A detailed look at the fashion brand Ed Hardy and their social media marketing . Takes an analysis of the competition and recommendations for improvement.

1. The Ed Hardy Social Media Ecosystem
An Original Analysis
Natalie Welch

2. The Ed Hardy Presence
Active on Facebook, Twitter, Instagram
Props for…
 Vintage Content
 Integration of music
 Tattoo Design App

3. The Ed Hardy Presence
Not so hot…
 No differentiation between
Twitter and Facebook
 Advertisement heavy
 Minimal interaction with
consumers

4. The Competition
Affliction - Great storytelling and emotional pull in
Examples - Behind the scenes photo shoots, MMA
Partnership, live fan interviews with celebrities

5. The Competition
True Religion - More activity across more channels
Good at use of outside promoters, consistent campaigns
Pinterest - attracting more diversified fan base and
female consumers

6. SWOT!
Ed Hardy
Strengths Weaknesses
Use of vintage material Lack of interaction
Authenticity/Originality Duplication of content
across channels
Opportunities Threats
More User Generated Imitation/Mockery
content beyond design Lack of celebrity
Pinterest status/brand ambassadors

7. Where do we go from here?
Plenty to learn from smaller competitor Affliction and more
mainstream True Religion in their storytelling and variety of outreach
Leverage authenticity and award originality
Give behind the scenes looks
Use partnerships to expand audience (ex. Affliction & MMA)
Continue to share history and allow consumer to be a part of the
future
“Never leave money on the table” - Must address unanswered
consumer questions about availability
More pull less push - conversational and interactive
versus advertising, give benefit for participation and
empower consumers to be brand ambassadors