L2 releases today its first Digital IQ Index: Mass & Licensed Watches, and fashion brand Michael Kors takes the top spot. Even though Michael Kors is one of the top 10 Gifted Fashion brands, its rank was surprising because watches are only a piece of the Michael Kors business. Yet its watch-related digital efforts alone surpass that of all pure-play watch brands in the study. For example, a quarter of emails sent by Michael Kors showcase its watch collection, and that’s more than any other brand in the study sends. While 83% of mass watch brands participate in email marketing, they send on average 0.51 emails per week.
Another testament to the digital lag of mass watch brands, Michael Kors is one of seven brands investing in omnichannel, showing real-time inventory in stores near a searched zip code. Michael Kors also has the highest visibility across department store websites and other online retailers; it appears the most frequently on the first page of relevant product categories for half of all retailers. On Macys.com, for example, Michael Kors appears in 18 of the first 40 product titles returned for “women’s watches.”