Chatter does matter. Lisa Joy Rosner, chief marketing officer at social intelligence company NetBase, asserts that what women are saying on social media can make a huge difference in a retailer’s bottom line.
Rosner presented highlights from a survey of 1,005 women ages 18 to 65 who have at least one social network profile. The study, which will be published throughout the summer, unearthed two types of women who should matter most to retailers: The Fashionista and The Social Shopper.
Fashionistas are the 29 percent of women who said they strongly agreed with the statement “Fashion and beauty are extremely important to me.” Social Shoppers comprise the 15 percent of respondents who strongly agreed with the question “When you are looking for what’s in vogue, how much do you look at what your friends are wearing and how much does that influence what you purchase?”
Focusing on these two personas and the social platforms they use, Rosner’s data showed that nearly 100 percent of both groups are on Facebook and 66 percent of Fashionistas and 75 percent of Social Shoppers are on Twitter, while just more than half of both personas use Pinterest and Google Plus.
On Facebook, the top three categories these women mention are costume jewelry, cosmetics and casual clothing. “This is pretty much confirmation for everyone of the importance of Facebook,” said Rosner. “It means we need to have an incredibly interactive and engaging page and we have to listen to and understand what’s being said on that page.”
At least one-third of these women are also influenced by blogs, forums and message boards. “One of the things you need to find out is who are your most influential bloggers, journalists and message boards and have digital programs across all of those properties,” she said.
Rosner shared findings from NetBase’s proprietary report called the Brand Passion Index, which measures buzz, sentiment and passion intensity.
In the category of department stores, Target had the most amount of buzz, or the biggest bubble, visually speaking. Interestingly, Rent the Runway scored higher on both sentiment and passion intensity, but had a much smaller buzz bubble. In casual clothing, Abercrombie & Fitch scored low, with comments ranging from overpriced to that it promotes bad body image. Another notable insight was the large amount of buzz for price-conscious retailers Forever 21 and Old Navy, but with mixed sentiment and passion. Conversely, contemporary brands Lucky Brand, James Perse and Seven For All Mankind had much higher sentiment and passion ratings but much smaller buzz. Rosner noted one benefit of such visual comparison was that it allowed brands to see where they sit against competitors in terms of the three specific metrics.
Stella & Dot, Silpada, HSN, QVC and JewelMint were all high scorers in the costume jewelry category, and Kate Spade was a leader in special occasion dressing, as were Trina Turk, Nicole Miller, BCBG and Vera Wang.
Rosner also showed results for activewear, footwear, career clothes and fine jewelry, where Athleta, Stuart Weitzman, J. Crew and Tiffany & Co. earned high marks.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye