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The Year Ahead: Self-Disrupt or Die

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“Other forms of disruption we see in fashion include exclusivity, faster fashion and new channels. Numerous established brands are rethinking their business models to reflect these evolutions. For instance, some are moving away from the traditional fashion calendar and imitating the “drop” approach commonly used by streetwear labels to release smaller and more frequent collections that create rarity value and elevate anticipation. Moncler’s launch of its “Genius Project” is an example, with Hiroshi Fujiwara’s first drop driving a 43 percent month-on-month increase in earned media value (EMV) in June 2018 according to Tribe Dynamics.“

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Japanese beauty brand Tatcha is finally investing in influencers

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"It was reported that the brand had $120 million sales at retail last year and Tatcha managed to land in the top-10 skin-care brands in earned media value (EMV) month over month since February 2018, according to social media engagement company Tribe Dynamics. In the third quarter alone, Tatcha’s community of more than 1,200 unpaid influencers created about $15,000 in EMV, which was more than cult brands Glossier and Drunk Elephant. (The former had nearly $10,000 in EMV, while the latter had around $8,000.) In 2018, Tatcha’s influencer community grew by 107 percent year over year, which resulted in a 256 percent year-over-year growth in EMV."

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The New Rules of Beauty PR

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‘“I still feel most proud when I get a print story, but it’s rare that anything is going to be seen first in a magazine anymore,” admits an executive at one of LVMH’s beauty brands.

“If you’re in a magazine, it’s still an image-builder,’ confirms Tractenberg, “but it has to be in conjunction with everything else. Everyone now is focusing on online engagement and what moves the needle in sales, which is ultimately the barometer of what is successful. And instead of ad value, it’s earned media value [EMV]: What did this post get for us?”

While PR firms used to measure much of their success by the number of in-book product credits or the length of a feature, they now have far more granular data, like that from Tribe Dynamics, the research firm many brands hire to record and analyse EMV.”

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How Calvin Klein used Instagram to drive its latest fragrance launch

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"In many ways, Women’s social plan was similar to Calvin Klein’s approach with its rebrand around its jeans category dubbed #MyCalvins. It, too, had high-level celebrities at its pillar — in this case, the Kardashian-Jenner family — and also looked to user-generated content for brand awareness. While Tribe Dynamics reported that Calvin Klein had a 37 percent quarter-over-quarter change in earned media value, thanks to My Calvins and Women, resulting in over $30 million in EMV in the third quarter of 2018, this did not translate in parent company PVH’s third-quarter results when it came to the clothes."

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Inside Rimmel’s revamped influencer strategy

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"Brit McCorquodale, svp of revenue at Tribe Dynamics, a marketing technology firm, said that while Instagram likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, last year, consumers are craving real recommendations more than ever. “The influencer ecosystem tends to be very self-regulating,” she said. “Consumers will stop engaging with influencers they no longer trust, or who are no longer providing compelling, relevant recommendations."

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Maybelline embraces the drop model and experiential installations for latest launch

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"Maybelline, like other mass players, has had to borrow from digitally native upstarts like Kylie Cosmetics, which have made product drops and experiences part of their DNA, said Tribe Dynamics co-founder and president Conor Begley. “Indie brands like Kylie Cosmetics have been doing this since the beginning, so offering unexpected newness keeps companies like Maybelline relevant — it’s something they had not done before,” he said. Tribe Dynamics reported that this has worked before for Maybelline: Its limited-edition Lemonade Craze palette, which was first teased in February and released in April, has garnered $1.7 million earned media value (that is, the publicity gained through promotional efforts versus traditional media), more than any other new Maybelline product during the second quarter of this year. By comparison, Kylie Cosmetics’ Weather Collection, which launched in February , had about $3 million EMV in the first quarter of 2018, said Begley."

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A New Social Network’s Radical Proposal: Ban #SponCon

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"Data from Tribe Dynamics, a marketing technology firm that tracks influencer impact, shows that consumers at large have not rejected influencer content. Last year on Instagram, likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, the company found, but that unpaid content is most effective at driving conversions. For Masse, this means that the app could complement the product content driven by Instagram.

‘My question about that would be how they are supporting the development of recommenders?” said Brit McCorquodale, senior vice president at Tribe Dynamics. “It would be important for an app like this to understand and really cultivate a creator community so they have the tools to access information for their followers.’"

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The Case for Seeking Out More Diverse Influencers

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"Revolve, which recently filed for an IPO and generated sales of $400 million last year, has never been a brand to highlight diversity, but whether or not that has had an effect on its sales is unclear. Revolve’s earned media value (EMV) dropped during the controversy to the brand’s lowest for the year, at $83.8 million, according to the marketing technology firm Tribe Dynamics. A spokeswoman for Tribe said that cannot be solely attributed to the controversy, however, but “to the natural ebb and flow of events and campaigns.” And the dip was temporary: Revolve’s EMV bounced back to more than $140 million in each of the subsequent two quarters."

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Hedi Slimane and the Art of the ‘Drop’

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"So far, this autumn’s drops have at least generated notable consumer buzz. During September 2018, #ThomasBurberryMonogram drove more than $100,000 in earned media value for the brand, and #TheBSeries drove over $130,000, according analytics firm Tribe Dynamics. Overall, Burberry’s earned media value was $9.6 million for the month, up from $5.4 million from August. Tribe attributed the jump to the chatter around the new drops, as well as an increase in content around the runway show."

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So Exactly How Did Fashion Nova Turn Around Those Kardashian Looks So Fast?

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"Fashion Nova boasts more than 13 million followers on its Instagram feed and an army of 3,000 influencers, known as #NovaBabes, promoting its clothes. That group drove $54.1 million in earned media value, or the value of the publicity it receives via posts and engagement on social channels, from the second half of last year through the first half of this year, according to Tribe Dynamics, a San Francisco-based marketing technology firm. “They run one of the most sophisticated influencer programs that we track,” says Conor Begley, Tribe’s co-founder."

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