Luxury Brand Digital Marketing Annual Rating: Coach Ranked First

Since 2010, the US Digital Marketing Research Institute L2 has studied 90 brands annually, so as to make an annual evaluation of the digital marketing performance of these fashionable luxury brands, and issue L2 Digital IQ Index. The British fashion brand Burberry, which has performed well for three consecutive years, has fallen out of the top six this year, replacing the two handbag brands Gucci and Coach, which have been declining in sales. "Kai Yun group has set the direction for the future development of brand e-commerce for its Gucci and Coach, even though the effect has not yet emerged from the growth of revenue now." L2 wrote in the report.

In the past few years, the major luxury brands began to spanform from traditional marketing to different stages. This year, the brands used digital marketing methods to carry out product publicity and sales from the perspective of proportion. The growth of search engines, display advertisements and new media construction is not obvious. Therefore, more attention should be paid to e-commerce, digital shopping experience and innovation of physical stores, which is another form of embracing digitalization.

Let's take a look at the interesting part of the report.

　　 Digital marketing Mail push

Since 2013, the frequency of subscription subscriptions for fashion brands has increased by 29%, from 1.34 to 1.34 per week. More than half of the brands divide customers according to demographic information such as sex and birthdays, but few brands use these personal information. Only 6 brands push birthday mail. Although the opening rate of mail is only 43%, the brand still recognizes this business opportunity. 1/3 of the brands have pushed the "reminder unpaid order" mail function. However, the problem of automatically sending mail on time is to solve the problem that users need to access the "shopping cart" before they visit the brand pages when they use different terminals or do not login.

　　 YouTube of social network

More than 90% of fashion brands have their own public accounts on Youtube. Among them, 1/4 accounts account for more than 1 million of content, and 1/6 accounts for 10 million. In June this year, Chanel became the first fashion brand account to browse hundreds of millions of dollars.

Pixability, Youtube's advertising promotion platform estimates that fashion related content attracts more than 1 million 500 thousand of the annual volume (beauty related 2/3). The content of purely fashionable content, such as Chanel, Dior, Armani and other brand new releases or show videos, is not very popular; on the contrary, such as perfume brand stories and so on will be more viewers. Chanel's latest micro film "rebirth" has achieved good results.

　　 More luxury brands turn Online retailers

"Although fashion luxury brands have e-commerce business, Coach is undoubtedly the most powerful retailer in many ways." Maureen Mullen, director of L2 research and consulting, said. Coach ranks the top in terms of the coverage category of e-commerce, the ease of use of the official website, and the integration of online and offline channels. The main reason for the decline in brand value and market share in the past 4 years is that Coach's core competitors, Kate Spade and Tory Burch, are becoming more and more popular among young customers. Coach hopes to gain more advantages through digital marketing.

It is interesting that Coach 2012 entered Tmall in April 23rd and opened flagship store. In April 23rd this year, Burberry also announced its official entry to Tmall. But neither of them performed well on Tmall: Coach's official flagship store on Tmall mall only withdrew for 1 months, and Burberry also ran poorly on Tmall. The less successful cooperation with Chinese electricity providers may remind these luxury brands to do some "Chinization" for Chinese consumers on their own e-commerce platform.

　　 Digitalization in traditional stores Shopping experience

Luxury brand design and decoration of digital flagship store, one is to promote their image, but also to attract a huge passenger flow. Mobile customers are still the mainstream of consumption, and the extreme service and novelty experience provided by high-tech stores will stimulate customers' impulse consumption in the specific "field" of stores. Gucci and Coach in New York are upgrading their stores. While increasing the average selling price, they also want to occupy a certain share in the digital store market. Burberry completed the spanformation as early as a few years ago. In the flagship store in London, digital interactive screens can be seen everywhere.