As global markets and e-commerce heat up, so has competition among luxury fashion brands—especially for millennial wallet share. The top ten brands in Gartner L2’s Digital IQ Index: Fashion Global are those that rise to meet the expectations of luxury consumers by prioritizing digital competency. However, more often than not, the implementation of new features is uneven.
Digital IQ: 144
Gucci stole the spotlight as the top Genius brand in this year’s study. The company pulls out all the stops when it came to digital, investing in top-tier site functionality and a strong shopping experience complete with integrated content, robust search and navigation, and well-dressed product pages. A partnership with music and fashion icon Harry Styles saw some of the highest engagement in Gartner L2’s study while Gucci’s mobile app is the best out of all brands.
2. Louis Vuitton
Digital IQ: 143
Louis Vuitton stitched sophisticated search, navigation, and integrated content into its website as part of an e-commerce makeover. The brand boasts a strong presence on social media as well, particularly on Facebook, where it is a leader in engagement. Finally, Louis Vuitton succeeds with streamlined mobile site load times and an above-average presence on mobile search.
3. Michael Kors
Digital IQ: 134
Michael Kors remains a leader in search, navigation, and e-commerce functionality. Strong live chat implementation on both desktop and mobile sites makes customer service easily available along the path to purchase. Investments in unbranded search also appear across both desktop and mobile, with top-tier visibility on handbag terms. Finally, Michael Kors soars on social with the second most-viewed YouTube channel out of all brands, plus large engagement on both Instagram and Facebook.
4. Ralph Lauren
Digital IQ: 126
A relaunched site helps Ralph Lauren achieve robust search and account features, enhancing the user’s overall experience. The brand serves almost ten times more desktop ad impressions than the average across all tracked brands, while also investing in unbranded search. On social media, Ralph Lauren touts a large community following and above-average engagement on Instagram.
5. Jimmy Choo
Digital IQ: 125
Extensive product shopping options, such as filters for shoe height, allow Jimmy Choo to excel. A shoppable Instagram feed collaboration with Off-White boosted buzz for Jimmy Choo while continued investments in unbranded shoe keywords help the brand maintain above-average visibility. Jimmy Choo reaches new heights on social media channels too, with a special focus on YouTube. Lastly, it adorns its mobile site with features like click-to-call customer service and rich product pages.
6. Kate Spade
Digital IQ: 124
Along with an improved site shopping experience, Kate Spade gave itself a lift by working directly with a top YouTube influencer, Tanya Burr. Although the video only received over 377,000 views, it drove more traffic back to Kate Spade’s site than any other brand video, despite some videos receiving over two million views.
7. Hugo Boss
Digital IQ: 123
Hugo Boss lets customers take control of their clothes by including extensive Fit Finder tools to ease the online shopping experience. Additionally, incremental improvements on product merchandising and site navigation help elevate the overall brand experience. Finally, Hugo Boss outperforms every other brand in search visibility in Europe.
Digital IQ: 122
The former Genius brand falls behind in innovation, particularly on mobile. However, it remains a leader in display advertising and makes efforts to cater to customers both online and offline. For example, Burberry invites loyal customers to special in-store events and displays previous cart or browsing contents while also offering new, complementary recommendations online.
Digital IQ: 122
Fendi optimizes its content investments for an integrated commerce experience with shoppable lookbooks that include an option to directly add products to the bag without having to leave the lookbook page. The brand keeps pace with competitors in site and social media, but falls behind on digital marketing, with lower investment in display advertising and weaker brand term ownership.
Digital IQ: 122
Prada turned its website around with improvements that carried over to its mobile site as well. However, the brand ended up breaking some of the features across regional sites. It also integrates appointment booking with geolocation onto every product page, catering to shoppers who prefer to buy in stores after researching online.
8. Tommy Hilfiger
Digital IQ: 122
A top performer on social media, Tommy Hilfiger taps into influencers with a YouTube partnership program of its own. Though its site lacks brand content, it maintains omnichannel and top-tier store locator functionality.