While other sectors continue to outpace luxury fashion in digital sophistication, brands are trying to catch up. Half of the brands classified as Challenged in last year’s Digital IQ Index: Fashion increased their scores this year and no brands dropped into the Feeble category, pointing to a new focus on investment strategies that boost digital competence. These are the companies whose ranking changed most dramatically in the past year – both positively and negatively.


Stella McCartney: CHALLENGED to GIFTED

The brand made significant investments to its site this year, adding a variety of shopper-friendly features like live chat and branded blog content. Other new features support conversion, like one-step checkout and click-and-collect functionality.


One of the fashion world’s top performers on both SEO and SEM, the whimsical brand supplements reach with investments in mobile display advertising. Loewe also demonstrated incremental improvements on its desktop and mobile site, especially on the store locator and product pages.


Major investments in display advertising on both mobile and desktop, together with increased spending on brand PLAs, helped Miu Miu leap into the Average category. Strong email marketing campaigns yielded impressive open rates, particularly messages advertising free shipping.

Fashion distribution


3.1 Phillip Lim: AVERAGE to CHALLENGED

The brand served fewer ad impressions this year and did not appear in top Google searches, propelling its steep decline. Unlike rivals’ sites which continued to become stronger, the Miu Miu site still offers a lackluster shopping experience, with poor customer service channels and no guided selling content.


Similarly to Miu Miu, Louboutin exhibited a lack of innovation on its site that caused the brand to fall behind in the Index. And despite losing real estate on brand terms to retailers and resale sites, the iconic shoemaker decreased efforts over several social media channels, choosing to focus only on Instagram and Facebook.


Rag & Bone fell behind the Index this year in visibility, losing in both brand and category search across desktop and mobile. Slow social media growth on key platforms like Instagram also contributed to the brand’s fall, as engagement gradually declined.

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