E-commerce’s share of luxury sales has doubled since 2014, while brick-and-mortar traffic has slowed. As many as 70% of luxury purchases are influenced by online interactions, making clear the growing importance of digital.
Yet despite some progress, luxury brands continue to lag behind other sectors in digital sophistication. These are the 10 brands best suited for success in the new retail environment, according to L2’s Digital IQ Index: Fashion:
Digital IQ: 144
Gucci’s strong digital presence and customer-conscious features earned it the top spot in L2’s ranking. Its hashtag mentions across digital platforms outsize all other brands. This spring, Gucci’s 360-degree video ad, viewable on both YouTube and the brand’s app, garnered significant attention from social media and the press. The brand also dominates search page visibility thanks to new partnerships with e-tailers like Net-a-Porter and Farfetch.
2. Michael Kors
Digital IQ: 143
Convenience is key for Michael Kors, which reigns in site navigation and ease of checkout. The company’s spot in the Genius category was sealed by its unbranded SEO performance and strong email marketing campaigns. In social media, the brand optimizes Instagram Shopping tools to enhance the #InstaKors campaign.
Digital IQ: 132
Fendi’s robust marketing and social media investments allowed it to maintain top-tier visibility. The brand launched a particularly innovative Instagram Stories campaign in May, which capitalized on its already-impressive following and drove awareness and engagement to Fendi’s online community. This strategy reflects a growing use of Instagram Stories by fashion brands, with late adopters of the tool having less reach on the platform overall.
Digital IQ: 130
Despite the increasing sophistication of competitors, Burberry remains a leader in omnichannel fulfillment and on-site functionality. It served more web impressions during L2’s study period than any other brand. High open rates across several email campaigns, high viewership on YouTube, and early adoption of Instagram Stories kept Burberry near the top of the list.
5. Louis Vuitton
Digital IQ: 129
Louis Vuitton boasts a large Instagram following with high engagement and a Facebook following second only to Chanel’s in terms of engagement. The brand also improved fulfillment options with same-day delivery and a shoppable lookbook that allows users to easily make the jump from inspiration to purchase.
Digital IQ: 128
A leader in visibility on handbag keywords, Coach appears on 63% of keywords through significant investment in PLAs. As the largest investor in video ads, the brand was able to target users on key websites like WhoWhatWear and Refinery29.
7. Hugo Boss
Digital IQ: 127
The brand owns the most feature-rich website in L2’s study, with geolocation features on mobile and on-site order tracking. It is one of the few sites to provide personalization for casual shoppers as well as loyal customers, bestowing all visitors with an equally compelling experience.
7. Tory Burch
Digital IQ: 127
Tory Burch demonstrates particular dexterity at building a diverse roster of sponsorships, using Instagram posts from influencers of all sizes to target different audiences. The brand also displays an extremely strong e-commerce experience on-site, over-indexing on mid-market department stores like Nordstrom and Bloomingdales.
9. Kate Spade
Digital IQ: 123
Kate Spade integrates UGC on both product pages and the homepage. It also boasts the most intense email campaigns in L2’s study, driving high open rates, and was able to serve more display impressions than Louis Vuitton with a quarter of the budget.
10. Salvatore Ferragamo
Digital IQ: 122
As one of the few brands to offer Reserve in Store on its website, Salvatore Ferragamo secured a spot in the Gifted ranking. While many masstige brands offer online personalization, the luxury goods brand proffered limited-time product customization online, which drove a sense of urgency and and exclusivity to users.