Clothing Brands Competitive Research

Part
01
of three
Part
01

Orange Sherbert: Content Analysis

An analysis of the brand's website and social media pages reveals the kind of images used. Orange Sherbet uses less professional images in some instances to enhance the relatability of the brand. With the support of images, this report presents the brand's presence across digital platforms. Although we may not be able to present the percentage of the images across the platforms, it is clear that it is the main content across all the social media pages as well as the brand's website.

Website

  • All the images presented on the brand's website are professionally captured, edited, and laid out to optimize the visitor's visual interaction with the site. The images below are of the different photos used on the homepage banner to keep the audience interested.
  • The website's content focuses on the products. Each image for each product is professionally and clearly. Accessories such as earrings have been captured while being held in order to offer a relative estimate on the size. Every page on the website presents an image/product except the account and the FAQ pages.

Facebook

  • In order to bring in a personal touch, a few images across social media pages are not professionally captured. They appear to have been taken by a personal phone. Additionally, there are some posts that are of a photoshoot. These images were taken to document the photoshoot session.
  • The photos that demonstrate a variety of products on this social network are from a professional shoot.

Instagram

  • The Instagram page, similar to Facebook, has a few photos that are not professionally captured. The images below are of the images that were most likely captured with a personal phone camera.
  • Images that are presenting the different products have been captured by a professional.

Pinterest

  • All the images presented on the brand's Pinterest page are professional. Each image provides a brief description of the look. The images presented below provide additional insight into the layout of the general page and each individual photo.
Part
02
of three
Part
02

Orange Sherbert: Website Retention

This report presents an analysis of the tools/strategies presented across the website to increase retention and even result in a purchase. In addition to about 66 and 34 posts that go up on Facebook and Instagram weekly, the brand takes notable steps to increase its interaction and conversion on its website. With the support of images, the research team has provided a brief description of these website tools. We also present screenshots of how social media sites are being used to communicate current sales, events, and products. The use of videos enhances interaction with the audience and the brand uses Instagram and Facebook to do so.

This research was unable to find any information on affiliate marketing efforts conducted by the brand. The research team analyzed the brand's site, searched through any press releases, searched media sources such as Forbes, searched social media sites such as Facebook and Instagram. Considering our thorough analysis, it is safe to conclude that this information is not publicly available.

Website

  • Orange Sherbet uses various tools and marketing strategies across its website to increase conversion rates. Most of its posting efforts direct individuals to either purchase, sign-up for information, or partner in a cause. Before each image presented below, we have added a one-line description.
  • The pop-up to sign up for the brand's newsletter appears when one first opens the brand's website.
  • The homepage has several factors that would drive the click-through rate.
    • Sale offers:
  • Site-wide top banner:
  • This week's favorite product:
  • The Sale and Mega Sale pages:



  • The Pay Later option: (This messaging is presented to further encourage one to make a purchase.)
  • Even though one may not want to make a purchase, the Gift voucher is an added reason for one to make a purchase.
  • Share the Dignity is a cause that this brand has partnered with. Research shows that 71% of consumers would choose brands that share their values.
  • VIP sign-ups allow increased interaction with customers, which in turn could increase the retention rate.
Social Media
  • Posts across the social media platforms were either from fashion photoshoots or announcements/adverts on ongoing/upcoming sales/events. One example of such an announcement is presented below.
Facebook
  • In the past week (between March 24th and April 1st), this brand has put up 66 posts. This count did not count each image in the multiple-photos posts. As much as the majority of the posts were professionally captured, most of the video posts in this period are of average quality and have a natural feel of a home video.

Instagram

  • The brand's Instagram account presents photos and videos from photoshoots organized to share the brand's items. In the past seven days, this brand has posted about 34 times. The announcement posts are similar to those posted on Facebook. The images below reveal the same.
  • Orange Herbet uses the hashtag #herbetgirl in all their posts. Additionally, anyone that would want to tag the brand could use the same. As such, the research team has scanned through the list of posts to determine if the brand uses influencers. Our research was able to identify posts that tagged the brand, but none, within the past year, have a following/viewership greater than a typical brand post.

YouTube

  • This brand has some micro-influencers that try out their clothing line on their channel. One example here is Katie Frances. She has sampled their clothing on YouTube on a number of videos that she has recorded within a home setting. Her most-watched video showcasing Orange Sherbert has over 6,900 views.

Research Strategy

Our research team was able to provide insights into the brand's website and social media sites. However, we were unable to find an official page/channel for this brand on YouTube and TikTok. We conducted a thorough analysis of both sources but were only able to find the YouTube micro-influencer presented above.
Part
03
of three
Part
03

Orange Sherbert: Advertising

The research team was unable to find insights into the use of Google Adwords by Orange Sherbet's website, even though we utilized website analysis platforms such as SimilarWeb, Additionally, a thorough search through their Facebook page revealed that this brand uses Facebook Ads. From the sample posts we assessed, none of them were visibly set up as Facebook ads. However, as the image below demonstrates, this page has used Facebook ads.
Orange Sherbet uses all its online platforms in communicating its most recent campaigns. The analysis presented below demonstrates how this brand uses these platforms and tools in its marketing efforts. Although we could not also provide the breakdown of the brand’s advertising into products versus people (employees) versus brands, we have highlighted some posts that the employees have been a part of.

Overview on TikTok

  • This brand does not use TikTok in its messaging/advertising ventures. The search for the brand on this platform generated the results as shown below.

Photos

  • The majority of the photos used on the brand's website and social media platforms were taken by a professional. Photoshoots were conducted, as was mentioned in one of the short video posts that accompanied posts from a session. (These images have been presented in a different segment of this research report.)
  • Videos posted on Facebook and Instagram are still professionally taken but have a natural selfie-video feeling as it does not have any editing features added to it. For some posts, we see models taking selfies, which are not at the same standard as the other professional photos.
  • Professional photos for Instagram:

Videos

  • Videos have been primarily used to make announcements to certain events such as sales on the brand's Facebook page. In this video post, "Jess" (an employee of the brand that has appeared in several videos) announces an upcoming mega sale as they move out of a warehouse. This recording was done using a personal gadget and does not have any aspects of a professional editing job.
  • Using this video, the brand announces restocking of various products that may have been on-demand and run out. This video quality is average as the lighting seems to be of natural light and not an artificial setup. Additionally, the model seems to be in the comfort of a home and showcasing the outfit she is wearing.
  • This video demonstrates how the brand's print line is dressed and accessorized.

Employees

  • Orange Sherbet also uses their employees in the branding processes as they present videos explaining the new clothing lines for different seasons, sales, or any other relevant information. The screenshots below are examples of some of these videos. In this video, "Miss Em" presents insights into the print collection, with the help of another coworker, "Jess".

Research proposal:

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