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Gartner L2 Digital IQ Index
With China’s luxury market back to double-digit growth and Chinese consumers expected to make up 40 percent of all luxury spending by 2024, whether or not brands are poised for success hinges on finding digital strategies that resonate with this crucial consumer group. The growth prompted a wave of major e-commerce launches and experimentation across WeChat mini programs and omnichannel, DTC, and e-tailer channels. Because of their rising purchasing power, luxury brands have been especially focused on reaching digitally native, millennial Chinese shoppers who embrace new types of fashion, engaging video content, online influencers, and mobile platforms like Weibo, RED, WeChat, and Douyin.
Luxury China 2018
August 30, 2018
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L2 Research Briefing
At this briefing, Gartner L2 will review the rankings and key findings from our seventh-annual Digital IQ Index: China Luxury. The Index benchmarks the digital competence of approximately 100 global and local Fashion and Watches & Jewelry brands in China. The study assesses digital investments, features analysis of market trends, and highlights best in class case studies targeting this dynamic market.