Thanks to Luxury Lab for posting their second annual Digital IQ Index of luxury brands!
Taken into account: 72 luxury brands and their websites, digital marketing strategies, social media initiatives and mobile apps.
And the winners are…
Appreciated: Their “Poppy Project” connected 468 blogs and readers through a web of poppies –> with each hashtag tweeted, the poppy tag grew on blogs, like a public art show.
2. Ralph Lauren
Appreciated: They developed a popular and easy to use mobile app and shoppable children’s video storybook.
3. Louis Vuitton
Appreciated: Launched digital flagship this fall and debuted Gucci Connect.
5. Hugo Boss
Appreciated: Launched artofthetrench.com; enlisted The Sartorialist’s Scott Schuman to create a social networking blog based around Burberry’s iconic trench coat; readers could “like” it, comment, or share photos, just like on Facebook.
7. Dolce & Gabbana
8. Giorgio Armani
10. Tiffany & CO.
Scott Galloway of Luxury Lab explains that the emergence of Gen Y consumers plus the profitability of digital leadership led to a greater investment in this area. Brands are engaged in a race to aquire fans and followers online to raise brand awareness.
Those that displayed the lowest digital intelligence were mainly fine watch and jewelry retailers, such as Rolex, Chopard, and Cartier. They do not have Twitter accounts, and barely have any presence on Facebook, essentially ignoring social media altogether.
Do you think it’s a good idea for luxury brands to ignore social media like Rolex, Chopard, and Cartier have done?