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Content
1. Project objective......................................................................................................... 2
2. Methodology .............................................................................................................. 2
3. Brand Background ..................................................................................................... 3
3.1 Brand history .................................................................................................... 3
3.2 Etam in China .................................................................................................. 4
3.3 General review of marketing on Sina Weibo ................................................... 3
4. General review on Etam and other fashion brands on Weibo .................................... 3
4.1 Basic data analysis ........................................................................................... 3
4.2 Weibo content category of fashion brand ........................................................ 6
4.3 Etams Weibo ................................................................................................... 7
4.4 Content category analysis ................................................................................ 8
4.5 General analysis on followers interest tag ...................................................... 9
5. Findings of followers interview .............................................................................. 10
5.1Endorser recognition issue .............................................................................. 10
5.2 Motivation for real purchase .......................................................................... 11
6. Competitor activities analysis .................................................................................. 11
6.1 Uniqlo: ........................................................................................................... 11
6.2 H&M .............................................................................................................. 12
6.3 ONLY ............................................................................................................. 13
6.4 Ochirly, Meters/bonwe, Zara ......................................................................... 13
7. Recommendation: .................................................................................................... 13
7.1 Choose a new brand ambassador ................................................................... 13
7.2. Take advantage of KOLs(key opinion leaders) ............................................. 16
7.3. Understand Etam followers well ................................................................... 18
7.4. Keep your Weibo homepage fresh to the followers ...................................... 19
8. Budget ...................................................................................................................... 20
9. Evaluation ................................................................................................................ 21
10. Appendix list .......................................................................................................... 22
11. Reference list .......................................................................................................... 23



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1. Project objective
This project aims at evaluating fashion brand Etams 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 Etams Weibo strategy.
2. Methodology
Both qualitative and quantitive methods are applied in this report.
With the help from Gary, who is Etams 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.

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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, and started its journey in China market. In 1997, Etam was listed on the
Second March of the Paris Bourse. In 2008, Etam launched the Undiz brand, which
also leads a huge success in the coming years. In 2008, Etam opened the largest outlet
dedicated to lingerie in Europe, rue de Rennes in Paris. In 2012, Etam opened So
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Ouest , a new concept in lingerie, which helps increase the value of sales of lingerie
to some extent. In the beginning of this year, Undiz opened a new store in Marocco
after France, Belgium, and Spain, which attracted thousands of people on the first day
after opening ceremony. In the same year, the lingerie brand innovates by creating a
range of tights, stockings and socks: "Jolies Jambes" collection by Etam.
At present, Etam has over 3,300 retail stores in 42 different countries. The value of
sales is more than 9,694 million European dollar.

3.2 Etam in China
Etam started its journey in China market since 1995. Now Etam has long-term
development in more than 45 cities in China, and it has 3189 branch stores. The value
of sales is over 1 billion RMB per year.
Etam has 7 sub brands and they are focusing on different styles and sharing different
groups of target customers. ES focuses on youth and academic, Etam Paris focuses on
mature style, Etam weekend focuses on fashion design, Etam Lingerie focuses on
female underwear, and Etam Homme focuses on mens wear, Etam Kids focuses on
childrens wear, E&Joy focuses on sweet and girly. Among them, ES, Etam Paris and
Etam Weekend are most popular.
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3.3 General review of marketing on Sina Weibo
Sina Weibo is the hottest microblog platform in China, and in use by well over 30% of
Internet users and 56.6% active users of microblog, with a market penetration similar
to what Twitter has established in the USA.
Sina Weibo has a user base of 424 million at present, and the number of daily active
users is 42.3 million. Therere 230,000 enterprises having their official accounts on
Sina Weibo, and 90% of the top 20 clothing brands have official accounts.
Etam started its official account on July 27, 2011, and the number of fans is 319,128.
The major competitors of Etam are H&M, Only, Gap, Uniqlo, Peach Joint and
Veromoda. All of them have official accounts with large sum of fans on Sina Weibo.
Among them, Uniqlo has the largest fans number, which reached a peak at 1,940,108.
Gap, on the other hand, is the first one to set up its official account, the specific time
is October 18, 2010.
4. General review on Etam and other fashion brands on Weibo
4.1 Basic data analysis
The appendix 1
1
indicates some basic indicators about Etam and other six objective
brands. Some intuitive conclusions can be found from it:

1
Appendlx 1
6

Among the seven objective brands, Etam ranks 2
nd
in the number of new tweets
on Weibo which proves that Etam brand account is very active in posting new
content to communicate with its followers.
In terms of number of followers, Etam only comes at 5
th
position after Uniqlo,
H&M, Only and Peach John. Among these brands, Uniqlo and H&M are
international apparel brands with relatively better brand awareness which may
bring more followers for their brand account on Weibo. However, the other two
brand Only and Peach John are the evidence that Etam still have something to
improve on Weibo because Only is just targeting the similar segment as Etam and
Peach John is only famous for its female underwear product.
Another two key indicators to evaluate spreading ability for an account on Weibo
retweet rate (number of tweet/number of tweet) and comment rate(number of
comment/number of tweet) are also left behind Uniqlo and H&M.
4.2 Weibo content category of fashion brand
After looking over the posted contents of the objective Weibo brands, their tweet
content can be classified into seven categories.
Product introduction new product pictures and short narratives combination is the
most common style for this kind of type.
Lifestyle related content information about travel, skin care, movie, entertainment
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gossips are the major parts in this category. The content may not directly related to the
brand but an eye-catcher news can usually boost the number of comments and
retweets.
Online campaign Usually consistent with brands offline campaign and social
networking platform has been proved to be a powerful tool to attract buzz many
times.
Brand story & culture Its usually conveyed by a series of short story about brand.
Fashion trend Etam is good at this type of content for its label French fashion news
which is a specific content label will regularly post latest fashion news from France.
Celebrity & designer Famous brand spokesperson and influenced fashion designers
who is related to the brand will be good topic to set up the buzz on Weibo.
Online campaign This is a good way for both promoting products and enhance the
relationship with followers on Weibo. Luck draw and online coupons also belong to
this category.
4.3 Etams Weibo
Now Etam is operating two accounts on Weibo Etam China and Etam Fans Group
respectively
2
. Etam Fans Group is an account only available for the extremely
followers who can post their photos with Etams product on Weibo. There will be

2
Appendlx 2
8

regular lucky draw of discount coupons as incentive among follower to reward their
high involvement.
Etam China is the main account for Etam and there are several regular content labels
will contain different categories to followers every day. Etam morning will be
released on every morning with a line or lyric to the followers as a greeting. Etam
sharing snap shooting and must have are three regular channels to convey
Etams product information. Etam night gossip will release a hot topic in
entertainment world every night and usually boost followers interest to interact with
each other.
4.4 Content category analysis
Appendix 3
3
indicates the proportion of different content categories for each
objective brand. Compared with other six competitors, Etam is outstanding at
relatively bigger content share in lifestyle content. Which means Etam is likely to
communicate with followers about something more than just its own products and
promotions. In this way, the communication process tends to be more emotional rather
than commercial for Etam on Weibo.


3
Appendlx 3
9

4.5 General analysis on followers interest tag
Weibo allows its user to describe themselves by some short interest tags
4
such as
Fashion,Geek,Music and so on. Its reasonable to use these personal tags to
understand the followers better.
According to the data received from our informant, we compare Etams 22,692
followers and Uniqlos 1,000 followers interest tag and draw a chart
5
to make it
clear.
We found that followers on Etam are more likely to describe themselves by Post
90s(5.9%) whereas the most age-related tag calculated among Uniqlos followers is
Post-80s(7.3%). A basic conclusion can be conducted here is that followers of
Etam Weibo tend to be younger compared to Uniqlo. Some other most mentioned tags
such as entertainment(6.7%), food & cuisine (5.6%) can suggest us more about
the followers personal habit, interest and basic profile.
To sum it up, a typical profile of followers of Etam can be described as young (post
90S), female (food & cuisines) who pay high attention to lifestyle (travel, skin care,
health, beauty). Basically, this group of followers can perfectly match the target
customer of Etams products and is also the result of Etams large proportion of
lifestyle content on Weibo.

4
Appendlx 4
3
Appendlx 3
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5. Findings of followers interview
In order to have a further understanding of Etams Weibo, weve conducted three
interviews with followers of Etam by telephone. All of them have followed Etam and
at least another two fashion brands on Weibo.
Due to three of interviewees are members of Etam fans group who are relatively loyal
and speak positive of Etams brand, we found that their user experience with Etam
Weibo are quite satisfactory. Even though, there are some negative views can be
detected after the interview.
5.1Endorser recognition issue
The lady presented on Etams Weibo front page is Natalia Vodianova who is Etams
global spokesperson. Natalia is a supermodel who has great popularity in Europe.
However, when discussed about this endorser who will show up everyday on Weibo,
none of the three interviewees can speak out her name. Two of interviews confess that
they just thought her as a model who wearing Etams clothes.
Etam is the only brand who put their endorsers image on Weibo front page among all
the seven brand. However, the low awareness of Natalia in China makes this unique
character not outstanding.
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5.2 Motivation for real purchase
Without doubt that any brand who is operating a official account on Weibo desires to
make Weibo as an motivation to boost its sales performance. When asked about
whether our interviewees have bought something due to some content the received
from Weibo, two of them told us that they used to be motivated to make real purchase
because they found some celebrities who wear objective brands products. It seems
like celebrity is an effective way to promote followers real purchase. However, due to
lack of cooperation with local celebrity, Etam is doing poor in this point the two
brands mentioned is Uniqlo and H&M respectively.
6. Competitor activities analysis
This part would observe and analyze the activities and campaigns released by the
competitors of Etam, both including their strengths and weaknesses.
6.1 Uniqlo:
Uniqlo has a sound online promotion system to spread their brand and product
information. The Weibo platform helps to improve its brand awareness and to attract
more customers to their shops.
a. Promotions on Weibo:
Weibo acts important role in Uniqlos promotions both in on-line and off-line shops.
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The official account posts the campaigns to attract peoples attention, and released
some activities can be participated by using the application on the smart phones. This
O2O strategy enabled customers to follow up the new arrivals and activities of Uniqlo
in time and may increase the traffic of the brand.
b. Interaction with fans on Weibo:
Uniqlo has links directly to their customer service center on line. People can get in
touch with the service simply instead of waiting for the automatic answers on phone
call. Besides, the official accounts of different series of Uniqlo organize some online
Q&A competitions with prize regularly to attract the public to interact with the brand.
c. KOL influence:
Uniqlo provides their dresses to some celebrities or MCs to wear on TV shows.
Through this strategy, the KOL could share their feelings about the dress directly on
Weibo and the fans of those KOLs may follow the trend of their idols.
6.2 H&M
The main strength of H&M is that they make celebrities to cooperate with the brand
in a long-run activity. For example, in 2013, H&M seized the opportunity of the new
album promotion activity of a famous female singer ZHOU Bichang. They combined
ZHOUs music and the music character of H&M to carry out an activity called the
H&M Summer Party. Later, the official account of H&M was keeping posting news
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of ZHOUs album for promoting their cooperation, and send ZHOUs album for free
during the campaigns held in their off-line shops.
This kind of long-term cooperation can increase the traffic of the H&M shops because
the fans of the singer may pay attention to the brand and further increase the sale.
6.3 ONLY
ONLY is in good cooperation with an on-line sharing website, mogujie.com. more
than 80% of the users of this website are women and they share their consuming
experiences on this website with their close friends (). Considering the strong
effect that Mogujie has, ONLY cooperated with Mogujie on the promotion on the
new category of cosmetic products. In this promotion activity, Mogujie recommended
ONLYs products on their official Weibo account and front page of the website, a
large number of female users get the information of the brand in time and they can
also join the campaigns held by ONLY.
Besides, Mogujie also recommended and reposted ONLYs Weibo which shared some
fashion styles on international red carpet. The public throughout these sharing may
regard ONLY as a brand becoming international which would benefit the brand image
of ONLY.
6.4 Ochirly, Meters/bonwe, Zara
These three brands are negative examples on Weibo. Different from the above
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examples, these brands have limited daily posts and the content of their Weibo should
be modified in future.
a) Ochirly:
Ochirlys Weibo mainly focuses on the product promotion of the brand, it is more
like an announcement board rather than a communication tool with customers.
Few interactions could be found on their Weibo.
b) Meters/bonwe:
Opposite from the Weibo of Ochirly, M/bs Weibo are mainly about some
emotional sharing but few product promotions. The official account may need to
add more information directly connected with the brand. Besides, M/b shall make
use of its endorsers, Jay Chou, who is very popular among younger generations
and fit in the brand image well, to attract more attention from the public.
c) Zara:
Different from the huge success of Zara abroad, the promotions and campaigns of
Zara in mainland China is quite limited. The posts of Zara on Weibo are only
about the new shop open or new arrivals reminder. Few interactions could be
found on Zaras Weibo account. Under a fierce competition of young and fashion
brands in China, Zara need to make some efforts to improve their brand
awareness in second and third-tier cities.
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7. Recommendation:
7.1 Choose a new brand ambassador
Regarding the brand ambassador, following points are the problems Etam China
facing now.
a). Low-awareness in China.
Natalia Vodianova, a world famous model, has been selected as the global brand
ambassador of Etam since spring 2009. She quite succeeds in modeling and fashion
oversea, but in Mainland China, she is not that well known. From the interviews with
Etam Weibo followers, we found that the interviewees said they are only familiar with
the face but they couldnt speak out her name correctly. The ambassador has little
contribution to building the relationship between brand and costumers on Weibo
platform, to say the least.
b). Unfit brand image in China
Natalia is not only the endorsement but also the designer of ETAM lingerie in
European. The underwear she endorsed is thought to be elegant, seductive and
glamorous and image of her is perceived to be mature and sexy. However, Etam,
targeting 18-25 y.o girls, is perceived to be a young and energetic brand in China.
There is a huge gap between customers perceived and Etam advocated on brand
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image. Thus choosing a good brand ambassador whose image matches the brand is
essential.
c). No interaction with Etam followers
Nowadays, Weibo is not only a platform for communication, but also a bridge
between brand and customers. It would be better of brand setting an ambassador
account to interact with brand fans on Weibo. Brand could take advantage of
ambassadors influence to communicate with the audience and prompt fans to engage
with brands in a more effective way. Both brand and ambassador could benefit a lot
from this.
Recommendation:
Given all that, we do suggest Etam need to change the brand ambassador or sign one
local brand ambassador for China. The new brand ambassador should have high
awareness, fit the brand image, popular among Etams target customers and active on
Weibo.

7.2. Take advantage of KOLs(key opinion leaders)
Nowadays, most of the apparel companies have their official accounts on Weibo, and
KOLs strategy, as an important tool is widely used by the companies to boost
information dissemination to achieve larger engagement and brand presence. The
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benefits of using KOLs can be reflected in the following two factors
a). KOLs have great influence
Generally speaking, KOLs have a large amount of followers, ranging from a few
thousands to a few millions. What they tweets and retweets can reach a large amounts
of target audience. In addition, most of the KOLs on Weibo are marked with a capital
V after their names, which could increase the credibility of the contents.
b). KOLs influence consumers decisions
Basically, KOLs attracted followers by its interesting post or their professional
knowledge. Followers trust the opinions of these KOLs provide and are thus
influenced by them in their own decisions. Fashion, is the main field where KOLs
play a key role on customers decision making. Most of them need advices before
their purchasing. To some degree, KOLs could promote the brand and products.
Recommendation:
In conclusion, it is essential for Etam to use KOLs strategy in their Weibo marketing
plan. However. Below is two types of KOLs accounts for Etam to cooperate with:
1.Organization accounts, e.g. Fashion media, Fashion News and etc.
2- Experts in fashion: who are professional in clothing matching, choosing clothing
and etc.
Besides, Etam should also pay attention to KOLs of adjacent category. From the data
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analysis, we found the followers who are caring about fashion also have interests in
cosmetics, E-commerce and etc. So further analysis is called for to deep
understanding the correlation of Etam and other category, then Etam could optimize
its KOLs strategy on Weibo.

7.3. Understand Etam followers well
Having a deep understanding of Etam followers preferences and meeting their needs
will help achieve its marketing and communications goals.
Basically, Etam segments their followers by TAG analysis from which could know
what are the most popular labels they used to describe them. Then Etam could take a
more targeted strategy to approach them. However, it still called for further analysis
for a more complete understanding of their behaviors on Weibo.
a.) Behavior analysis:
Analyzing their tweets, comments, and shares over a seven-day period will help Etam
identify the best times to engage; What days and what time of the day is your
followers most likely to engage with content.
b.) Attitude analysis:
Analyzing their attitude towards Etams tweets, including how many likes it received?
How many positive comments? How many negative feedbacks? Attitude analysis will
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help Etam optimize their content strategy.
Besides, Etam also need to care more about the online trend. For example, Shai
culture is popular among Etam followers, and they prefer to take photos and share
with their friends. Thus Etam could develop more photo-related campaign to attract
them.
Recommendation:
Different people have different behaviors and interests, so it is useful to have a deep
understanding of your followers by using data analysis. Only in this way can Etam
develop a more powerful Weibo strategy to target their followers.

7.4. Keep your Weibo homepage fresh to the followers
Updating the homepage of Weibo frequently does help attract the followers and
increase stickiness of Weibo.
From the interviews, the interviewees mentioned UNIQLO frequently changed their
homepage to fit in the seasonal campaigns or promotions, which built up a fresh
image of UNIQLO on their minds. Given the followers of Etam are young and post
90s, from a psychological perspectivethey are more preferred to receive new-news
from the brand.
Recommendation:
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For Etam, we suggest they could update the homepage of Weibo frequently matching
with the theme of their campaign and promotion. The more often you update your
homepage, the more likely your website is to get attracted. In other words, keeping
your homepage fresh and up-to-date do help your Weibo account to attract and keep
more followers.
8. Budget
For Weibo channel, Etam will invest CNY 300,000 in Q1 2014. Among them, 25,000
will be spent on Weibo page design, which accounts for one twelfth of the total
budget. 150,000 will be spent on KOL(key opinion leader) tweet, which accounts for
50% of the total budget. Besides, another one twelfth will be spent on incentives, the
responding number is 25,000 RMB. Also, 100,000 will be spent on offline pops,
which accounts for one third of the budget.
Etam selected its key opinion leader and offered the price per tweet according to how
much influence the person makes, which can be evaluate by the number of followers
to some extent. For example, ai has 820,000 followers and ladyNN has 180,000
followers, the price per tweet Etam offered to them is 1200 and 300 respectively.
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9. Evaluation
Etam will evaluate the Weibo performance quarterly. The KPI(key performance
indicator) measurements of communication efficiency are Weibo traffic flow, hotness
index on Sina Weibo, number of comments, number of retweets, retweet rate and
recommend rate. Besides, Etam will evaluate the attitudinal of Weibo followers by
positive and negative comments and it will evaluate the sales by sales performance of
online and offline store.
For example, Etam can get a useful feedback of communication efficiency by looking
at the number of comments and the comments rate. Then it can analyze the specific
comments with positive or negative attitude to evaluate the attitudinal of Weibo
followers. At last, the influence on sales can be shown by the sales performance of
online and offline store.



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10. Appendix list
Appendix 1 (data source: CIC data record on Weibo)
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Appendix 2




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Appendix 3(data source: CIC data record on Weibo)








Appendix 4







24



Appendix 5(data source: CIC data record on Weibo)
































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3.90
3.60
4.30
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1.20
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123456 "'( $)*"+'*), "#-. /#*0+*-
23

11. Reference list
1. http://www.etamdeveloppement.com/en/group/history.php

2. http://www.etam.com.cn/aigezhongguo/

3. http://e.weibo.com/etamchina

4. !""#$%%!&'()*!+,-.)/'0,.%-12*%3,44,2+-/56").5*5785()+49:15;!+-)5#+0&*5(+
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5. !""#$%%222'1#:1**#)0&'-1"%..:%-)")4+)50,4410"+,-5(,:51").52+-"1:5>?=J%

6. http://www.searchdecoder.com/social-networks-in-china-sina-weibo/