rag and bone
TRANSCRIPT
AGENDA● Status quo● Target customers ● Social media platform analysis
○ Weibo○ HAIBAO
● Competitors○ Acne Studios○ A.P.C.○ Helmut Lang○ Zara
● SWOT Analysis● Future Strategy
○ Weibo○ Wechat○ Baidu BBS○ Overseas Shopping
Websites○ D.I.Y. Project in China
STATUS QUO● Founded in 2002 in New York, sold in
more than 600 shops around the world and only a few retail stores (24)
● No retail store in China, can be purchased directly from official website, JD.com, overseas shopping websites, overseas stores, or individual buyers
● Collection can be viewed on fashion websites, such as HAIBAO, Fashiontrenddigesta, Fashionmag, etc
Location Store
US 19
UK 1
HK 1
Taiwan 1
South Korea 1
Japan 1
TARGET
13% 83%
20-35AVG
24.1
8%
21%
38%
… 21%
● Student ● Fashion Blogger● Fashion Buyer● Stylist
● Media Worker● Art Editor● Photographer
Occupation:
They are also:
● Opinion Leader● Virtually Active ● Wear-to-impress● Label-oriented● Financially abundant
Fans: AVG 2925
Post Account: AVG 4313Resources: Based on 24 Rag and Bone customers in
Interested Topic Summary:
● No official Weibo account
● Most of the posts (62%) are informative, including the release of new collection, runway, backstage, celebrity street snap, and sales info, etc. Customer demo take the largest portion of post (32%)
● Most of the customer feedbacks are neutral, very few negative posts are about price and size fit.
Positive 36%
Negative 2%
Neutral 62%
Customer 40%
Celebrity 16%
Ads 14%
Collection 12%
Sales 10%
Other 8%
Note:* Engagement is the total number of comments, reposts and likes
Resources: Based on most recent 50 posts from Weibo
ENGAGEMENT BY CONTENT TYPE
● Rag and Bone’s engagement rate and post count is relatively low in Weibo. Especially the post count; Posts are updated once in every two days even at shopping/sales season (Nov. Dec.), less frequent on regular seasons.
● The post type with highest count is customer. The posts with high engagement rate are mostly about customers’ demo (4687), especially from those well-known bloggers, who have a huge follower base and keep posting on a daily basis.
● Collection post has a relatively low engagement rate, even posted with a higher frequency compared to other types of posts.
● For the content concerning Rag and Bone in general, most of the users like the post instead of commenting and reposting, especially for the informative posts, such as collection, ads, and sales.
● The post is about the blogger’s outfit of the day (customer). The hat is from Rag and Bone, she also stated the quality is better compared with Zara’s.
● The post generated 2 reposts, 46 comments, and 86 likes. But most of the comments are asking the brand of her pants and shoes.
● The post is about fashion blogger’s outfit of the day. The hat is from Rag and Bone. The pictures and content are from Instagram.
● The post generated 24 reposts, 0 comments, and 35 likes. But most of the comments are about jeans and tote.
HAIBAO● Leading fashion interactive media which
shares the latest trend, brands, lifestyle. ● Rag and Bone page has 1178 followers● Info on sidebar includes brand intro, brand
story, purchase methods (SHOPBOP, RevolveClothing, FWRD).
● New seasons can also be viewed at the page bottom, but only with product basic info and price.
● Collection takes huge portion of content (44%), which is about new released products, runway and backstage.
Link: http://brands.haibao.com/brand/2445/
Note:* Engagement is the total number of comments and views
Resources: Based on most recent 16 posts from HAIBAO
ENGAGEMENT BY CONTENT TYPE
● Most of the posts have a relatively high average engagement rate compared to Weibo (the engagement rate of collection is 5291 times higher than Weibo).
● The post count is relatively low and updated on a slow basis in 2015 (only 2 posts in 2015)● Collection has the highest engagement rate; however, its average engagement rate (11,342) is
lower than celebrity (13,668). ● Most of the engagement rate is generated from the view instead of comments.
● Rag and Bone 2014 early fall collection is presented by pictures.
● The theme of this season is inspired by photographer-Nigel Shafran’s Tennager Precinct Shoppers in the early 90’s.
● The post generates 14,000 views and 2 comments, which are all positive.
● The post is about Jaime King clashed her Rag and Bone V-neck sweater with Alessandra Ambrosio, in Instagram streetsnaps.
● The post generates 12,000 views and 4 comments, which are all positive.
COMPETITORS
● Acne Studios● A.P.C.● Helmut Lang● Zara (fast fashion)
Presence in social media
Ease of purchase
Customer feedback & attitude
ACNE STUDIOS● Swedish brand, founded in 1995. Popular brand for Street
snappers. ● No official account in Weibo, but Acne Studios in HK has a
private account for new product updates. 934 followers on HAIBAO.
● 1 retail store in China (Shanghai), can also be purchased online via official website, individual buyers and overseas shopping websites, such as SHOPBOP, FWRD, Net-a-Porter, etc.
● Most of the customer feedbacks are positive (trendy, worth the money, good quality); A few complain about the price and stockout issue on trendy items. (i.e. wool scarf).
A.P.C.● French brand, founded in 1988. Popular brand for Street
snappers. Often co-brand with other trendy brands. ● No official account in Weibo. Most of the posts in Weibo
are synchronized with Instagram. 1122 followers on HAIBAO.
● 1 retail store in China (Beijing), can also be purchased online via official website, individual buyers and overseas shopping websites, such as SHOPBOP, FWRD, Net-a-Porter, etc.
● Most of the customer feedbacks are positive (trendy, stylish, simplistics); A few complain about the price and difficulty of purchase.
HELMUT LANG ● French brand, founded in 1976. The design studio is currently
based in NYC. The combination of simplism and vintage style. ● No official account in Weibo. But Helmut Lang has a topic
page in Weibo with hashtag #Helmut Lang# (4.336 MM view, 1330 discussion). 742 followers on HAIBAO.
● 1 retail store in China (Shanghai), can also be purchased online via official website, individual buyers and overseas shopping websites, such as SHOPBOP, FWRD, Net-a-Porter, etc.
● Most of the customer feedbacks are positive (bomber jacket, black and white, classic) A few complain about the price, difficulty of purchase and the design is too tight.
ZARA ● Spanish brand. Founded in 1975. Best known as fast
fashion- follow the luxury brand design with lower price.● 648176 followers on official page in Weibo. Most of the
posts are about new items’ release, posted on a monthly basis. 17144 followers on HAIBAO.
● 140 retail stores in 60 cities of China (1st and 2nd tier cities), can also be purchased online via official Chinese website, Tmall, and Taobao, etc.
● Customer feedbacks are balanced. Positive feedbacks are mostly about style and price. Complaints are mostly about quality, customer service, and stockout issue.
SWOT ANALYSIS S
TO
W- Positive brand image- Customers stay active and influential in
social media
- No retail stores in China- No official platform for updated news
and customer service- Niche brand- Price is relatively high- Strong competitors’ presence
- The product and service provided by Individual buyers may vary
- Counterfeit may hurt brand reputation- Negative customer feedbacks may
influence others’ purchase decision
- The demo on social media may attract more potential customers
- More overseas shopping websites provide free shipping to China
- More potential market for returning students who used to study abroad
FUTURE STRATEGY● Weibo ● Wechat● Baidu BBS● Overseas shopping websites
● D.I.Y. Project in China
WEIBO● Objective: Drive brand awareness and update brand related news ● Strategy:
○ Develop official Weibo page
■ Update brand related news on a daily basis (Runway, New collection release, Holiday sales)
■ Create hashtag #Rag&Bone# ■ Synchronized with Instagram (Streetsnaps) ■ Update posts about most interested topics for targets (fashion, travel, beauty, etc)
○ Collaborate with popular overseas shopping accounts and bloggers for more brand exposure
■ @北美省钱快报 (Dealmoon.com)- The biggest Chinese online shopping guide website in North American (Follower: 5239069, Post: 207651)
■ @美国打折网(21UsDeal.com)- The biggest Chinese online shopping guide website in North American (Follower: 329593, Post: 127509)
■ @石榴婆- fashion blogger (Follower: 40738, Post: 91)■ @ShopStyle- Global leading fashion search engine (Follower: 8475, Post: 1414)
WECHAT● Objective: Maintain brand loyalty, update brand related news as well as
provide timely customer service.● Strategy:
○ Develop official Wechat account
■ Update brand related news on a daily basis (Runway, New collection release, Holiday sales)
■ Synchronized with Instagram (Streetsnaps)
■ Build a timely customer service platform via wechat to address customers’ concerns and questions
■ Generate polls periodically to collect customer feedbacks○ Collaborate with popular Wechat accounts and bloggers (synchronized with Weibo content)
■ @石榴婆- fashion blogger Wechat ID: Love16po (Avg post view: 0.1MM) ■ @ShopStyle- Global leading fashion search engine
BAIDU BBS● Objective: Drive brand awareness, collect customer feedbacks, as well as
provide timely customer service.● Strategy:
○ Build a timely communication platform with customers via Baidu BBS
■ Update brand related news on a daily basis (Runway, New collection release, Holiday sales)
■ Educate customers how to avoid fraud and counterfeit, encourage them to purchase through officially proved shopping website
■ Address customers’ concerns and questions as well as collect feedbacks
● Objective: Drive sales● Strategy:
○ Collaborate with popular overseas shopping websites which support international shipping, exchanging, and returning service to China
■ Net-a-Porter: World's premier online luxury fashion destination (Express-$55 Receive purchase in 4-6 days after order placed)
■ SHOPBOP: Men and Women fashion shopping website (Express: order over $100 FREE, order under $100 charge $10)
■ Farfetch: Global community of over 300 visionary fashion boutique stores (DHL express: $15 Receive purchase in 3-7 days after order placed)
OVERSEAS SHOPPING WEBSITES (HAITAO)
D.I.Y. PROJECT IN CHINA● Background: Since 2011, Rag and Bone came up
with "DIY Project", which allows some supermodels to take pictures of themselves wearing Rag and Bone without stylist, hair, makeup or lighting.
● Rag and Bone can first bring the campaign to China by inviting Chinese celebrities to participate the project and post on social media with hashtag #Rag&Bone#
● Next, promote the campaign to public-anyone can post their pic wearing Rag and Bone and post on social media with hashtag; Rag and Bone will select winners on Weibo and Wechat to reward gift cards
● Kwei Lun Mei● Taiwanese actress● Blue Gate Crossing; Secret; Girlfriend,
Boyfriend, etc.● Weibo follower-5.4 MM
● Wen Liu● Chinese fashion model- the first model of
East Asian descent to walk the Victoria's Secret Fashion Show; fashion icon in China
● Weibo follower-14MM; ranked 32nd on Weibo 2015 Superstar; ranked 10th in real-time hot search in Weibo
