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Using search and sentiment to investigate the Italian sneaker market
Italy has always been associated with fashion and saw in the last years a revival of some of their illustrious fashion brands, such as FILA. We investigated the sneaker market more and where interested to know how Fila was performing in a growing sneaker market
Summary
By simply using My Telescope to analyze search behavior of some targeted audiences, and social listening, we could quickly get a solid understanding of what the Italian sneaker market looks like.
Adidas clearly has a comfortable leading position in the Italian sport shoe market, with Converse following.
The marketing campaigns are the convincing factor in securing the brand salience.
Market share can be increased by convincing the consumers that are still on the fence. One way of doing this is by investigating the possibilities of providing additional services
All brands have a solid, vocal fan base to fall back on spreading a lot of positive news about the brands.
Fila stands out by underperforming compared to the rest of the market. But given its vocal group of loyal customers, and the importance of campaigns and opportunities within service, it might still be able to catch up.
A growing category driven by the “Athleisure” trend
The entire Italian sneaker category is growing, probably driven by the “Athleisure” trend, which increases the sales of sneakers. Fila, however, seems to be underperforming compared to its peers, mainly due to past performances.
Athleisure Market Detailed Insights on Upcoming Trends 2020-2030
Why I won’t go back to uncomfortable clothes - Financial Times
The brand that we can see is performing best is Adidas, both by looking at their stable share of search driven by the interest in their broad range of attractive shoe models.
Adidas is doing a great job to keep up its salience through search volume. Our studies, just as those of marketing guru Les Binet in collaboration with Google, concluded that “Share of search” has a high correlation with brand salience. When looking at it over time,
Loyal fans driving the category
The relative stability of all brands can be explained by a rather loyal following that all these brands have. Compared to other brands in other industries, the general sentiment towards these brands is incredibly positive. The remainder of the opinions are rather neutral, creating a lot of opportunities for future growth of these brands as it is always easier to convert a neutral minded person into a purchase.Looking at the different generic elements that drive a brand, it is clear that sports shoe brands get most appreciation for their products.
What are the main purchase intent drivers, Business drivers, graph from My Telescope Competitive Compass
Loyal fans driving the category, attitude graph from My Telescope Competitive Compass
The fanbase of the various brands is loyal, but some are more vocal than others when comparing their share of search to their share of media. It is immediately apparent that Fila’s followers talk significantly more about them than fans of the other brands talk about their brands.
Share of search
Share of earned media
Advertising gives the final push
Looking at the different generic elements that drive a brand, it is clear that sports shoe brands get most appreciation for their products, and this is in terms of design and quality. No real surprises there. Yet, it seems to be products in combination with compelling communication campaigns that win over the hearts of the athleisure enthusiasts with some 20% of all conversations and search still linked to those campaigns. This demonstrates the importance of advertising and partnerships.
Brands looking to make an impact with a different angle, could seek opportunities within service.
Predictive model on focus drivers from My Telescope.
By
Rodrigo Pozo Graviz, CEO, My Telescope