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A Social Media Competitive Analysis




       Presented by RT Herwig
  @rtherwig / rt@rtherwig.com / 267.221.8154
quick background
history
• Got its name from the world famous
American tattoo artist Ed Hardy.

• Hardy’s tattooing turned into a brand by
the ef forts of Christian Audiger in 2004.

• Christian Audigier felt that it would be
appropriate to create a brand called
Ed Hardy and use Hardy’s art as the main
selling point for the brand.

• Ed Hardy clothing went on to be one
of the most famous brands in the clothing
industry.

• In 2011 Iconix Brand Group purchased Ed
Hardy from Christian Audigier for $62M.
brand mission
Stay true to the essence of Don Ed Hardy’s
original inspiration for his art and celebrate
its history and beauty by creating dynamic
apparel and related lifestyle products.

                tagline
           “Love kills Slowly”
products
• C l o t h e s fo r m e n , wo m e n , a n d k i d s

• Fo r M e n t h ey h ave a va r i e t y o f p ro d u c t s
s u c h a s E d H a rd y t - s h i r t s , a c t i ve we a r ,
d e n i m , o u t we a r , s w i m t r u c k s , s we a t e r s ,
tops, etc. The accessories include things
s u c h a s b e l t s , c a p s , s c a r ve s , s h o e s , s o c k s ,
j ewe l e r , s u n g l a s s e s , t i e s a n d eve n wa l l e t s

• Fo r Wo m e n t h e b ra n d h a s a p p a re l s s u c h
a s a c t i ve wa r , b o t t o m s , d e n i m , h o o d i e s ,
intimates, t-shirts and tanks
current tone                 & feelswaggy, mainstream
loud, bright, colorful, sticks out, obnoxious, busy, pop,
                          -
CURRENT TARGET
Can be broken down into two segments:
  • The Rebel Pop Rockers
  • The Disposable “VIP’s”




            • Male & Female
                 • 18-30
                • Urban
          • Upper-Middle Class
THE REBEL POP ROCKERS
    			   •   All about a vintage rock n’ roll/urban hip-hop style
    			   •   Embodies a celebrity rockstar mentality
    			   •   Wants to be seen as this rockstar
    			   •   Aware of all “edgy” trends
    			   •   Invests in trying to look “cool”
    			   •   More pop focused than alternative
    			   •   Goes to all the main-stream concerts
    			   •   Smaller segment of the two


THE DISPOSABLE “VIP’s”
    			   •   All about Clubbing, Drinking and Gambling
    			   •   These guys are serious about having fun
    			   •   Freedom & Pleasure seeking
    			   •   Typically Single, Males, 18-25
    			   •   Working their first “real” job
    			   •   Have disposable income to spend
    			   •   Have like-minded friends
    			   •   Part of a group / pack mentality
    			   •   Celebrity & Trend-centric
COMPETITORS
affliction - is an aspirational, high-end
lifestyle brand that personifies PASSION and
embodies the heart and soul of Music, Art,
Tattoo, Sports and Motorcycles.

tapout - is world’s leading MMA apparel,
gear and lifestyle brand for men, women and
children.

true religion - quality, American-made
authentic denim with timeless appeal and a
vintage aesthetic. The brand offers a wide range
of styles in nearly every category and embraces
the motto: “It’s all about the fit.” True Religion
clothing is made for and by people who don’t
follow trends, they set them.
SWOT ANALYSIS

Strengths                                Weaknesses
1. 	   Authentic Don Ed Hardy designs    1. 	   Negative WOM
2. 	   Vintage & Contemporary            2. 	   “Douchebag” has been associated
3. 	   Classic American tattoo designs   3. 	   Oversaturation
4. 	   Complete market coverage          4. 	   C-D List Celebrity Endorsers
5. 	   Good brand presence/awareness     5. 	   Cheapened Image (non-user)
6. 	   Loyal fans/customers              6.	    Tired brand image
                                         7.	    Brand/Product stuck in 2000’s
                                         8.	    Brand running on Red Bull fumes


Opportunities                            Threats
1. 	   Authenticity biggest opp.         1. 	   Tattoo Art is a passing fad
2. 	   Vintage & Contemporary            2. 	   Change in consumer behavior
3. 	   Classic American tattoo designs   3. 	   Oversaturation in market
4. 	   Complete market coverage          4. 	   Product Substitution
5. 	   Good brand presence/awareness     5. 	   Brand Knockoffs
6. 	   Loyal fans/customers
RECOMMENDATION (BRANDING)
	   • We need to tap into Ed Hardy and his backstory. Create interest & mystery.
	   • Ed Hardy isn’t Christian Audigier. Hardy is an artist. Culture is key				
	   • It will move us towards real feeling. Authentic. Vintage. A Better time.
	   • Relevant. Alternative. Visual. Interesting. Art. Design. Reserved.
web/social/mobile
     overview
(THE COMPETITION AND ED HARDY)
THE COMPETITION (OVERVIEW)
true religion - is doing it right. No matter the platform,
every piece of content they put up feels like it’s coming from
the same place. Cohesive. They work with many curators,
contributors and bloggers. Everything finds it way back to the
brand and the feel – Twitter, Facebook, Pinterest, YouTube
and Tumblr.
THE COMPETITION (OVERVIEW)
affliction - Their content pulls the brand together nicely.
It all revolves around living life fast. Truck and automobile
racing, mixed martial arts, and music. Facebook has some
original content that gets the likes. Good mix of storytelling,
promos, posts, and photos.
THE COMPETITION (OVERVIEW)
tapout - taps     into the UFC community and never lets go.
They work a blog, Facebook, Twitter and YouTube. Considering
that this brand is centered around ultimate fighting, the con-
tent and communications feel very mediocre. Nothing stands
out. Tapout uses it all, but it needs work.
ED HARDY PLATFORMS

• Website edhardyshop.com
• Facebook facebook.com/edhardy
• Twitter @edhardyonline
• Instagram ed_hardy_pictures
• Mobile App Ed Hardy Tattoo Artist
WEBSITE (EDHARDYSHOP.COM)
Primary Site Traffic
• African-American (35%)
• Caucasian (35%)
• Female (59%)
• <18 (25%)
• 25-34 (24%)
• Has Kids (62%)
• $50,000 - $100,000 (35%)
• No College (46%)




                             source: Quantcast
WEBSITE (EDHARDYSHOP.COM)
               Unique Visitors
               9/2011 = 65,937 vs. 9/2012 = 30,960
               t -53,05% (yr 9/11-9/12)
               t -0.63% (mo 8/12-9/12)

70K
                                                                                                    Unique Visitors
60K

50K

40K

30K

20K

      oct 11    nov 11   dec 11   jan 12   feb 12   mar 12   apr 12   may 12   jun 12   jul 12   aug 12   sep 12




                                                                                                          source: Compete
WEBSITE (EDHARDYSHOP.COM)
Competitive Ranking as of 9/2012
truereligionbrandjeans.com (263,824)
afflictionclothing.com (33.55K)
edhardyshop.com (30.96K)
designersimports.com (24.24K)
tapout.com (15.31K)




                                       source: Compete
SWOT (EDHARDYSHOP.COM)
beha
 Strengths                              Weaknesses
 1. 	   Easy to navigate                1. 	   Brand Culture is missing
 2. 	   Clean design                    2. 	   Too Sterile
                                        3. 	   Separate Mobile Site
                                        4. 	   Cliche instigating photography




 Opportunities                          Threats
 1. 	   Lifestyle/Experience/Culture    1. 	   Competitor Sire Experiences
 2. 	   Tattoo and Fashion Cross-over   2. 	   Savvy competition engagement
 3. 	   More authentic/visual images    3. 	   Mobile apps
RECOMMENDATION (WEBSITE/BRANDING)
		   • User Experience / Photography / Push toward mobile
		   • Update art direction / Storytelling
		   • Start reestablishing an authentic brand style across board
		   • Tap into core Ed Hardy culture and story. Ed Hardy/Tattoo Artist
MOBILE (iPHONE/iPAD APP)
For $2,99 fans of Ed Hardy can create their own Ed Hardy
designs. Tattoo Artist, with a library of over 150 original
Don Ed Hardy tattoo designs, let’s you create compositions
with your own photos and the tattoo designs using a fun,
yet sophisticated, multi-touch interface.
MOBILE (COMPETITION)
         Comparison of Mobile Apps
Ed Hardy / True Religion / TapouT / Affliction

 BRAND	           APP	    COST	     SHOP/GAME

 Ed Hardy	        YES	    $2.99	    GAME

 True Religion	   YES 	   FREE	     SHOP

 TapouT	          NO	     (NA)	     (NA)

 Affliction	      NO	     (NA)	     (NA)
SWOT (MOBILE)
beha
 Strengths                          Weaknesses
 1. 	   Tattoo Art                  1.	    It’s $2.99 	
 2. 	   Brand Relevant to a point   2.	    Not Functional
                                    3.	    No Brand Experience
                                    4. 	   No Shopping
                                    5. 	   No Store Locator
                                    6.	    No Retail Sharing w/Friends
                                    7. 	   Lack of brand storytelling
                                    8.	    Poor Images


 Opportunities                      Threats
 1. 	   Loyal Fan Base              1. 	   Mobile Savvy Competition
 2. 	   18-25 yr olds               2. 	   Disinterest in “create your own”
 2. 	   Brand ripe for mobile
 3.	    Product available to sell
RECOMMENDATION (MOBILE)
		   • Think STYLE, FUNCTION and UTILITY		
		   • Target 18-25 year olds
		   • Functional - shopping, browsing, product, store locator, promos
		   • Add Music, Video, other sharable content
		   • Visual, Image Based...
FACEBOOK
   Ed Hardy Page Insights
   Total Likes (1,720,392)
   People Talking About This (15,474)
   Most Popular Week (January 29, 2012)
   Most Popular City (Taipei, Taiwan)
   Most Popular Age Group (18-24 years)

•People Talking About This
•New Likes Per Week




oct 3, 2012 	                           nov 1, 2012


                                                      source: Facebook
FACEBOOK (COMPETITION)
                      Comparison of Likes
        Ed Hardy / True Religion / TapouT / Affliction
                         (04/08/2010 - 11/03/2012)
                   11/03/2012


BRAND			         LIKES		        RANK		       7D		      1M		       3M

True Religion	   872,304		      7,918			     s1.3%	    s4.1%	     s12%

Ed Hardy	   	    1,720,381		    3,080		      s0.3%	    s1%	      s2.6%

TapouT			        872,304		      7,918			     s 1.3%	   s4.1%	     s 12%

Affliction		     178,212		      46,689		     s 0.3%	   s1.2%	     s 4%




                                                                source: Wildfire
FACEBOOK (COMPETITION LIKES)
1.80M
1.70M                                                                                                             Ed Hardy
1.60M
1.50M
1.40M
1.30M
1.20M
 1.10M
     1M
900K                                                                                                              True Religion
800K
700K
600K
500K
400K
300K
200K                                                                                                              Affliction
                                                                                                                  TapouT
 100K
      0
   nov 10   jan 11   mar 11   may 11   jul 11   sep 11   nov 11   jan 12   mar 12   may 12   jul 12   sep 12   nov 12   jan 13   mar 13




                                                                                                                        source: Wildfire
SWOT (FACEBOOK)
beha
 Strengths                                Weaknesses
 1. 	   Content just above average        1. 	   Lack of two-way conversation
 2. 	   Authenticity creeping In          2. 	   Sameness of content
 3. 	   Fan Base is loyal and strong      3. 	   Post heavy at times
                                          4. 	   Lack of true community feel
                                          5. 	   Cliche people/representation




 Opportunities                            Threats
 1. 	   More fan base interaction         1. 	   Lack of interest in content
 2. 	   Culturally Relevant content       2. 	   Brand cliches rise with sameness
 3. 	   Tighter Community                 3. 	   Savvy mobile apps
 4. 	   Exploit tattoo and fashion mash   4.	    Cliche
 5. 	   Video / Web Films                 5. 	   Quality of knock-off sites
RECOMMENDATION (FACEBOOK)
	   • Hire a community manager to oversee social
	   • Same brand voice straight across
	   • Think of Facebook as an ever evolving magazine and catalog
	   • Take the lead in Facebook interactions
	   • Create/Post content that speaks from the soul of Hardy brand
	   • Incorporate integration of music, video, stories...
TWITTER
Ed Hardy Page Insights
Followers (8,738)
Following (708)
Tweets (650)
		
        (53)




                         source: Twitter, Klout
TWITTER (COMPETITION)
       Comparison of Users            (follow)
Ed Hardy / True Religion / TapouT / Affliction



                      708 users followed by EdHardyOnline

                      381 users followed by TrueReligion

                      313 users followed by TapouT

                      46 users followed by Affliction




                                                        source: Followerwonk
1




         TWITTER (COMPETITION)
         Comparison of Users        (followed by)
    Ed Hardy / True Religion / TapouT / Affliction



                             8,738 followers of EdHardyOnline

                             17,317 followers of TrueReligion

                             123,633 followers of TapouT

                             21,288 followers of Affliction




                                                      source Followerwonk
TWITTER (COMPETITION)
                  Comparison of Followers
          Ed Hardy / True Religion / TapouT/Affliction
                           (4/29/2010 - 11/03/2012)


BRAND	           FOLLOWERS	          RANK	        7D	       1M	    3M

True Religion	   17,297	             56,324	     s1.1%	     s3.5%	 s10.4%

Ed Hardy	        8,738	              104,021	    s0.5%	 s2.6%	 s10.2%

TapouT	          123,626	            9,119	           0%	   s0.6%	 s 14.9%

Affliction	      21,287	             46,474	     s 0.3%	 s1.5%	 s 4.6%




                                                                    source: Wildfire
TWITTER (COMPETITION FOLLOWERS)
                                   (4/29/2010 - 11/03/2012)                              TapouT
120K

110K

100K

90K

80K

70K

60K

50K

40K

30K
                                                                                           Affliction
20K                                                                                      True Religion
 10K                                                                                       Ed Hardy

  0

 apr10   jul10   oct10   jan11   apr11   jul11   oct11   jan12   apr12   jul12   oct12    jan13




                                                                                         source: Wildfire
TWITTER (COMPETITION)
                          Comparison of Influence
          Ed Hardy / True Religion / TapouT / Affliction




        @TAPOUT                 @AFFLICTION        @TRUERELIGIONJEANS         @EDHARDYONLINE
Influence:	       81.74   Influence:	     68.46   Influence:	      72.10   Influence:	      59.49
Following:	        313    Following:	        46   Following:	        381   Following:	        708
Followers:	   123,633     Followers:	    21,290   Followers:	    17,317    Followers:	      8,738
Days On:	        1,327    Days On:	       1,334   Days On:	       1,332    Days On:	         1,180
Tweets:	        4,493     Tweets:	        2,754   Tweets:	         1,617   Tweets:	           650




                                                                                   source: Followerwonk
TWITTER (#HASHTAG MENTIONS)
               Impressions & Reach (24hrs)
             (Calculated from up to about 1500 tweets / Nov. 4)
         Ed Hardy / True Religion / TapouT / Affliction

			 #edhardy 		          55 tweets generated
							                  54,502 impressions
							                  51,941 followers (audience reach)
			
			 #trureligion 	       113 tweets generated
							                  98,136 impressions
							                  92,708 followers (audience reach)
			
			 #tapout 		           77 tweets generated
							                  58,982 impressions
							                  58,399 followers (audience reach)
			
			 #affliction 		       24 tweets generated
							                  23,935 impressions
							                  23,339 followers (audience reach)
                                                                  source: Hashtracking
TWITTER (#HASHTAG MENTIONS)
     Other #Hashtags Mentioned in #edhardy Tweets
              (Calculated from up to about 1500 tweets / Nov. 4)


    #Dope #marcjacobs #nailpolish #kingcar #rollin #ya
   #saturday #stillblazin #moscato #drank #sippin #swag
#douche #shirt #hat #red #lazy #dayoff #teamtatted #redbull
  #cologne #truereligion #dtf #villian #vodka #niice #chillin
 #highlife #michaelkors #outfitoftheday #ootd #fashion #bic
#mode #look #rock #blogger #fashionblogger #outfit #swaggy
   #mypurse #edhardy #iloveit #gradeacue #cue #believe
 #nails #cool #Swag #Boss #original #fye #awesome #tight
 #fantasy #girl #cute #sweetheart #girls #hellokitty #shoes
       #instalike #HYSTERICGLAMOUR #chesty #fashion
  #LoveORluck #longhair #bum #footwear #nomakeup #me
 #breakfastofchampions #thatsWaaaaasUP #firstdayofschool
          #ThankYou #mom #douchebag #DoOrDie
                                                                   source: Hashtracking
SWOT (TWITTER)
beha
 Strengths                       Weaknesses
 1. 	   Average Twitter User     1. 	   Lack of two-way conversation
 2. 	   Consistent Posts         2. 	   Facebook Shares
                                 3. 	   Low Engagement
                                 4.	    Low Tweet Count
                                 4. 	   Tweet Quality
                                 5. 	   # of Follwers for Brand is LOW




 Opportunities                   Threats
 1. 	   Loyal Fan Base           1. 	   Savvy Competition
 2. 	   Personal Content         2. 	   Disinterest from followers
 3. 	   Community Building
 4. 	   Pop Culture
INSTAGRAM
• Currently Instagram is being hailed as the most 	
  popular social media platform.
• There are over 44,300 #edhardy images.

• Ed Hardy’s official account: ed_hardy_pictures


                    Ed_Hardy_Pictures Insights
                    Followers (289)
                    Following (26)
                    Photos (19)
INSTAGRAM (COMPETITION)
              Comparison of Followers
   Ed Hardy / True Religion / TapouT / Affliction

BRAND	           FOLLOWER	   FOLLOWING	    PHOTOS

TapouT	          6343	       63	           111

Affliction	      3262	       36	           109	

Ed Hardy	        289	        26	           19

True Religion	   ( NA)	      (NA)	         (NA)
SWOT (INSTAGRAM)
beha
 Strengths                              Weaknesses
 1. 	   Do use the platform             1. 	   Lack of pictures
 2. 	   Loyal Followers                 2. 	   Sales/Promotional Images
 3. 	   44,000 #edhardy images shared   3. 	   Low Engagement
                                        4.	    Awareness of Account
                                        5. 	   Lack of brand storytelling




 Opportunities                          Threats
 1. 	   Loyal Fan Base                  1. 	   Savvy Competition
 2. 	   Brand Relevant Images           2. 	   Disinterest from followers
 3. 	   Rich visual brand
RECOMMENDATION (INSTAGRAM)
	   • Start asking fans/loyalists to send/e-mail pictures
	   • Curate better collections of images
	   • Take new brand photography
	   • Make users aware of Instagram on other platforms
	   • Use Instagram to make more personal connections
	   • Incorporate better storytelling in your curating
	   • Brand images with a mark
PINTEREST
• Pinterest Usage: 	   -   Over 12 million users
						                 -   67% are aged 25-54
						                 -   68% are women
						                 -   Users spend 16+ mins on site
						                 -   70% use it for purchase info
						                 -   1 in 5 purchase later

• Ed Hardy has an official Pinterest Account
but DOES NOT use it.

• Competitor True Religion is using Pinterest.
		 - 794 Followers
		 - 320 Pins
RECOMMENDATION (PINTERST)
	   • Start using and start pinning product + lifestyle + editorial images
	   • Curate images from fans and showcase
	   • Utilize to showcase SEASONAL products
	   • Create different boards based on brand: Tattoo, Art, Music, Skate...
	   • Showcase upcoming products and designs
	   • Integrate into website, mobile and other platforms / Pin It Button.
	   • Have users create, curate and share their own boards
ACTION STEPS
• Tap back into the authentic Ed Hardy brand culture
• Replace Audigier with vintage Hardy and real people
• It’s all about the people, the culture, vibe and mood
• Update fashions and products with new designs
• Reinvent the brand mash-up between tattoo, art and fashion
• Update entire library of images
• Move away from celebrities
• Get subtle and less mainstream. More counter-alternative
• New sponsorships/partnerships
• Rely on your large and loyal fan base
• Market a little more towards women
• Have relevant two-way conversations
• Start experimenting with Pinterest and Tumblr
• Mix in video, film and music to content
• Think like a fashion editor and publisher / Own your image
• Think about mobile shopping and editorial app hybrid
Ed Hardy A Social Media Competitive Analysis
Contact:
            RT Herwig
@rtherwig / rt@rtherwig.com / 267.221.8154

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Ed Hardy A Social Media Competitive Analysis

  • 1. A Social Media Competitive Analysis Presented by RT Herwig @rtherwig / rt@rtherwig.com / 267.221.8154
  • 3. history • Got its name from the world famous American tattoo artist Ed Hardy. • Hardy’s tattooing turned into a brand by the ef forts of Christian Audiger in 2004. • Christian Audigier felt that it would be appropriate to create a brand called Ed Hardy and use Hardy’s art as the main selling point for the brand. • Ed Hardy clothing went on to be one of the most famous brands in the clothing industry. • In 2011 Iconix Brand Group purchased Ed Hardy from Christian Audigier for $62M.
  • 4. brand mission Stay true to the essence of Don Ed Hardy’s original inspiration for his art and celebrate its history and beauty by creating dynamic apparel and related lifestyle products. tagline “Love kills Slowly”
  • 5. products • C l o t h e s fo r m e n , wo m e n , a n d k i d s • Fo r M e n t h ey h ave a va r i e t y o f p ro d u c t s s u c h a s E d H a rd y t - s h i r t s , a c t i ve we a r , d e n i m , o u t we a r , s w i m t r u c k s , s we a t e r s , tops, etc. The accessories include things s u c h a s b e l t s , c a p s , s c a r ve s , s h o e s , s o c k s , j ewe l e r , s u n g l a s s e s , t i e s a n d eve n wa l l e t s • Fo r Wo m e n t h e b ra n d h a s a p p a re l s s u c h a s a c t i ve wa r , b o t t o m s , d e n i m , h o o d i e s , intimates, t-shirts and tanks
  • 6. current tone & feelswaggy, mainstream loud, bright, colorful, sticks out, obnoxious, busy, pop, -
  • 7. CURRENT TARGET Can be broken down into two segments: • The Rebel Pop Rockers • The Disposable “VIP’s” • Male & Female • 18-30 • Urban • Upper-Middle Class
  • 8. THE REBEL POP ROCKERS • All about a vintage rock n’ roll/urban hip-hop style • Embodies a celebrity rockstar mentality • Wants to be seen as this rockstar • Aware of all “edgy” trends • Invests in trying to look “cool” • More pop focused than alternative • Goes to all the main-stream concerts • Smaller segment of the two THE DISPOSABLE “VIP’s” • All about Clubbing, Drinking and Gambling • These guys are serious about having fun • Freedom & Pleasure seeking • Typically Single, Males, 18-25 • Working their first “real” job • Have disposable income to spend • Have like-minded friends • Part of a group / pack mentality • Celebrity & Trend-centric
  • 9. COMPETITORS affliction - is an aspirational, high-end lifestyle brand that personifies PASSION and embodies the heart and soul of Music, Art, Tattoo, Sports and Motorcycles. tapout - is world’s leading MMA apparel, gear and lifestyle brand for men, women and children. true religion - quality, American-made authentic denim with timeless appeal and a vintage aesthetic. The brand offers a wide range of styles in nearly every category and embraces the motto: “It’s all about the fit.” True Religion clothing is made for and by people who don’t follow trends, they set them.
  • 10. SWOT ANALYSIS Strengths Weaknesses 1. Authentic Don Ed Hardy designs 1. Negative WOM 2. Vintage & Contemporary 2. “Douchebag” has been associated 3. Classic American tattoo designs 3. Oversaturation 4. Complete market coverage 4. C-D List Celebrity Endorsers 5. Good brand presence/awareness 5. Cheapened Image (non-user) 6. Loyal fans/customers 6. Tired brand image 7. Brand/Product stuck in 2000’s 8. Brand running on Red Bull fumes Opportunities Threats 1. Authenticity biggest opp. 1. Tattoo Art is a passing fad 2. Vintage & Contemporary 2. Change in consumer behavior 3. Classic American tattoo designs 3. Oversaturation in market 4. Complete market coverage 4. Product Substitution 5. Good brand presence/awareness 5. Brand Knockoffs 6. Loyal fans/customers
  • 11. RECOMMENDATION (BRANDING) • We need to tap into Ed Hardy and his backstory. Create interest & mystery. • Ed Hardy isn’t Christian Audigier. Hardy is an artist. Culture is key • It will move us towards real feeling. Authentic. Vintage. A Better time. • Relevant. Alternative. Visual. Interesting. Art. Design. Reserved.
  • 12. web/social/mobile overview (THE COMPETITION AND ED HARDY)
  • 13. THE COMPETITION (OVERVIEW) true religion - is doing it right. No matter the platform, every piece of content they put up feels like it’s coming from the same place. Cohesive. They work with many curators, contributors and bloggers. Everything finds it way back to the brand and the feel – Twitter, Facebook, Pinterest, YouTube and Tumblr.
  • 14. THE COMPETITION (OVERVIEW) affliction - Their content pulls the brand together nicely. It all revolves around living life fast. Truck and automobile racing, mixed martial arts, and music. Facebook has some original content that gets the likes. Good mix of storytelling, promos, posts, and photos.
  • 15. THE COMPETITION (OVERVIEW) tapout - taps into the UFC community and never lets go. They work a blog, Facebook, Twitter and YouTube. Considering that this brand is centered around ultimate fighting, the con- tent and communications feel very mediocre. Nothing stands out. Tapout uses it all, but it needs work.
  • 16. ED HARDY PLATFORMS • Website edhardyshop.com • Facebook facebook.com/edhardy • Twitter @edhardyonline • Instagram ed_hardy_pictures • Mobile App Ed Hardy Tattoo Artist
  • 17. WEBSITE (EDHARDYSHOP.COM) Primary Site Traffic • African-American (35%) • Caucasian (35%) • Female (59%) • <18 (25%) • 25-34 (24%) • Has Kids (62%) • $50,000 - $100,000 (35%) • No College (46%) source: Quantcast
  • 18. WEBSITE (EDHARDYSHOP.COM) Unique Visitors 9/2011 = 65,937 vs. 9/2012 = 30,960 t -53,05% (yr 9/11-9/12) t -0.63% (mo 8/12-9/12) 70K Unique Visitors 60K 50K 40K 30K 20K oct 11 nov 11 dec 11 jan 12 feb 12 mar 12 apr 12 may 12 jun 12 jul 12 aug 12 sep 12 source: Compete
  • 19. WEBSITE (EDHARDYSHOP.COM) Competitive Ranking as of 9/2012 truereligionbrandjeans.com (263,824) afflictionclothing.com (33.55K) edhardyshop.com (30.96K) designersimports.com (24.24K) tapout.com (15.31K) source: Compete
  • 20. SWOT (EDHARDYSHOP.COM) beha Strengths Weaknesses 1. Easy to navigate 1. Brand Culture is missing 2. Clean design 2. Too Sterile 3. Separate Mobile Site 4. Cliche instigating photography Opportunities Threats 1. Lifestyle/Experience/Culture 1. Competitor Sire Experiences 2. Tattoo and Fashion Cross-over 2. Savvy competition engagement 3. More authentic/visual images 3. Mobile apps
  • 21. RECOMMENDATION (WEBSITE/BRANDING) • User Experience / Photography / Push toward mobile • Update art direction / Storytelling • Start reestablishing an authentic brand style across board • Tap into core Ed Hardy culture and story. Ed Hardy/Tattoo Artist
  • 22. MOBILE (iPHONE/iPAD APP) For $2,99 fans of Ed Hardy can create their own Ed Hardy designs. Tattoo Artist, with a library of over 150 original Don Ed Hardy tattoo designs, let’s you create compositions with your own photos and the tattoo designs using a fun, yet sophisticated, multi-touch interface.
  • 23. MOBILE (COMPETITION) Comparison of Mobile Apps Ed Hardy / True Religion / TapouT / Affliction BRAND APP COST SHOP/GAME Ed Hardy YES $2.99 GAME True Religion YES FREE SHOP TapouT NO (NA) (NA) Affliction NO (NA) (NA)
  • 24. SWOT (MOBILE) beha Strengths Weaknesses 1. Tattoo Art 1. It’s $2.99 2. Brand Relevant to a point 2. Not Functional 3. No Brand Experience 4. No Shopping 5. No Store Locator 6. No Retail Sharing w/Friends 7. Lack of brand storytelling 8. Poor Images Opportunities Threats 1. Loyal Fan Base 1. Mobile Savvy Competition 2. 18-25 yr olds 2. Disinterest in “create your own” 2. Brand ripe for mobile 3. Product available to sell
  • 25. RECOMMENDATION (MOBILE) • Think STYLE, FUNCTION and UTILITY • Target 18-25 year olds • Functional - shopping, browsing, product, store locator, promos • Add Music, Video, other sharable content • Visual, Image Based...
  • 26. FACEBOOK Ed Hardy Page Insights Total Likes (1,720,392) People Talking About This (15,474) Most Popular Week (January 29, 2012) Most Popular City (Taipei, Taiwan) Most Popular Age Group (18-24 years) •People Talking About This •New Likes Per Week oct 3, 2012 nov 1, 2012 source: Facebook
  • 27. FACEBOOK (COMPETITION) Comparison of Likes Ed Hardy / True Religion / TapouT / Affliction (04/08/2010 - 11/03/2012) 11/03/2012 BRAND LIKES RANK 7D 1M 3M True Religion 872,304 7,918 s1.3% s4.1% s12% Ed Hardy 1,720,381 3,080 s0.3% s1% s2.6% TapouT 872,304 7,918 s 1.3% s4.1% s 12% Affliction 178,212 46,689 s 0.3% s1.2% s 4% source: Wildfire
  • 28. FACEBOOK (COMPETITION LIKES) 1.80M 1.70M Ed Hardy 1.60M 1.50M 1.40M 1.30M 1.20M 1.10M 1M 900K True Religion 800K 700K 600K 500K 400K 300K 200K Affliction TapouT 100K 0 nov 10 jan 11 mar 11 may 11 jul 11 sep 11 nov 11 jan 12 mar 12 may 12 jul 12 sep 12 nov 12 jan 13 mar 13 source: Wildfire
  • 29. SWOT (FACEBOOK) beha Strengths Weaknesses 1. Content just above average 1. Lack of two-way conversation 2. Authenticity creeping In 2. Sameness of content 3. Fan Base is loyal and strong 3. Post heavy at times 4. Lack of true community feel 5. Cliche people/representation Opportunities Threats 1. More fan base interaction 1. Lack of interest in content 2. Culturally Relevant content 2. Brand cliches rise with sameness 3. Tighter Community 3. Savvy mobile apps 4. Exploit tattoo and fashion mash 4. Cliche 5. Video / Web Films 5. Quality of knock-off sites
  • 30. RECOMMENDATION (FACEBOOK) • Hire a community manager to oversee social • Same brand voice straight across • Think of Facebook as an ever evolving magazine and catalog • Take the lead in Facebook interactions • Create/Post content that speaks from the soul of Hardy brand • Incorporate integration of music, video, stories...
  • 31. TWITTER Ed Hardy Page Insights Followers (8,738) Following (708) Tweets (650) (53) source: Twitter, Klout
  • 32. TWITTER (COMPETITION) Comparison of Users (follow) Ed Hardy / True Religion / TapouT / Affliction 708 users followed by EdHardyOnline 381 users followed by TrueReligion 313 users followed by TapouT 46 users followed by Affliction source: Followerwonk
  • 33. 1 TWITTER (COMPETITION) Comparison of Users (followed by) Ed Hardy / True Religion / TapouT / Affliction 8,738 followers of EdHardyOnline 17,317 followers of TrueReligion 123,633 followers of TapouT 21,288 followers of Affliction source Followerwonk
  • 34. TWITTER (COMPETITION) Comparison of Followers Ed Hardy / True Religion / TapouT/Affliction (4/29/2010 - 11/03/2012) BRAND FOLLOWERS RANK 7D 1M 3M True Religion 17,297 56,324 s1.1% s3.5% s10.4% Ed Hardy 8,738 104,021 s0.5% s2.6% s10.2% TapouT 123,626 9,119 0% s0.6% s 14.9% Affliction 21,287 46,474 s 0.3% s1.5% s 4.6% source: Wildfire
  • 35. TWITTER (COMPETITION FOLLOWERS) (4/29/2010 - 11/03/2012) TapouT 120K 110K 100K 90K 80K 70K 60K 50K 40K 30K Affliction 20K True Religion 10K Ed Hardy 0 apr10 jul10 oct10 jan11 apr11 jul11 oct11 jan12 apr12 jul12 oct12 jan13 source: Wildfire
  • 36. TWITTER (COMPETITION) Comparison of Influence Ed Hardy / True Religion / TapouT / Affliction @TAPOUT @AFFLICTION @TRUERELIGIONJEANS @EDHARDYONLINE Influence: 81.74 Influence: 68.46 Influence: 72.10 Influence: 59.49 Following: 313 Following: 46 Following: 381 Following: 708 Followers: 123,633 Followers: 21,290 Followers: 17,317 Followers: 8,738 Days On: 1,327 Days On: 1,334 Days On: 1,332 Days On: 1,180 Tweets: 4,493 Tweets: 2,754 Tweets: 1,617 Tweets: 650 source: Followerwonk
  • 37. TWITTER (#HASHTAG MENTIONS) Impressions & Reach (24hrs) (Calculated from up to about 1500 tweets / Nov. 4) Ed Hardy / True Religion / TapouT / Affliction #edhardy 55 tweets generated 54,502 impressions 51,941 followers (audience reach) #trureligion 113 tweets generated 98,136 impressions 92,708 followers (audience reach) #tapout 77 tweets generated 58,982 impressions 58,399 followers (audience reach) #affliction 24 tweets generated 23,935 impressions 23,339 followers (audience reach) source: Hashtracking
  • 38. TWITTER (#HASHTAG MENTIONS) Other #Hashtags Mentioned in #edhardy Tweets (Calculated from up to about 1500 tweets / Nov. 4) #Dope #marcjacobs #nailpolish #kingcar #rollin #ya #saturday #stillblazin #moscato #drank #sippin #swag #douche #shirt #hat #red #lazy #dayoff #teamtatted #redbull #cologne #truereligion #dtf #villian #vodka #niice #chillin #highlife #michaelkors #outfitoftheday #ootd #fashion #bic #mode #look #rock #blogger #fashionblogger #outfit #swaggy #mypurse #edhardy #iloveit #gradeacue #cue #believe #nails #cool #Swag #Boss #original #fye #awesome #tight #fantasy #girl #cute #sweetheart #girls #hellokitty #shoes #instalike #HYSTERICGLAMOUR #chesty #fashion #LoveORluck #longhair #bum #footwear #nomakeup #me #breakfastofchampions #thatsWaaaaasUP #firstdayofschool #ThankYou #mom #douchebag #DoOrDie source: Hashtracking
  • 39. SWOT (TWITTER) beha Strengths Weaknesses 1. Average Twitter User 1. Lack of two-way conversation 2. Consistent Posts 2. Facebook Shares 3. Low Engagement 4. Low Tweet Count 4. Tweet Quality 5. # of Follwers for Brand is LOW Opportunities Threats 1. Loyal Fan Base 1. Savvy Competition 2. Personal Content 2. Disinterest from followers 3. Community Building 4. Pop Culture
  • 40. INSTAGRAM • Currently Instagram is being hailed as the most popular social media platform. • There are over 44,300 #edhardy images. • Ed Hardy’s official account: ed_hardy_pictures Ed_Hardy_Pictures Insights Followers (289) Following (26) Photos (19)
  • 41. INSTAGRAM (COMPETITION) Comparison of Followers Ed Hardy / True Religion / TapouT / Affliction BRAND FOLLOWER FOLLOWING PHOTOS TapouT 6343 63 111 Affliction 3262 36 109 Ed Hardy 289 26 19 True Religion ( NA) (NA) (NA)
  • 42. SWOT (INSTAGRAM) beha Strengths Weaknesses 1. Do use the platform 1. Lack of pictures 2. Loyal Followers 2. Sales/Promotional Images 3. 44,000 #edhardy images shared 3. Low Engagement 4. Awareness of Account 5. Lack of brand storytelling Opportunities Threats 1. Loyal Fan Base 1. Savvy Competition 2. Brand Relevant Images 2. Disinterest from followers 3. Rich visual brand
  • 43. RECOMMENDATION (INSTAGRAM) • Start asking fans/loyalists to send/e-mail pictures • Curate better collections of images • Take new brand photography • Make users aware of Instagram on other platforms • Use Instagram to make more personal connections • Incorporate better storytelling in your curating • Brand images with a mark
  • 44. PINTEREST • Pinterest Usage: - Over 12 million users - 67% are aged 25-54 - 68% are women - Users spend 16+ mins on site - 70% use it for purchase info - 1 in 5 purchase later • Ed Hardy has an official Pinterest Account but DOES NOT use it. • Competitor True Religion is using Pinterest. - 794 Followers - 320 Pins
  • 45. RECOMMENDATION (PINTERST) • Start using and start pinning product + lifestyle + editorial images • Curate images from fans and showcase • Utilize to showcase SEASONAL products • Create different boards based on brand: Tattoo, Art, Music, Skate... • Showcase upcoming products and designs • Integrate into website, mobile and other platforms / Pin It Button. • Have users create, curate and share their own boards
  • 46. ACTION STEPS • Tap back into the authentic Ed Hardy brand culture • Replace Audigier with vintage Hardy and real people • It’s all about the people, the culture, vibe and mood • Update fashions and products with new designs • Reinvent the brand mash-up between tattoo, art and fashion • Update entire library of images • Move away from celebrities • Get subtle and less mainstream. More counter-alternative • New sponsorships/partnerships • Rely on your large and loyal fan base • Market a little more towards women • Have relevant two-way conversations • Start experimenting with Pinterest and Tumblr • Mix in video, film and music to content • Think like a fashion editor and publisher / Own your image • Think about mobile shopping and editorial app hybrid
  • 48. Contact: RT Herwig @rtherwig / rt@rtherwig.com / 267.221.8154