Luxury Items Need To Be Addressed To Customers.

Italy digital marketing company ContactLab and Paris Bank of London recently jointly released the second issue of the "luxury Digital Competition map" report, ranking the number of brands of LVMH, Kai Yun, Lifeng luxury group's brand and Hermes, Salvatore Farragamo, Coach and other brands.

In the rankings, the Bank of France in Paris has considered 14 indicators, 66 parameters, including the degree of e-commerce, the maturity of social media, the experience of websites, the integration of online and offline channels, and so on.

The following is the key finding of the report after finishing the press.

Interact on social media and live webcast of fashion shows...

In order to improve the overall sales of brand, more and more brands begin to implement digital content strategy to enhance customer loyalty.

But Massimo Fubini, founder and chief executive of ContactLab, commented that research has confirmed that e-mail is the most suitable way to establish long-term relationships with customers, such as receiving subscription messages from brand promotion.

Based on the first point, don't think that it is enough to do a good job in computer version of the official website and mobile terminal App.

According to the ContactLab survey, most of the respondents read the luxury mail ads directly through mobile phones to jump to the mobile website to complete the check.

Of the 28 luxury brands involved in the survey, 26 had developed specialized web pages for mobile devices.

Among them, in the last quarter of 2014, there were 5.

Redesigned their mobile web pages.

In terms of digital customer experience, Burberry, which has been active in the application of new technology, has fallen from its original champion to eighth.

Instead of Burberry, Gucci has just carried out a management change.

Gucci ranks first in terms of its high quality online shopping and web browsing experience, followed by LV, Tiffany, Cartier and Ralph Lauren.

Gucci obviously accelerated the digital process and launched the mobile terminal website.

Customers can check the number of stores in real time through the website.

At the same time, the biggest fashion house of Kai Yun group has increased its advertising efforts on social platforms.

In September last year, the Gucci micro film "The Jackie Bag: Star Charm" was selected to be broadcast to the world through social networking.

In the fourth quarter of last year, the French luxury brand Saint Laurent's official website launched a simplified Chinese version, and consumers can clearly understand the product type, color number and the Chinese market price.

There are also Korean consumers who can browse the official website of Saint Laurent in their mother tongue.

Kai Yun group's Bottega Veneta and LVMH's Loro Piana set up a Japanese version of the website.

And Zegna, Bvlgari,

And Tory Burch, in order to win Brazil consumers, invariably choose to add Portuguese official website.

According to the guardian, the world cup in Brazil remained hot in 2014, and Rio De Janeiro will host the summer Olympic Games next summer. Investors from all over the world are turning their eyes to this country.

In the past year, the natal city of northeastern Brazil has ushered in many luxury boutiques.

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Whether there is stock in the store is almost the essential information of all the US brand website. There are also Gucci and Balenciaga.

Italy luxury clothing brand Brunello Cucinelli and American light luxury brand Michael Kors have added store return service on the official website, and Gucci has opened the store replacement function.

Despite this, only a small number of retail outlets are available. Half of the 28 brands can't choose to return goods in the store on the official website.