Digital plays an increasingly large role in the Fashion world. Three in five luxury purchases are influenced by digital touchpoints, and e-commerce sales now account for 7% of the market. As the industry shifts away from traditional channels, mastery of digital platforms provides an increasingly accurate indication of a brand’s growth prospects. Gucci leads this year’s Digital IQ Index: Fashion, testifying to its robust investments in translating core brand associations to digital channels.
1. Gucci Digital IQ: 145
Gucci earned its spot as Index leader by over-investing in customer service and maximizing visibility across both search engines and authorized retail partners. The brand registers the highest share of shelf on luxury e-tailers relative to the number of products available for purchase; on social media, it is one of the top three Index brands in terms of Instagram engagement. Gucci’s share of interactions surged 3.3% in the past year, testifying to the brand’s savvy social investments.
2. Burberry Digital IQ: 142
Burberry is a leader in omnichannel, one of just five Index brands offering multiple fulfillment options both in-store and online. The Genius brand also optimizes guided selling on product pages and continually garners significant view counts on YouTube, with an average 250,000 views – more than twice the Index average. During London Fashion Week, Burberry demonstrated its Snapchat acumen with behind the scenes footage.
3. Coach Digital IQ: 139
Coach boasts one of the top five most-visited brand destinations in the Index. Its site includes a customizable gift platform that allows shoppers to choose product specifics including size and color with pre-approved payment, and the brand also removed its high-performing mobile app to focus on its mobile site. Those efforts paid off: driven by strong cross-selling features and order tracking, the mobile site offers a streamlined experience.
3. Ralph Lauren Digital IQ: 139
Ralph Lauren is strong in the digital marketing realm, earning high organic visibility across category search terms. The label boasts a best-in-class mobile page design with efficient placement of customer service and omnichannel features, and despite low post frequency on Instagram, Ralph Lauren garners high engagement.
5. Tory Burch Digital IQ: 138
The masstige brand earns the highest share of first-page visibility on online retailers and is one of the top two Index brands in terms of investment in PLAs for category and branded terms. Additionally, Tory Burch displays exceptional customer service integration throughout the purchase path.
6. Kate Spade Digital IQ: 137
The most visited site on the Index, Kate Spade is a leader in e-commerce with enhanced cart features and live customer service during checkout. Additionally, the site offers strong guided selling tools with shoppable video.
6. Michael Kors Digital IQ: 137
Michael Kors succeeds on social platforms, demonstrating best-in-class Facebook performance with a large community size and successful video promotion, despite losing in interaction share. Despite a recent site takeover, the brand retains its spot in the top three for website views.
8. Louis Vuitton Digital IQ: 131
A customer service leader, Louis Vuitton places helpful features prominently on product pages and its store locator, in addition to omnichannel tools like find-in-store. The brand is also one of the top three Fashion labels on Instagram, boasting the largest community and high video views.
9. Tommy Hilfiger Digital IQ: 128
Shoppable editorial and fashion show content increases customer e-commerce options, and the brand’s Facebook Messenger bot brings new platforms into that array by encouraging social commerce. A collaboration with Gigi Hadid also propelled engagement and views across platforms.
10. Cole Haan Digital IQ: 124
Cole Haan over-indexes on enhanced product merchandizing and strong cross-selling capabilities, and its precise “Find in Store” feature guides users to local stock. Customer service on Facebook Messenger is also superior to competitors, despite the brand’s weak engagement on the platform.
10. Stuart Weitzman Digital IQ: 124
The brand finds the right balance of programmatic and direct buying in order to leverage programmatic placements while mitigating the impact on website quality. Furthermore, investments in guided selling and shoppable style guides result in a strong e-commerce presence.