0

5.000

10.000

15.000

20.000

25.000

30.000

55+

45-54

35-44

25-34

15-24

.4-14

Source: Comscore Data. Total Internet. Total visitantes únicos (000) Dec 2013

10,9% 11,0% 10,9% 11,3% 11,4% 11,4% 11,4% 11,4% 11,4% 11,4% 11,4% 11,5% 11,5%

16,0% 15,9% 15,9% 15,8% 15,7% 15,7% 15,7% 15,7% 15,6% 15,5% 15,5% 15,4% 15,4%

21,7% 21,5% 21,5% 21,2% 21,1% 21,0% 21,0% 20,9% 20,8% 20,6% 20,5% 20,3% 20,2%

23,1% 23,0% 22,9% 22,7% 22,6% 22,6% 22,6% 22,6% 22,7% 22,7% 22,7% 22,8% 22,8%

16,3% 16,4% 16,7% 16,7% 16,9% 16,8% 16,8% 16,7% 16,7% 16,7% 16,8% 16,8% 16,8%

12,0% 12,1% 12,2% 12,2% 12,3% 12,4% 12,6% 12,7% 12,8% 12,9% 13,0% 13,1% 13,2%

51,5% 48,5%

Source: eMarketer. 2013

Medios Total visitantes

únicos (000) % de alcance

Promedio de visitantes

diarios (000)

Total minutos (MM)

Total páginas vistas (MM)

Total visitas (000)

Promedio de minutos por

visita

Promedio de visitas por visitante

Total Internet 26.601 100,0 16.866 39.335 55.597 1.527.539 25,8 57,4

Social Media 21.578 81,1 9.968 8.561 11.091 637.650 13,4 29,6

Facebook 18.336 68,9 6.592 7.320 9.259 525.017 13,9 28,6

Twitter 7.153 26,9 1.286 267 229 78.661 3,4 11,0

Linkedin 5.115 19,2 470 59 86 19.668 3,0 3,8

Tuenti 3.648 13,7 867 278 623 42.823 6,5 11,7

Instagram 3.185 12,0 387 31 35 17.767 1,7 5,6 Tumblr 1.770 6,7 184 60 109 8.383 7,2 4,7

Pinterest 1.271 4,8 67 6 6 2.415 2,4 1,9

Source: Comscore Data. Total Internet. Dec 2013

Source: Comscore Data. Total Internet. Spain. Dec 2013

50,8% 49,2%

4-14 15-24 25-34 35-44 45-54 +55

55,9% 44,1%

16,9% 3,2% 23,9% 22,7% 14,1% 19,1%

35,8% 8,8% 14,0% 20,9% 6,6% 13,9%

55,9% 44,1% 24,8% 4,1% 19,4% 22,4% 11,2% 18,1%

52,3% 47,7% 34,6% 4,1% 15,2% 24,1% 6,4% 15,7%

45,6% 54,4% 12,8% -% 24,4% 25,7% 14,1% 19,9%

57,0% 43,0% 28,4% 4,3% 18,3% 23,6% 106% 14,7%

LARGEST SOCIAL NETWORK LOOSING EMOTIONAL BONDING AND TRACK

LARGEST SOCIAL NETWORK LOOSING EMOTIONAL BONDING AND TRACK

Of smarthphone users uses Whatsapp daily.

Whatsapp has replaced Facebook due to its “group” feature

Source: The cocjktail analysis. 2013

Of FASHION SALES COME FROM PINTEREST.

KEY MEDIA FOR ECOMMERCE

MORE USEFUL AND DOWN TO GROUND

CLOSER TO TEENAGERS

#RTVIDEOCOMS

Trend Communications are turning more real and in video format. So users seek for more personal platforms that allow to share photo and video experiences with their community and establish real time conversations.

Implication Although 50% of users have these platforms connected younger users are moving to Instagram and Twitter for its visual and timely communications.

Source: Facebook Spain. Internal Data. 2013

Levi’s reached 7.4 million people in the

U.S. across a nine-day period, targeting people

aged 18-34

The campaign reached +32% of brand recall

+10% incremental lift in brand message awareness per

campaign (4 campaigns running)

Ads on Instagram are designed to support brands focused on

reaching large audiences with memorable, high quality content.

This aligns with the way people and brands already use Instagram – sharing photos and videos that

capture a moment, inspire others, or shift perceptions.

#HOTTOPICS

Trend Social TV and Second Screen trends make Twitter, the main real time information platform, be the point of recerence for users willing to be up to date – with tones of information (even if many times not too much in depth)

Implication Twitter is now “tailoring audiences” : - Semantic targeting: Cluster audiences talking about

topics (keyword segmentation) - Retargeting: RT of internal DB, user ID or vertical

navigation (cookies) Moreover, Twitter includes pixel on tweets that can measure leads, app downloads, or sales.

Source: Twitter Spain. Internal Data. 2013. NAPTE Report.

Brands that advertise both in tv and Twitter achieve

more awareness

Source: Twitter Case Stufies.

Maximise audience engagement and drive

newsletter subscriptions leading up to summer ‘13

Launched a competition powered by Tweets and used

Promoted Tweets to boost awareness, engagement and

contest entries.

8,200 new subscriptions 15.7% engagement rate at

peak 3,600 new followers

#GROWING FAST

(Global) Trend Tumblr Takes No. 2 in Revenue Per Visit on Social Media Joins Pinterest, Twitter cutting into Facebook's lead... In US!

(Local) Implication Tumblr is a more niche platform for humor and fashion that is growing due to duplicated audience with Instagram.

Source: Comscore. Dec 2013. Total Internet

SPAIN AUDIENCE DATA

Source: Adweek.

Total visitors (000)

Unduplicated 4.203

Duplicated 752

Instagram 3.185 24%

Tumblr 1.770 42%

GLOBAL AUDIENCE DATA

#SHOWROOMING& INSPIRATION

Trend Showrooming (trying something in a shop and buying it online at a cheaper price) trend is unstoppable. Moreover, users tend to go to pint of reference media from influencers, fashion bloggers and trend setters.

Implication Pinterest has became the perfect ally for Fashion branded content and to drive sales to retailers’ ecommerce

Source: Quicksprout 2013

UNIQLO Dry Mesh Project

Boards allow to create and browse for

inspiration Photos and videos connected to product

page on eShops tend to conert to sales

Trendzo’s Pinterest board for inspiration Trendzo, online window for new designers

Source: Comscore Data. Mobilens. Sept 2013

49% 51%

5,6% 8,7%

17,2%

21,0% 18,1%

29,3% 13-17

18-24

25-34

35-44

45-54

55+

22,5% of purchases come from mobile devices

Mobile are used in store to compare prices and to look for offers or similar models

Social Influence, Local Service and offers and Mobility are key stretegic touchpoint

Mobile as second screen increases brand recall and sales

Source: Comscore. Spain Dec 2013. Top 50 sites. Source: Group M and Quisma application data

Total visitantes

únicos (000)% de alcance

Promedio de

visitantes diarios

(000)

Total minutos

(MM)

Total páginas

vistas (MM)Total visitas (000)

Promedio de

minutos por

visita

Promedio de

visitas por

visitante

Total Internet : Total Audience 26.601 100,0 16.866 39.335 55.597 1.527.539 25,8 57,4 Retail - Apparel 7.908 29,7 825 185 435 29.079 6,4 3,7

1 INDITEX Group 1.939 7,3 137 33 69 5.091 6,5 2,62 Zalando 1.530 5,8 93 20 48 3.360 5,9 2,23 ElCORTEINGLES.ES - Moda 1.134 4,3 60 10 13 2.032 4,8 1,84 MANGO-On Line 745 2,8 49 12 24 1.811 6,4 2,45 PULLANDBEAR.COM 677 2,5 40 6 15 1.378 4,5 2,06 HM.COM 591 2,2 31 4 10 995 3,9 1,77 VENCA.ES 555 2,1 47 6 19 1.626 3,9 2,98 Spartoo 519 2,0 26 2 4 869 2,7 1,79 Adidas-Salomon 476 1,8 22 4 7 755 5,1 1,6

10 ASOS Plc 446 1,7 46 11 13 2.088 5,3 4,711 Kiabi 443 1,7 28 4 12 949 3,8 2,112 La Redoute 366 1,4 23 4 12 841 4,8 2,313 Nike 339 1,3 18 3 3 595 4,6 1,814 LATOSTADORA.COM 331 1,2 16 2 4 531 3,0 1,615 DESIGUAL.COM 287 1,1 16 2 7 563 4,2 2,016 HUGOBOSS.COM 287 1,1 10 0 1 326 1,4 1,117 Sarenza Sites 230 0,9 10 1 1 346 2,3 1,518 PACORABANNE.COM 219 0,8 8 0 0 249 1,0 1,119 PRIMERITI.ES 219 0,8 17 1 6 546 2,3 2,520 ELARMARIODELATELE.COM 216 0,8 12 2 5 418 5,8 1,921 SHEINSIDE.COM 208 0,8 14 2 10 488 4,3 2,322 MILANOO.COM 185 0,7 8 1 3 267 2,6 1,423 ZAPATOS- 172 0,6 6 0 0 204 0,4 1,224 Groupe Vivarte 168 0,6 9 1 3 293 3,3 1,725 WOMENSECRET.COM 166 0,6 7 1 3 243 5,9 1,526 SHANA.COM 165 0,6 10 1 3 365 3,0 2,227 MODALIA.COM 152 0,6 7 0 2 222 1,9 1,528 ElCORTEINGLES.ES - Bebes 148 0,6 8 1 1 268 2,7 1,829 Private Outlet 138 0,5 11 2 3 355 4,5 2,630 CORTEFIEL.COM 131 0,5 11 2 3 354 4,7 2,731 Pimkie Sites 130 0,5 6 1 2 203 3,2 1,632 YOOX.COM 115 0,4 8 3 5 293 9,4 2,533 ADOLFODOMINGUEZ.COM 115 0,4 7 1 4 248 5,7 2,234 ESDEMARCA.COM 115 0,4 6 1 2 206 4,0 1,835 Vertbaudet 113 0,4 5 1 2 160 7,4 1,436 EXPRESS.COM 113 0,4 4 0 0 127 0,6 1,137 BIMBAYLOLA.COM 108 0,4 4 1 3 132 5,2 1,238 Foot Locker Sites 100 0,4 5 0 1 166 1,8 1,739 BENETTON.COM 94 0,4 4 0 1 112 3,4 1,240 Promod 83 0,3 7 1 3 250 4,6 3,041 JACKJONES.COM 75 0,3 3 1 2 110 7,5 1,542 SURFSTITCH.COM 74 0,3 3 0 0 93 1,9 1,343 LACOSTE.COM 72 0,3 3 0 0 81 1,1 1,144 MARKS AND SPENCER 71 0,3 4 2 2 122 13,0 1,745 TRENDIPIA.COM 70 0,3 4 0 0 176 1,1 2,546 Dress-for-less Group 70 0,3 3 0 0 88 3,0 1,347 BUYLEVARD.COM 68 0,3 4 0 1 143 1,7 2,148 Abercrombie & Fitch Co. 64 0,2 7 3 8 259 12,2 4,149 PRONOVIAS.ES 62 0,2 3 0 1 85 3,8 1,450 DISFRAZZES.COM 60 0,2 2 0 1 74 1,4 1,2

Medios

Total visitantes

únicos (000)% de alcance

Promedio de

visitantes diarios

(000)

Total minutos

(MM)

Total páginas

vistas (MM)Total visitas (000)

Promedio de

minutos por

visita

Promedio de

visitas por

visitante

Total Internet : Total Audience 26.601 100,0 16.866 39.335 55.597 1.527.539 25,8 57,4 Retail - Apparel 7.908 29,7 825 185 435 29.079 6,4 3,7

1 INDITEX Group 1.939 7,3 137 33 69 5.091 6,5 2,62 Zalando 1.530 5,8 93 20 48 3.360 5,9 2,23 ElCORTEINGLES.ES - Moda 1.134 4,3 60 10 13 2.032 4,8 1,84 MANGO-On Line 745 2,8 49 12 24 1.811 6,4 2,45 PULLANDBEAR.COM 677 2,5 40 6 15 1.378 4,5 2,06 HM.COM 591 2,2 31 4 10 995 3,9 1,77 VENCA.ES 555 2,1 47 6 19 1.626 3,9 2,98 Spartoo 519 2,0 26 2 4 869 2,7 1,79 Adidas-Salomon 476 1,8 22 4 7 755 5,1 1,6

10 ASOS Plc 446 1,7 46 11 13 2.088 5,3 4,711 Kiabi 443 1,7 28 4 12 949 3,8 2,112 La Redoute 366 1,4 23 4 12 841 4,8 2,313 Nike 339 1,3 18 3 3 595 4,6 1,814 LATOSTADORA.COM 331 1,2 16 2 4 531 3,0 1,615 DESIGUAL.COM 287 1,1 16 2 7 563 4,2 2,016 HUGOBOSS.COM 287 1,1 10 0 1 326 1,4 1,117 Sarenza Sites 230 0,9 10 1 1 346 2,3 1,518 PACORABANNE.COM 219 0,8 8 0 0 249 1,0 1,119 PRIMERITI.ES 219 0,8 17 1 6 546 2,3 2,520 ELARMARIODELATELE.COM 216 0,8 12 2 5 418 5,8 1,921 SHEINSIDE.COM 208 0,8 14 2 10 488 4,3 2,322 MILANOO.COM 185 0,7 8 1 3 267 2,6 1,423 ZAPATOS- 172 0,6 6 0 0 204 0,4 1,224 Groupe Vivarte 168 0,6 9 1 3 293 3,3 1,725 WOMENSECRET.COM 166 0,6 7 1 3 243 5,9 1,526 SHANA.COM 165 0,6 10 1 3 365 3,0 2,227 MODALIA.COM 152 0,6 7 0 2 222 1,9 1,528 ElCORTEINGLES.ES - Bebes 148 0,6 8 1 1 268 2,7 1,829 Private Outlet 138 0,5 11 2 3 355 4,5 2,630 CORTEFIEL.COM 131 0,5 11 2 3 354 4,7 2,731 Pimkie Sites 130 0,5 6 1 2 203 3,2 1,632 YOOX.COM 115 0,4 8 3 5 293 9,4 2,533 ADOLFODOMINGUEZ.COM 115 0,4 7 1 4 248 5,7 2,234 ESDEMARCA.COM 115 0,4 6 1 2 206 4,0 1,835 Vertbaudet 113 0,4 5 1 2 160 7,4 1,436 EXPRESS.COM 113 0,4 4 0 0 127 0,6 1,137 BIMBAYLOLA.COM 108 0,4 4 1 3 132 5,2 1,238 Foot Locker Sites 100 0,4 5 0 1 166 1,8 1,739 BENETTON.COM 94 0,4 4 0 1 112 3,4 1,240 Promod 83 0,3 7 1 3 250 4,6 3,041 JACKJONES.COM 75 0,3 3 1 2 110 7,5 1,542 SURFSTITCH.COM 74 0,3 3 0 0 93 1,9 1,343 LACOSTE.COM 72 0,3 3 0 0 81 1,1 1,144 MARKS AND SPENCER 71 0,3 4 2 2 122 13,0 1,745 TRENDIPIA.COM 70 0,3 4 0 0 176 1,1 2,546 Dress-for-less Group 70 0,3 3 0 0 88 3,0 1,347 BUYLEVARD.COM 68 0,3 4 0 1 143 1,7 2,148 Abercrombie & Fitch Co. 64 0,2 7 3 8 259 12,2 4,149 PRONOVIAS.ES 62 0,2 3 0 1 85 3,8 1,450 DISFRAZZES.COM 60 0,2 2 0 1 74 1,4 1,2

Medios

#Ranking In app

Purchase #Ranking In app

Purchase

Zara 6 √ 3 √

H&M 14 X 22 √

Pull & Bear 17 √

Bershka 19 √

Mango 23 √ 30 √

Bimba & Lola 27 √ >150 √

Massimo Dutti 50 √

Total visitantes

únicos (000)% de alcance

Promedio de

visitantes diarios

(000)

Total minutos

(MM)

Total páginas

vistas (MM)Total visitas (000)

Promedio de

minutos por

visita

Promedio de

visitas por

visitante

Total Internet : Total Audience 26.601 100,0 16.866 39.335 55.597 1.527.539 25,8 57,4 Retail - Apparel 7.908 29,7 825 185 435 29.079 6,4 3,7

1 INDITEX Group 1.939 7,3 137 33 69 5.091 6,5 2,63 ElCORTEINGLES.ES - Moda 1.134 4,3 60 10 13 2.032 4,8 1,84 MANGO-On Line 745 2,8 49 12 24 1.811 6,4 2,45 PULLANDBEAR.COM 677 2,5 40 6 15 1.378 4,5 2,06 HM.COM 591 2,2 31 4 10 995 3,9 1,79 Adidas-Salomon 476 1,8 22 4 7 755 5,1 1,6

12 La Redoute 366 1,4 23 4 12 841 4,8 2,313 Nike 339 1,3 18 3 3 595 4,6 1,815 DESIGUAL.COM 287 1,1 16 2 7 563 4,2 2,016 HUGOBOSS.COM 287 1,1 10 0 1 326 1,4 1,117 Sarenza Sites 230 0,9 10 1 1 346 2,3 1,518 PACORABANNE.COM 219 0,8 8 0 0 249 1,0 1,125 WOMENSECRET.COM 166 0,6 7 1 3 243 5,9 1,526 SHANA.COM 165 0,6 10 1 3 365 3,0 2,228 ElCORTEINGLES.ES - Bebes 148 0,6 8 1 1 268 2,7 1,830 CORTEFIEL.COM 131 0,5 11 2 3 354 4,7 2,733 ADOLFODOMINGUEZ.COM 115 0,4 7 1 4 248 5,7 2,237 BIMBAYLOLA.COM 108 0,4 4 1 3 132 5,2 1,239 BENETTON.COM 94 0,4 4 0 1 112 3,4 1,241 JACKJONES.COM 75 0,3 3 1 2 110 7,5 1,543 LACOSTE.COM 72 0,3 3 0 0 81 1,1 1,148 Abercrombie & Fitch Co. 64 0,2 7 3 8 259 12,2 4,149 PRONOVIAS.ES 62 0,2 3 0 1 85 3,8 1,450 Tommy Hilfiger Licensing 60 0,2 2 0 1 88 1,9 1,5

Medios

TOP 50 RETAILERS

Source: The Cocktail analysis + Google

32%

68%

#DIGITAL

PERSONAL

#RTMKT

#STORYTELLING #CoCREATION

#LIKEANDSHOP

#mCOMMERCE

+ + 35%

35%

02.08 08.13

desktop only

multiplatform connection

penetration

penetration

#DIGITALPERSONAL

Trend Mobile internet access transformed from a luxury into daily need and vital part of communication, changing media consumption landscape. “Only mobile” internet users appearance.

Implication Technological capabilities and novelty of the media provide outstanding ad effectiveness and communication engagement possibilities

#RTMKT #RealTimeMarketing

Trend Ongoing information in social platforms help to establish grateful connection with the audience Communication is a process, not a project. Pioneer brands create ongoing newsrooms –not campaigns- in order to be consistent and relevant.

Implication Social networks become primary media, as people get possibility to filter and create their own media channel – by subscribing to trustworthy groups and communities. Pinterest for product search, Instagram for inspiration.

Sources: TNS M’Index, Synovate Comcon

Proved by SYNOVATE COMCON

“We believe that in 2014 online mass media will

increase their audience, but not significantly. The

reason is the uprising usage of blogs and social

networks as alternative to media websites”

26 mln visit SM at least once a month

32% check SM first as

they wake up

14% track news in

their SM feeds

#STORYTELLING

Trend People do not keep in mind products, they are fascinated by the stories brands tell and are open to be part of them – For this pioneer brands are building long term brand equity, not promotions .

Implication Onmichannel liquid branded content. No copyrights, just freedom to share.

Sources: Synovate Comcon, IVI Survey September 2013; MEC international social viewing study

Throughout the program, cumulative increase in engagement is 26%

Interacting with social media while watching TV drives a 9% increase in program engagement

SOCIAL VIEWING PHENOMENA

VIDEOS ARE HOT!

Video shopping

Social Sharing and engagement

#CoCREATION

Trend As people get more resources for pre-purchase research, they become much concerned about design and production of products they buy

Implication Emphasize heritage and involve in the creation process to increase brand differentiation and expertise. Customized products, personal experiences.

Sources: TNS M’Index, Google Consumer Barometer

10 mln Claim they know much

about make-up

49%

Do online & offline research before purchasing beauty

products

25K Followers of “Kosmetichka” LJ-

community

63%

49%

14%

6%

0%

10%

20%

30%

40%

50%

60%

70%

Research online Research online &offline

Research online only No research

% of women, who do research before purchasing beauty products

#LIKEANDSHOP

Trend Social networks have become one of the primary online media channels and the point of reference for inspiration. Social media evolve into the space where people like brands, discuss them and even shape their shopping plans.

Implication Expand social networks presence and explore emerging platforms (Instagram, Tumblr, Pinterest) to widen loyal audience base and keep constant contact with potential customers.

87 29 59 % of people who are part of

social networks% who friend brands on

social networks% talking about brands

Women are 3 times more open to brands than Men

Source: TNS Digital life, Russia 2013; Emarketer \ Ipsos April 2013

Share of users who have purchased a product or service based on social media post

#mCOMMERCE

Trend Mobile phone is turning into an important instrument in purchase process: brand interaction, product research, navigation and purchase transactions as well

Implication Leverage portable connected devices capabilities and user experience to build long-term personal communication with consumer, improve conversions and influence business results

25

People get reached by

signs that affects its perception about style

and fashion

People actively look for information in order to

figure out their own idea of style

People define what to

actually buy