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.
After Louis Vuitton, Chanel has the highest average interaction per Facebook post among all Fashion brands.
On YouTube, Chanel employs aggressive SEM tactics and became the first fashion brand to surpass 100 million viewers on YouTube.