D&G當選年度網絡人氣時裝品牌
【英文原文】
The Year's Buzziest Fashion Brands
Fashion labels are always chasing buzz, a popularity quotient that's hard to manufacture and even harder to measure. But fashion Web sites and blogs are playing an increasingly important role in fashion marketing -- so much so that top bloggers are now often flown in for brands' runway shows and other events.
We asked Zeta Interactive, a digital marketing agency, to conduct a study determining which luxury fashion brands earned the best online reputation in 2009, one of the toughest years for the fashion business in decades. Zeta mined more than 100 million blogs and online sites, counting the number of references to 50 luxury fashion brands from Jan. 1 through early December, and rating the tone of comments according to whether they were positive or not. (Zeta weeded out posts from the brands themselves.) The the company ranked the brands' 'buzz' by multiplying the total number of posts by the percentage of positive comments, and dividing by 10.
The winner was ... Dolce & Gabbana, which moved up to 1st place from 8th place in '08 with the best overall online buzz. That probably has a lot to do with the brand's active pursuit of bloggers, a number of whom were invited to the Dolce & Gabbana and D&G runway shows in Milan last September.
Balmain received the most positive comments -- 93% touted the brand. While Gucci had the largest number of comments, it also had the lowest tone -- only 67% were positive, according to Zeta Interactive.
【中文譯文】
時裝品牌一直在追求“人氣”。這種反映品牌受歡迎程度的指標難以打造，更加難以測量。但在時裝品牌的營銷過程中，有關時尚的網站和博客正起到越來越重要的作用，以至於知名博客寫手現在常常被邀請參觀時裝品牌的T臺秀和其他活動。
我們請數字營銷公司Zeta Interactive進行了一項研究，來確定2009年網上聲譽最佳的奢侈時裝品牌。今年可是時裝行業數十年來最艱難的年份之一。Zeta調查了超過1億個博客和網站，計算1月1日至12月初50個奢侈時尚品牌被提及的數量，並根據評價是正面還是負面來評定其基調。（各品牌自己發佈的網帖被排除。）Zeta將網帖總數乘上正面評價比例然後除以10，來對各品牌的“人氣”進行排名。
冠軍是杜嘉班納(Dolce & Gabbana)，它的整體網上口碑從2008年的第8位上升到了今年的第1位。這可能跟它主動拉攏博客寫手有很大關係。曾有一些博客寫手被邀請參觀杜嘉班納公司和9月份它在米蘭的時裝秀。
Zeta Interactive的調查結果顯示，巴爾曼(Balmain)得到的評價最爲正面，正面評價比例達到93%。古馳(Gucci)得到的評價數量最多，但評價基調最低，只有67%是正面的。
以下是2009年口碑前10的時裝品牌：
排名 品牌 Zeta Buzz評分 評論數量 正面評論 負面評論
1 Dolce & Gabbana(D&G) 2730.19 29676 92% 8%
2 古琦(Gucci) 2663.56 39170 67% 33%
3 普拉達(Prada) 2467.43 28039 88% 12%
4 香奈兒(Chanel) 2316.47 27577 84% 16%
5 路易•威登(Louis Vuitton) 1807.59 20310 89% 11%
6 阿瑪尼(Armani) 1595.41 20454 78% 22%
7 馬克•雅可布(Marc Jacobs) 1396.38 16237 86% 14%
8 愛馬仕(Hermes) 1357.81 14921 91% 9%
9 羅達特(Rodarte) 1137.87 12785 89% 11%
10 巴爾曼(Balmain) 904.24 9723 93% 7%
