Luxury Brand Digital Pcript

Recently, the Paris Bank of France released a report on the digital competition map of luxury goods, ranking the number of 28 luxury brands belonging to luxury group LVMH, Kering, Ferragamo, Prada and calendar.

Top of Burberry, C e line and Fendi bottom.

In terms of scores, Burberry is almost the best - all products can be bought on the website. 7 of the 8 traditional and emerging markets in the United States, Europe, Japan, Korea, Hongkong, Russia, China, Brazil and the United Arab Emirates have established localized online stores, and online purchases can also be purchased and returned online.

In recent years, the digital strategy has not only gained the reputation of Burberry, but also led to its sales growth.

Recently, Burberry group released 2014 financial data for the fiscal year, showing that its total revenue in the first half was 1 billion 100 million, up 14% over the same period last year.

Burberry attributed the sustained double-digit growth to the good performance of various markets and the success of digital strategy.

How does Burberry's active digital strategy work?

The lowest overall score is LVMH's C line and Fendi, and the two brands are not exposed to any social media, nor have they launched an e-commerce platform.

For social media, Phoebe Philo, the creative director of C line, once said, "I'd rather run naked on the street than join Facebook."

In addition to being one of the most successful fashion providers, Yoox has a business that is well evaluated in the industry, which is to outsource the official website.

Among the Italy brands rated by the Bank of Paris in France, the official website of Armani, Valentino, Cucinelli and Moncler is made by Yoox. The visual effects of these brands in the category of e-commerce coverage and website are superior to those of the non Yoox official website -Tod -Tod s, Bulgar, Ferragamo, Prada and Bulgar.

However, in general, Italy's luxury goods online and offline services are not very good, such as no deliveries on Saturday, no freight concessions and so on.

Since LV redesigned the official website in July this year, the website's usability has been greatly improved. For example, from selecting products to completing shopping, customers need to click the mouse less. It is very convenient to find shops under the line, and it is more convenient to share a product with the social network.

Secondly, the App of LV is the best user.

After ranking LV, the second place is Gucci. Compared with C line and Fendi, we can see that there are great differences between LVMH and Kering in terms of digital investment attitude of their main and non main brands, which is related to the brand's revenue status, brand image and customer groups.

Compared with LV, Fendi targeted at the market more high-end, customer demand for digital platform is relatively small.

American brands such as Ralph Lauren, Tory Burch, Cartire and Tiffany are all in the middle reaches of the rankings.

Among them, Coach, which has begun to implement the pformation strategy, ranks the top in terms of the coverage category of e-commerce, the ease of use of the official website, and the integration of online and offline channels.

Over the past 4 years, brand value and market share have been declining. Coach's main competitors, Kate Spade and Tory Burch, are becoming more and more popular among young customers.

Coach is determined to change its product strategy, close too many discount stores, increase the men's and women's wear product line, and before the trend of digitalization, Coach obviously does not want to miss the opportunity.