25Oct

Most Digitally Intelligent Luxury Brands

Second annual Luxury Brands Digital Intelligence winners by Luxury Lab.

Luxury Brands Digital Intelligence

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…

1. Coach
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

4. Gucci
Appreciated: Launched digital flagship this fall and debuted Gucci Connect.

5. Hugo Boss

6. Burberry
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

9. Swarovski

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?

4May

World’s Most Valuable Luxury Brands

Millward Brown Optimor just released their annual list of the World’s Most Powerful Luxury Brands. They’ve noted that the luxury category overall is down 3%, and brands that focused on heritage rather than high fashion fared better.

1. Louis Vuitton: up 2% to $19.78 Billion
- Focused on their primary consumer, the Jetsetter.

Louis Vuitton Spring/Summer 2010 Ad Campaign

Louis Vuitton Spring/Summer 2010 Ad Campaign

2. Hermes: up 8% to $8.46 Billion
- Charge much more for their bags than their competitors, tight control over selected retailers.

Hermes 2010 Campaign

Hermes 2010 Campaign

3. Gucci: up 2% to $7.59 Billion
- Developed a partnership with Christie’s to appraise vintage Gucci luggage and handbags.

Gucci Summer 2010 Ad Campaign with Natasha Poly

Gucci Summer 2010 Ad Campaign with Natasha Poly

4. Chanel: down 11% to $5.55 Billion
- The decrease in sales is a sign of the times. Their classic quilted bag was still a good seller, as well as fragrances and cosmetics, but people were not willing to spend the extra money on ready-to-wear.

Chanel Spring 2010 Ad Campaign with Claudia Schiffer

Chanel Spring 2010 Ad Campaign with Claudia Schiffer

5. Hennessy: down 1% to $5.37 Billion
- This LVMH brand is super popular in China.

Hennessy

Hennessy

6. Rolex: down 14% to $4.74 Billion
- Suffered due to the recession, just like Cartier

Rolex 2010 Fall/Winter Ad Campaign

Rolex 2010 Fall/Winter Ad Campaign

7. Moet & Chandon: down 12% to $4.82 Billion
- Still the #1 champagne brand despite the decline.

Moet & Chandon Campaign 2010 with Scarlett Johansson

Moet & Chandon Campaign 2010 with Scarlett Johansson

8. Cartier: down 19% to $3.96 Billion
- Severe decline in sales to 3rd party retailers.

Cartier Summer 2010 Campaign

Cartier Summer 2010 Campaign

9. Fendi: down 8% to $3.2 Billion
- Known for “it” bags in the US, super popular in Asia; ready-to-wear designed by Karl Lagerfeld as an answer to Gucci’s ready-to-wear.

Fendi Spring/Summer 2010 Ad Campaign

Fendi Spring/Summer 2010 Ad Campaign

10. Tiffany & Co.: up 6% to $2.38 Billion
- Did not place last year; brand refused to discount in 2009, plans to expand to Asia and Western Europe.

Tiffany & Co.

Tiffany & Co.