Etam Weibo strategy in China
Content
1. Project objective
This project aims at evaluating fashion brand – Etam’s marketing strategy on Sina Weibo by comparing other fashion brands which have official account on Weibo.To be specific, three major objectives are to figured out in this project:
To have a clear understanding on the performance of Etam and other six fashion brand on Weibo
To glean intelligence and insight from Etam and competitors’ Weibo
To provide our own implication and recommendations to Etam’s Weibo strategy.
2. Methodology
Both qualitative and quantitive methods are applied in this report.
With the help from Gary, who is Etam’s online public relationship manager, we have access to some internal data on Etam and other six competitors’ KPI from January to June 2013. It gives us availability to gain a clear understanding of the objective brands.
Three interviews with the objective brands’ followers are conducted to analyze their perception on Etam and its competitor brand on Weibo.
3. Brand Background
3.1 Brand history
For nearly a century, Etam, a well-known French clothing brand, has offered women fashion tailored to their desires.
In September 1916, Max Lindeman opened his first store selling stockings in the heart of Berlin, Germany. The Etam brand was born. These modern, synthetic stockings were a success due to their popularity with women starting to go out to work. In 1924, the company moved into run-proof lingerie, which enjoyed a big success. In 1928, Etam relocated the store in France, and then it became one of the most successful retail chain stores and spread to the whole world. In 1963, Etam created ready-to-wear line. In year 1965, Etam develops what comes to be known as permanent automatic restocking, a "just-in-time" supply technique allowing for supply to be adjusted permanently to customer demand, which was kind of a huge move at that time. In 1983, Etam launched 3 sub brands. In 1995, Etam opened the first sales outlet in Shanghai,
1. Project objective
This project aims at evaluating fashion brand – Etam’s marketing strategy on Sina Weibo by comparing other fashion brands which have official account on Weibo.To be specific, three major objectives are to figured out in this project:
To have a clear understanding on the performance of Etam and other six fashion brand on Weibo
To glean intelligence and insight from Etam and competitors’ Weibo
To provide our own implication and recommendations to Etam’s Weibo strategy.
2. Methodology
Both qualitative and quantitive methods are applied in this report.
With the help from Gary, who is Etam’s online public relationship manager, we have access to some internal data on Etam and other six competitors’ KPI from January to June 2013. It gives us availability to gain a clear understanding of the objective brands.
Three interviews with the objective brands’ followers are conducted to analyze their perception on Etam and its competitor brand on Weibo.
3. Brand Background
3.1 Brand history
For nearly a century, Etam, a well-known French clothing brand, has offered women fashion tailored to their desires.
In September 1916, Max Lindeman opened his first store selling stockings in the heart of Berlin, Germany. The Etam brand was born. These modern, synthetic stockings were a success due to their popularity with women starting to go out to work. In 1924, the company moved into run-proof lingerie, which enjoyed a big success. In 1928, Etam relocated the store in France, and then it became one of the most successful retail chain stores and spread to the whole world. In 1963, Etam created ready-to-wear line. In year 1965, Etam develops what comes to be known as permanent automatic restocking, a "just-in-time" supply technique allowing for supply to be adjusted permanently to customer demand, which was kind of a huge move at that time. In 1983, Etam launched 3 sub brands. In 1995, Etam opened the first sales outlet in Shanghai,