Understandably, Chanel has a reputation as a digital holdout. It just announced plans to pilot e-commerce on Net-a-Porter this month and was a latecomer to nearly all social media platforms. But a quantitative assessment of 90 leading fashion brands (L2’s Digital IQ Index: Fashion) reveals Chanel to be relatively digitally savvy (especially for a brand without e-commerce). Named ‘Gifted’ in the report, Chanel ranked in the 30th percentile with a score of 110. Here is what Chanel does right in digital:

The brand employs savvy email marketing tactics such as offering early access to videos from the Fall/Winter 2014 collection to those who subscribed. The brand has also leveraged its iconic brand name to build and maintain a large and active community on Facebook.

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After Louis Vuitton, Chanel has the highest average interaction per Facebook post among all Fashion brands.

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On YouTube, Chanel employs aggressive SEM tactics and became the first fashion brand to surpass 100 million viewers on YouTube.

fashion-2014-top-10-youtube-brand-channelsIt holds its top position in YouTube subscribers as well.

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