Take a deep-dive into the social media performance of top luxury brands during the month of May 2016. Find the most engaging posts and a variety of social media metrics here.

1. LuxuryBrands
on Social Media
May 1st – May 31st 2016

2. Comparison of the
Facebook Pages of Five Luxury
Brands
May 01, 2016 - May 31, 2016

3. Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
Create Your Free
Social Media Report Now

4. Michael Kors had the largest fan base of 16,703,267 while KateSpade New York showed the highest fan growth of 1.31%.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K
Growth%
Number of Fans
Coach Ralph Lauren Kate spade new york Calvin Klein Michael Kors
Fans

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coach Kate spade new york Ralph Lauren Calvin Klein Michael Kors
France United States Countries < 2% Taiwan Mexico Brazil Indonesia Other Countries Japan India
Fans - Geography

6. Coach had the highest PTAT of 1.47% as a percentage of its average number of Fans during this timeperiod.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Ralph Lauren Coach Kate spade new york Calvin Klein Michael Kors
Conversations

7. Kate Spade New York published the greatest number of posts (41) and had the highest average engagement, with a score of
215.
0 5 10 15 20 25 30 35 40 45
0 50 100 150 200 250
Coach
Ralph Lauren
Kate spade
new york
Calvin Klein
Michael Kors
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement- Posts

8. Kate Spade New York received the most number of Likes (68,842), the most number of Comments (5,261) and had the most
number of Shares (4,072).
0K 10K 20K 30K 40K 50K 60K 70K 80K
Ralph Lauren
Coach
Kate spade new york
Calvin Klein
Michael Kors
Likes Comments Shares
EngagementBreakdown

9. Most Engaging Brand Posts
Kate Spade New York
25-MAY-16, WED 9:00AM
surprise sale! enjoy up to 75% off. this calls
for a celebration! http://bit.ly/1TrPsVH
ENGMT. LIKES COMMENTS SHARES SENTIMENT
807 7,283 1,430 868 Positive
Kate Spade New York
24-MAY-16, TUE 9:00AM
surprise sale starts now! enjoy up to 75%
off. cue the confetti. http://bit.ly/22iagSZ
Kate Spade New York
24-MAY-16, TUE 5:00PM
surprise! enjoy up to 75% off during our
surprise sale. http://bit.ly/1YILJ7A
ENGMT. LIKES COMMENTS SHARES SENTIMENT
606 6,161 485 449 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
591 6,271 488 386 Positive

10. Most Engaging Brand Posts
Kate Spade New York
23-MAY-16, MON 12:00PM
hooray! shop our surprise sale and enjoy up
to 75% off before the rest.
http://bit.ly/1YILqJU
ENGMT. LIKES COMMENTS SHARES SENTIMENT
533 5,715 309 343 Positive
Kate Spade New York
10-MAY-16, TUE 12:00PM
what to wear in the swim of things.
#vacationisastateofmind
shop our summer novelty: http://bit.ly/ ..
Kate Spade New York
23-MAY-16, MON 5:00PM
It’s here! shop our surprise sale early and
enjoy up to 75% off. http://bit.ly/1Ve5fKm
ENGMT. LIKES COMMENTS SHARES SENTIMENT
482 3,914 448 303 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
475 4,551 270 314 Positive

11. Michael Kors' Facebook Page saw the highest number of Fan posts (515).
0 100 200 300 400 500 600
Coach
Ralph Lauren
Kate spade new york
Calvin Klein
Michael Kors
Number of Fan Posts
Fan Posts

12. Calvin Klein received the highest percentage of PositiveSentiment (54.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Calvin Klein
Michael Kors
Negative Neutral Positive
Sentiment Analysis

13. Calvin Klein responded to the highest percentage of Fan posts (35.29%).
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
0 500 1000 1500 2000 2500
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Calvin Klein Michael Kors
Brand Responses

14. Kate Spade New York published the most with 40 posts, among the brands in the "Luxury Brands" Group.
25%
4%
6%
30%
35%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Volume ofPosts

15. Kate Spade New York received the largest volume of Likes (68,842), among the brands in the "Luxury Brands" Group.
12% 2%
2%
32%
52%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Likes

16. Kate Spade New York received the largest volume of Comments (5,261), among the brands in the "Luxury Brands" Group.
4%
1% 2%
16%
77%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Comments

17. Kate Spade New York received the largest volume of Shares (4,072), among the brands in the "Luxury Brands" Group.
15%
3%
2%
31%
49%
Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york
Share Of Voice – Shares

18. During this time period, Turnlock Tie Bucket was the most engaging run by Coach. Michael Kors published the most (14) in its
#SunKissed2016 campaign.
0 2 4 6 8 10 12 14 16
0 50 100 150 200 250
Turnlock Tie Bucket(Coach)
#USOpen(Ralph Lauren)
Our sale is on sale for one
last day!(Kate spade new
york)
#SunKissed 2016(Michael
Kors)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison

19. Taking the Luxury Crown - KateSpade New York
Kate Spade New York has been the most
active (41 posts) and the most engaging
brand (average engagement score of 215) in
the group, in the month of May.

20. Not Living Up To Expectations?
• E
n
g
a
g
e
m
e
n
t
However, when compared to last May, the average engagement score (230 to 215)
and the highest engagement scores (723 to 677) have dropped. This is perhaps a
result of the luxury industry experiencing mixed fortunes right now.
0
250
500
750
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
0
250
500
750
1,000
3-May 7-May 11-May 15-May 19-May 23-May 27-May 31-May
E
n
g
a
g
e
m
e
n
t
Kate Spade New York- May 2016 Kate Spade New York- May 2015

21. RoomFor Improvement-Michael Kors
Undoubtedly Michael Kors had a strong Q1 financially and definitely
rode out the retail gloom in the summer of 2015 better than Kate
Spade, even if only slightly better. However, if one were to look at the
engagement score of Michael Kors in 2015, one would see that they
dominated social media in this group, with the exception of Kate
spade right behind the company, in May 2015.
0 10 20 30 40 50 60 70
0 50 100 150 200 250
Coach
Ralph Lauren
Kate spade new york
Calvin Klein
Michael Kors
Number of Posts
Engagement Score
Stock Prices Michael Kors(Blue) & Kate Spade(Red) from June ‘15 to June ‘16 Engagement Scores May 2015

22. A Cause For Concern?
• E
n
g
a
g
e
m
e
n
t
Michael Kors saw unexpectedly low engagement scores for their posts in May, and
although they posted the most about their campaign for May, they received the
lowest engagement score for this campaign. This could be a cause for worry as the
campaign leads into and contributes to their summer collection.
0
250
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
0 5 10 15
0 50 100 150 200 250
Turnlock Tie Bucket(Coach)
#USOpen(Ralph Lauren)
Our sale is on sale for one last
day!(Kate spade new york)
#SunKissed 2016(Michael
Kors)
Number of Posts
Engagement Score

23. Social Media Pressure
Firstly, the common consensus on the correlation between social media and
anything related to income is that no such correlation exists. However, I am of the
opinion of that while you cannot directly measure the ROI (return on investment) of
social media for a brand, you can measure its impact on one brand, with its impact
on other brands. Social media can be a force that exerts pressure on the minds of
consumers, and a brand that performs well on social media exerts a higher
pressure (Social Media Pressure, or SMP) on consumers to purchase than a brand
that performs poorly.

24. Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
Create Your Free
Social Media Report Now

25. Thanks!
Pleasecontact usatNotJustNumbers@unmetric.com for more information.