Fashion Industry - ethority - Social Media Marketing  <meta name="generator" content="TYPO3 4.2 CMS" /> <meta name="DESCRIPTION" content="Die Social Media Marktforschung und die Online Marketingkompetenzen von ethority haben bereits für Kunden in der Modeindustrie zu einer Erhöhung ihrer Online Reputation geführt." /> <meta name="KEYWORDS" content="Social Media Monitoring,Social Media Marketing,Social Media Research,Social Media Strategy,Web 2.0 Advisory,Brand Affinity Specialist,Monitoring in Echtzeit,Internet Marktforschung,Online Research,Web 2.0 Marktforschung,Web 2.0 Marketing" /> <script type="text/javascript" src="typo3temp/javascript_a708894199.js"></script> <script type="text/javascript"> if ( window.twitterProfiles === undefined ){ var twitterProfiles = new Array();} twitterProfiles.push({ id: 'ethority', max: 3, show_time: true, cache_period: 60, parse_urls: true, link_to_twitter: false, show_reload: false, path: 'typo3conf/ext/im_twitter_ajax/res/twitter.php' }); </script> <script src="typo3conf/ext/im_twitter_ajax/res/jquery-1.3.2.min.js" type="text/javascript"> </script> <script src="typo3conf/ext/im_twitter_ajax/res/jquery-linkize.js" type="text/javascript"> </script> <script src="typo3conf/ext/im_twitter_ajax/res/twitter.js" type="text/javascript"> </script> <link rel="stylesheet" href="typo3conf/ext/im_twitter_ajax/res/default.css" media="all" /> </head> <body> <div id="container">  <div id="sitemap"> <div class="inner" id="sitemap_inner"><ul class="first"><li><a href="home.html" onfocus="blurLink(this);">Home</a></li></ul><div class="sitemap_seperator"> </div><ul><li><a href="social-media-products.html" onfocus="blurLink(this);">Products</a><ul><li><a href="social-media-products/social-media-monitoring.html" onfocus="blurLink(this);">Monitoring</a></li><li><a href="social-media-products/social-media-research.html" onfocus="blurLink(this);">Research</a></li><li><a href="social-media-products/social-media-marketing-and-crm.html" onfocus="blurLink(this);">Marketing & CRM</a></li><li><a href="social-media-products/social-media-strategy-advisory.html" onfocus="blurLink(this);">Strategy & Advisory</a></li></ul></li></ul><div class="sitemap_seperator"> </div><ul><li><a href="industries.html" onfocus="blurLink(this);">Industries</a><ul><li><a href="industries/automotive-industry.html" onfocus="blurLink(this);">Automotive</a></li><li><a href="industries/entertainment-products-industry.html" onfocus="blurLink(this);">Entertainment Products</a></li><li><a href="industries/internet-brands-industry.html" onfocus="blurLink(this);">Internet Brands</a></li><li><a href="industries/telecommunications-industry.html" onfocus="blurLink(this);">Telecommunications</a></li><li><a href="industries/tourism-industry.html" onfocus="blurLink(this);">Tourism</a></li><li><a href="industries/banking-and-finance-industry.html" onfocus="blurLink(this);">Banking & Finance</a></li><li><a href="industries/fashion-industry.html" onfocus="blurLink(this);">Fashion</a></li><li><a href="industries/beauty-and-cosmetics-industry.html" onfocus="blurLink(this);">Beauty & Cosmetics</a></li><li><a href="industries/household-products-industry.html" onfocus="blurLink(this);">Household Products</a></li><li><a href="industries/insurance-industry.html" onfocus="blurLink(this);">Insurance</a></li><li><a href="industries/pharmaceutical-industry.html" onfocus="blurLink(this);">Pharmaceutical</a></li></ul></li></ul><div class="sitemap_seperator"> </div><ul><li><a href="social-media-studies.html" onfocus="blurLink(this);">Studies</a><ul><li><a href="social-media-studies/promibarometer-social-media.html" onfocus="blurLink(this);">Promibarometer</a></li><li><a href="social-media-studies/fmcg.html" onfocus="blurLink(this);">FMCG</a></li><li><a href="social-media-studies/startup-ranking-top-unternehmen.html" onfocus="blurLink(this);">Startup-Ranking</a></li><li><a href="social-media-studies/weinstudie-weine-in-social-media.html" onfocus="blurLink(this);">Weinstudie</a></li><li><a href="social-media-studies/brands-in-social-media-studie.html" onfocus="blurLink(this);">Brands in Social Media</a></li><li><a href="social-media-studies/crm-monitor-kundenzufriedenheit.html" onfocus="blurLink(this);">CRM-Monitor</a></li><li><a href="social-media-studies/sweets-studie.html" onfocus="blurLink(this);">Sweets Studie</a></li><li><a href="social-media-studies/us-wahlkampf-studie.html" onfocus="blurLink(this);">US-Wahlkampf Studie</a></li><li><a href="social-media-studies/ceo-reputation-studie.html" onfocus="blurLink(this);">CEO-Reputation Studie</a></li><li><a href="social-media-studies/social-network-study.html" onfocus="blurLink(this);">Social Netwok Study</a></li><li><a href="social-media-studies/reisestudie.html" onfocus="blurLink(this);">Reisestudie</a></li></ul></li></ul><div class="sitemap_seperator"> </div><ul><li><a href="company.html" onfocus="blurLink(this);">Company</a><ul><li><a href="company/about.html" onfocus="blurLink(this);">About</a></li><li><a href="company/career.html" onfocus="blurLink(this);">Career</a><ul><li><a href="company/career/praktikum-market-research-hh.html" onfocus="blurLink(this);">Praktikum Research (HH)</a></li><li><a href="company/career/praktikum-market-research-hh0.html" onfocus="blurLink(this);">Praktikum Research (M)</a></li><li><a href="company/career/praktikum-marketing-pr.html" onfocus="blurLink(this);">Praktikum Marketing (HH)</a></li></ul></li><li><a href="company/people-management-of-ethority.html" onfocus="blurLink(this);">People/Management</a><ul><li><a href="company/people-management-of-ethority/sten-franke.html" onfocus="blurLink(this);">Sten Franke</a></li><li><a href="company/people-management-of-ethority/benedikt-koehler.html" onfocus="blurLink(this);">Benedikt Köhler</a></li><li><a href="company/people-management-of-ethority/felix-fiek.html" onfocus="blurLink(this);">Felix Fiek</a></li><li><a href="company/people-management-of-ethority/susanne-habel.html" onfocus="blurLink(this);">Susanne Habel</a></li><li><a href="company/people-management-of-ethority/joern-jagdhuber.html" onfocus="blurLink(this);">Jörn Jagdhuber</a></li><li><a href="company/people-management-of-ethority/sabrina-panknin.html" onfocus="blurLink(this);">Sabrina Panknin</a></li></ul></li></ul></li></ul><div class="sitemap_seperator"> </div><ul><li><a href="contact/contact-us.html" onfocus="blurLink(this);">Contact</a><ul><li><a href="contact/contact-us.html?no_cache=1" onfocus="blurLink(this);">Contact us</a></li><li><a href="contact/location.html" onfocus="blurLink(this);">Location</a></li></ul></li></ul></div> </div>   <div id="topline">  <div id="main_top"> <div class="left"><a href="topnavigation/website.html" onfocus="blurLink(this);" class="button act"><span class="left"> </span><span class="center">Website</span><span class="right"> </span></a><a href="topnavigation/weblog.html" onfocus="blurLink(this);" class="button"><span class="left"> </span><span class="center">Weblog</span><span class="right"> </span></a><a href="topnavigation/social-media-newsroom.html" onfocus="blurLink(this);" class="button"><span class="left"> </span><span class="center">Social Media Newsroom</span><span class="right"> </span></a><a href="topnavigation/presse.html" onfocus="blurLink(this);" class="button"><span class="left"> </span><span class="center">Presse</span><span class="right"> </span></a></div> <div class="right"> <a href="javascript:$('#sitemap_inner').toggle('blind','',900);fixheights();" class="sitemap_button"><img src="fileadmin/templates/ethority_2009/img/bt_sitemap.gif" alt="Sitemap" /></a> <div class="seperator"> </div> <form name="searchform" action="suche.html" type="get" enctype="multipart/form-data"> <a href="javascript:document.searchform.submit();" class="searchbutton"><img src="fileadmin/templates/ethority_2009/img/bt_search.gif" alt="Suchen" /></a> <input type="text" name="tx_indexedsearch[sword]" class="search" value="Suchbegriff" onfocus="if(this.value==this.defaultValue){this.value='';}" onblur="if (this.value==''){this.value=this.defaultValue;}" /> </form> <div class="seperator"> </div> <div id="languageswitch"><a href="http://www.ethority.de/industries/fashion-industry.html" class="language"><img src="fileadmin/templates/ethority_2009/img/lang_de.gif" alt="" /></a><a href="http://www.ethority.net/industries/fashion-industry.html" class="language"><img src="fileadmin/templates/ethority_2009/img/lang_en.gif" alt="" /></a></div> </div> </div>  </div>   <div id="bg_verlauf">  <div id="header" class="center"> <div id="logo"><a href="#"><img src="fileadmin/templates/ethority_2009/img/logo.gif" alt="ethority Logox" /></a></div>  <div id="navi"> <div id="menuh"><ul><li><a href="home.html" onfocus="blurLink(this);">Home</a></li></ul><ul><li><a href="social-media-products.html" onfocus="blurLink(this);" class="top_parent">Products</a><ul><li><a href="social-media-products/social-media-monitoring.html" onfocus="blurLink(this);">Monitoring</a></li><li><a href="social-media-products/social-media-research.html" onfocus="blurLink(this);">Research</a></li><li><a href="social-media-products/social-media-marketing-and-crm.html" onfocus="blurLink(this);">Marketing & CRM</a></li><li><a href="social-media-products/social-media-strategy-advisory.html" onfocus="blurLink(this);">Strategy & Advisory</a></li></ul></li></ul><ul><li><a href="industries.html" onfocus="blurLink(this);" class="top_parent">Industries</a><ul><li><a href="industries/automotive-industry.html" onfocus="blurLink(this);">Automotive</a></li><li><a href="industries/entertainment-products-industry.html" onfocus="blurLink(this);">Entertainment Products</a></li><li><a href="industries/internet-brands-industry.html" onfocus="blurLink(this);">Internet Brands</a></li><li><a href="industries/telecommunications-industry.html" onfocus="blurLink(this);">Telecommunications</a></li><li><a href="industries/tourism-industry.html" onfocus="blurLink(this);">Tourism</a></li><li><a href="industries/banking-and-finance-industry.html" onfocus="blurLink(this);">Banking & Finance</a></li><li><a href="industries/fashion-industry.html" onfocus="blurLink(this);">Fashion</a></li><li><a href="industries/beauty-and-cosmetics-industry.html" onfocus="blurLink(this);">Beauty & Cosmetics</a></li><li><a href="industries/household-products-industry.html" onfocus="blurLink(this);">Household Products</a></li><li><a href="industries/insurance-industry.html" onfocus="blurLink(this);">Insurance</a></li><li><a href="industries/pharmaceutical-industry.html" onfocus="blurLink(this);">Pharmaceutical</a></li></ul></li></ul><ul><li><a href="social-media-studies.html" onfocus="blurLink(this);" class="top_parent">Studies</a><ul><li><a href="social-media-studies/promibarometer-social-media.html" onfocus="blurLink(this);">Promibarometer</a></li><li><a href="social-media-studies/fmcg.html" onfocus="blurLink(this);">FMCG</a></li><li><a href="social-media-studies/startup-ranking-top-unternehmen.html" onfocus="blurLink(this);">Startup-Ranking</a></li><li><a href="social-media-studies/weinstudie-weine-in-social-media.html" onfocus="blurLink(this);">Weinstudie</a></li><li><a href="social-media-studies/brands-in-social-media-studie.html" onfocus="blurLink(this);">Brands in Social Media</a></li><li><a href="social-media-studies/crm-monitor-kundenzufriedenheit.html" onfocus="blurLink(this);">CRM-Monitor</a></li><li><a href="social-media-studies/sweets-studie.html" onfocus="blurLink(this);">Sweets Studie</a></li><li><a href="social-media-studies/us-wahlkampf-studie.html" onfocus="blurLink(this);">US-Wahlkampf Studie</a></li><li><a href="social-media-studies/ceo-reputation-studie.html" onfocus="blurLink(this);">CEO-Reputation Studie</a></li><li><a href="social-media-studies/social-network-study.html" onfocus="blurLink(this);">Social Netwok Study</a></li><li><a href="social-media-studies/reisestudie.html" onfocus="blurLink(this);">Reisestudie</a></li></ul></li></ul><ul><li><a href="company.html" onfocus="blurLink(this);" class="top_parent">Company</a><ul><li><a href="company/about.html" onfocus="blurLink(this);">About</a></li><li><a href="company/career.html" onfocus="blurLink(this);" class="parent">Career</a><ul><li><a href="company/career/praktikum-market-research-hh.html" onfocus="blurLink(this);">Praktikum Research (HH)</a></li><li><a href="company/career/praktikum-market-research-hh0.html" onfocus="blurLink(this);">Praktikum Research (M)</a></li><li><a href="company/career/praktikum-marketing-pr.html" onfocus="blurLink(this);">Praktikum Marketing (HH)</a></li></ul></li><li><a href="company/people-management-of-ethority.html" onfocus="blurLink(this);" class="parent">People/Management</a><ul><li><a href="company/people-management-of-ethority/sten-franke.html" onfocus="blurLink(this);">Sten Franke</a></li><li><a href="company/people-management-of-ethority/benedikt-koehler.html" onfocus="blurLink(this);">Benedikt Köhler</a></li><li><a href="company/people-management-of-ethority/felix-fiek.html" onfocus="blurLink(this);">Felix Fiek</a></li><li><a href="company/people-management-of-ethority/susanne-habel.html" onfocus="blurLink(this);">Susanne Habel</a></li><li><a href="company/people-management-of-ethority/joern-jagdhuber.html" onfocus="blurLink(this);">Jörn Jagdhuber</a></li><li><a href="company/people-management-of-ethority/sabrina-panknin.html" onfocus="blurLink(this);">Sabrina Panknin</a></li></ul></li></ul></li></ul><ul class="right"><li><a href="contact/contact-us.html" onfocus="blurLink(this);" class="top_parent">Contact</a><ul><li><a href="contact/contact-us.html?no_cache=1" onfocus="blurLink(this);">Contact us</a></li><li><a href="contact/location.html" onfocus="blurLink(this);">Location</a></li></ul></li></ul></div> </div>  </div>     <a id="c1012"></a>  <div class="csc-textpic csc-textpic-center csc-textpic-above"><div class="csc-textpic-imagewrap" style="width:902px;"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:902px;"><dt><img src="uploads/pics/Industries_big_Kopie_07.jpg" width="902" height="272" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>      <div id="content_area"><div id="content_margin">  <a id="c702"></a> <div class="two_cols_bs"> <div class="col1">  <a id="c691"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Fashion Industry</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c703"></a>  <div class="csc-textpic csc-textpic-left csc-textpic-above"><div class="csc-textpic-imagewrap"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:597px;"><dt><img src="uploads/pics/fashion_02.jpg" width="597" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c693"></a>  <h3>Über 400 Foren und Communities bieten ein weitreichendes Potential.</h3> <p class="bodytext">Während Nike unvermindert große Gewinne einfahren kann, sieht sich ein Großteil der anderen Labels schwerwiegenden Problemen gegenüber. Auf den Modewochen in Venedig, Paris und Mailand sparte man an allen Ecken und Enden und die ersten großen Namen mussten bereits die Segel streichen. Zudem verändert sich die Modelandschaft in den letzten Jahren zusehends. Regionale Marken gewinnen an Bedeutung und ein zunehmender Trend zur Individualisierung ist erkennbar. </p> <p class="bodytext">Noch fällt der Buzz im Web 2.0 mit anteilig 4,5% (Quelle: <a href="social-media-studies/brands-in-social-media-studie.html" title="Opens internal link in current window" class="internal-link">ethority „Brands in Social Media“-Studie</a>) eher gering aus, aber die steigende Zahl an Fashion-Blogs und Female-Boards wird bald Wirkung zeigen. Schon heute werden Massenmarken wie Nike oder Adidas viel online diskutiert, aber auch der Anteil an exklusiveren Labels wie z. B. Prada nimmt zu. </p> <p class="bodytext">Die stetige Medienpräsenz etlicher Modemarken und das anhaltende Modebewusstsein der User sorgen in der ohnehin wachsenden Gemeinde internetaffiner Fashion Victims für zunehmenden Buzz rund um das Thema Mode. ethority hat diesen Trend aufgegriffen und für einen großen deutschen Versandhändler eine umfassende Social Media Analyse durchgeführt.<br /><br /> </p> <h3>Case:</h3> <p class="bodytext"><b>Ausgangslage:</b> <br />Der Versandhändler, der die Untersuchung in Auftrag gab, hat ein umfangreiches Leistungsangebot. Neben den Produkten selbst umfasst dieses auch die, mit dem Versand und der Kundenbetreuung im Zusammenhang stehenden Dienstleistungen. Es bietet also vielfältige Anknüpfungs- bzw. Kritikpunkte für die Verbraucher und ist entsprechend häufig in den nutzergenerierten Medien vertreten. Auf Grundlage dieser unüberschaubaren Präsenz beauftragte das Versandhandelsunternehmen die ethority Research Spezialisten, die Kundenmeinungen und -wünsche im Social Web zu evaluieren, um sich den potentiellen verbrauchergetriebenen Problemen zu stellen und entsprechende Maßnahmen zu ergreifen. </p> <p class="bodytext"><b>Zielstellung:</b><br />Um diesem Kundenwunsch zu entsprechen, sollten die User Generated Media zu verschiedenen zielführenden Themenbereichen in Bezug auf das Versandhandelsunternehmen untersucht werden. Neben unternehmensabhängigen Themen wie Bestellung, Produkte, Qualität, Lieferung & Versand, Kundenhotline etc. wurden, um einen entsprechenden Benchmark aufzuzeigen, auch Wettberber als Untersuchungsgegenstand miteinbezogen. </p> <p class="bodytext"><b>Durchführung:</b><br />Mit Hilfe der gridmaster® Technologie wurde ein nach den einzelnen Themen strukturiertes Monitoring aufgesetzt, das das deutschsprachige Social Web nach relevanten Verbrauchermeinungen durchsuchte. Nach der Aufbereitung der durch das Monitoring gefundenen Daten konnten im Untersuchungszeitraum über 10.000 deutschsprachige Usermeinungen ausgemacht und hinsichtlich der im Vorfeld festgelegten Themenbereiche eingeordnet und analysiert werden. </p> <p class="bodytext"><b>Ergebnis:</b><br />Basierend auf den aus dem Monitoring resultierenden Daten und deren Auswertung wurde die Wahrnehmung des Versandhandelsunternehmens durch die Verbraucher aufgezeigt. Bestehende Problemfelder kristallisierten sich zum einen aus den themenbezogenen Usermeinungen und zum anderen aus dem Wettbewerbervergleich heraus. Die ethority Research Spezialisten konnten final auf Basis der Social Media Analyse mit Optimierungsansätzen aufwarten und weitere Vorgehensweisen darlegen.</p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>  </div> <div class="col2">  <a id="c939"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Branchen-Facts</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c954"></a>  <div class="csc-textpic csc-textpic-left csc-textpic-above"><div class="csc-textpic-imagewrap"><dl class="csc-textpic-image csc-textpic-lastcol" style="width:295px;"><dt><img src="uploads/pics/top10_mode_website.jpg" width="295" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c940"></a>  <p class="bodytext"><b>Insgesamt über 400 Foren & Communities in deutscher Sprache</b> </p> <p class="bodytext"><b>Über 90.000 relevante Beiträge pro Tag</b> </p> <p class="bodytext"><b>Größte deutschsprachige Community mit ca. 2,4 Mio Unique Visitors pro Tag</b> </p> <p class="bodytext"><b>Über 14.000 relevante Blogbeiträge pro Tag</b> </p> <p class="bodytext"><b>Ed Hardy Page auf Facebook.com mit ca. 450.000 Mitgliedern</b></p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>   <a id="c697"></a>   <div class="tx-imtwitterajax-pi1"> <div class="box sidebarbox"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Twitter-Feed</span><span class="followme"><a href="http://twitter.com/ethority" taget="_blank"><img src="/weblog/wp-content/themes/ethority_v2/img/followme.gif" alt="" /></a></span> </div></div></div></div> <div class="middle"> <div class="specialcontent innerspecial" id="ethority"> <div class="twitter-timeline"> </div> <span class="tweetsLoad">loading tweets ...</span> </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"> <a href="http://twitter.com/ethority" target="_blank" class="more"><span>more...</span></a> </div></div></div> </div></div></div> </div>    </div> </div>  </div></div>  </div>  </div>  <div id="footer"> <div class="footer_content">© 1998 – 2010 ethority GmbH & Co. KG - All Rights reserved – <a href="/impressum.html">Impressum</a></div> </div>   <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try{ var pageTracker = _gat._getTracker("UA-4500526-1"); pageTracker._trackPageview(); } catch(err) {}</script>  </body> </html>