Burberry, Ralph Lauren and Kate Spade were ranked the top luxury brands in digital competence by the L2 Digital IQ Index. These brands delivered consistent user experiences across websites, digital marketing, social media and mobile channels, boosting online sales and traffic while still promoting in-store experiences. Luxury brands can no longer hesitate to adopt new digital technologies, as their affluent customer base is increasingly using mobile devices like iPhones to engage with brands online.
2. Summary
! L2
Digital
IQ
Index
ranked
Burberry,
Ralph
Lauren
and
Kate
Spade
as
the
top
luxury
brands
in
digital
competence,
measuring
their
Site,
Digital
MarkeMng,
Social
Media,
and
Mobile.
! Burberry,
Ralph
Lauren
and
Kate
Spade
have
each
shown
a
focused
digital
effort
by
delivering
a
consistent
user
experience
as
well
as
content
across
all
channels
to
boost
mobile
and
e-‐Commerce
traffic
while
conMnuing
to
drive
customers
to
complete
their
experience
in-‐store.
! MoMvaMon
for
this
shiT
in
aUenMon
is
due
to
shiTing
aVtudes
in
affluents,
who
are
enthusiasMc
about
their
mobile
devices,
specifically,
Apple
mobile
devices.
! Luxury
brands
can
no
longer
be
hesitant
to
be
the
first
in
a
parMcular
media
space.
These
brands
are
being
leT
behind
very
quickly
as
their
audience
is
eager
to
engage
while
sMll
feeling
exclusive
and
empowered.
| 2
3. L2
Digital
IQ
Index®:
Fashion
2012
|
Burberry
Again
Tops
Digital
Rankings
! The
Digital
IQ
Index®:
Fashion
study
ranks
the
digital
competence
of
brands
across
four
dimensions:
Site,
Digital
MarkeMng,
Social
Media,
and
Mobile.
! “E-‐commerce
is
now
the
new
must-‐have
accessory
for
fashion
brands,”
-‐
ScoU
Galloway,
NYU
professor
and
cofounder
of
L2.
! For
example,
Coach
has
implemented
e-‐commerce
and
digital
into
the
overall
business
by
integraMng
back-‐end
retailing
and
the
user
experience
between
brick-‐and-‐mortar
and
online.
Users
can
go
online,
see
in-‐store
inventory,
purchase
a
product
on
coach.com
and
pick
it
up
at
the
store
hours
later.
! A
quarter
of
searches
relaMng
to
fashion
brands
come
from
a
mobile
device.
! For
Galloway,
the
biggest
digital
disappoints
in
fashion
are
Hermès
and
Prada.
! At
#63
on
Interbrand’s
“Best
Global
Brands”
List,
Hermès
is
topped
by
Louis
VuiUon
(17),
and
Gucci
(38).
! This
is
likely
because
Hermès
offline
businesses
are
so
strong.
http://www.wwd.com/media-news/digital/burberry-again-tops-digital-rankings-6383987
| 3
http://www.wwd.com/media-news/fashion-memopad/value-quotient-6377808
http://www.l2thinktank.com/research/fashion-2012/
4. The
4
Pillars
of
Digital
MarkeIng
for
Luxury
Brands
! Experience
! The
best
way
luxury
brands
can
Mp
the
scales
in
their
favor
is
to
provide
unique,
compelling
experiences.
Burberry
reported
that
by
switching
the
majority
of
its
markeMng
budget
to
digital
experiences,
it
enjoyed
a
29%
increase
in
revenue.
! Exclusivity
! Digital
markeMng
offers
perhaps
the
most
elegant
opportunity
to
control
and
enhance
a
brand’s
exclusivity.
! High-‐tech
markeMng
makes
luxury
brands
appear
cuVng-‐edge
—
that
leads
directly
to
exclusivity.
! Engagement
! Engagement
is
synonymous
with
story,
and
story
sells.
Tiffany
&
Co.
reported
a
20%
upMck
in
sales
aTer
the
public
and
press
alike
lauded
the
company’s
What
Makes
Love
True
microsite
and
Engagement
Ring
Finder
mobile
app,
two
digital
markeMng
elements
that
communicate
Tiffany’s
powerful
brand
story
about
realizing
true
love.
! EmoMon
! A
luxury
brand
must
determine
its
emoMonal
value
first,
and
construct
its
physical
and
digital
manifestaMons
to
express
and
extract
that
specific
emoMon.
| 4
http://mashable.com/2011/11/29/luxury-marketing-digital/
5. eMarketer|
Luxury
MarkeIng:
RecreaIng
the
One-‐on-‐One
Experience
with
Mobile
! Luxury
marketers
feared
mobile
apps
would
open
their
doors
to
the
masses.
! What’s
changed?
Affluent
consumers,
who
are
enthusiasMcally
using
their
mobile
devices.
! Affluents
are
making
purchases
on
their
smartphones
with
some
regularity.
Nearly
two-‐thirds
of
affluent
smartphone
owners
have
made
at
least
one
purchase
with
their
device,
according
to
the
Luxury
InsMtute
survey.
27%
said
they
make
purchases
monthly
and
17%
make
purchases
weekly.
! For
wealthy
consumers,
mobile
oTen
means
Apple’s
iOS.
Luxury
marketers
should
prioriMze
apps
designed
to
work
on
the
iPhone
and
iPad.
http://totalaccess.emarketer.com/Reports/Viewer.aspx?
| 5
R=2000998&ecid=367a9932812b457785187426316289c7
6. 4
Luxury
Brands
seen
leading
the
digital
revoluIon
|
The
New
MarkeIng
Buzz
! Louis
VuiUon
launched
an
all-‐digital
iniMaMve,
“The
Louis
VuiUon
Express”
campaign,
posMng
daily
videos
and
images
taken
by
photographer
and
blogger
Todd
Selby
as
he
traveled
from
the
brand’s
home
base
in
Paris
to
Shanghai
for
its
fashion
show.
! Guess
by
Marciano
made
headlines
with
the
announcement
of
collaboraMng
with
renowned
Swedish
fashion
blogger
Elin
Kling,
who
represents
the
target
market
for
the
high-‐end
brand
and
appeals
to
the
Guess
customer
demographic.
! Gucci’s
new
Fall/Winter
2012
interacMve
video
highlighMng
men
and
women’s
luxury
accessories
like
belts,
bags,
and
shoes.
Consumers
can
shop
and
access
product
informaMon
by
clicking
the
highly-‐idenMfiable
Gucci
brand
icons
throughout
the
film.
! Dolce
&
Gabbana
partnership
with
fashion
blogger
Bryan
Boy,
making
videos
of
him
working
various
jobs
at
Dolce
—from
geVng
his
ID
card,
being
a
recepMonist,
and
a
bartender.
http://www.adpunch.org/luxury-brands-digital-engagement-the-new-marketing-buzz.html
| 6 http://www.louisvuittonexpress.com/eng_US/day-12-shanghai
7. Burberry
Digital
Strategy
|
Burberry.com
! Burberry
revealed
that
it
spends
over
60%
of
its
markeMng
budget
to
digital
media:
three
Mmes
more
than
the
market
average.
! The
company
did
a
live
stream
of
their
London
Fashion
Week
runway
show
for
their
spring/summer
2013
collecMon.
! Users
could
view
the
show
on
Burberry’s
website
in
real
Mme,
as
well
as
exclusive
content
through
updates
on
Burberry’s
TwiUer,
Instagram,
and
Facebook.
! Once
the
show
began
on
the
live
stream,
the
leT
side
bar
offered
opMons
to
shop
the
runway
look
and
the
right
bar
streamed
Instagram
photos
and
updates
containing
informaMon
of
the
songs
playing.
| 7 http://www.thedrum.com/news/2011/09/01/burberry-devotes-60-marketing-budget-digital#XUlguWEXfyrCiB5B.99
8. Burberry.com
|
InteracIve
eCommerce
with
a
taste
of
London
! Burberry
Bespoke:
Users
can
create
a
trench
coat
to
their
personal
specificaMons,
share
their
design
via
Facebook,
TwiUer,
or
email,
chat
live
with
a
Burberry
Consultant,
or
request
a
one-‐on-‐one
appointment
at
Burberry’s
Regent
Street
store.
! Burberry
Experiences:
Watch
the
latest
product
campaigns
-‐-‐
short
cinemaMc
videos
set
in
London,
with
links
to
interact
with
or
“Quick
Shop”
the
featured
products.
! Burberry
AcousIc:
A
series
of
music
videos
featuring
London-‐based
English
arMsts
performing
acousMc
versions
of
their
hit
songs.
! Burberry
Heritage:
InteracMve
Mmeline
telling
the
company’s
story,
and
product
and
publicity
photo
sMlls
daMng
back
to
1856.
! Burberry’s
mobile
site
offers
a
consistent-‐albeit
stripped
down-‐experience,
allowing
users
to
view
the
enIre
product
collecIon,
watch
product
videos,
and
share
their
favorite
items
through
social
media
and
email.
| 8
9. Burberry
|
Engagement:
ArtOfTheTrench.com
! “Art
of
the
Trench
is
a
living
document
of
the
trench
coat
and
the
people
who
wear
it.”
! The
project
is
a
collaboraMon
between
Burberry
and
some
of
the
world’s
leading
image
makers,
such
as
ScoU
Schuman
(The
Sartorialist)
&
Magnum
photographers.
! Users
are
invited
to
submit
portraits
of
themselves
wearing
the
Burberry
trench
coat
directly
to
the
site
or
through
the
Instagram
app
on
their
iPhone
! Art
of
the
Trench
can
also
act
as
a
Lookbook
on
how
to
wear
the
trench
coat.
! Users
can
sort
images
by
popularity,
gender,
styling
and
trench
color,
and
connect
through
Facebook
to
“Like”
the
photo
and
leave
a
comment.
| 9
10. Burberry
|
Social
Networks
! Burberry’s
social
media
pages
are
rich
with
video
and
photo
content:
! TwiXer:
Tweets
of
exclusive
pics
from
photo
and
video
shoots
to
nearly
1.3
million
followers.
! YouTube:
Hundreds
of
videos
including
tutorials
and
videos
featuring
Burberry’s
CEO
Angela
Ahrendts
and
CCO
Christopher
Bailey.
Over
44,000
subscribers
and
16.9
million
views
makes
this
one
of
the
most
acMve
of
Burberry’s
social
networking
pages.
! Editorial
and
street
photos
from
around
London
make
up
the
majority
of
posts
on
Facebook,
along
with
a
consolidated
video
library
for
fans.
For
its
13.8
million
fans,
Burberry’s
content
promotes
hundreds
of
thousands
of
conversaMons
(295,000+
“talking
about
this”).
! AcMve
Timeline
banner
shows
the
actual
Mme
in
London
to
promote
the
Britain
watch
collecMon.
! Burberry’s
Tumblr
acts
as
a
feed
to
document
their
Art
of
the
Trench
project.
| 10
11. Ralph
Lauren
Digital
Strategy
|
E-‐Commerce
&
Web
Experience
! For
the
2012
fiscal
year
ended
March
31,
Ralph
Lauren
reported
Web
sales
grew
about
30%.
! The
web
accounted
for
14.8%
of
total
sales
compared
with
about
13.3%
in
fiscal
2011.
! E-‐Commerce
sales
increased
59%
in
Europe
&
30%
in
US.
! At
RalphLauren.com,
users
can
shop
and
interact
with
the
brand
through
style
guides,
RL
Magazine,
and
custom
environments
to
show
off
certain
brands
such
as
the
Rugby
CollecMon.
! Consumers
can
explore
the
“World
of
Ralph
Lauren,”
including
the
GiT
Vault,
Car
CollecMon,
Home,
Watches
&
Jewelry,
Restaurants,
and
the
Flagship
stores.
! Together,
the
pieces
formed
what
David
Lauren
calls
"merchantainment,"
the
blending
of
commerce
and
content.
! The
goal
is
to
sell
the
idea
of
the
Ralph
Lauren
lifestyle.
| 11
http://www.fastcompany.com/1769043/ralph-laurens-13-billion-bet
12. Ralph
Lauren
|
RL
CollecIon
iPhone
App
! Ralph
Lauren
CollecMon
iOS
app
! Geared
toward
affluents,
the
app
allows
users
to
experience
the
RL
CollecMon,
with
no
direct
link
to
shop.
! Preview
styles
&
accessories,
watch
runway
show
highlights,
and
browse
the
Lookbook,
Ralph
Lauren
TV
video
library
and
Watch
&
Jewelry
Co.
sites.
! Explore
the
luxury
lifestyle
content
behind
the
“World
of
Ralph
Lauren”
in
RL
Magazine.
! Explore
Ralph
Lauren’s
iconic
Ricky
bag
in
a
full
360-‐degree
view.
! USA
and
InternaMonal
locaMon-‐based
global
Store
Locator
looks
to
bring
users
to
complete
their
experience
in-‐store.
| 12
13. Ralph
Lauren
|
Mobile
Web
! m.RalphLauren.com
offers
a
full
mCommerce
experience
with
a
look
consistent
with
the
full
site.
! OpportuniMes
to
explore
the
“World
of
Ralph
Lauren”
content.
! Browse
content
in
RL
Magazine,
the
most
recent
videos
at
Ralph
Lauren
TV,
or
the
RL
Style
Guide
for
the
latest
trends
and
RL
Classic
pieces.
! m.Rugby.com
focuses
on
RL’s
Rugby
brand
for
a
younger
demographic.
! “Make
Your
Own”
feature
to
make
and
order
custom
clothing.
! “Social
Club”
-‐-‐
Connect
with
RL
Rugby
on
Tumblr,
Facebook,
TwiUer
&
Pinterest.
| 13
14. Ralph
Lauren
Takes
Over
New
York
Times
iPad
App
! Much
of
the
Times’
iPad
app
was
free
to
access
for
almost
two
weeks.
For
the
second
year
in
a
row,
Ralph
Lauren
did
an
ad
takeover
of
the
app.
The
free
access
it
provides
was
to
some
of
the
secMons
the
wearers
of
Polo
would
be
interested
in:
Sports,
Fashion,
Travel,
Home
&
Garden,
and
T
Magazine.
! The
sponsorship
was
Med
to
the
Olympics
and
featured
ads
with
U.S.
Olympians,
which
partnered
well
with
the
Times’
special
Olympics
secMon.
! The
package
included
video,
features
on
Olympic
athletes,
and
an
e-‐commerce
opMon.
| http://www.niemanlab.org/2012/08/you-can-thank-ralph-lauren-for-free-access-to-the-new-york-times-ipad-app-well-some-of-it
14
15. KateSpade.com
“We
really
wanted
to
engage
with
our
girl.
Of
course
commerce
is
important,
but
it’s
not
only
about
commerce.
Engagement
drives
commerce.
The
more
engaged
a
girl
is
with
the
brand,
the
more
valuable
she
is
to
us.”
-‐
Craig
LeaviU,
CEO,
Kate
Spade
! Experience
the
brand
at
KateSpade.com
! “Behind
the
Curtain,”
Official
Kate
Spade
blog:
Browse
columns
on
Campaigns
&
CollaboraMons,
Featured
products,
Kate
Spade
Shops
around
the
world,
and
the
people
inside
the
Kate
Spade
office.
! “Fathom
for
Kate
Spade,”
Partnership
with
Fathomaway.com:
Explore
downloadable
City
Guides
from
New
York
to
TahiM:
See
where
to
Sleep,
Eat,
Drink,
Shop
and
Explore.
Guides
include
an
iMnerary,
packing
list,
and
cheat
sheets.
| 15
http://mashable.com/2011/11/29/kate-spade-ceo-craig-leavitt-interview/
16. Kate
Spade
|
Social
Engagement
“Tory
Burch
and
Kate
Spade
have
effecIvely
built
their
businesses
with
robust
e-‐commerce
sites
that
are
a
big
growth
channel
for
them
—
if
not
the
most
significant
channel
for
their
business,”
Maureen
Mullen,
L2
Director
of
Research
&
Advisory.
“We
are
really
fortunate
that
we
had
already
developed
an
authenMc
voice
and
persona
for
our
brand.
The
Kate
Spade
girl
aspires
to
lead
an
interesMng
life
—
to
engage
in
the
arts
and
literature
and
travel
and
adventure.
We
talk
about
those
things
on
social
media
because
that’s
who
she
is,
and
she
wants
to
hear
about
what
her
peers
are
doing.
It
feels
very
very
natural
for
us.”
-‐
Craig
LeaviU,
CEO,
Kate
Spade
! Kate
Spade
has
leveraged
social
media
to
build
a
lifestyle
brand:
! Facebook
Exclusive:
Find
out
about
limited
ediMon
products
available
online.
! Facebook
“What
do
you
think?”:
Browse
and
“Like”
products,
or
read
and
write
reviews
for
your
favorite
products.
! Kate
Spade
NY
YouTube
Channel:
Features
seasonal
campaign
videos
and
behind-‐the-‐scenes
videos
with
designers
from
campaign
shoots,
events,
and
the
office.
! TwiXer:
Daily
tweets
about
contests
and
new
content
with
a
personal
touch
and
a
consistent
voice
throughout
with
Tumblr,
Instagram
and
Pinterest.
http://www.wwd.com/media-news/digital/burberry-again-tops-digital-rankings-6383987
| 16
http://mashable.com/2011/11/29/kate-spade-ceo-craig-leavitt-interview/
17. Bergdorf
Goodman
|
Social
and
Mobile
Experience
with
Instagram
! Bergdorf
launched
its
Shoes
About
Town
map
where
consumers
can
send
pictures
of
their
shoes
to
the
brand.
The
images
were
put
on
a
large
map
of
New
York
so
that
consumers
can
see
the
shoes
all
over
New
York’s
ManhaUan.
! “Using
the
Instagram
iPhone
app,
photograph
your
shoe
in
its
natural
territory,
hash-‐tag
it
with
#BGShoes
and
enable
Instagram’s
geotag
so
your
shoes
have
a
place
in
or
surrounding
ManhaUan.
Those
photographed
will
appear
on
our
interacMve
map
of
shoe
fanaMcism
and
may
even
find
a
place
on
the
walls
of
our
store.”
–
5th
at
58th
Bergdorf
Goodman
blog.
! These
images
are
posted
on
Bergdorf’s
Facebook
page
and
its
TwiUer
feed.
| 17 http://www.luxurydaily.com/bergdorf-goodman-is-2011-luxury-marketer-of-the-year/
18. Bergdorf
Goodman
|
Mobile
effort
to
drive
in-‐store
! The
retailer
used
another
locaMon-‐based
mobile
effort
by
taking
out
a
banner
ad
in
“Words
with
Friends.”
! Bergdorf
alerted
consumers
to
an
in-‐store
event
to
meet
shoe
designer
Nancy
Gonzales
and
connected
the
banner
ad
to
Facebook
so
that
consumers
could
RSVP
! Bergdorf
uses
Facebook
to
post
a
monthly
“What
I’m
wearing
today”
feature
that
tracks
five
consecuMve
ouyits
of
an
employee.
Consumers
can
comment
on
the
images
and
are
directed
to
the
Bergdorf
Web
site
where
they
can
buy
the
items.
! Bergdorf
exclusive
iPhone
app
“Today’s
Shoe”
! Purchase
shoes
instantly,
share
to
Facebook
&
TwiUer,
expedited
delivery
and
complimentary
returns.
! Product
changes
every
day.
| 18 http://www.luxurydaily.com/bergdorf-goodman-is-2011-luxury-marketer-of-the-year/
19. Hermès
Digital
Summary
! The
Hermes.com
Online
store
offers
a
simple,
segmented
experience.
! Product
catalogs
do
not
have
a
centralized
page
to
browse
through
any
item
category.
Users
must
click
through
each
item
to
browse
the
enMre
line.
! Separately,
the
world
of
Hermès
website
is
an
aUracMve
mulMmedia
adventure.
Users
can
explore
an
interacMve
grid
with
pop-‐out
pages
featuring
products,
arMsts,
photographs
and
narraMve
content.
! Hermès
on
Facebook
promotes
photo
and
video
content,
products
and
events
that
garner
hundreds
of
“likes,”
but
liUle
conversaMon
due
to
the
direct,
maUer-‐of-‐fact
delivery
of
the
content.
! Hermès’
YouTube
boasts
over
1.2
million
views.
Most
viewer
content
is
cinemaMc
in
nature,
rather
than
product
focused.
| 19