Conversations & Insights January 23, 2015

Japan & Korea Luxury 2015



The 2015 Digital IQ Index: Japan & Korea Luxury assesses the digital performance of 70 Luxury brands in Japan and 68 Luxury brands in Korea spanning two product categories: Fashion and Watches & Jewelry. As luxury brands wrestle with cooling sales in China, two regional players show signs of continuing strength: Japan and South Korea. While Korea boasts the fastest Internet connectivity speeds worldwide and the highest social media penetration rates in East Asia, luxury brands have failed to invest in Korea-specific sites or platforms. Only a quarter of brands in the study maintain a Korea-specific Facebook page (compared to nearly half in Japan), and less than ten percent experiment with dominant regional platforms such as Kakao and Naver. Despite ample opportunities across both markets, digital investments by brands frequently diverge.

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