Ranking the digital competences of luxury brands

In 2009, in order to communicate with a new generation of customers and to generate growing online sales, most of the luxury brands controlled their presence on the web by purchasing keywords, built e-commerce platforms and started to use social media.

The New-York University Stern School of business, in partnership with LuxuryLab, made a study establishing a metric that quantifies digital competence for most of the luxury industry’s iconic brands. 109 brands were ranked and scored against their category competitors.

http://l2thinktank.com/wp-content/uploads/2009/10/Digital-IQ-Index_2009_hyperlinks4.pdf

Methodology

The study measures the digital skills of 109 luxury brands classified in 11 categories:

o        Electronics

o        Automobiles

o        Fashion

o        Credit cards

o        Beauty & skincare

o        Wines & champagnes

o        Hotels

o        Watches

o        Design & home

o        Jewelry

o        Cruises & tours

The following criteria were evaluated for each brand:

1 Search engine optimization

·         Traffic

·         Keyword competence

·         Web authority

2 Brand translation

·         Aesthetics

·         Messaging and content

·         Heritage / Corporate citizenship

3 Leveraging the medium

·         Website technology

·         Interactivity

·         User interface & customer service

4 Social media

·         Facebook

·         Twitter / Youtube

·         Webpresence

Only two fashions brands, Louis Vuitton and Ralph Lauren, are among the top ten. They are respectively ranked #6 and #7 behind Apple (#1), BMW (#2), Sony(#3), Audi (#4), and Porsche (#5).

Yvon Le Gall

Luxury-world

http://luxurylabinnovationforum.eventbrite.com