Using Google Blogsearch, I queried how often forty-one apparel and shoe brands were mentioned in blogs, both ever, and during the past month. Only brands with distinct names were included. For instance, a query on "Gap" is not fruitful, as the search returns too many instances not related to the Gap store. The problem is much less pronounced with "Zappos".
For each of forty-one brands, I calculated an index that balances long-term blogging buzz, and short-term (30 day) blogging buzz. Long-term and short-term buzz are weighted equally. The results are in the table at the end of this article.
Here are the top ten apparel/shoe brands, based on long-term blog buzz and short-term blog buzz.
1 = REI
2 = American Eagle
3 = Sears
4 = Urban Outfitters
5 = Patagonia
6 = Old Navy
7 = Gymboree
8 = Liz Claiborne
9 = Lane Bryant
10 = Eddie Bauer
Brands that had good long-term rankings include Sears, REI, Lands' End, American Eagle, L.L. Bean, Zappos, J. Crew, Old Navy, Victoria's Secret, and Patagonia. Most of those brands sell a ton of merchandise, and therefore, may influence the total number of mentions in the blogosphere.
Brands that had good short-term rankings include Sierra Trading Post, REI, Liz Claiborne, Lane Bryant, Urban Outfitters, Bluefly, Gymboree, Orvis, Anthropologie, Nine West. These brands had "buzz" that exceeded what they had achieved prior to the past thirty days.
By combining long-term and short-term buzz, we get the ranking illustrated earlier.
Buzz does not translate to sales or profit. But it is interesting to see which brands had a lot of long-term mentions, and to compare that list with the brands that have improved their buzz in the short term. REI appears on both lists, clearly leading the pack.
What do you think, folks? Is there any validity to measuring buzz in this manner? Send me your comments, and let me know whether this or some other version of this is a worthy endeavor.
|Apparel And Shoe Social Media Index: February 8, 2007|
|Mentioned Ever||Mentioned Last Month||Last Month Pct.||Ever Rank||Last Mo. Rank||Index|
|Sierra Trading Post||7,328||1,511||20.62%||32||1||16.5|
|Abercrombie & Fitch||35,069||4,221||12.04%||13||20||16.5|
|Burlington Coat Factory||10,572||441||4.17%||29||41||35.0|
|Dooney & Bourke||3,977||413||10.38%||38||33||35.5|
|Jos. A. Bank||4,696||432||9.20%||37||34||35.5|
|Lord and Taylor||2,133||117||5.49%||41||40||40.5|
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