Mat Bickley, Director, JOYN
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1 With 7 of the top 20 influencers being independent bloggers, we re watching paid media and PR rapidly lose it s power to dictate trends and influence people Mat Bickley, Director, JOYN
2 Facts are sacred Fashion Influencers Measuring influence is one of the biggest challenges for those who want to create digital marketing strategies. This report provides the first, quantifiable measure of the influence of bloggers, online magazines and retailers the UK and US Fashion Community. JOYN developed this list in collaboration with Linkfluence world leaders in Social Media Research. We take a unique communitycentric approach to understanding influence, this best reflects how people socialise online. The ability to focus on a specific online community, in a specific region and a specific time is unique. Relevance not quantity To measure influence we analysed all links, quotes, comments, repeats, and recommendations in our database of the 1000 most influential social websites in the UK and US Fashion community. A websites influence will stem from the number of people who will have reacted to their content and the influence these individuals have. An author whose website has few links but from key influencers will have a higher influence than a website that has many links, but from less influential websites.
3 DISNEY ROLLER GIRL #15 Photographer: Valentina Vos Stylist: Navaz Batliwalla Hair and make-up: Michelle Dacillo Model Ella C from Profile Assistant: Kat Ramsingh
4 Top 20 Fashion Influencers UK and US 3rd Quarter Style.com is Condé Nast s style bible for the fashion industry 02 The Sartorialist by super blogger Scott Schuman continues to grow and now exerts an unparralled influence 03 Independent Fashion Bloggers cultivates a community of passionate and loyal fans dedicated to fashion journalism 04 Style Bubble by Susanna Lau has maintained her authenticity whilst writing the new blogger business model 05 NY Mag by New York Magazine is the epicentre of culture 06 Topshop arguably the most influential brand in fashion 07 Net-a-Porter defined the editorial + commerce model 08 Garance Dore has cast a spell over the UK/US community 09 Jak and jil by Tommy Ton has completed his transformation from a blogger to an established authority 10 ASOS. This digital pioneer dominates the mid-market 11 Face Hunter is Yvan Rodic s original blog which has positioned him at the vanguard of street-style blogging 12 NY Times at #12? Digital sceptics take note. 13 Fashion Toast star shines brighter after joining the NOWMANIFEST network. A force to be reckoned with. 14 Refinery 29 is the leading digital fashion magazine 15 Fashionista is hot on it s heels with more of the same 16 Shopbop is another Net-a-porter-esque retailer filling the insatiable appetite for woman s prestige brands 17 Fashionologie is another quality digital fashion magazine 18 Kingdom of Style is a two queen show punching above their weight to make it into the Top Vogue UK is the best of the traditional group of woman s fashion magazines finding their feet online 20 WWD is another native printed publication transforming itself into a Top 20 digital influencer
5 Top 50 Fashion Bloggers UK and US 3rd Quarter 2011 RANK URL ALL INBOUND LINKS LINKS FROM TOP 1000 INFLUENCE SCORE CHANGE 1 thesartorialist.blogspot.com stylebubble.typepad.com garancedore.fr jakandjil.com facehunter.blogspot.com FOR TOP 50 PLEASE PURCHASE REPORT
6 Top 25 Fashion Online Magazines UK and US 3rd Quarter 2011 RANK URL ALL INBOUND LINKS LINKS FROM TOP 1000 INFLUENCE SCORE CHANGE 1 style.com independentfashionbloggers.org nymag.com nytimes.com refinery29.com FOR TOP 25 PLEASE PURCHASE REPORT
7 Influencers drive sales Research tells us that people overwhelmingly trust recommendations from fellow consumers over traditional media outlets. Most Trusted Media Sources Recommendations from influencers Brand websites I signed up for Consumer opinions posted online Newspaper Magazine Television Radio Brand Sponsorships Search Engine Ads Product Placements Online Banner Ads Text ads on Mobile phones Forester and Intelliseek (2010) I trust completly I trust somewhat
8 Top 25 Fashion Online Retailers UK and US 3rd Quarter 2011 RANK URL ALL INBOUND LINKS LINKS FROM TOP 1000 INFLUENCE SCORE 1 topshop.com net-a-porter.com asos.com shopbop.com polyvore.com FOR TOP 25 PLEASE PURCHASE REPORT
9 Methodology Key Points Developed research methods in collaboration with Linkfluence world leaders in Social Media Research Analysed their database of 50,000 of the most influential social websites in key global markets. These are places where conversations happen and rich insights into consumer behaviour can be made Websites segmented by region and areas of interest using patented technology then personally checked for relevance to each community From a list of over 5000 websites in the UK and US Fashion and Style community, we identified the 1000 of the most influential. A website s influence will stem from the number of people who will have reacted to their content and how viral their message was. Updated Quarterly to ensure the most current and relevant insights Understanding the list Rank Based on Influence Score and type i.e. Personal Bloggers Links From Top 1000 Highly relevant links, quotes, comments, repeats, and recommendations from the Top 1000 most influential in the Fashion Community. All Inbound Links All links, quotes, comments, repeats, and recommendations from all online communities including those websites outside our list of the Top 1000 most influential. Influence Score A percentile rank from 1 to 100. For example a Influence Score of 75 means you are more influential websites that 75% of the 5000 websites comprising the broader Fashion community. The top 1000 websites have a Influence Score of greater than 40. Change Quarterly change in Rank. A positive number means it has gone up in influence. NEW is a website in the Top 50 for the first time. JOYN IS POWERED BY
10 JOYN is a digital marketing consultancy for lifestyle brands. JOYN Research, digital strategy, creative, PR, retail, events and marketing analytics Our Service Offering We help clients create and deliver a seamless 360 digital marketing strategy. Our fully integrated approach connects market research, social media, ecommerce, advertising, PR, retail, events and analytics. This opens up valuable new channels beyond PR and paid media, drives online sales, influences potential customers and retains loyal fans. Social Media Analysis Research drives our creative process. We deliver a unique type of market intelligence through our partnership with Linkfluence the world leader in social media analysis. Through their exclusive technology we make sense of the vast mass of consumer data to identify key influencers and find communities of untapped customers in key global markets. Unique Benefits of JOYN Our market research provides unique intelligence on your sector Reduce data overload by focusing on specific communities relevant to your brand i.e. Fashion, Beauty and Lifestyle communities Enables insights into your brand, your competitors, region and sector Find communities of untapped customers where you have low brand awareness and launch marketing initiatives to engage them Measure community penetration of your brand and how viral your brand communications are with unparalleled accuracy Make key decisions such as product placement, brand partnership or sponsorship based on fact-based understanding of your community Contact Details For all new business and press enquiries please contact Mat Bickley M: +44 (0) T: +44 (0) E: [email protected]
JOYN is a digital marketing consultancy for lifestyle brands.
Facts are sacred. The potential of social media to reduce marketing costs and increase profits is well understood, but with your Inbox littered with social media experts, finding advice on how it all fits
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