A recent study published by Russia’s Romir Research Centre found that among Russian men, the most popular luxury fashion brand was Dolce & Gabbana. There is a reason for this popularity, and it goes well beyond famed Russian billionaire Vladislav Doronin’s supermodel girlfriend Naomi Campbell, who has been the face of the Italian fashion house for more than 25 years. In L2’s inaugural ‘Digital IQ Index: Brazil Russia India‘ report, Dolce & Gabbana ranked third out of more than 100 brands for digital competency in Russia. Even more impressive: it was the only fashion brand to rank in the top 15.
Unlike in Brazil and India, where Facebook is the leading social network, in Russia, local platforms like VK and Twitter.ru boast twice the number of Facebook users and six times as many on Twitter.com. Just 5 percent of Russians speak any English, yet only 9 percent of global luxury brands have pursued Google.ru searchability. Dolce & Gabbana is the leader among a small group of prestige brands eager to penetrate the Russian market. By establishing and maintaing a highly-engaged localized social presence — and cross-promoting this presence on its global social pages (see above) — Dolce & Gabbana has built the largest VK community of any luxury brand on the web. These efforts have paid off for the fashion house in more than just a “genius” ranking from L2: 5 percent of all web traffic to dolcegabbana.com now comes from Russia.
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