Who Will Win The More Luxurious Brand?

New York's L2, which tracks the brand's annual performance on its platforms, has published its 2015 annual fashion report, which has many eye opening findings.

It is not just because 10 brands dominate the discovery of luxury brand page traffic of 65%, but also because it proves that many brands are actually not good at digital marketing.

Behind the ranking of its report is a very complex methodology, taking into account all aspects including social media, e-commerce, website traffic, search engine optimization, digital marketing, e-mail and so on.

The conclusion is that in the category of "genius" in terms of digital marketing performance, Burberry ranked the top this year, ranking sixth last year.

In the "proficient" brand of digital marketing,

Ranked fourth, Herm s ranked sixteenth, Bottega Veneta ranked twentieth, Valentino ranked twenty-fifth, and these brands were also considered to be unable to keep up with the trend of digital marketing in the past few years.

Among them, since Valentino opened its official Instagram account, its content was the largest among all brands.

Herm s2015 autumn show in Paris.

Herm s has recently been rated as one of the "proficient" brand of digital marketing.

Chanel has only been testing the water business this year. Its performance in digital marketing has come to the "general" category, but it is still higher than Alexander Wang (rank 44), Moschino (44), Saint Laurent (47), and other independent brands (Mr. Wang, Jeremy Scott and Hedi Hedi), which are generally considered to be proficient in digital marketing.

It is worth noting that the two brands of Givenchy and Balmain are generally regarded as the age of Instagram, the pioneer of brands, because their official accounts are numerous fans, but in the ranking of L2, these two brands are not as good as we expected.

Balmain ranked 53, Givenchy ranked 73, while the latter became the last second of the "poor" category in digital marketing, but fortunately it did not fall into the "worst" category of the latter ten.

"Extreme" includes 82 place C e line, as well as Nina Ricci, Paco Rabanne, Carolina Herrera and

.

Maureen Mullen also made two predictions for the 2016 ranking.

First of all, the interlude between big companies and small companies will become bigger and bigger. Those brands who dare to "denounce heavy gold" to integrate digital business with their vertical businesses will occupy a high position in the rankings.

Next, we must be careful of LVMH Mo t Hennessy Louis Vuitton, though this year its brands rank from high (LV ranked fourth) to low (C C line ranked second).

But Maureen Mullen pointed out that in her meeting with the group's chief digital officer this year, she said, "I wouldn't be surprised if LVMH doubled investment in digital marketing and integration next year.

In the two aspects of media and real estate, they can provide more strategies and marketing scale than any group in the industry.

They haven't invested the same strategy in digital marketing yet, but I think this situation will change soon. "

What does this ranking mean? Why does the result differ from the expected ranking?

Maureen Mullen, one of the authors of the report and co-founder of L2, has provided some explanations.

First of all, she said, "

The greatest advantage is that it provides fair competition opportunities for everyone.

"Those brands that are financially strong, have a large number of stores, and are willing to invest in consumer services and full channel retail are the winners this year," she said. "For example, Burberry provides online shopping and offline pick-up services in 200 stores, and smaller brands rely on their retailers to build brand images, and those multi brand partners are more interested in mobile products."

She said this is why global brands like Vuitton, Herm, and Valentino dominate the rankings, while Proenza Schouler, Rag & Bone are more "cool" smaller brands.

She also pointed out that many American brands are ranked in "proficient" digital marketing, such as Ralph Lauren, Coach, Michael Kors, Calvin Klein, etc. Kate Spade is among the gifted categories.

The reason for this is that 70% of the online sales orders come from North America, 99% of which are from the United States.

As to why Balmain and Givenchy rank so low, Maureen Mullen says that although these two brands can attract attention from social media, they have not yet turned their attention into sales.