Specialty retail is under assault. Traffic to desktop and mobile sites has decreased by 21 percent since 2017, with brands contending not only with Amazon, but also with the collective threat of direct-to-consumer disruptor brands. Index brands exhibit varied success at remaining competitive: Fast-fashion brands lead with elevated on-site merchandising and omnichannel capability, while home and gift brands struggle to compete via paid search on Google. With best-in-class merchandising, mobile-integrated loyalty offerings, and outsize social media performance, beauty brands continue to set the bar across digital dimensions.
Digital IQ Index July 17, 2018
Specialty Retail U.S. 2018
Rankings
100 Brands
Key
-
Genius
-
Gifted
-
Average
-
Challenged
-
Feeble
-
Rank Unavailable
Rank
Brand
Class
1
Sephora
Genius
2
American Eagle Outfitters
Gifted
3
Forever 21
Gifted
4
Victoria's Secret
Gifted
5
Michael Kors
Gifted
6
Hollister
Gifted
7
H&M
Gifted
8
Fossil
Gifted
8
Urban Outfitters
Gifted
10
Abercrombie & Fitch
Gifted
10
Finish Line
Gifted
12
Kate Spade
Gifted
12
Tiffany & Co.
Gifted
12
Ulta
Gifted
15
Crate & Barrel
Gifted
15
15
18
19
19
19
22
23
24
24
24
27
27
27
30
Digital IQ Score By Dimension
Clear
Key
-
Site & E-Commerce
-
Digital Marketing
-
Mobile & Tablets
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