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Cath Kidston Conversation Stems from Floral Bags

1. Conversation prompts for Cath Kidston


Product videos
17.8%

THE DIGITAL INTELLIGENCE SERVICE

2. Sentiment towards Cath Kidston


Competitions
4.2% 3.6%

Product recommendations Online sales


15.8% 12.0%

Product photos
8.6%

Phone case cover


6.0%

Product praise

Love 12.0%

Like 9.5%

Balanced 77.3%

Dislike 1.2%

Hate 0.0%

n = 713
Product videos were typically circulated via YouTube; videos tended to feature consumer reviews and comments as well as advertisements. Cath Kidstons new iPhone covers generated a significant level of general mentions; household items and floral bags in particular were recommended by consumers on forums, Facebook and Twitter. Product giveaways were popularly circulated on Facebook, while consumers announced excitement for newly purchased products on Twitter. Beyond those listed above, product prices (3.4%), recently purchased products (2.9%) and competitor comparisons (2.9%) were popular conversation prompts.

n = 576
Due to the prominence of consumer commentary, it is encouraging to note that positive sentiment significantly outweighs negative. Users typically mentioned their excitement for newly released and recently purchased products. Though negative sentiment was minimal, expressions of this sentiment was typically inspired by product prices, which appear to be too high for some consumers.

3. Gender
Male 11.0% Female 89.0%

4. Location of conversationalists
UK
63.5%

5. Top websites for discussion


forums.money savingexpert.com mumsnet.com
1.7%

USA
22.7%

China
2.6%

Thailand
1.7%

Malaysia

magicmum.com 7.8%

forum.lowyat.net 4.3%

community.tes. co.uk 2.8%

20.6%

12.1%

n = 301
Despite the fact that Cath Kidston products are geared toward women, men also posted videos reviewing her products, particularly the iPhone case, on YouTube. In these videos, women typically appeared alongside male narration.

n = 463
The UKs prominence in this analysis is likely due to the brands British roots. However, Cath Kidston was popular in Asian markets as well, where Facebook appears to be a popular medium for making product-related posts. In addition to those listed above, Cath Kidston was also discussed in Singapore (1.1%), Philippines (0.9%), and Ireland (0.9%).

n = 141
Despite a few complaints of high prices, the majority of content on the Money Saving Expert forums were product recommendations, particularly for Cath Kidstons book Sew!. The brand also clearly has a fanbase among mums, as both MumsNet and MagicMum were prominent in this analysis. Home goods, as opposed to baby and childrens products were more popularly discussed on MagicMum.

Methodology:
I'm having major cravings for Cath Kidston. Mainly in the form of bags. Satchel bags, hand bags, weekend bags, messenger bags...

So then I started to look at Cath Kidston cases they're girly and pretty and a great name to match but the high price point of them has really put me off. ...

can't believe I bought a Cath Kidston bag today ... naughty, but what a treat!

@Laura Louise

@CarolineAstley

@DaisyWilde1

The search used to form this analysis ran on 25 October 2011, focused on global English language content and produced 934 results, 576 of which were relevant. A 'result' refers to the raw material our system generates when it scours the web. A 'relevant result' is a result that is deemed relevant to the subject of the analysis. 'Data' refers to a refined relevant result - a result that has been considered, and topics and values applied to produce a piece of data. The 576 relevant results used in this analysis produced 2,194 pieces of data, a ratio of 3.81 pieces of data per relevant result. It should be noted that data is not linear, and not every result provides data to every topic. The 'n' value (n = X) indicates the volume of data used in answering each topic. The search term used for this analysis was: Cath Kidston
Copyright Trufflenet 2011. All rights reserved.