Luxury fashion continues to lag in digital sophistication behind other sectors. As a result, traditional brands have become susceptible to growing threats from disruptors like Everlane and Reformation, which have built their business models on digital competence and social media marketing. Here are a few key trends observed in L2’s Digital IQ Index: Fashion:
Brands are investing in Instagram… Instagram followings for brands in L2’s study increased by an average 53% in 2017, impressive growth in comparison to their other social channels. Facebook followings grew by just 11%, and YouTube community sizes increased by 28%. Furthermore, 12% of Index brands now include shoppable tags in their Instagram posts, allowing consumers to purchase products directly from the posts.
but not apps…29% of iOS apps for brands in the study haven’t been updated in the past six months, and 56% haven’t been updated in the past year. Luxury Fashion brands that do maintain their mobile apps should evaluate their effectiveness, as just 18% have appeared on the App Store’s list of the top 250 apps.
…or search terms. In November, 40% of paid search traffic on Céline’s branded search terms went to resale sites. The official Céline site only received 18% of that traffic. This highlights a common problem. According to the study, 38% of fashion brands don’t own the majority of branded search terms that appear against them, doing a disservice to their visibility online.