斗鱼|D&G当选年度网络人气时装品牌

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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.

时装品牌一直在追求“人气”。这种反映品牌受欢迎程度的指标难以打造，更加难以测量。但在时装品牌的营销过程中，有关时尚的网站和博客正起到越来越重要的作用，以至于知名博客写手现在常常被邀请参观时装品牌的T台秀和其他活动。

我们请数字营销公司Zeta Interactive进行了一项研究，来确定2009年网上声誉最佳的奢侈时装品牌。今年可是时装行业数十年来最艰难的年份之一。Zeta调查了超过1亿个博客和网站，计算1月1日至12月初50个奢侈时尚品牌被提及的数量，并根据评价是正面还是负面来评定其基调。（各品牌自己发布的网帖被排除。）Zeta将网帖总数乘上正面评价比例然后除以10，来对各品牌的“人气”进行排名。

冠军是杜嘉班纳(Dolce & Gabbana)，它的整体网上口碑从2008年的第8位上升到了今年的第1位。这可能跟它主动拉拢博客写手有很大关系。曾有一些博客写手被邀请参观杜嘉班纳公司和9月份它在米兰的时装秀。

Zeta Interactive的调查结果显示，巴尔曼(Balmain)得到的评价最为正面，正面评价比例达到93%。古驰(Gucci)得到的评价数量最多，但评价基调最低，只有67%是正面的。

以下是2009年口碑前10的时装品牌：

排名 品牌 Zeta Buzz评分 评论数量 正面评论 负面评论
1 Dolce & Gabbana(D&G) 2730.19 29676 92% 8%
2 古琦(Gucci) 2663.56 39170 67% 33%
3 普拉达(Prada) 2467.43 28039 88% 12%
4 香奈儿(Chanel) 2316.47 27577 84% 16%
5 路易•威登(Louis Vuitton)  1807.59 20310 89% 11%
6 阿玛尼(Armani) 1595.41 20454 78% 22%
7 马克•雅可布(Marc Jacobs)  1396.38 16237 86% 14%
8 爱马仕(Hermes) 1357.81 14921 91% 9%
9 罗达特(Rodarte) 1137.87 12785 89% 11%
10 巴尔曼(Balmain) 904.24 9723 93% 7%

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