European Niche Fashion DigitalIQ 2011

8/3/2019 European Niche Fashion DigitalIQ 2011

http://slidepdf.com/reader/full/european-niche-fashion-digitaliq-2011 1/29

SCOTT GALLOWAYNYU Sern

© L2 2011 L2TTa.o

A Think TAnk f or DiGiTAL innOVATiOn

®

nOVe m be r 1 7 , 2 0 1 1

Fas

EurOpEAn

o

Niche

http://l2thinktank.com/



No brand in the inaugural European Niche Fash-

ion Index nabbed Genius status—an L2 Digital IQ

Index® first—and a staggering 70 percent ofbrands are characterized as Challenged or

Feeble. One-third of brands are still not selling

online, and less than half are participating in paid

search. Adoption and community size on popular

social media platforms—Facebook, YouTube, and

Twitter—lag global fashion players.

Icoic vs. IelevatMany of the brands in this Index do not have the

capital to compete toe-to-toe with larger peers

across traditional print and brick-and-mortar

channels. Digital provides a measureable and

scalable opportunity for smaller brands to level

the playing field and establish direct relationships

with the end consumer via e-commerce and

social media platforms. Investing in emerging

digital platforms, at what is likely a fraction of the

future cost, may be the litmus test for which niche

brands become iconic versus irrelevant.

Digital IQ = Shaeholde ValeOur thesis is that digital competence is inextrica-

bly linked to shareholder value. Key to managing

and developing this competence is an action-

able metric. This study attempts to quantify the

digital competence of 46 European niche fashion

brands. Our aim is to provide a robust tool to di-

agnose digital strengths and weaknesses as well

as help brands achieve greater return on incre-

mental investment. Similar to the medium we are

assessing, our methodology is dynamic, and we

hope you will reach out to us with comments that

improve our methodology, investigation, and find-

ings. You can reach me at [email protected].

Regards,

ScOTT GALLOwAy

Founder, L2

Clinical Professor of Marketing, NYU Stern

2

DIGITAL IQ InDEx®:

euoa n Faso

© L2 2011 L2TTa.o

Wan knw mre abu yur brand’s ranking?

cOnTAcT US

i n T r O D U c T i O n

AbsetWhile digital continues to dominate, many of Europe’s

niche fashion brands remain absent online.

DiGiTAL in eUrOpe

UK ITALY FRANCE GERMANY SPAIN

E-Commerce

(2010)1

$91.5 B

$9.4 B

$25.4 B$33.7 B

$12.3 B

Smartphone Penetration

(Approximate of 2010 rates)3

34% 35%25% 24%

38%

Facebook Adoption

(Percent of Internet Users 2010)2

82% 78%73%58% 69%

1. “Wesern Eurean Ecmmerce Marke Cninues Srng Grwh ,” eMarkeer, Augus 15, 2011.

2. “2010 Eure Digia Year in Review,” CmScre, February 24, 2011.

3. “Mbie Year in Review 2010,” CmScre, February 14, 2011.

mailto:scott%40stern.nyu.edu?subject=L2%20Digital%20IQ%20Index%C2%AE%3A%20European%20Niche%20Fashion



mailto:info%40L2ThinkTank.com?subject=Digital%20IQ%20Inquiry


http://www.emarketer.com/Article.aspx?R=1008541&dsNav=Rpp:25,Ro:0,N:909

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review


http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review



http://www.emarketer.com/Article.aspx?R=1008541&dsNav=Rpp:25,Ro:0,N:909



mailto:info%40l2thinktank.com?subject=


mailto:scott%40stern.nyu.edu?subject=L2%20Digital%20IQ%20Index%C2%AE%3A%20European%20Niche%20Fashion



3

Digital iQ inDex®:

European Niche Fashion

© L2 2011 L2TTa.o

Want to know more about your brand’s ranking?

CONTACT US

meThODOLOGy

A b O U T T h e r A n k i n G S

Site: 40% Effeciveness f brand sie

FunCTIOnALITY & COnTEnT: 75%• St Tolog

• navgato, podut & St Sa

• Soal mda itgato

• custo Sv & Sto Loato

• podut pag

• cout

• Aout

•

itatoal custozato: Language,Currency, Consistency, Shipping

Digital Maketig: 30%Search, disay, and emai markeing effrs

• Sa: Traffic, SEM, SEO, Web Authority

• Advtsg & iovato: Display, Retargeting, Recent Brand Initiatives, Presence on Tumblr

• blog & Ot Us-Gatd cott: Mentions, Sentiment

• eal: Frequency, Content, Social Media Integration, Tactics

Social Media: 15% Brand resence, cmmuniy sie, cnen, and engagemen n majr scia media afrms

• Faoo: Likes, Growth, Tabs and Applications, Responsiveness, Engagement

• Ttt: Followers, Growth, Tweet Frequency, Online Voice

• youTu: Views, Number of Uploads, Subscriber Growth, Viral Videos

Mobile: 15%Cmaibiiy, imiain, and markeing n smarhnes and her mbie devices

• mol St: Compatibility, Functionality, Transaction Capability

• OS Alatos (po & pad): Availability, Popularity, Functionality, iPad Differentiation

• Ot platfos (Adod, bla): Availability, Popularity, Functionality

DiGiTAL iQ cLASSeS

IQ Range IQ Cass

140+ GeniUS

Digital competence is a point

of differentiation for these brands.

Site content is searchable,

shareable, and mobile-optimized.

Social media efforts complement

broader digital strategy.

110–139 GiFTeDBrands are experimenting and

innovating across site, mobile, and

social platforms. Digital presence

is consistent with brand image and

larger marketing efforts.

90–109 AVerAGe

Digital presence is functional yet

predictable. Efforts are often siloed

across platforms.

70–89 chALLenGeD

Limited or inconsistent adoption of

mobile and social media platforms.

Site lacks inspiration and utility.

<70 FeebLe

Investment does not match

opportunity.

BrAnD TrAnSLATIOn: 25%• St Astts

• mssagg & iag










4

Digital iQ inDex®:


© L2 2011 L2TTa.o


CONTACT US

D i G i T A L i Q r A n k i n G

rak Bad Headqates Digital IQ Class Commets

1 AGEnT prOVOCATEur uK 139 GiftedRacy assets and online voice deliver across channels; strongest mobile presencein the study

2 TED BAKEr uK 128 Gifted Best-in-class Facebook page delivers with contests and user-generated content

3 STELLA McCArTnEY uK 124 Gifted Fastest-growing Twitter community sets social media s tyle standards

4 SupErDrY uK 118 Gifted Regional Facebook strategy pays dividends

5 MOnCLEr Italy 115 Gifted Site relaunch, Grand Central Station flash mob, and social media push impress

6 MOSCHInO Italy 114 Gifted Chic digital experience with iPad optimization

7 LAnVIn Face 113 Gifted Viral video hit led models, bloggers, and customers dancing to its e-commerce site

8 EMILIO puCCI Italy 112 Gifted Strong commerce-oriented site and mobile experience

9 JEAn pAuL GAuLTIEr Face 111 Gifted Namesake lends star power to garner one of the largest Twitter followings

10 LA pErLA Italy 110 Gifted A mobile presence would lift brand IQ

11 THOMAS pInK uK 109 Aveage Tailored site navigation reveals digital attention to detail

12 JIL SAnDEr Gemay 104 AveageFocus should be on establishing a mobile presence, not on manufacturinga smartphone

13 VIVIEnnE WESTWOOD uK 99 Aveage Facebook leader with largest fan base and forthcoming F-commerce

14 ALBErTA FErrETTI Italy 95 Aveage Growing social media voice and e-commerce set foundation

SpAIN

FRANCE

ItAlY

HEADQuArTErS:

UK

GERMANY






5

Digital iQ inDex®:


© L2 2011 L2TTa.o


CONTACT US



15 FurLA Italy 89 Challeged Robust regional site customization

15 TruSSArDI Italy 89 Challeged Low email frequency hinders site traffic growth

17 MArnI Italy 88 Challeged Commerce-oriented site extends to mobile; burgeoning social voice could lift brand

18 AuBADE Face 87 Challeged “French Art of Loving” campaign created digital buzz, but product sharing wouldincrease reach

19 GIEVES & HAWKES uK 84 Challeged Digital marketing efforts would bolster streamlined e-commerce site

20 CoSTuME nATIOnAL Italy 79 Challeged Static digital footprint does not match brand’s image

20 MISSOnI Italy 79 Challeged Renewed attention to brand diluted by lack of e-commerce

20 SErGIO rOSSI Italy 79 Challeged Social media is isolated from site

23 LAnCEL Face 77 Challeged Brand cultivates a tribe of product-centric Facebook fans

25 ESCADA Gemay 75 Challeged No avenue for site monetization without e-commerce

24 KEnzO Face 76 ChallegedStylish site relaunch weaves a s tronger brand identity, but removing e-commerce

is a poor choice

26 JOHn LOBB uK 72 Challeged Rich branded content would get greater reach through social media

27 LOrO pIAnA Italy 71 Challeged Social media would support relaunch of the brand’s stunning e-commerce site

28 ADOLFO DOMInGuEz Sai 69 Feeble

Foundation in place, but requires stronger emphasis on site functionality

than aesthetics

SpAIN

FRANCE

ItAlY

HEADQuArTErS:

UK

GERMANY






6

Digital iQ inDex®:


© L2 2011 L2TTa.o


CONTACT US



29 AQuASCuTuM uK 68 Feeble Confusing site strategy leads to geographic disconnect

29 BLuMArInE Italy 68 Feeble Brand makes strides with shareable lookbook despite lack of e-commerce

31 BALMAIn Face 67 Feeble Missing Facebook page hinders IQ

32 COrnELIAnI Italy 65 Feeble Recently released iPhone app moving in right direction, but needs to upgrade site

33 SLOWEAr Italy 64 Feeble Trying to compensate for lack of e-commerce through iOS apps and branded content

34 CéLInE Face 60 Feeble No social media properties to broadcast runway acclaim

35 BrunO MAGLI Italy 59 Feeble Digital voice muffled by protected tweets

36 BrunELLO CuCInELLI Italy 57 Feeble Strong aesthetics, flat functionality

36 nInA rICCI Face 57 Feeble Flash-heavy site with limited regional customization

38 ErES Face 55 Feeble E-commerce site only available in French

39 BErLuTI Face 54 Feeble Strong content is not shareable

39 SOnIA rYKIEL Face 54 Feeble Faulty product links disrupt e-commerce offering

41 FrATELLI rOSSETTI Italy 47 Feeble Product sharing, but not much else

42 BrIOnI Italy 46 Feeble Brand lags without social media and mobile presence

SpAIN

FRANCE

ItAlY

HEADQuArTErS:

UK

GERMANY






Digital iQ inDex®:


© L2 2011 L2TTa.o


CONTACT US


43 ETrO Italy 44 Feeble Poor site navigation

43 TurnBuLL & ASSEr uK 44 Feeble Digital presence is a relic

45 pOLLInI Italy 37 Feeble No email marketing or search optimization makes site difficult to find

46 GIAnFrAnCO FErré Italy 29 Feeble Absent


SpAIN

FRANCE

ItAlY

HEADQuArTErS:

UK

GERMANY






Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

k e y F i n D i n G S DiGiTAL iQ DiSTribUTiOn

% of bads Dgtal iQ class

DIGITAL IQ

>140

GEnIuS0%

DIGITAL IQ

110–139

Agen prvcaeur

ted Baker

Sea McCarney

Suerdry

Mncer

Mschin

lanvin

Emii pucci

Jean pau Gauier

la pera

GIFTED

22%

thmas pink

Ji Sander

Vivienne Weswd

Abera Ferrei

DIGITAL IQ

90–109

AVErAGE9%

Fura

trussardi

Marni

Aubade

Gieves & Hawkes

Csume Naina

Missni

Sergi Rssi

lance

Escada

Ken

Jhn lbblr piana

DIGITAL IQ

70–89

CHALLEnGED

28%

Adf Dmingue

Aquascuum

Bumarine

Bamain

Crneiani

Swear

Brun Magi

Céine

Brune Cucinei

Nina Ricci

Eres

Berui

Snia Rykie

Fraei Rssei

Brini

Er

turnbu & Asser

pini

Gianfranc Ferré

DIGITAL IQ

<70

FEEBLE

41%DIGItAl IQ INDEx ®:EURopEAN NICHE FASHIoN

DIGItAl IQ INDEx ®:FASHIoN

DiGiTAL ADOpTiOn AcrOSS pLATFOrmS

% of euoa n Faso vs. Gloal Faso bads

Absece of Geis

For the first time in a Digital IQ Index®, we did not registera single Genius brand. The ranking distribution reveals

a bifurcation between Gifted brands and those that are

Challenged and Feeble, suggesting a subset of niche European

brands have made competent, yet still undifferentiated forays

on digital platforms while many have largely ignored

digital altogether.

Adoption of digital platforms among European niche fashion

brands is limited compared to the 49 brands in this year’s Digital

IQ Index®: Fashion—European brands trail on every platform.

Unlike in the U.S., where small, nimble brands such as Genius

Kate Spade and Gifted Tory Burch and Diane von Furstenberg

have made impressive strides growing their digital footprint and

are punching above their weight class, niche European brands

lag behind their larger peers.

E-commerce EmailFacebook Twitter YouTube Mobile(Site & App)

Blogs





http://l2thinktank.com/FashionDigitalIQ2011/

















9

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

k e y F i n D i n G S

4. “Frreser Frecas: onine Reai Saes Wi Grw t $250 Biin By 2014,” Erick Schnfed, techCrunch, March 8, 2010.

DiGiTAL iQ by cOUnTry OF OriGin

(*oher = Germany and Sain)

WItH

WItHoUt

SiTe FUncTiOnALiTy

% of Sts wt Ls to t Follog

(ocber 2011)

Befoe Shaeable, Fidable A number of European niche fashion brands lack basic site

features. Only half of the brands offer site search, while 43

percent of sites are not equipped with basic product filtering.

The connection to brick-and-mortar retail is limited with

functionality and navigability lacking; two-thirds of the brand

sites did not map stores or post hours, and almost 80 percent

did not list store services.

67%

91%

9%

76%

65%

35%

50%

57%

33%

43%

50%

Store Locator

24%

Product FilteringEmail Opt-InCustomer Service(Email)

Video Site Search

Islad of Iovatio

Brands headquartered in the UK register higher Digital IQs thanthose from other countries. Replicating the findings of the Digital

IQ Index®: Fashion, Italy and France continue to lag behind

their British peers by a considerable margin. Culture, access to

digital talent, and vendors all contribute. The top four brands,

including Digital IQ leader Agent Provocateur, call the UK home.

Furthermore, 90 percent of UK-origin brands boast e-commerce

capability.

UK

(n=10)

Other*

(n=3)

Italy

(n=22)

France

(n=11)

Shaky Digital Fodatio

Through 2014, annual Western European e-commerce growth isexpected to reach 11 percent.4 Despite this trajectory, one-third

of the brands in this Index do not support e-commerce. Brands

without e-commerce averaged a Digital IQ score 35 points lower

than those selling online. Additionally, sites with e-commerce

recorded more than 1.6 more page views, 110 percent higher

three-month traffic growth, and an almost four percent lower

bounce rate.





http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/







http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/







10

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


WItHWItHoUt

podct Seclsio

Brands are not only making their products hard to find, butalso difficult to share. Only a third of the brands offer product

tweeting, and less than 30 percent allow sharing via email.

Escada, Lancel, and Pollini are compensating for their lack

of e-commerce functionality by experimenting with social

media-driven product sharing for their lookbooks and

campaign materials.

Shareability drives incremental traffic—product pages with the

Facebook “like” button saw a 34 percent increase in one-month

site traffic growth versus only nine percent for sites without

the “like” button. Additionally, brands that included shareablecontent—notably, video sharing and blogs—also saw an almost

100 percent increase in traffic growth versus those without.

I Seach of SeachEuropean niche fashion brands aren’t managing one of their

most important storefronts: Google.

This digital disconnect shows no signs of improving, as only 43

percent of brands purchase their own brand terms on Google.

Ted Baker and Thomas Pink stand out among that minority of

brands. They not only optimize their search with product and

geolocal information, but also with paid search ads.

It is noteworthy that 28 percent saw the presence of a third-

party e-commerce provider within their “above-the-fold” organic

Google search results, while 67 percent found these e-tailers

appear within their top three paid search results. Even more

alarming, discount sites such as eBay and Vente-Privée were

purchasing against one-third of brands.

Video Sharing Blogs Links toSocial Media

ProductTweets

ProductFacebook

“like”

Brand Site Discount Site Department Store MediaE-Tailer

One-mOnTh TrAFFic GrOwTh

b St Fatu

(Aea, ocber 2011)

GOOGLe pAiD SeArch reSULTS: brAnD key wOrD

% To T pad Ads

(ocber 2011)











11

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


5. “the Eurean Scia Media and Emai Markeing Sudy—A 6 Cunry Sudy abu he Digia Diague beween Facebk, twier and Emai (par 2) (Eurean Summary Cnsumer Resus) ,” Vker Wiewer and Rf Anweier, eCirce, December 2010.

6. Ibid.

Superdry

Moncler

La Perla

Marni

Agent Provocateur

Moschino

Emilio Pucci

Sergio Rossi

Alberta Ferretti

Slowear

2.17

2.00

1.48

1.35

1.29

1.13

0.86

0.75

0.60

0.53

0 . 0

0 . 5

1 . 0

1 . 5

2 . 0

2 . 5

TOp 10: weekLy emAiL FreQUency

nu of eals, Avag Aoss All mats

(ocber 2011)

Emty Iboes

Although more than 70 percent of Western European consumerssign up for email newsletters,5 only 65 percent of the brands

in the Index offer email opt-in, and averaged only 0.29 emails

per week. While more is not necessarily better, email marketing

remains the most effective call-to-action vehicle for e-commerce

sales. Superdry and Moncler were the only brands with robust

email marketing programs, sending 2.17 and 2.0 emails per

week respectively.

Email sophistication is also limited, as just 30 percent provide

links to social media. Eight percent of emails were shareable via

social media, and 41 percent optimized the email for viewing ona mobile device. Mobile optimization is an opportunity, as one-

quarter of consumers in the UK, Italy, and Spain read emails on

their mobile devices daily.6





http://www.ecircle.com/en/resource-centre/studies/lp/sms-international-comparison.html#c5153

http://www.ecircle.com/en/resource-centre/studies/lp/sms-international-comparison.html#c5153







12

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Vv wstoods laugF-o soo

@Stllamcatats a dalogut ts Tttfollos

Socially Awkwad

Adoption of the big three social media platforms lags in theEuropean niche fashion community. The average Facebook fan

page of European niche fashion brands were 20 times smaller

than their Digital IQ Index®: Fashion peers. Additionally, tab

functionality and programming was rudimentary: only 23 percent

of pages had a custom landing page, and just five percent host

Facebook applications.

Vivienne Westwood is on a solid trajectory for continued growth

through expanding and managing this study’s largest Facebook

community. Its forthcoming experimentation with F-commerce

should also help the brand.

Fifty-five percent of Twitter accounts retweet content, 61

percent reply to tweets and 55 percent link to the brand’s

other social media properties. For example, @StellaMcCartney’s

tweet stream is packed with tweets complimenting and following

up with customers. Additionally, Index leaders Agent

Provocateur and Furla have established personas on Twitter

that successfully deliver the personality of the brand in

140 characters or less.

European niche fashion brands’ YouTube adoption is less

sophisticated than on any other social platform. Brands primarily

used YouTube to showcase fashion show coverage, behind-the-

scenes commentary, and campaign videos. When available,

much of this content simply replicates what can be found on the

brands’ sites.









https://www.facebook.com/pages/Vivienne-Westwood

https://twitter.com/#!/StellaMcCartney







13

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

Vivienne Westwood

Superdry

Lanvin

Stella McCartney

Agent Provocateur

Aubade Paris

Jean Paul Gaultier

Kenzo

Moschino

Lancel

276,705

353,162

173,305

139,468

120,000

111,894

66,348

60,406

56,100

56,071

0

1 0 0 , 0 0

0

2 0 0 , 0 0

0

3 0 0 , 0 0

0

4 0 0 , 0 0

0

Superdry USA

Blumarine

Fratelli Rossetti

Missoni

Superdry Spain

Corneliani

Lancel

Furla

Sergio Rossi

Etro

74%

124%

22%

20%

19%

16%

13%

12%

10%

10%

0 % 3 0 %

6 0 %

9 0 %

1 2 0 %

1 5 0 %


TOp 10: FAcebOOk “LikeS”

(ocber 2011)

TOp 10: FAcebOOk FAn pAGe GrOwTh

eludg pags wt < 2000 Fas

(Seember–ocber 2011)











14

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

@StellaMcCartney

@JPGaultier

@EmilioPucci

@FollowWestwood

@balmainparis

@Superdry

@kenzo_paris

@ted_baker

@sergiorossi

@LaPerlaLingerie

0

5 , 0 0

0

1 0 , 0 0 0

1 5 , 0 0 0

2 0 , 0 0 0

17,798

17,344

13,530

12,723

12,349

8,149

8,018

6,205

5,121

194,554

beST in TweeT: TOp 10 TwiTTer FOLLOwerS

(ocber 2011)

TOp 10: FASTeST-GrOwinG TwiTTer AccOUnTS

(Seember–ocber 2011)


@StellaMcCartney

@JPGaultier

@EmilioPucci

@LANVINofficial

@FollowWestwood

@Superdry

@Moschinofficial

@balmainparis

@MissoniUSA

@ted_baker

0 % 2 % 4 % 6 % 8 %

23.4%

6.1%

4.5%

3.7%

2.5%

2.4%

1.7%

1.7%

1.6%

1.4%











15

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

Se Sells

Agent Provocateur gained viral infamy with its 2006 videofeaturing Kylie Minogue riding a mechanical bull. This video was

later banned from television, but secured a cult-like following

for the brand. Agent Provocateur’s official YouTube channel has

almost 1.3 million upload views, more than 10 times the average

for European niche fashion brands (121,774). The latest video

series with Paz de la Huerta has generated 452,312 views on the

brand’s YouTube channel. To reinforce its video reign, the brand

drives video views with a custom YouTube tab on its Facebook

page and a video library on its site.


0

2 6 0 , 0

0 0

5 2 0 , 0

0 0

7 8 0 , 0

0 0

Agent Provocateur

Corneliani

Jil Sander

Trussardi

Thomas Pink

Turnbull & Asser

Stella McCartney

Costume National

Vivienne Westwood

Lanvin

1,287,708

457,434

249,215

146,513

138,359

131,785

59,687

38,495

34,617

29,021

TOp 10: brAnDS youTu bad cal Uload Vs

(ocber 2011)

Agt povoatu'spaz d la huta vdoaag





http://www.youtube.com/user/agentprovocateur#g/a







16

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

COHORTS CROWDS

FAMILIES TRIBES

Aubade

Lancel

Jean Paul Gaultier


SiZe OF cOmmUniTy

not: Horizontal axis (Size of Community) is graphed on a logarithmic scale.

L e V e L O F e n G A G e m e n T

FAcebOOk cOmmUniTy SiZe vs. enGAGemenT rATeSeludg pags wt < 2,000 Fas

(ocber 2011)

= “tRIBES” BRANDS:

Brands wih large Facebk

Cmmuniies and HighEngagemen

= BRANDS NARRoWING oN

“tRIBES” CAtEGoRIzAtIoN

KEY:

podut-t

osts a tfous of Lal'sFaoo statg

ra otogasad f gfts sult

g gagtfo Auad

Sie vs. Egagemet

Success on Facebook is no longer limited to the size of abrand’s page; it is also determined by its level of engagement.

As a group, European niche fashion brands have relatively small

communities, averaging approximately 55,000 “likes” and a

Facebook interaction rate of 0.16 percent compared to Fashion

Index's 0.10 percent. Aubade and Lancel are the only brands

to earn the elusive “Tribe” status, cultivating large communities

with strong engagement. Both brands have product-centric

posting strategies that maintain a connection with their fans.





http://fr-fr.facebook.com/aubadeparis?sk=wall

http://fr-fr.facebook.com/Lancel







17

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

k e y F i n D i n G S OVerAchieVerS & UnDerAchieVerS

Atual Faoo Fas vs. pdtd Faoo Fas

(Based n Gge Mnhy Gba Search Vume, ocber 2011)

FAcebOOk pOST cOnTenT

% of bads Usg vs. itato rat

(ocber 2011)% oF BRANDS USING

INtERACtIoN RAtE

Event

77% 0.59%0.60%

0.44%

0.22%

0.31%

0.44%

0.29%

Product

84%

30%

Celebrity

37%

QuestionAd/Commercial

12%

General Statement

35%

Tip/Advice

9%

Overachievers:

Underachievers:

S l o w e

a r

B e r l u

t i

B r u n

o M a g l i

M a r n i

E r e s

V i v i e n

n e

W e s t w

o o d

S u p e r d r

y

A g e n t P r o v o c a t e u r

L a n v i n

S t e l l a M c C

a r t n e y

98%

89%

65%

53%

45%

-97% -99% -99% -99% -100%

-100%

-50%

0%

50%

100%

Oveachieves vs. udeacheives

Comparing a brand’s Facebook “likes” to the number of globalmonthly organic searches for its brand name on Google

(a proxy for brand equity online) provides a metric for identify-

ing brands that are underachieving and overachieving on the

social network.

As with Digital IQ, a bifurcation exists. Of the 36 brands with an

official Facebook account, an overwhelming 78 percent are un-

derachievers, suggesting they have paid limited attention to the

popular social network. Of the remaining brands overachieving

on Facebook, Vivienne Westwood is the standout. Its commu-

nity of 353,000 fans is actively promoted through the brand’s

site and email marketing.

podct resoates Although European Niche Fashion brands utilize a variety of

content to engage Facebook fans, a whopping 84 percent post

about products—and for good reason. Product posts garnered

the highest average interaction rate, 0.6 percent. Brands were

almost as talkative about events, which also earned a high

average interaction rate.

Contrary to popular belief, two of the least effective posts at

generating fan interaction focused on celebrities and adver-

tising materials, which 37 percent and 30 percent of brands

discuss, respectively.











18

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

Store Locator

Social Sharing

M-Commerce

Customer Service

44%

22%

67%

56%

78%

33%

11%89%

mObiLe FeATUre ADOpTiOn

% of mol Sts

(ocber 2011)WItH

WItHoUt

Store Locator

E-Commerce Enabled

Mobile Site Search

29%

29%

7%

71%

71%

93%

iMobile

Mobile adoption is considerably low among the 46 Europeanniche fashion brands included in this year’s Index. Only 33 per-

cent of the brands provide any mobile experience—18 percent

have developed a mobile-optimized site and 17 percent have

developed applications. Only two brands, Agent Provocateur

and Blumarine, have both a mobile-optimized site and an ap-

plication. Furthermore, one in five brand sites do not load

on a smartphone.

The brands that do offer a mobile-optimized experience often

do little more than personalize the mobile domain. Less than

30 percent support m-commerce or incorporate a store locator.

This low rate of brand mobile-site adoption is particularly stag-

gering in light of the high mobile adoption rate of Europe’s

population. Not only do countries like Spain, Italy, and the UK

boast smartphone penetration rates above 30 percent, but

approximately 55 percent of smartphone users—more than 10

percentage points above the U.S.—have devices that enable

them to browse and perform web-based transactions.7

Although it outpaces mobile site development, iOS application

adoption still lags at 33 percent. Just one brand, Superdry,has an m-commerce enabled iOS app, and just 11 percent

feature customer service. Furthermore, a third of brands fail to

incorporate a store locator.


ADOpTiOn OF OS FUncTiOnALiTy FeATUreS

% of bads

(ocber 2011) WItH

WItHoUt

7. “Mbie Year in Review,” CmScre, February 14, 2011.













19

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

D i G i T A L p r O J e c T i O n S

L2’s oadma fo avigatigthe ast, eset, ad fte ofEoea niche Fashio olie

Customer Service

E-Commerce

Facebook Engagement

Online Voice

iOS Experience

YouTube Video

Market Strategy

tday tmrrw Yeserday

kzoNo email address, no web form, and no storefinder; only offers one phone number withlimited hours

Td baOnly brand in Index to offer live chat

es“Eres Is at Your Service” lets you request acustomer service call from a U.S.or European adviser

Adolfo DoguzBalmain • John LobbLookbook-centered sites equipped with bareminimum in e-commerce

Loo paaIntegrates brand lifestyle content with e-tail

Agt povoatuSite account lets you customize youre-commerce shopping experience

Balmain • Gianfranco FerréNo official Facebook page; unaffiliated pageshave cropped up to fill the void

Emilio Pucci • Furla • La PerlaFacebook programming features custom andgated tabs

Vv wstoodFull F-commerce soon to come

buo maglProtected Twitter account discouragesfollowers

Furla • EscadaStrong personality on Twitter, but isolated asonly cross-platform promotion is link from site

Agt povoatuBrand personality evident in tweet stream,which is also featured in widgets onFacebook and site

Adolfo Doguz

Sergio Rossi • Loro PianaSites are too flash-heavy to load ona mobile device

Agent Provocateur • BlumarineOnly brands with both a mobile site andan iOS presence

SudOnly brand with fully e-commerce enablediPhone and iPad apps

Corneliani • Escada • LancelCookie-cutter collections of videos featuringad campaigns, behind-the-scenes coverage,and fashion shows

Agt povoatuScandalous video after scandalous videocements brand’s video following

Lav Viral fall 2011 campaign video ties to offlinebrand buys

Gvs & hasTuull & AssThese men’s brands stick to traditionalpaid media

Stlla mcatSergio Rossi • Emilio PucciUsing some paid digital media

molDigital marketing is a combination of earnedand paid media—Grand Central Station flashmob attracted the attention of bloggers











20

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

F L A S h O F G e n i U S

Models Take to the Dace FlooTo announce its Fall/Winter 2011 collection, Lanvin released

a video lookbook shot by Stephen Meisel. The video features

supermodels Karen Elson and Raquel Zimmerman performing

a synchronized dance to Pitbull’s “ I Know You Want Me (Calle

Ocho)” while wearing different pieces from the collection.

Introducing silliness to high fashion, the video garnered more than

150,000 views within a few days of release, delighting viewers with

its self-mockery. Lanvin Creative Director, Alber Elbaz, even makes

a cameo appearance at the end, showcasing his own dancemoves. The video was released weeks after still images of Elson

and Zimmerman in the same setting were published. Additionally,

Lanvin capitalized on the video’s popularity by letting dance pairs

enter a raffle to compete in a dance-off during its Fashion’s Night

Out event in New York, which the brand shared with followers and

fans via tweets and Facebook posts.

Lav’s Fall 2011caag vdofatus suodlska elso ad

raqul Zadag uso toptull’s “i ko youwat m (call Oo)”

pas ould ot a da ottofo zs, atgo ott fo tssoal da latfosat a Lav FnO vt nyc

Lav sot aagotos ojutot t vdo





http://www.facebook.com/photo.php?fbid=10150313076631940&set=a.10150313076401940.366583.26503416939&type=1&theater

http://theblondeandthebrunette.com/archives/17029

http://www.youtube.com/user/LANVINtube#p/c/E163979543DB4BA7/1/7KyG0xKTDJs

http://www.lanvin.com/#/en/lanvin-today/advertising/womens-winter







21

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Ted Bake Goes WildTed Baker launched an integrated Instagram and Facebook

campaign this October called “It’s Rutting Season” to

promote its winter collection. The brand held events in its

Glasgow, Manchester, and London stores and invited fashion

bloggers including Les Garçons de Glasgow, Sara Luxe, and

Mademoiselle Robot to take the brand’s Instagram feed and

snap photos of in-store shoppers. Shoppers posed in an

ensemble from the latest collection in a doe or stag mask and

their pictures were uploaded to the brand’s global Facebookpage. Rutting models were encouraged to solicit “likes” from

their Facebook networks, and the two photo subjects with the

most “likes” each week won a Ted Baker shopping spree. The

campaign was promoted on the brand’s Twitter account as well

as on the blogger/photographers’ personal digital platforms.

During the promotions, Ted Baker added an average of

60 percent more fans per day than before the campaign.

Faso loggs tooistaga otos ofsos o t

dfft das, tdfft Uk ts

“it’s ruttg Saso”usto Faoo

alato

potos

uloadd toTd ba’sFaoo agad Ttt fd





http://www.facebook.com/TedBaker?sk=photos

http://www.facebook.com/TedBaker

http://www.facebook.com/photo.php?fbid=10150433522090269&set=a.10150408218530269.417972.11895655268&type=3&theater







22

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Hye-LocalSuperdry is the only brand in the Index taking a regional

approach to Facebook, managing distinct pages for each

major European market. In addition to regional pages, the

brand’s global page provides exclusive content for fans in

other geographies.

Markets are also championing regional innovation. Superdry

USA launched a campaign on October 3 targeting digitally savvy

college students. Students at participating universities were

encouraged to apply to become a brand ambassador for the

chance to win a $1,000 Superdry wardrobe and a $500 cash

prize. To qualify, applicants were required to have at least 1,000

Facebook friends and recruit 10 percent of them to become

Superdry USA Facebook fans. This campaign continues to fuel

Superdry USA’s staggering fan growth, which was 124 percent

from mid-September to mid-October, beating the other brands in

the Index by a wide margin.

Sud USA’s“Sud Uvst”aag augtsts ad fa got

T SD Gloal ta sooatd o aof Sud’s out

ags, ovdg a lto Faoo ags

aoss t glo





http://www.facebook.com/Superdry?sk=app_212560982106998

http://www.facebook.com/SuperdryUSA?sk=app_268708653152993







23

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Mocle Takes Cete StageTo celebrate Fashion Week last February, Moncler staged a flash

mob in Grand Central Station. The brand hired 160 dancers clad

in Moncler skiwear, as well as 200 extras in order to orchestrate

a 10–minute dance routine in the station’s main concourse.

To increase virality and buzz around the event, Moncler invited

editorial and media guests to a pre-flash mob reception in the

balcony above the terminal. Among the guests were many

fashion bloggers who provided their own digital coverage

of the event. Moncler did not upload a video of the dance

spectacle to its YouTube channel, but instead let blogger and

press videos, photos, and articles bring the event to life online.

The top five videos of the event have amassed almost 150,000

views combined. Moncler has also taken other critical steps

to increase its digital footprint this year, joining Facebook and

Twitter in September.

mol latdFaso w oFua 13 tagov Gad ctalStato t a o ofdas dssd t

ad’s sa





http://www.nytimes.com/slideshow/2011/02/14/fashion/20110214DIARY_MONCLER.html







24

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Stella McCatey’s ipad AStella McCartney released the second version of its iPad

app “Stella’s World” this past summer to coincide with its

e-commerce launch in 28 European countries. The app features

content about new collections and fashion shows, as well as

selections of Linda McCartney’s photography and behind-the-

scenes coverage of the British Olympic Team shoot.

A particularly engaging hub is the “Stella McCartney Kids”

section, which is loaded with interactive features embedded

in each of the campaign photos. When making a productselection on the “Kids” section, the app seamlessly directs the

user to the brand’s e-commerce site.

T a luds sval otos fo t oo Linda McCartney:

Life in Photographs tat sltd

Stlla mcat

bd-t-ss vdo of bta’s Ol Ta

Stlla mcat’s dsgs ollaoato

t Addas

T “Stlla mcat kds” sto as aatd fatus

vstos a l toug to ag t s

codg t tlas of t a,Stlla mcat addd28 o euoaouts to ts-o st





http://itunes.apple.com/us/app/stellas-world/id453072866?mt=8














http://www.stellamccartney.com/default/shop-products/shop-online







25

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

The Loo piaa LifestyleWith the launch of e-commerce in October, Lora Piana went live

with one of the most interactive online shopping experiences in

the Index. Although flash technology hinders page transitions

and mobile browsing, the site is beautifully designed and

nabbed one of the highest brand translation scores in the Index.

Illustrations of lifestyle scenes greet the user and highlight

Portfonio products. Navigation to the product page is somewhat

cumbersome, but once there the brand delivers up to 11

product views, strong customer service options, and the ability

to favorite and gift. Additionally, the brand aims to drive visitors

to retail by automatically detecting IP addresses and displaying

local store, time, and weather throughout the site.

itatv ss t“Ou wold” sto of

t st g t adsoalt to lf

St dtts uss’ loatosad dslas foato fot ast stos

podut agsav a tsv

ollto ofodut otos






http://www.loropiana.com/flash.html#/lang:en/product/FAD6514/FSL7

http://www.loropiana.com/flash.html#/lang:en/home/Portofino

http://www.loropiana.com/flash.html#/lang:en/home/horse

http://www.loropiana.com/flash.html#/lang:en/home/antibes







26

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US


Aget povocate A key reason Agent Provocateur propelled to the top of this

Index is the brand’s rich site experience and superior navigation.

Site account holders can personalize their e-commerce enabled

site experience by entering their sizes to display only relevant

products. Additionally, users can select their preferred currency

upon login. Products can be filtered by size, style, and color,

and all product previews can be switched from front view to

back view.

The site also has a section dedicated to the current—and

notorious—Paz de la Huerta spokeswoman lookbook that gives

users the option to shop for outfits from each of the campaign

photos. Finally, the site drives visitors to Agent Provocateur’s

social media properties with homepage links to Facebook,

Twitter, and YouTube, and also displays a live Twitter feed widget.

Aout allossos toustoz tst ott tt szs adfd u

Ol sosa us t

paz d la hutaaag otos

ad so t loos

Tts fo tsau @TmssAp

a dslad ot oag’s

Ttt dgt





https://www.agentprovocateur.com/account/preferences.html

http://www.agentprovocateur.com/campaign/renee.html

http://www.agentprovocateur.com/







27

Digital iQ inDex®:


© L2 2011 L2TTa.o


cOnTAcT US

ScOTT GALLOwAy clal pofsso of matg, nyU StFoud, L2

Scott is a Clinical Professor at the NYU Stern School of Business

where he teaches brand strategy and luxury marketing and is the

founder of L2, a think tank for prestige brands. Scott is also the

founder of Firebrand Partners, an operational activist firm that

has invested more than $1 billion in U.S. consumer and media

companies. In 1997, he founded Red Envelope, an Internet-

based branded consumer gift retailer. In 1992, Scott founded

Prophet, a brand strategy consultancy that employs more than

120 professionals in the United States, Europe, and Asia. Scott

was elected to the World Economic Forum’s “Global Leaders of

Tomorrow,” which recognizes 100 individuals under the age of 40

“whose accomplishments have had impact on a global level.”

Scott has served on the boards of directors of Eddie Bauer

(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),

Gateway Computer, eco-America, and UC Berkeley’s Haas School

of Business. He received a B.A. from UCLA and an M.B.A. from

UC Berkeley.

VérOniQUe VALcU

L2

Véronique began her career in Deloitte Consulting’s Strategy &

Operations practice where she worked with some of the world's

largest corporations in retail, manufacturing, and pharma.

While there, she conducted extensive social media analyses of

consumer-facing brands and contributed to the firm’s growing

interest in the space. Post Deloitte, she moved to the Winterberry

Group where she performed strategic consulting for advertising

and marketing services companies. At L2, Véronique serves as

the Specialty Retail and European research lead.

She received her B.A. in Communications from the University of

Pennsylvania.

mAUreen mULLen

L2

Maureen leads L2’s research and advisory practice where she

helped develop the Digital IQ Index®. She has benchmarked digital

marketing, e-commerce, and social media efforts of more than 300

brands across pharma, auto, luxury, specialty retail, beauty, and

the public sector. Maureen also has led digital strategy consultingengagements for a variety of Fortune 1000 clients. Before joining

L2, Maureen was with Triage Consulting Group and led managed

care payment review and payment benchmarking projects for

hospitals, including UCLA Medical Center, UCSF, and HCA. Mau-

reen has a B.A. in Human Biology from Stanford University and an

M.B.A. from NYU Stern.

LLOyD SALmOnSbad Taslato, Outsd L

Lloyd co-founded the social media agency Outside Line back

in 2000. Since then Outside L ine have been busy building

campaigns and communities for global brands including Diesel,

Budweiser, and Virgin Galactic.

Prior to this he was responsible for setting up the international

new-media marketing network at EMI, working across campaigns

for artists such as The Beatles, Queen, Blur, Gorrilaz, Radiohead,

and Robbie Williams. These campaigns pioneered online musicmarketing techniques and won a variety of awards and acco-

lades for digital marketing.

Lloyd has also been chairman of the IAB Social Media Council

helping to put his experience in to ensuring best practice across

the industry.

emiLy hALLQUiSTL2

Emily is a research associate at L2 where she works with the

research team on the Digital IQ Index® reports. Her background

is in international relations, and she interned last year with I nter-

national Business-Government Counsellors (IBC) in Washington,

D.C.. At IBC, she assisted on client engagements pertaining to

their global operations. Emily received a B.A. in Public Policy with

minors in Earth and Ocean Sciences and Political Science from

Duke University.

r. DAnieLLe bAiLey L2

Danielle began her career at The Home Depot, Inc., where she

led a variety of internal consulting engagements focused on

supply chain, merchandising, and in-store process improvement.

She went on to manage the implementation of award-winning

mobile initiatives for several large media clients, including The

New York Times Company, NBC Universal, Disney/ABC, Maxim

magazine, and Zagat. Danielle has a B.S. in Systems Engineer-

ing from the University of Virginia and an M.B.A. from NYU Stern.

chriSTine pATTOn

catv Dto, L2

Christine is a brand and marketing consultant with more than15 years of experience creating brand identities and marketing

communications for aspirational and luxury brands. As creative

director of L2, she leads the translation of the L2 brand across

all touchpoints, with a particular focus on the visual packag-

ing of L2’s research.She began her career at Cosí, where she

developed the brand and oversaw its evolution from concept

through growth to 100 restaurants. Since then she has provided

creative direction for a wide array of clients, including the launch

of Kidville and CosmoGIRL! magazine. Christine received a B.A.

in Economics and Journalism from the University of Connecticut

and an M.B.A from NYU Stern.

JeSSicA brAGAL2

Jessica, a freelance art director, specializes in identity, iconogra-

phy, event graphics, and invitations. Initially beginning her career

in fashion, designing textiles and prints at Elie Tahari’s design

studio in New York City, she then focused on the Elie Tahari brand

aesthetic and consistency in design across its many developing

disciplines. Desiring to explore other facets of design, she went

on to become the art director of a small, prestigious design firm

in Chelsea, where she focused on event graphics, digital and

print collateral, and brand aesthetics f or companies both large

and small. Jessica holds a B.F.A. in Gr aphic Design, as well as

an A.A.S. in Illustration, from Rochester Institute of Technology.

AArOn bUnGeL2

Aaron is a freelance graphic designer who specializes in print

design, branding and identity, packaging, and web design. His

approach to design is both aesthetic and functional; character-

ized by clear, intelligent design that is always appropriate to the

project at hand. He began his career tailoring projects for the

Chinese, Australian, and U.S. markets, across multiple design

disciplines, and in multiple languages. Aaron has a B.F.A. in

Graphic Design from Iowa State University.

T e A m
















































































































L2 s a t ta fo dgtal ovato.

We are a membership organization that brings together thought leadership

from academia and industry to drive digital marketing innovation.

rESEArCH

Dgtal iQ id®: The definitive benchmark for online competence, Digital IQ Index® reports score

brands against peers on more than 350 quantitative and qualitative data points, diagnosing their

digital strengths and weaknesses.

EVEnTS

Fous: Big-picture thinking and game-changing innovations meet education and entertainment.

The largest gatherings of prestige executives in North America.

300+ attendees

cls: Executive education in a classroom setting with a balance of theory, tactics, and

case studies.

120–150 attendees

wog Lus: Members-only lunches led by digital thought leaders and academics.Topic immersion in a relaxed environment that encourages open discussion.

40–60 attendees

mbA masus: Access and introduction to digital marketing talent from top MBA schools.

COnSuLTInG

Advso Svs: L2 works with brands to garner greater return on investment in digital initiatives.

Advisory work includes Digital Roadmaps, Social Media Strategy, and Site Optimization engagements.

MEMBErSHIp Fo s fo ad qus: [email protected]

upCOMInG EVEnTS

L2 cl The Social Graph EUROPE

11.21.11 pas

L2 cl Mobile

01.19.12 n yo ct

01.24.12 pas

L2 cl Digital Marketing

04.13.12 n yo ct05.22.12 pas

L2 cl Social Media

06.14.12 n yo ct

upCOMInG rESEArCH

DiGiTAL iQ inDex® rots:

European Specialty Retail

Travel

Magazines

upCOMInG MEMBEr BEnIFITS

Members Site:

i Q1 L2 ll lau al-t tag of dgtal ts

(vs. s).

preSTiGe 100® rots:

Mobile

Facebook

Emerging Markets

http://l2thinktank.com/research/reports/











http://l2thinktank.com/upcoming-events/




















http://l2thinktank.com/consulting/





mailto:membership%40L2ThinkTank.com?subject=Membership%20info%20and%20inquiries


http://l2innovationforum2011-l2homepagerrcalendar.eventbrite.com/





















mailto:membership%40L2ThinkTank.com?subject=Membership%20info%20and%20inquiries






















A Think TAnk f or DiGiTAL innOVATiOn

51 East 12th Street, 2nd Floor

New York, NY 10003

w: L2ThinkTank.com

e: [email protected]

© L2 2011 L2T T








European Niche Fashion DigitalIQ 2011

Documents

Transcript of European Niche Fashion DigitalIQ 2011