ WATCHES10,138 posts

DAISY PERFUME4,681 posts

POPULAR INSTAGRAM POSTS[PAST 6 MONTHS]

INSTAGRAM.COM/MARCJACOBSINTL

JUST 12.2 COMMENTS PER POST

WHAT ABOUT FACEBOOK?

WHICH TOPICS DRIVE THE MOST ENGAGEMENT?

WHAT DRIVES POSITIVE CONVERSATIONS?

EXAMPLE A

WHAT DRIVES POSITIVE CONVERSATIONS?

WHAT DRIVES NEGATIVE CONVERSATIONS?

EXAMPLE B

WHAT DRIVES NEGATIVE CONVERSATIONS?

DIRECT COMPETITOR 1 : LOUIS VUITTON

DIRECT COMPETITOR 2 : BURBERRY

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

Name: Annie Chu Age: 22

Location: East Village, NYC

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

SOURCES & METHODS

SYSOMOS DATA30 December 2013 - 31 March 2014

HOOTSUITERSS Feed: Twingly Search (Marc Jacobs)RSS Feed: The Guardian Marc Jacobs Blog Keyword Search

TWITTER SEARCH DATES February 10th, 2014March 5th, 2014March 17th, 2014March 30th, 2014 March 31st, 2014