As digital transforms the luxury shopping experience, established brand equity no longer equals success for Fashion brands. Investments in mobile and social platforms have pushed some brands to the forefront of the industry, while others struggle to gain ground. L2’s Digital IQ Index: Fashion places most brands in the middle of the pack, with two-thirds of Fashion brands classified as either Gifted or Average. Here are the top ten Fashion brands based on digital performance:
Digital IQ: 141
Burberry upgraded its mobile platform at the end of 2014, tripling the percentage of mobile shoppers contributing to digital sales. On both search engines and e-tailer sites, the brand achieves superior brand visibility across a wide assortment of category keywords. Unlike many of its peers, the brand boasts SEM efforts that consistently drive customers to nearby stores.
Burberry continues to be a first-mover on emerging platforms from Snapchat to Apple Music, as well as traditional social media. The brand’s Middle East regional update to its classic “Art of the Trench” video generated 1.4 million views on YouTube.
2. Kate Spade
Digital IQ: 140
Kate Spade is now second only to Ralph Lauren in site traffic. Unique monthly visitors to katespade.com have risen by 132% on the year, driven by the brand site’s best-in-class features like “Find In-Store” and “Shop the Look.” Kate Spade also demonstrates social media prowess: the brand’s collaboration with Anna Kendrick for the #MissAdventure campaign generated more than 5 million views on YouTube, tripling brand impressions on the platform.
3. Ralph Lauren
Digital IQ: 138
A consistent leader in search visibility across multiple sets of category keywords, Ralph Lauren leads the Index in site traffic. The brand also garners significant impressions across advertising platforms, particularly video advertising, which is used by only 36% of Index brands. By distributing video ads across a range of websites from The New York Times to YouTube, Ralph Lauren saw 97 million impressions on 49 video ads. Its closest follower is Chanel, which generated about one-third as many impressions on half the number of ads.
4. Louis Vuitton
Digital IQ: 137
The luxury brand performs well on social media, placing among Index leaders on Facebook with 11% share of voice and scaling to nearly eight million followers on Instagram. On Snapchat, LV has made headlines for its posts, many of which feature celebrity attendees at fashion shows. LV also capitalizes on consumer touchpoints. For example, its landing page highlights in-store pickup as a delivery option on select items.
4. Tory Burch
Digital IQ: 137
With features like “Find In-Store”, live chat, user reviews, public wish lists, and “Quick View” functionality, Tory Burch’s product pages are far better than those of most Fashion peers. The brand also leads in visibility on some e-tailers. For example, on Saks Fifth Avenue, Tory Burch gets first-page “hits” for 55% of keywords tested – more than any other brand.
Digital IQ: 136
Coach boosted its strategic presence on emerging social platforms this year, coinciding with the brand’s first-ever New York Fashion Week show. The brand was also one of only four Fashion brands to join the top 200 apps within their category. The Coach App boasts high update frequency, e-commerce integration, and innovative use of native app extensions.
Digital IQ: 134
Gucci launched a new site in mid-October, eliminating the gaps between desktop and mobile site experience that had persisted since 2013. The brand also scores high visibility on the Neiman Marcus site, where it gets first-page “hits” for 40% of keywords tested.
8. Michael Kors
Digital IQ: 132
Michael Kors is a top performer across social media. On Facebook, the brand leads by a comfortable margin, with 15% share of voice; on Instagram, Michael Kors generates 8% of total interactions, despite being outdone by Valentino. Michael Kors also performs well on Vine, where its average post gets 135,000 loops – more than twice as many as Chanel, even though Chanel has twice as many followers.
9. Calvin Klein
Digital IQ: 129
Calvin Klein employs the most aggressive, promotion-centric email marketing in the Index, while social-savvy spokesmodels exponentially increase the brand’s reach. Featuring Justin Bieber in Calvin Klein’s classic briefs, followed by Kendall Jenner representing the brand’s denim, the #mycalvins campaign proved to be an Internet sensation. The hashtag #mycalvins returns nearly 400,000 Google results – more than seven times the results for Kate Space’s successful #missadventure campaign.
Digital IQ: 128
Boss scores high e-tailer visibility on both Nordstrom and Bloomingdale’s. The brand site is also strong, with a sophisticated keyword search function that includes separate tabs for product results and editorial content.
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