Luxury Brands on Social Media May 1 st – May 31 st 2016
Luxury Brandson Social MediaMay 1st – May 31st 2016
Comparison of the Facebook Pages of Five Luxury BrandsMay 01, 2016 - May 31, 2016
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Michael Kors had the largest fan base of 16,703,267 while Kate Spade New York showed the highest fan growth of 1.31%.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K
Grow
th %
Number of Fans
Coach Ralph Lauren Kate spade new york Calvin Klein Michael Kors
Fans
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coach Kate spade new york Ralph Lauren Calvin Klein Michael Kors
France United States Countries < 2% Taiwan Mexico Brazil Indonesia Other Countries Japan India
Fans - Geography
Coach had the highest PTAT of 1.47% as a percentage of its average number of Fans during this time period.
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0.2%
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0.6%
0.8%
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0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K
Peop
le ta
lkin
g abo
ut (a
s %
of F
ans)
Average Number of Fans
Ralph Lauren Coach Kate spade new york Calvin Klein Michael Kors
Conversations
Kate Spade New York published the greatest number of posts (41) and had the highest average engagement, with a score of 215.
0 5 10 15 20 25 30 35 40 45
0 50 100 150 200 250
Coach
Ralph Lauren
Kate spade new york
Calvin Klein
Michael Kors
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts
Kate Spade New York received the most number of Likes (68,842), the most number of Comments (5,261) and had the most number of Shares (4,072).
0K 10K 20K 30K 40K 50K 60K 70K 80K
Ralph Lauren
Coach
Kate spade new york
Calvin Klein
Michael Kors
Likes Comments Shares
Engagement Breakdown
Most Engaging Brand PostsKate Spade New York
25-MAY-16, WED 9:00AM
surprise sale! enjoy up to 75% off. this calls for a celebration! http://bit.ly/1TrPsVH
ENGMT. LIKES COMMENTS SHARES SENTIMENT
807 7,283 1,430 868 Positive
Kate Spade New York
24-MAY-16, TUE 9:00AM
surprise sale starts now! enjoy up to 75% off. cue the confetti. http://bit.ly/22iagSZ
Kate Spade New York
24-MAY-16, TUE 5:00PM
surprise! enjoy up to 75% off during our surprise sale. http://bit.ly/1YILJ7A
ENGMT. LIKES COMMENTS SHARES SENTIMENT
606 6,161 485 449 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
591 6,271 488 386 Positive
Most Engaging Brand PostsKate Spade New York
23-MAY-16, MON 12:00PM
hooray! shop our surprise sale and enjoy up to 75% off before the rest. http://bit.ly/1YILqJU
ENGMT. LIKES COMMENTS SHARES SENTIMENT
533 5,715 309 343 Positive
Kate Spade New York
10-MAY-16, TUE 12:00PM
what to wear in the swim of things. #vacationisastateofmindshop our summer novelty: http://bit.ly/ ..
Kate Spade New York
23-MAY-16, MON 5:00PM
It’s here! shop our surprise sale early and enjoy up to 75% off. http://bit.ly/1Ve5fKm
ENGMT. LIKES COMMENTS SHARES SENTIMENT
482 3,914 448 303 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
475 4,551 270 314 Positive
Michael Kors' Facebook Page saw the highest number of Fan posts (515).
0 100 200 300 400 500 600
Coach
Ralph Lauren
Kate spade new york
Calvin Klein
Michael Kors
Number of Fan Posts
Fan Posts
Calvin Klein received the highest percentage of Positive Sentiment (54.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Calvin Klein
Michael Kors
Negative Neutral Positive
Sentiment Analysis
Calvin Klein responded to the highest percentage of Fan posts (35.29%).
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5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
0 500 1000 1500 2000 2500
% o
f Fan
Pos
ts B
rand
Res
pond
ed to
Average Response Time (mins)
Calvin Klein Michael Kors
Brand Responses
Kate Spade New York published the most with 40 posts, among the brands in the "Luxury Brands" Group.
25%
4%
6%
30%
35%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Volume of Posts
Kate Spade New York received the largest volume of Likes (68,842), among the brands in the "Luxury Brands" Group.
12% 2% 2%
32%
52%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Likes
Kate Spade New York received the largest volume of Comments (5,261), among the brands in the "Luxury Brands" Group.
4%1% 2%
16%
77%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Comments
Kate Spade New York received the largest volume of Shares (4,072), among the brands in the "Luxury Brands" Group.
15%
3%
2%
31%
49%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Shares
During this time period, Turnlock Tie Bucket was the most engaging run by Coach. Michael Kors published the most (14) in its #SunKissed 2016 campaign.
0 2 4 6 8 10 12 14 16
0 50 100 150 200 250
Turnlock Tie Bucket(Coach)
#USOpen(Ralph Lauren)
Our sale is on sale for one last day!(Kate spade new
york)
#SunKissed 2016(Michael Kors)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison
Taking the Luxury Crown - Kate Spade New York
Kate Spade New York has been the most active (41 posts) and the most engaging brand (average engagement score of 215) in the group, in the month of May.
Not Living Up To Expectations?
• Engagement
However, when compared to last May, the average engagement score (230 to 215) and the highest engagement scores (723 to 677) have dropped. This is perhaps a result of the luxury industry experiencing mixed fortunes right now.
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1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May0
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1,000
3-May 7-May 11-May 15-May 19-May 23-May 27-May 31-May
Engagement
Kate Spade New York- May 2016 Kate Spade New York- May 2015
Room For Improvement - Michael Kors
Undoubtedly Michael Kors had a strong Q1 financially and definitely rode out the retail gloom in the summer of 2015 better than Kate Spade, even if only slightly better. However, if one were to look at the engagement score of Michael Kors in 2015, one would see that they dominated social media in this group, with the exception of Kate spade right behind the company, in May 2015.
0 10 20 30 40 50 60 70
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Coach
Ralph Lauren
Kate spade new york
Calvin Klein
Michael Kors
Number of Posts
Engagement Score
Stock Prices Michael Kors(Blue) & Kate Spade(Red) from June ‘15 to June ‘16 Engagement Scores May 2015
A Cause For Concern?
• Engagement
Michael Kors saw unexpectedly low engagement scores for their posts in May, and although they posted the most about their campaign for May, they received the lowest engagement score for this campaign. This could be a cause for worry as the campaign leads into and contributes to their summer collection.
0
250
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
0 5 10 15
0 50 100 150 200 250
Turnlock Tie Bucket(Coach)
#USOpen(Ralph Lauren)
Our sale is on sale for one last day!(Kate spade new york)
#SunKissed 2016(Michael Kors)
Number of Posts
Engagement Score
Social Media Pressure
Firstly, the common consensus on the correlation between social media and anything related to income is that no such correlation exists. However, I am of the opinion of that while you cannot directly measure the ROI (return on investment) of social media for a brand, you can measure its impact on one brand, with its impact on other brands. Social media can be a force that exerts pressure on the minds of consumers, and a brand that performs well on social media exerts a higher pressure (Social Media Pressure, or SMP) on consumers to purchase than a brand that performs poorly.
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