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Fashion
n O V e m b e r 1 7 , 2 0 11
EurOpEAn Niche
L2 2011 L2ThinkTank.com
DIGITAL IQ InDEx :
Absent
While digital continues to dominate, many of Europes niche fashion brands remain absent online.
No brand in the inaugural European Niche Fashion Index nabbed Genius statusan L2 Digital IQ Index firstand a staggering 70 percent of brands 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 platformsFacebook, YouTube, and Twitterlag global fashion players. D i G i TA L i n e U r O p e
UK $91.5 B
FRANCE
GERMANY
SPAIN
$25.4 B $9.4 B
$33.7 B $12.3 B
82%
73%
78%
58%
69%
38%
Western European Ecommerce Market Continues Strong Growth, eMarketer, August 15, 2011. 2010 Europe Digital Year in Review, ComScore, February 24, 2011. Mobile Year in Review 2010, ComScore, February 14, 2011.
L2 2011 L2ThinkTank.com
Digital iQ inDex :
D i G i TA L i Q c L A S S e S
IQ Range IQ Class
Site: 40%
Effectiveness of brand site
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.
110139
GiFTeD
Brands are experimenting and innovating across site, mobile, and social platforms. Digital presence is consistent with brand image and larger marketing efforts.
90109
AVerAGe
Digital presence is functional yet predictable. Efforts are often siloed across platforms.
7089
chALLenGeD
Limited or inconsistent adoption of mobile and social media platforms. Site lacks inspiration and utility.
Mobile: 15%
Compatibility, optimization, and marketing on smartphones and other mobile devices
mobile Site: Compatibility, Functionality, Transaction Capability iOS Applications (iphone & ipad): Availability, Popularity, Functionality, iPad Differentiation Other platforms (Android, blackberry): Availability, Popularity, Functionality
<70
FeebLe
Investment does not match opportunity.
L2 2011 L2ThinkTank.com
Digital iQ inDex :
SpAIN GERMANY
rank
Brand AGEnT prOVOCATEur TED BAKEr STELLA McCArTnEY SupErDrY MOnCLEr MOSCHInO LAnVIn EMILIO puCCI JEAn pAuL GAuLTIEr LA pErLA THOMAS pInK JIL SAnDEr VIVIEnnE WESTWOOD ALBErTA FErrETTI
Digital IQ Class
Comments Racy assets and online voice deliver across channels; strongest mobile presence in the study Best-in-class Facebook page delivers with contests and user-generated content Fastest-growing Twitter community sets social media style standards Regional Facebook strategy pays dividends Site relaunch, Grand Central Station flash mob, and social media push impress Chic digital experience with iPad optimization Viral video hit led models, bloggers, and customers dancing to its e-commerce site Strong commerce-oriented site and mobile experience Namesake lends star power to garner one of the largest Twitter followings A mobile presence would lift brand IQ Tailored site navigation reveals digital attention to detail Focus should be on establishing a mobile presence, not on manufacturing a smartphone Facebook leader with largest fan base and forthcoming F-commerce Growing social media voice and e-commerce set foundation
1 2 3 4 5 6 7 8 9 10 11 12 13 14
139 Gifted 128 Gifted 124 Gifted 118 Gifted 115 Gifted 114 Gifted 113 Gifted 112 Gifted 111 Gifted 110 Gifted 109 Average 104 Average 99 Average 95 Average
L2 2011 L2ThinkTank.com
Digital iQ inDex :
SpAIN GERMANY
rank 15 15 17 18 19 20 20 20 23 25 24 26 27 28
Brand FurLA TruSSArDI MArnI AuBADE GIEVES & HAWKES CoSTuME nATIOnAL MISSOnI SErGIO rOSSI LAnCEL ESCADA KEnzO JOHn LOBB LOrO pIAnA ADOLFO DOMInGuEz
Headquarters Italy Italy Italy France uK Italy Italy Italy France Germany France uK Italy Spain
Digital IQ Class
Comments Robust regional site customization Low email frequency hinders site traffic growth Commerce-oriented site extends to mobile; burgeoning social voice could lift brand French Art of Loving campaign created digital buzz, but product sharing would increase reach Digital marketing efforts would bolster streamlined e-commerce site Static digital footprint does not match brands image Renewed attention to brand diluted by lack of e-commerce Social media is isolated from site Brand cultivates a tribe of product-centric Facebook fans No avenue for site monetization without e-commerce Stylish site relaunch weaves a stronger brand identity, but removing e-commerce is a poor choice Rich branded content would get greater reach through social media Social media would support relaunch of the brands stunning e-commerce site Foundation in place, but requires stronger emphasis on site functionality than aesthetics
89 Challenged 89 Challenged 88 Challenged 87 Challenged 84 Challenged 79 Challenged 79 Challenged 79 Challenged 77 Challenged 75 Challenged 76 Challenged 72 Challenged 71 Challenged 69 Feeble
L2 2011 L2ThinkTank.com
Digital iQ inDex :
SpAIN GERMANY
rank 29 29 31 32 33 34 35 36 36 38 39 39 41 42
Brand AQuASCuTuM BLuMArInE BALMAIn COrnELIAnI SLOWEAr CLInE BrunO MAGLI BrunELLO CuCInELLI nInA rICCI ErES BErLuTI SOnIA rYKIEL FrATELLI rOSSETTI BrIOnI
Headquarters uK Italy France Italy Italy France Italy Italy France France France France Italy Italy
Digital IQ Class
Comments Confusing site strategy leads to geographic disconnect Brand makes strides with shareable lookbook despite lack of e-commerce Missing Facebook page hinders IQ Recently released iPhone app moving in right direction, but needs to upgrade site Trying to compensate for lack of e-commerce through iOS apps and branded content No social media properties to broadcast runway acclaim Digital voice muffled by protected tweets Strong aesthetics, flat functionality Flash-heavy site with limited regional customization E-commerce site only available in French Strong content is not shareable Faulty product links disrupt e-commerce offering Product sharing, but not much else Brand lags without social media and mobile presence
68 Feeble 68 Feeble 67 Feeble 65 Feeble 64 Feeble 60 Feeble 59 Feeble 57 Feeble 57 Feeble 55 Feeble 54 Feeble 54 Feeble 47 Feeble 46 Feeble
L2 2011 L2ThinkTank.com
Digital iQ inDex :
SpAIN GERMANY
rank 43 43 45 46
Digital IQ Class
Comments Poor site navigation Digital presence is a relic No email marketing or search optimization makes site difficult to find Absent
L2 2011 L2ThinkTank.com
Digital iQ inDex :
GEnIuS
0%
DIGITAL IQ
>140
GIFTED
Agent provocateur ted Baker Stella McCartney Moncler Moschino lanvin Emilio pucci la perla
DIGITAL IQ
110139
22%
AVErAGE
9%
DIGITAL IQ
90109
CHALLEnGED
7089
28%
92% 84% 65% 61% 48% 33% 35% 35% 17% 78%
FEEBLE
Berluti Sonia Rykiel Fratelli Rossetti Brioni Etro turnbull & Asser pollini Gianfranco Ferr
DIGItAl IQ INDEx: EURopEAN NICHE FASHIoN DIGItAl IQ INDEx: FASHIoN Facebook E-commerce Email Twitter YouTube Mobile (Site & App) Blogs
41%
<70
L2 2011 L2ThinkTank.com
Digital iQ inDex :
83 74 73
UK (n=10)
Other* (n=3)
Italy (n=22)
France (n=11)
(october 2011)
WItH WItHoUt
Store Locator 9%
Video
Email Opt-In
Product Filtering
Site Search
50%
L2 2011 L2ThinkTank.com
Digital iQ inDex :
WItH WItHoUt
24%
22%
20%
18% 12%
13% 9% 10% 8%
In Search of Search
European niche fashion brands arent 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 thirdparty 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-Prive were purchasing against one-third of brands.
Video Sharing
Blogs
Product Tweets
(october 2011)
43% 33%
9%
7%
Brand Site
Discount Site
Department Store
Media
10
Digital iQ inDex :
Superdry
2.17 2.00 1.48 1.35 1.29 1.13 0.86 0.75 0.60 0.53
Moncler
La Perla
Agent Provocateur
Marni
Emilio Pucci
Moschino
Sergio Rossi
Slowear
Alberta Ferretti
0.
0.
1.
1.
2.
5. 6.
the European Social Media and Email Marketing StudyA 6 Country Study about the Digital Dialogue between Facebook, twitter and Email (part 2) (European Summary Consumer Results), Volker Wiewer and Rolf Anweiler, eCircle, December 2010. Ibid.
2.
L2 2011 L2ThinkTank.com
11
Digital iQ inDex :
L2 2011 L2ThinkTank.com
12
Digital iQ inDex :
T O p 1 0 : FA c e b O O k L i k e S (october 2011)
Vivienne Westwood
353,162 276,705 173,305 139,468 120,000 111,894 66,348 60,406 56,100 56,071
Superdry USA
124% 74% 22% 20% 19% 16% 13% 12% 10% 10%
Superdry
Blumarine
Lanvin
Fratelli Rossetti
Agent Provocateur
Superdry Spain
Stella McCartney
Missoni
Lancel
Aubade Paris
Corneliani
Kenzo
Furla
Lancel
Etro
Moschino
Sergio Rossi
0%
30 %
60 %
90 %
0%
0,
0,
0,
10
20
30
40
0,
15 0%
00
00
00
00
12
L2 2011 L2ThinkTank.com
13
Digital iQ inDex :
b e S T i n T w e e T: T O p 1 0 T w i T T e r F O L LO w e r S (october 2011)
T O p 1 0 : FA S T e S T- G r O w i n G T w i T T e r A c c O U n T S (Septemberoctober 2011)
@StellaMcCartney
194,554
@StellaMcCartney
23.4% 6.1% 4.5% 3.7% 2.5% 2.4% 1.7% 1.7% 1.6% 1.4%
@JPGaultier
@JPGaultier
@EmilioPucci
@EmilioPucci
@FollowWestwood
@LANVINofficial
@balmainparis
@FollowWestwood
@Superdry
@Superdry
@kenzo_paris
@Moschinofficial
@ted_baker
@balmainparis
@sergiorossi
@MissoniUSA
@LaPerlaLingerie
5,121
@ted_baker
00
00
00
0%
2%
4%
6%
,0
5,
10
,0
15
20
,0
8%
00
L2 2011 L2ThinkTank.com
14
Digital iQ inDex :
Agent Provocateur
1,287,708
Lanvin
457,434
Vivienne Westwood
249,215
Costume National
146,513
Stella McCartney
138,359
131,785
Thomas Pink
59,687
Trussardi
38,495
Jil Sander
34,617
29,021
00 0
00 0
26 0,
52 0,
78 0,
00 0
L2 2011 L2ThinkTank.com
15
Digital iQ inDex :
FAMILIES
KEY:
TRIBES
= tRIBES BRANDS: Brands with large Facebook Communities and High Engagement
Aubade Lancel
LeVeL OF enGAGemenT
COHORTS
SiZe OF cOmmUniTy note: Horizontal axis (Size of Community) is graphed on a logarithmic scale.
CROWDS
racy photographs and free gifts result in high engagement for Aubade L2 2011 L2ThinkTank.com
16
Digital iQ inDex :
OVerAchieVerS & UnDerAchieVerS Actual Facebook Fans vs. predicted Facebook Fans (Based on Google Monthly Global Search Volume, october 2011)
Overachievers:
98% 89% 65% 53% 45%
ea
ti
o un
M rlu ni ar M
Sl ow
ag
li Be Br W Viv es ie tw nn oo e d Su pe rd ry
-100%
product resonates
Although European Niche Fashion brands utilize a variety of content to engage Facebook fans, a whopping 84 percent post about productsand 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 advertising materials, which 37 percent and 30 percent of brands discuss, respectively.
0.44% 84% 0.60%
La Ag nv en in tP ro vo ca St ell teu aM r cC ar tn ey
Underachievers:
-97% -99% -99% -99% -100%
Er
es
Event
Celebrity
General Statement
Ad/Commercial
Question
Tip/Advice
17
Digital iQ inDex :
29%
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.
44%
78% M-Commerce
22%
89%
7. Mobile Year in Review, ComScore, February 14, 2011.
L2 2011 L2ThinkTank.com
18
Digital iQ inDex :
L2s roadmap for navigating the past, present, and future of European niche Fashion online
Yesterday
kenzo
No email address, no web form, and no store finder; only offers one phone number with limited hours
today
Ted baker
Only brand in Index to offer live chat
tomorrow
eres
Eres Is at Your Service lets you request a customer service call from a U.S. or European adviser
Customer Service
E-Commerce
Facebook Engagement
Vivienne westwood
Full F-commerce soon to come
Online Voice
bruno magli
Protected Twitter account discourages followers
iOS Experience
Superdry
Only brand with fully e-commerce enabled iPhone and iPad apps
YouTube Video
Agent provocateur
Scandalous video after scandalous video cements brands video following
Lanvin
Viral fall 2011 campaign video ties to offline brand buys
Market Strategy
moncler
Digital marketing is a combination of earned and paid mediaGrand Central Station flash mob attracted the attention of bloggers
L2 2011 L2ThinkTank.com
19
Digital iQ inDex :
Lanvins Fall 2011 campaign video features supermodels karen elson and raquel Zimmerman dancing in unison to pitbulls i know you want me (calle Ocho)
pairs could compete in a dance competition for prizes, creating more content for its social media platforms at a Lanvin FnO event in nyc
Lanvin shot campaign photos in conjunction with the video L2 2011 L2ThinkTank.com
20
Digital iQ inDex :
Fashion bloggers took instagram photos of shoppers on three different days, in three different Uk cities
L2 2011 L2ThinkTank.com
21
Digital iQ inDex :
Hyper-Local
Superdry 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 brands 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 USAs staggering fan growth, which was 124 percent from mid-September to mid-October, beating the other brands in the Index by a wide margin.
Superdry USAs Superdry University campaign augments its rapid fan growth
The SD Global tab is incorporated on each of Superdrys country pages, providing a link to Facebook pages across the globe L2 2011 L2ThinkTank.com
22
Digital iQ inDex :
moncler celebrated Fashion week on February 13 by taking over Grand central Station with a mob of dancers dressed in the brands skiwear
L2 2011 L2ThinkTank.com
23
Digital iQ inDex :
behind-the-scenes video of britains Olympic Team in Stella mccartneys designs in collaboration with Adidas
coinciding with the release of the app, Stella mccartney added 28 more european countries to its e-commerce site
The Stella mccartney kids section has animated features visitors can click through to change the scenery
L2 2011 L2ThinkTank.com
24
Digital iQ inDex :
Site detects users locations and displays information for the nearest stores
25
Digital iQ inDex :
Agent provocateur
A key reason Agent Provocateur propelled to the top of this Index is the brands 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 currentand notoriousPaz 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 Provocateurs social media properties with homepage links to Facebook, Twitter, and YouTube, and also displays a live Twitter feed widget.
Tweets from the saucy @ThemissAp are displayed on the homepages Twitter widget
Online shoppers can peruse the paz de la huerta campaign photos and shop the looks
Account allows shoppers to customize the site content with their sizes and preferred currency L2 2011 L2ThinkTank.com
26
Digital iQ inDex :
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. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern. LLOyD SALmOnS brand Translation, Outside Line Lloyd co-founded the social media agency Outside Line back in 2000. Since then Outside Line 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 music marketing techniques and won a variety of awards and accolades 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 hALLQUiST L2 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 International 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 Engineering from the University of Virginia and an M.B.A. from NYU Stern.
chriSTine pATTOn creative Director, L2 Christine is a brand and marketing consultant with more than 15 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 packaging of L2s research.She began her career at Cos, 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 brAGA L2 Jessica, a freelance art director, specializes in identity, iconography, event graphics, and invitations. Initially beginning her career in fashion, designing textiles and prints at Elie Taharis 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 for companies both large and small. Jessica holds a B.F.A. in Graphic Design, as well as an A.A.S. in Illustration, from Rochester Institute of Technology. AArOn bUnGe L2 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; characterized 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.
27
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