Brand Passion Index: Levi’s Brings the Buzz
Kimberly Surico |
 08/07/13 |
2 min read

This summer has flown by…I can’t believe that I’m already getting bombarded by back-to-school promotions everywhere I turn. This time of year, we are all ambushed with “what to buy” but for many of us the go-to staple, is the classic pair of jeans. As I look for some pairs for my own kids (and me too), I also thought I’d look to social media to see what they have to say about some denim darlings: True Religion, Levi’s, Lee Jeans, Citizens of Humanity, and 7 For All Mankind.


In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Not surprisingly, denim icon, Levi’s, generated the largest share of buzz with 58% of the total for the five brands, and also had the second highest Passion Intensity score of 65. However, Levi’s also simultaneously generated the second lowest Net Sentiment  score of 38. Online consumers complained not only about high prices, but also commercials which they described as weird and confusing.

I hate these Levi’s commercials. You’re selling jeans. Not a gotdayum movie.

This Levi’s commercial is the absolute worst.

Why must Levi’s be so expensive.

Levi’s are getting too expensive.

True Religion generated the second largest share of buzz, with 36% of the overall chatter, but also had the second lowest Passion Intensity score of 62 and the lowest Net Sentiment score of 10. Verbatim surfaced about True Religion showed similarities to Levi’s’ soundbites; social consumers complained that True Religion jeans were not worth the high price tags.

True Religion is soooo overrated.

just realized how expensive true religions are …. ill stick to American eagle jeans.

Why do True Religion jeans have to be so expensive

buying true religion jeans is a waste of money. no joke

Finally, the “love winner” went to the smallest bubble on the chart: Citizens of Humanity. The premium denim brand generated a Net Sentiment of 64 and the highest Passion Intensity  score of 84. Online mentions showed that consumers love the different styles, as well as the quality of the fabric itself.

I love the way they feel, and everything about them! My favorite ones are from Citizens of Humanity! They are so amazing, I had to buy them in every color :) .

I highly suggest Citizens of Humanity Avalon jeans. I live in those skinny jeans when I am not wearing skirts or dresses.

Citizens of Humanity Avedon Velour Skinny are a perfect pair for fall because they are soft and comfortable.

And, just on time for back to school,  we debuted our  “Social Channels of Influence in the Fashion Industry” Consumer Report  last week, and it was clear to see that social media plays such an important role in influencing fashion purchases. Next week we are thrilled to deliver the next piece of the report, focused on apparel. Make sure to check in!

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