This Report Ranks 89 Brands for Digital Performance
Cartier’s NYC flagship. (Cartier/Facebook)
The year 2016 has proven to be a good one for the luxury industry in China as an increasing number of affluent consumers resumed buying luxury goods domestically. But even though international luxury brands responded by beefing up their digital competence to maximize their market potential, their digital proficiency is still lacking in China, according to the ?2017 Digital IQ Index: China Luxury? report released by digital intelligence company L2.
The report, based on research and analysis of 89 luxury fashion and watches and jewelry brands in China, ranked the digital performance of brands in four areas: site and e-commerce, digital marketing, social media, and mobile.
According to L2, only Burberry and Cartier achieved a ?genius? rating, meaning they exhibited an excellent performance in all areas. Coach, Bulgari, and Gucci followed close behind, while Bulgari, along with Officine Panerai, Forevermark, Loewe, and MCM, made L2?s list of the fastest digital learners over the past year. Bottega Veneta, Luk Fook Jewelry, Kate Spade, Balenciaga and Tag Heuer, didn?t perform as well in the digital sphere in 2016, according to L2. Aside from its rankings, the report also offers the following insights and lessons that luxury brands can learn from others? success and failures. Here are 10 highlights:
1. Traveling Chinese luxury consumers are underserved
L2 wrote that luxury brands still digitally neglect overseas Chinese tour...
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