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Monnalisa and U.S. Social Media

By: Jennifer Johnson, Rebecca Feinberg (Raf74@pitt.edu), Sarah Poliski (sep74@pitt.edu), Mikayla Novick, Alexis Albensi, Tyler Smerchek, Josh Reinstein

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What we are going to cover

Analysis of Monnalisa’s competitors in the USA
Identification and description of their respective social media strategies
Identification and Description of the social media Monnalisa uses in the U.S.
Compare point 2 and 3, considering Monnalisa’s competitive positioning and ID social media choices Monnalisa can adopt for the American Market
Determination of social media choices for Monnalisa in the USA

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Monnalisa Overview

High quality fine clothing for children
Fashionable products without sacrificing comfort
Casual collections where the quality is high

Monnalisa can be described as...

Elegant, luxurious, creative, innovative, original, stylish, fun, romantic, pink, classic

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Monnalisa’s Competitors in the U.S.

Armani Junior
Gucci Kids
Dolce & Gabbana Kids
Baby Dior
Ralph Lauren Kids

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Armani Junior

Casual luxury
Fun, playful
Pride in the Armani brand

“Elegance is not about being noticed, it’s about being remembered”

Feeling of Americana even though it’s an Italian brand

https://www.youtube.com/watch?v=jC4MbNRAdR8

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Armani Junior

Website

Mother and baby gift ideas
Separated into baby, junior, and teen boys and girls

Apparel and accessories

Junior girls (2-8 years old)

Clean lines, classic designs, formal more than casual wear

Dresses, tops, pants, and skirts
Swimwear, hats, shoes

Junior boys (2-8 years old)

Formal wear

Jackets, button-down shirts, khakis, dress pants
Swimwear, hats, shoes

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Armani Junior

Content of Facebook page

Over 7,000,000 likes
Videos, links to other social media pages
Presence as an overarching brand
Frequent interaction with consumers

Comments, posts, pictures

https://www.youtube.com/watch?v=jC4MbNRAdR8

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Gucci Kids

Clothing and accessories for girls & boys (ages 4-12) & babies
Gucci values: fashion innovation, luxury, Italian craftsmanship
Gucci kids does not have any social media accounts

Main social media presence: official Gucci Facebook page

15 million Facebook likes

Promoted on Gucci’s website/Instagram/Twitter/Foursquare/Youtube
Jennifer Lopez: brand ambassador (twins)

Main marketing strategy: using word of mouth

Target mothers who look to their social circles for advice

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Dolce and Gabbana Kids

Dolce and Gabanna uses numerous facets of social media including; Facebook, Twitter, Tumblr, Pinterest, Google+
They are the most active on Facebook and have over 22,000 likes
Social media is a great source for them to promote current events and philanthropy
On the other hand they only have 156 followers on twitter and obviously don’t know how to properly utilize this form of social media

Uses both languages on its website and it’s social media channels
Facebook: 22,326 likes; Little Interaction; Hurts Edge Rank

Cutesie and playful/ Fashion but it lets kids be kids and celebrates all things cute and happy

Colors are light and fun; they celebrate all holidays (even the non major ones like World Sleep Day, National Puppy Day,

Promotes current events/ philantrhopy efforts

National puppy day/ Water day

Pictures and Videos (of their fashion shows)
Crafts; Recipes (like one for Arancini); Puppies; Promotions
Most interacted with posts: Their Promotions (drastically more interaction when compared to the rest of their posts), videos of fashion shows, their clothing in action on stars

Twitter: Follows same campaign as Facebook Page

Only 156 Followers - not strongest channel
Very little interaction with their twitter

Tumblr: 7,022 Followers

Follows same campaign as Facebook Page

Pinterest: 39 Boards; 77 Followers

Boards: Collections; Outfits to construct for holidays; Recipes
Not very popular

Google+: 18 followers; 10,982 views

Posts are just YouTube Videos

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Baby Dior

Dior uses all of the common social media platforms such as Facebook, Instagram and Twitter, but they do not have any social pages devoted to Baby Dior.
Over 15 Million people like the Dior facebook page, so that is most likely why they use the same page to advertise the Baby Dior line.
This massive following on facebook seems like a great place to advertise all of their products, but I would think a Baby Dior page could be very successful on its own.
On the main webpage, “Baby” is just one subsection of the website along with Man and Woman making it a little difficult to see.
Much more could be done to create more exposure for the Baby Dior line.

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Baby Dior

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Ralph Lauren Kids

“What began 40 years ago with a collection of ties has grown into an entire world, redefining American style, Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in our dream. We were the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle.”

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Ralph Lauren Kids

Two categories for both boys and girls: “Downtown Cool” and “Get Dressed Up”

Provide style tips for both on website

Girls

Floral prints, preppy, comfortable elegance in both Downtown Cool and Get Dressed Up

Boys

Downtown Cool is very different from Get Dressed Up but still preppy

Downtown: sweatshirts, t-shirts, jeans
Get Dressed Up: button-downs, sweaters, ties

https://www.youtube.com/watch?v=MkyeoVzClas

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Ralph Lauren Facebook

No differentiation between Ralph Lauren and Ralph Lauren Kids
Celebrity brand ambassadors
Mix of both adult and kids information and photos

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Tutor - Elenia Meucci’s Inside Scoop

Same social media strategy all around the world
Pays attention to holidays around the world: U.S, Brazil,Russia, China, Europe
Social media strategy is based on product communications
Everything overseen by company base in Italy
U.S stores and instagram and facebook page run by managers of individual store locations
Provide them with anything they may need - videos, advertising, lookbooks, etc.

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Monnalisa Social Media Content

Content include promotion information
Gives store locations(New York) and email and phone number to contact them
Advertising different sales
A lot of pictures - advertising clothes, new clothing lines

ex) Spring outfits; Summer outfits

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Monnalisa

Implementation across multiple social media platforms in addition to website

Facebook
Twitter
Instagram
Snapchat
Pinterest
YouTube
Google+

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Monnalisa in the U.S.

There is a different social media presence in the U.S.

New York store has its own Facebook and Instagram page
Beverly Hills has a separate Twitter account

Advantages to this differentiation

All the locations are different, and diverse social media pages reflect that
Accessibility

Disadvantages

Possible consumer confusion
Unclear whether the company or the store manager controls the social media pages

Accessibility: A consumer in NY can go to the NY Instagram page instead of going to the Arezzo Facebook page

Customer confusion: When I was researching, I found it difficult to decide whether or not the BH and NY pages were legitimate or not, because they were specifically for those locations, not the brand as a whole. The NY Instagram almost all the same posted photos as the Monnalisa brand’s Instagram, so there’s actually not a lot of diversification in the social media presence

Streamlined presence: Not all the pages are set up the same, further adding to the thought that the social media segment is not a united one. This ultimately weakens the brand’s position in the social media piece of marketing

Questions:

Are the social media pages in the US run by the company or the managers of the stores themselves (i.e. BHMonnalisa)?

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Opportunities for Monnalisa

Unified Front
Similar campaigns to the European Brand
Taking lessons from the competitors:

Content that is not solely children or merchandise but enhances brand image
#IlGufoMums
Fashion Shows
Current Events

There is currently a disconnect between Monnalisa as a brand in the United States and a few select stores.

Like many of its competitors have done there is no reason to have a huge disconnect between what you are showing the European market and what you are showing the American market. Especially given that Monnalisa already uses English in its posts.

What can stay the same:

Promotions of new merchandise

A lot of the posts are universal and not location specific

Recaps of events throughout the world

Some things that might need to change:

Language of articles promoted. Most Americans do not speak Italian.

Some things to add that have been successful with other competitors

#monnalisa is a great start to getting the brand trending online. However it does not resonate with the consumer like #IlGufoMums does. We want that sort of interaction where customers are promoting our brand. #MonnalisaMoms or something along those lines.
Footage of fashion shows
Miss Grant has had a lot of success with posts that do not necessarily have to deal with their merchandise but rather enhance their brand image as they reinforce their cuteness with pictures of puppies.
Miss Grant also promotes things like recipes -- but to be more relevant to the elegance and class that Monnalisa’s brand is portraying they should post more relevant content that aids in wearing the merchandise.

Example: A hair tutorial of one of the child models wearing next season’s newest trend

Current event posts - regarding holidays (both major and minor) are very successful on competitors’ pages. If you don’t want to go as far as National Puppy Day - which Americans eat up, then make sure to acknoweldge the major holidays -- even using it as an opportunity to promote the perfect dress for Easter, Christmas, and the like.

What should not be on the page

Facebook events happening in Dubai - because that is so not a reality

Additional Opportuntiies

Hindered Edgerank: On Facebook and other social media channels there is an algorithym used that determines the frequency of which you show up on a user’s home page/ live feed. Basically stated it is based on the amount of interactions the user has with your page and its content, and how much you are posting and how much it is currently being interacted with online. If you are posting too often without enough interaction you are going to slip in Edgerank and be less likely to show up. You should not exceed more than one post a day on mediums such as Facebook.

Not always a problem, but 3 posts with relatively low interaction compared to page likes on March 30th

We know that celebrities wear Monnalisa to important events like the Grammy’s and the Oscars from the presentation we saw in class. This sort of endorsement goes over well with crowds as people eat it up in magazines and online.
There are sections in American magazines dedicated to who wore it better that pin celebrities against other celebrities, but this campaign woudl be much kinder.

A lot of styles of the clothing are taken from the adult world and then used in the children’s clothing. Why not showcase this on the internet with a playful #WhoWoreItBetter campaign

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Additional Opportunities for Monnalisa

Considering Edgerank
Highlighting Monnalisa in the Media

Celebrities wearing Monnalisa on the Red Carpet

Playful Campaigns

#WhoWoreItBetter

Additional Opportuntiies

Hindered Edgerank: On Facebook and other social media channels there is an algorithym used that determines the frequency of which you show up on a user’s home page/ live feed. Basically stated it is based on the amount of interactions the user has with your page and its content, and how much you are posting and how much it is currently being interacted with online. If you are posting too often without enough interaction you are going to slip in Edgerank and be less likely to show up. You should not exceed more than one post a day on mediums such as Facebook.

Not always a problem, but 3 posts with relatively low interaction compared to page likes on March 30th

We know that celebrities wear Monnalisa to important events like the Grammy’s and the Oscars from the presentation we saw in class. This sort of endorsement goes over well with crowds as people eat it up in magazines and online.
There are sections in American magazines dedicated to who wore it better that pin celebrities against other celebrities, but this campaign woudl be much kinder.

A lot of styles of the clothing are taken from the adult world and then used in the children’s clothing. Why not showcase this on the internet with a playful #WhoWoreItBetter campaign

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Holiday Campaigns

Campaigns dealing with popular American holidays

4th of July
Halloween
Holiday season (Thanksgiving-New Years)

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Integrate Social Media into Monnalisa Marketing

Pair with American Girl Doll do a joint campaign Instagram competition, featuring Monnalisa girls playing with their American Girl Dolls.

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An at home Pinterest fashion shoot, kids in their favorite Monnalisa apparel

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Celebrity Campaign

Do a photoshoot with the Kardashian/West children. Then on Monnalisa’s instagram post the photo story and have it play out over a few weeks.

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Thank You!