Q1 2019
The Business Report
| the business report
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contents 1.0 introduction: h&M & competition vs q1 2018 04 2.0 H&M q1 2019 vs q1 2018 GR 06 3.0 h&m vs competition for q1 2019 14 4.0 H&M vs Zara q1 2019 vs q1 2018 18
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1 . 0 ihn&tMr o&dcuocmt pi oe nt i: t i o n v s q 1 2 0 1 8 GREECE H&M gathered a total of 2,541 mentions across all media in Q1 2019; slightly higher compared to Q1 2018 by 175 mentions. Compared with the competition – in media mentions in Greece – H&M ranks second with 2541. Zara ranks first with 3610 mentions. All other competitors gather significantly less mentions. Marks & Spencer ranks third with 807 mentions, followed by BSB (704 mentions) and Benetton (587 mentions).
CYPRUS H&M gathered a total of 285 mentions across all media in Q1 2019, up by 118 mentions compared to Q1 2018.
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OUR BEST MOMENTS
H&M HO L ID AY C A M PA I G N
H A PP Y B IRTHD AY C Y PRUS EVENT
zara new lo g o
H & M A ND EYTYS
z a r a’ s p r e s s e v e n t i n at h e n s zara la u n c h e s ma k e u p line
most important moments of competition 5
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2 . 0 H&M q1 2019 vs q1 2018 GR t o tal a d val u e
Ad Value in Greece in Q1 2019 was higher compared to Q1 2018 by EUR 355.559, which is in line with the increase in number of mentions.
2,355,319 € 1,999,760 €
H&M AD VALUE GR 903,200€ 768,519€
print 454,960€
internet
Q1 2019
7 8 7, 3 0 0 € 641,600€ 799,500 €
s o c i al m e d i a
1,999,760€
t o tal 100.000€
500.000€
1.o00.000€
01 2018 2,355,319€
2.o00.000€
3.o00.000€
H&M mentions GR print internet
495
Q1 2019
338 521
891 1350 1312
s o c i al m e d i a
2366
t o tal 200
6
500
1.000
2.000
01 2018 2541 3.000
H&M gathered a total of 2,541 mentions across all media in Q1 2019, slightly higher compared to Q1 2018 by 175 mentions. Mentions from print outlets were down by 157 mentions, which most likely is attributed to the changes in the print media titles in Greece and the fact that some titles seized circulation. Mentions on the internet have significantly increased in Q1 2019 (891 mentions) compared with Q1 2018 (521 mentions) by 370 mentions. Social media mentions were relatively stable with 1312 mention in Q1 2019 and 1350 mentions in Q1 2018.
H&M POSITIVE VS NEGATIVE GR 2019
overview
2
5
positive
333 94
internet
797 315
s o c i al m e d i a
1037
414
t o tal 0
500
negative
2167 1.000
1.500
2.000
2.500
3.000
H&M POSITIVE VS NEGATIVE GR 2018 print 13 internet
160
456
s o c i al m e d i a t o tal 0
positive
482 361
500
894 830
negative
1536
1.000
1.500
2.000
2.500
3.000
H&M free vs paid gr €2.500.000
Negative mentions have dropped significantly, by almost 50%. Positive mentions in Greece amounted to 2167 in Q1 2019, compared with 1536 in Q1 2018, up by 631 mentions. Negative mentions were down by 416 mentions in Q1 2019 and amounted to 414 mentions, compared with 830 in Q1 2018. Something that shows that during Q1 2019, H&M did not have to face major issues that would generated negative publicity.
€2.000.000
€2.355.319
€1.500.000 €1.900.000
€1.000.000 €500.000
free
pa i d
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2 . 0 H&M q1 2019 vs q1 2018 cy t o tal a d val u e
Ad Value in Cyprus in Q1 2019 was also higher compared to Q1 2018 by EUR 133.054, which is in line with the increase in number of mentions.
235,754 € 102,700 €
H&M AD VALUE cy 66,450€
21,354€ 20,750€
internet
Q1 2019
63,500€
15,500€
s o c i al m e d i a
150,900 €
01 2018
102,700€
t o tal 0 €
50.000€
100.000€
235.754€ 150.000€
200.000€
250.000€
H&M mentions cy 90
Q1 2019
51 44
internet
71
33
s o c i al m e d i a
163
0
8
01 2018
167
t o tal 50
100
150
285 200
250
300
H&M gathered a total of 285 mentions across all media in Q1 2019, up by 118 mentions compared to Q1 2018. Mentions from print outlets were down by 39 mentions, which most likely is attributed to the changes in the print media titles in Cyprus; specifically a major weekly magazine (Hello) seized circulation. Magazines that are still available have reduced the number of pages. Mentions on the Internet have almost doubled in Q1 2019 (71 mentions) compared with Q1 2018 (44 mentions). Social media mentions have also significantly increased with 163 mentions in Q1 2019 compared to 33 mentions in Q1 2018. Something that can be attributed to the two events held in Cyprus.
H&M POSITIVE VS NEGATIVE cy 2019
overview
2
print 1 internet 1 s o c i al m e d i a t o tal
positive
50 70
0
123
2 0
negative
243 50
100
150
200
250
300
H&M free vs paid cy €250.000 €200.000
€ 2 1 8 .1 0 7
€150.000 N /A
€100.000 €50.000
free
pa i d
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2. 0
editor i al s marie claire
10
Elle
madame figaro
harper’s bazaar harper’s bazaar 11
| the business report
fashionablej
2 . 0 Most Active Influencers GR The most active influencers were the ones that H&M has collaborated during the period considered. Alex Kavdas and Jenny Sireac were two ambassadors of the H&MxEYTYS campaign, while Iliana Papageorgiou and Elena Galifa held H&M contests on their Instagram.
al e x k av d a s
16
elena gal i fa
12
jenny sireac
iliana pa pag e o r g i o u
14 influencers
12
TOTA L NU M B ER OF INF LUENCERS ACTIVATED
58
TOTA L NU M B ER OF M ENTIONS
287
m e d i a val u e
375.500
s t yl e m e l i ga n
16
15
10
Andria Aletrari
3 . 0 Most Active Influencers CY In Cyprus the most active influencers were the ones H&M had a collaboration during the Holiday Collection and the event for the two years of H&M presence in Cyprus.
12
12
olivia C o n s ta n t i n i d e s
13 15
influencers cy TOTA L NU M B ER OF INF LUENCERS ACTIVATED
25
TOTA L NU M B ER OF M ENTIONS
144
m e d i a val u e
134.200 13
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overview
3 . 0 h&m vs competition for q1 2019 gr number of mentions gr
14
internet
social media
t o tal
PERCENTI L E
H&M
338
891
1312
2541
27%
zara ma r k s & s p e n c e r
325 318
1464 343
1821 146
3610 807
38% 9%
bsb
197
247
260
704
7%
u n i t e d c o lo r s of benetton
140
230
217
587
6%
ma n g o
166
2 74
104
544
6%
bershka
70
18 7
193
450
5%
am e r i c a n e agl e outfitters
33
69
68
170
2%
3
GR MONTHLY PUBLICITY HIGHLIGHTS - TOP 5 MOST REPRODUCED STORIES FOR H&M
l H & M Ey t y s c o - o p e r at i o n
n u mb e r o f mentions: 83 l
l
Meghan Markle in H&M dress n u mb e r o f mentions: 56
H & M H o l i d ay Cam pa i g n . n u mb e r o f m e n t i o n s : 1 2 1
l
l
n u mb e r o f m e n t i o n s : 4 0
Fa s h i o n I n d u s t r y C h a r t e r f o r Cl i mat e A c t i o n .
l
n u mb e r o f m e n t i o n s : 4 1
H & M 2 0 1 8 f i n a n c i al r e s u lt s n u mb e r o f m e n t i o n s : 2 8
d e c e mb e r
january
M & S i n Sma r t Pa r t s h o p p i n g c e n t e r . n u mb e r o f l
mentions: 84
monthly publicity
H & M Ca r n i val c o ll e c t i o n .
Za r a e m p loy e e r e v e al s 2 2 s e c r e t s . n u mb e r
l
february
l Za r a _ n e w lo g o . n u mb e r o f
mentions: 113
Za r a _ h o w Za r a c h a n g e s p r i c e s tag s o n s al e s . l
of mentions: 52
n u mb e r o f mentions: 64
Za r a la u n c h e s cosmetics Ult i mat t e a n d Liquid Lipstick.
Za r a _ M e g h a n Martle’s goodby e pa r t y.
l
n u mb e r o f m e n t i o n s : 48
l
Za r a _ N e w lo g o . n u mb e r o f mentions: 42 l Za r a _ Q u e e n L e t i c i a i n Za r a J u m p s u i t.
l
n u mb e r o f mentions: 31
n u mb e r o f mentions: 49
GR MONTHLY PUBLICITY HIGHLIGHTS - TOP 5 MOST REPRODUCED STORIES FOR COMPETITION
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overview
3 . 0 h&m vs competition for q1 2019 cy number of mentions cy
16
internet
social media
t o tal
PERCENTI L E
H&M
51
7
163
285
50%
ma r k s & s p e n c e r
55
45
0
100
18%
zara
33
65
0
98
17%
ma n g o
63
18
0
81
14%
u n i t e d c o lo r s of benetton
2
4
0
6
1%
bershka
2
0
0
2
0%
bsb
1
1
0
2
0%
am e r i c a n e agl e outfitters
1
0
0
1
0%
3
cY MonThlY puBliciTY hiGhliGhTs - top 5 moSt rEprodUCEd StoriES for h&m
l
h A p p Y B i r t h d AY #hMcYprus.
l
nuMBer of Mentions: 104
cY event_iG p u B L i c i t Y.
nuMBer of Mentions: 23
h & M c o - o p e r At e s with storA enso.
l
nuMBer of Mentions: 8 l
h & M e Y t Y s c o - o p e r At i o n nuMBer of Mentions: 8
deceMBer
MonthLY puBLicitY
l
M & s n e w s t o r e At nicosiA MALL.
nuMBer of Mentions: 4
jAnuArY
l
M & s A n d B r e x i t.
nuMBer of Mentions: 10
feBruArY
l
z A r A _ n e w Lo G o .
nuMBer of Mentions: 3
cY MonThlY puBliciTY hiGhliGhTs - Top 5 MosT rEprodUCEd StoriES for CompEtition
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4 . 0 H&M vs Zara q1 2019 vs q1 2018 number of mentions gr q1 2019 print
internet
s o c i al m e d i a
t o tal
H&M
338
891
1312
2541
zara
325
1464
1821
3610
media value H&M gr 903.200€ 768.519€
print internet
454.960€
Q1 2019
7 8 7. 3 0 0 € 641.600€ 799.500 €
s o c i al m e d i a
1.999.760€ 2.355.319€
t o tal €0
€500.000
€1.000.000
€1.500.000
€2.000.000
01 2018
€2.500.000
media value zara gr print
5 9 7. 8 5 0 € 505.333€
internet s o c i al m e d i a
Q1 2019 1 .1 2 8 . 0 3 0 € 1.344.400€ 905.500€ 1 .1 1 0 . 0 0 0 € 2.631.380€ 2.959.733€
t o tal
18
€500.000
€1.000.000
€1.500.000
€2.000.000
€2.500.000
01 2018
€3.000.000
Compared with Zara, H&M gathered more mentions (13) in print media in Q1 2019 and fell slightly behind in social media mentions (-509 mentions). On the web, H&M gathered 891 mentions compared to 1464 mentions for Zara (-573 mentions). It is worth mentioning that a significant amount (19%) of Zara’s publicity derives from negative news regarding the brand. Moreover, plenty of Zara’s mentions are located on website, blogs, and aggregators with limited reach and significance.
SoCiAl mEdiA SoUrCES Gr
sociAL MediA sources q1 2019 Gr 183
771
356
2
zArA
900
821
99
1
2019
2018
2019
2018
2019
2018
2019
h&M
398
183
256
771
771
356
n /a
2
zArA
869
900
525
821
866
99
n /a
1
on december 11th instagram introduced changes and new data policies restricting the access of automated monitoring platforms. We are gathering instagram data via Brandwatch, a major social media monitoring provider worldwide. Brandwatch began working on changes to comply with instagram’s new policies. brandwatch re-introduced feed from instagram’s Api in early february and we are able to provide monitoring services from the instagram. one of the changes that has been introduced is that instagram no longer provides data on user’s (such as the name of the user) due to the Gdpr restrictions. Until early february, instagram monitoring for h&m mentions was conducted manually.
✽
ZArA moSt frEQUEnt mEdiA SoUrCES Gr sources
h&m moSt frEQUEnt mEdiA SoUrCES Gr nuMBer of Mentions
40 29 24
68 36 35
27 22 20 16
19 15
nuMBer of Mentions 30
internet
sources
internet
The difference in social media mentions derives mostly from mentions located for Zara on fB accounts with low importance. furthermore, the difference is attributed to fB shares by websites. Zara gathered a significant amount of social media mentions in Q1 2019, most of them negative, related to the change in its logo, as well as other negative stories. last but not least, h&M received three times more social media mentions on instagram than Zara. something that shows that h&M has reached its audience effectively, as instagram is the social media platform with the most significance to the fashion industry.
h&M
2018
94 59 52 51 51
18 16
19
| b i n i e ta
4 . 0 H&M vs Zara
H&M in Cyprus received almost three times Zara’s publicity across all media sources. The two events, held on the island, boosted H&M’s publicity and thus H&M ranks 1st among all its competitors. Zara comes third in Cyprus, as it falls behind Marks & Spencer as well.
q1 2019 vs q1 2018 cy number of mentions cy q1 2019
20
internet
s o c i al m e d i a
t o tal
H&M
51
71
163
285
zara
33
65
0
98
h&m moSt frEQUEnt mEdiA SoUrCES Cy sources
nuMBer of Mentions 12
8 8 7
internet
24 5 8 3 3
ZArA moSt frEQUEnt mEdiA SoUrCES Cy sources
nuMBer of Mentions
internet
15 5 4 2
33 10 7 5 2
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H&M
4 . 0 instagram
Evgenia Samara
Athina Oikonomakou
indicative posts gr Elena Galifa
instagram mentions 300
Nikoletta Ralli
fashionablej
400
Vicky Kaya
3 74
200 100 99
0
H&M
zara
Daphnia Neofytou
22
zara
Despina Kampouri
E v r i d i k i Va l a v a n i
florindu
Ioanna Samara
S t a m a t i n a Ts i m p s i l i
23
w w w. h m .c o m