Can Luxury Challengers Take Burberry’s Digital Crown?

While Burberry remains the top digital brand in luxury fashion, its advantage over its competitors is narrowing.

image: Festklanningar Online
While Burberry, closely followed by Louis Vuitton and Gucci, remains the brand that has most successfully integrated its digital offering with physical stores, its advantage over other luxury players in the market is narrowing.

In a report by Exane BNP Paribas, which graded leading luxury brands on digital performance including reach, customer experience and engagement, Dolce & Gabbana, Hugo Boss and Ferragamo are fast closing the gap on luxury fashion's digital leaders.

Of the 32 brands assessed, five companies improved their performance by more than 20 percent year-on-year: Hugo Boss by 28 percent, Dolce & Gabbana by 23 percent, Ferragamo and Michael Kors by 22 percent, and Chanel by 21 percent. These brands, which have traditionally lagged behind in terms of digital performance, have dramatically improved their online presence in the past year, narrowing the gap between those at the top of the report and those in the middle.

Exane BNP Paribas calculated the ranking by assessing 18 different criteria including online shopping, delivery and personal services in 2016. Burberry ranked top with a score of 183, while Louis Vuitton was in second place with a score of 174 and Gucci third with 171.

According to the report, 10 companies regressed, including Ralph Lauren which lags behind its competitors by 11 percent, Tiffany was down by 9 percent, Dior was behind at 5 percent and Celine was down by 4 percent.

Looking forward, Solca expects to see a vast improvement from Hugo Boss, Prada and particularly LVMH, which is reportedly working on an e-commerce site to unite all of its brands on one platform, expected to launch in May.
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