PM DIGITAL S TREND REPORT: LUXURY BRANDS ONLINE 2014
TREND REPORT: LUXURY BRANDS ONLINE Now celebrating its fifth year of publication, PM Digital s annual Trend Report: Luxury Brands Online seeks to understand the relative success of today s top luxury apparel brands online. Using site visits, brand searches and social reach as proxies for growth and consumer engagement, we have documented tremendous online growth for the luxury market since 2009. Early on, percentage increases were large but actual numbers were small. Today consumers have taken the lead from the brands and are aggressively engaging with content and sharing it across platforms. Millennials are disproportionately driving traffic growth despite relatively meager disposable incomes, but there is accelerated growth across all age groups. The Luxury Brands Trend Report also remains a study of contrasts which have come into sharper focus with each successive year: affluent vs. aspirational, younger vs. older, exclusive (high-end boutiques) vs. pure-play. Nearly 50% of global luxury sales comes from the top 5% of luxury clients. 1 Luxury marketers have considerable experience catering to that top percent, but significant growth lies in the remaining (and massive) 95%. Luxury marketers have long been expert at creating brands that are both captivating and resilient. But the marketing strategies required to support these esteemed logos high-resolution photography, storylines, heavy print and offline marketing support seem to be splintering, as evidenced by the growth of mobile and social covered in this study, as well as the divergent demographics of site visitors. Luxury brands must continue to develop stunning, lush and compelling ways to embrace and cultivate their evolving global and ever-mobile audiences. 1) Bain & Company
FINDINGS The top five luxury brands capture nearly 70% of both desktop and mobile market share. The leading brands are Ralph Lauren, Michael Kors, Coach, Gucci and Louis Vuitton. Michael Kors saw the most significant growth, increasing its share of visits to 15.7% in 2014 compared to 11.9% in 2013 (nearly 1.2 million additional visits). The majority of traffic to luxury sites is now mobile. Over 59% of visits come from devices like smartphones and tablets, compared to 41% from desktops. Search engines remain the largest source of traffic to luxury brand sites, accounting for nearly half of all visits. This dependency outpaces that of the broader apparel and accessories category. The next largest sources of traffic to luxury sites are other shopping sites and social media. The amount of traffic to luxury sites from other luxury sites is growing. 9.2% of luxury traffic came from other luxury brands in 2014 YTD, up from 5.4% in 2013. Louis Vuitton was the top referring luxury brand site to other luxury brands. The largest share of visitors to luxury brand sites are age 55+, but much younger consumers (age 18-24) are the next largest and most overrepresented demographic. Handbags, belts, shoes and other accessories are the most popular products driving search clicks for luxury brands this year. Many of these product searches are tied to brand terms. Click volume for branded belt terms doubled YoY, led by Gucci, Hermès and Louis Vuitton. Google alone accounts for 43% of referrals to luxury brand sites 20x as much as Bing or Yahoo! Social media accounts for nearly 7% of traffic to luxury brands, with the majority coming from Facebook. Some brands have posted triple-digit follower growth several years in a row on both Facebook and Twitter. Gmail became the top source of clicks to luxury brand sites from email services (1.08%), surpassing Yahoo!Mail for the first time. Gmail s ascension could be attributable, in part, to its relatively new Promotions Tab. 4 Methodology & Data: 73 luxury apparel, leather goods and accessories brands (excluding jewelry) were selected to serve as a benchmark for the sector. A few well-known brands with insufficient data were omitted; luxury department stores have also been excluded. Much of the data in this report, excluding data primarily gathered by PM Digital, has been sourced from Experian Marketing Services. For more information, please refer to About PM Digital & Experian Marketing Services at the end of this report.
IMPLICATIONS Luxury brands must align and reinforce the flagship experience online and off. Luxury retail involves immersive experiences, whether the shopper is in a boutique, department store, on social media or a website. Consumers desire and expect an inspired and personalized experience across a brand s increasingly diversified ecosystem. A product page that doesn t render correctly on mobile is like an unhelpful salesperson at retail. Every impression matters, especially for luxury. Mobile is now dominant for luxury brands, moving it closer to the center of omnichannel marketing. Luxury consumers have always been among the most-connected demographic groups, with twice the smartphone ownership rate as the general population. Now they are officially visiting luxury sites through mobile more often than desktops. They might be at home, work, traveling, or even in the store with a phone serving as a shopping companion along the path to purchase. Now that Apple has jumped on the large-screen bandwagon with the iphone 6 Plus, simultaneously with the Apple Pay mobile wallet with NFC technology, mobile conversions are expected to rise. Optimize paid and organic search under one unified strategy. Search engines remain a holistic medium requiring balance: clicks from paid campaigns, when paused, are largely lost, not replaced by organic traffic. For luxury brands, not doing paid search means giving that top position to another advertiser. Luxury, Amazon-style. Amazon s new ad-buying platform is in beta and ready to roll for Holiday 2014. With shopping data and the ability to offer pinpoint targeting, Amazon looks to be an emerging, real threat to Google. As brands continue to expand their investment in digital marketing, there is plenty of opportunity for Amazon to grab a piece of the luxury sector s advertising dollars. A year ago, Amazon s Fashion and Beauty business was barely noticed. Today, it s a real competitor that knows consumer shopping habits extraordinarily well, including where, when and how they buy. Aspirational today, sensational tomorrow. Opportunity abounds for brands that engage with young, digitally savvy shoppers who aspire to luxury. Online visitors age 18-24 are by far the most overrepresented demographic on luxury sites. Brands that initiate a meaningful dialogue with targets from a nontraditional luxury audience can inspire deep loyalty, develop influential advocates and, ultimately, garner sales. Ralph Lauren and Chanel (particularly for global customers) are starting early and engaging this high-growth market, second in size only to Boomers. The proliferation of sites selling pre-owned luxury goods is reshaping how consumers purchase and perceive their favorite brands. On sites like Gilt, Portero, TheRealReal, Yoogi s Closet, Bag Borrow or Steal, Malleries, Shop Hers, Vaunte and SnobSwap, luxury goods are not seen as second-best but rather collectors items, authenticated pieces of history and investments that retain value. The brands 5
represented are mostly the same as in the new product market - Louis Vuitton, Hermès, Chanel, Bottega Veneta and others - and the buyers are too, which is the big surprise. Secure a place on luxury consumers increasingly busy social calendar. Luxury brands use of social media is accelerating dramatically. This is not surprising, as luxury brands come stocked with dramatic photos and captivating videos that users love to consume and share. Moving beyond engagement, more social ad opportunities are also on the horizon as fast-growing social sites look for ways to increase monetization. Several key luxury brands are getting in early Michael Kors was the first to run an ad on Instagram, and Burberry will be among the first to test the Twitter Buy button. Pushing the envelope on engagement and accessibility. Beyond the more familiar social terrain, brands are also launching new tools, games and apps to augment consumer relationships in inventive, intriguing ways. While some efforts look better than others in terms of long-term retention and relationship building, experimentation runs high. Examples range from apps like Karl Lagerfeld s emotikarl and Louis Vuitton s Pass to Burberry Kisses, which uses Google s platform to allow users to share, comment on and return virtual kisses in a Burberry shade of lipstick. Overall, the use of social and other engagement devices embeds and deepens luxury brands into the consumer psyche by creating intimacy in ways print never could. The question for some luxury brands remains: how accessible can we be without losing our mystique? TABLE OF CONTENTS Findings 4 Implications 5 Online & Mobile Market Share 7 Demographics 11 Sources of Traffic 13 Search 16 Social Media 19 Email 30 About PM Digital & Experian Marketing Services 32 6
ONLINE MARKETSHARE BY BRAND The top five luxury brands capture nearly 70% of online market share for web and mobile traffic, based on total U.S. visits to 73 luxury sites in 2014 to date (January-August). The leaders Ralph Lauren, Michael Kors, Coach, Gucci and Louis Vuitton are the same as reported in 2013, demonstrating the authority these brands maintain. Ralph Lauren 23.1% Michael Kors 15.7% Coach 13.6% Gucci 8.6% Louis Vuitton 8.2% Burberry 4.0% Chanel 3.7% Versace 2.7% Louboutin 2.4% Hermés 1.6% Prada 1.3% Marc Jacobs 1.1% Armani 1.1% Ferragamo 1.1% Dior 1.0% Fendi 0.8% Dolce & Gabbana 0.8% Jimmy Choo 0.7% Tom Ford 0.6% Diane von Furstenberg 0.5% Other luxury brands 8.3% MOBILE MARKETSHARE BY BRAND Ralph Lauren and Michael Kors hold the top two spots when looking solely at mobile market share. Louis Vuitton has greater market share for mobile (10.1%) than for overall web traffic (8.2%). This ranks it third, rather than fifth, for mobile market share. Ralph Lauren 21.6% Michael Kors 18.4% Louis Vuitton 10.1% Gucci 10.0% Coach 8.1% Louboutin 4.0% Versace 3.4% Burberry 3.2% Chanel 3.2% Hermés 2.7% Ferragamo 1.4% Jimmy Choo 1.1% Guiseppe Zanotti 1.0% Marc Jacobs 1.0% Tom Ford 1.0% Dolce & Gabbana 1.0% Prada 0.9% Dior 0.7% Armani 0.7% Saint Laurent Paris 0.6% Other luxury brands 6.0% 7 Data source: Experian Marketing Services, 2014 YTD. Other includes an additional 53 luxury brands. Data source: Experian Marketing Services, August 2014 (Note that this reflects mobile web traffic from all devices, including phones and tablets, but does not factor in mobile apps.)
ONLINE MARKETSHARE - TOTAL VISITS YOY VARIANCE Site 2013* % Share 2014 YTD % Share YoY Variance Michael Kors 11,751,196 12.01% 12,923,390 15.68% 1,172,194 2014 Versace 1,360,351 1.4% 2,241,100 2.7% 880,749 Ferragamo 624,046 0.6% 872,368 1.1% 248,322 Tom Ford 268,996 0.3% 490,511 0.6% 221,515 Giuseppe Zanotti 219,900 0.2% 385,353 0.5% 165,453 Burberry 3,154,444 3.2% 3,297,213 4.0% 142,769 Louboutin 1,859,663 1.9% 2,000,407 2.4% 140,744 Hermès 1,193,204 1.2% 1,311,753 1.6% 118,549 Givenchy 136,935 0.1% 244,644 0.3% 107,709 Ermenegildo Zegna 209,585 0.2% 293,622 0.4% 84,037 Of the top five brands, Michael Kors and Burberry saw the most notable increase in market share. 9 luxury brands grew by 100,000+ visits YoY. Michael Kors grew the most, adding nearly 1.2 million visits. Tom Ford, which launched its online store in early 2014, doubled its percent share and gained 82% in visits YoY. Italian designer Giuseppe Zanotti, best known for its footwear, launched a ready-to-wear line inspired by street wear and music in early 2014, driving its double-digit growth. ONLINE MARKETSHARE - TOTAL VISITS YOY GROWTH Site 2013* % Share 2014 YTD % Share YoY % Growth Brioni 3,844 0.0% 36,207 0.0% 842% Proenza Schouler 37,349 0.0% 109,582 0.1% 193% Balmain 41,270 0.0% 109,287 0.1% 165% Maison Martin Margiela 58,917 0.1% 124,067 0.2% 111% Turnbull & Asser 17,629 0.0% 33,884 0.0% 92% Tom Ford 268,996 0.3% 490,511 0.6% 82% Givenchy 136,935 0.1% 244,644 0.3% 79% Giuseppe Zanotti 219,900 0.2% 385,353 0.5% 75% Escada 50,714 0.1% 84,890 0.1% 67% Brioni was acquired by Kering in late 2011 and launched its e-commerce site in November 2013. Since then, the Italian heritage label s new creative director, Brendan Mullane, has reinvented the brand as both fashion-forward while still rooted in its history (evident in the Stories section of the site). With an eye toward the future of retail, web and mobile, Brioni is testing a virtual representation of garments via its 3D Miror technology. The project is articulated in three phases where the first one is the virtual look, followed by the possibility to build a virtual multi-purpose wardrobe scheduled for 2015-2016 while the last step, slated for 2017, will allow the client to look at himself in the mirror wearing an endless combination of Brioni s garments. - Brioni.com 8 Data source: Experian Marketing Services *2014 YTD vs. 2013 comparable months
LUXURY MOBILE APPS 51% of luxury shoppers expect retailers to have a mobile site 49% expect a mobile app 43% expect capability to purchase on a mobile site or app 1 Ideally apps offer a path to purchase, but also promote brand discovery, engagement and further research. 9
Michael Kors MK360 app allows users to experience the brand s Jet Set Collection debut in Shanghai, China, giving them 3D visuals of the runway show, a tour of the festivities in the city and the event. Integrating online and offline commerce, Louis Vuitton s Pass app allows purchase of featured products and includes a store locator. The app allows users to scan print advertising campaigns and access exclusive content. Christian Louboutin s Shades App allows users to pick their shoe shade by taking a photo of their right foot. Hermès Tie Break app includes informative and entertaining content like tie tying how-to s, arcade games and cartoons, as well as a gallery of autumn/winter 2014 tie patterns. In February, Gucci previewed an upcoming major app revamp called Luce that will allow users to interact with a runway show and scan print images to access more content and product info. The current app shows featured products that users can either wish-list or buy. 10 1) Forrester Research Inc.
ONLINE DEMOGRAPHICS THE LARGEST SHARE OF VISITORS TO LUXURY BRAND SITES ARE AGE 55+, BUT THE MOST OVERREPRESENTED DEMOGRAPHIC IS A MUCH YOUNGER 18-24. Gender LUXURY BRANDS Visits Share Representation APPAREL & ACCESSORIES Visits Share Representation Female 48.4% 101 54.4% 114 Male 51.6% 99 45.6% 87 Age LUXURY BRANDS Visits Share Representation APPAREL & ACCESSORIES Visits Share Representation 18-24 20.6% 378 7.3% 135 25-34 14.3% 79 19.3% 107 35-44 18.9% 91 21.5% 104 45-54 17.7% 79 21.9% 97 55+ 28.5% 86 30.0% 90 Young consumers, influenced by fashion trends and celebrities, may start out as purely aspirational luxury shoppers; however, engaging brand experiences can initiate a lifelong dialogue to build passion and loyalty. Household Income LUXURY BRANDS Visits Share Representation APPAREL & ACCESSORIES Visits Share Representation < $30,000 25.5% 118 21.8% 101 $30,000 - $59,999 20.1% 66 27.5% 90 $60,000 - $99,999 20.9% 79 25.7% 97 $100,000 - $149,999 21.2% 158 15.0% 111 > $150,000 12.3% 155 10.1% 127 Not surprisingly, high incomes continue to be disproportionate among visitors to luxury brand sites. The lowest household income segment, however, sees the most share of visits. 11 *Luxury Brands is a custom category defined by PM Digital. Representation is an index vs. the internet population. Data source: Experian Marketing Services, 12 Rolling Weeks Ending 8/30/2014
CLICKSTREAM SOURCES OF TRAFFIC
KEY SOURCES OF TRAFFIC SEARCH ENGINES ACCOUNT FOR NEARLY HALF OF ALL VISITS TO LUXURY BRAND SITES, MORE THAN ANY OTHER SINGLE SOURCE OF TRAFFIC. Search Engines 48.23% Shopping Sites 21.56% Apparel & Accessories 11.35% Luxury Brands 9.21% Department Stores 4.96% Social Networking & Forums 6.54% Email Services 2.38% Other Beyond search and competitive shopping sites, social remains one of the most important sources of traffic for luxury brands. Traffic to luxury brand sites from consumers who had just visited a different luxury brand increased 69% from prior year (9.21% vs. 5.44% one year ago). Visits from either a department store or another luxury brand site, in aggregate, are a significant source of competitive traffic - more than twice as large as social media. 13
Search Engines Google remains the single top referring site for luxury brands, and its dominance grew to 43% of clicks, 20X the traffic from Bing or Yahoo! Luxury Brands Louis Vuitton is the top referring site to other luxury brands, generating more than double the visits seen not only from any other luxury site, but also any department store. Site Aug 2014 Clicks Site Aug 2014 Clicks Google 43.33% Louis Vuitton 2.24% Bing 2.22% Versace 0.91% Yahoo! Search 2.11% Louboutin 0.82% Ask 0.19% Michael Kors 0.59% AOL Search 0.19% Burberry 0.53% Gucci 0.43% Social Media Facebook is the largest driver of social traffic, representing half of all social traffic combined to luxury brand sites. There was, however, small but consistent growth from many other social sites, including LinkedIn, Pinterest and Instagram. Chanel Coach Prada Jimmy Choo Ralph Lauren 0.22% 0.21% 0.19% 0.18% 0.14% Site Aug 2014 Clicks Tod s 0.08% Facebook 3.69% Hermès 0.08% YouTube 1.45% Zegna 0.08% Linkedin 0.16% Salvatore Ferragamo 0.07% Pinterest 0.15% Fendi 0.07% Twitter 0.14% Armani 0.07% Polyvore 0.11% Moncler 0.06% Instagram 0.11% Alexander McQueen 0.05% Yelp 0.09% Dior 0.04% Google+ 0.09% Tom Ford 0.04% Reddit 0.07% The Purse Forum Tumblr Email Services Yahoo! Mail fell significantly as a source of clicks, from 1.92% in August 2013 to 0.7% in August 2014. This decline puts Gmail in the top position for email services, which may be tied, in part, to the release of its Promotions Tab. Site Gmail Yahoo! Mail Windows Live Mail AOL Mail 0.07% 0.03% Aug 2014 Clicks 1.08% 0.70% 0.39% 0.20% Shopping Sites In the shopping category, more visits to luxury brand sites came from Amazon than from any single department store or shopping portal. Site Amazon.com ebay Bergdorf Goodman Macy*s Nordstrom ShopStyle Neiman Marcus Saks Fifth Avenue Aug 2014 Clicks 1.19% 0.99% 0.85% 0.78% 0.42% 0.22% 0.21% 0.21% Dillard s Bloomingdale s 0.21% 0.17% 14 Data source: Experian Marketing Services Other Shopping Sites corresponds to Experian Marketing Services Shopping & Classifieds category. Luxury Brands is a custom category defined by PM Digital, which corresponds to the brands in this study.
SEARCH
VISITS FROM SEARCH TO LUXURY BRAND SITES Site Apparel and Accessories^ % of Visits from Search Engines Site % of Visits from Search Engines 37.6% Furla 55.4% Luxury Brands* 48.2% Shanghai Tang 55.3% Bottega Veneta 75.3% Giuseppe Zanotti 54.2% Lanvin Paris 75.0% Helmut Lang 54.0% Donna Karan 73.6% Michael Kors 53.5% Dolce & Gabbana 72.5% Prada 50.3% Bally 72.3% Gucci 49.9% Maison Martin Margiela 69.3% Chloé 49.9% Brunello Cucinelli 69.3% Longchamp Paris 49.5% Saint Laurent Paris 69.2% Jil Sander 49.5% Jason Wu 67.5% Alexander Wang 49.1% Alexander McQueen 67.2% Manolo Blahnik 48.8% Tom Ford 65.1% Hermès 48.4% Moncler 63.1% Versace 48.4% Balenciaga 62.3% Louis Vuitton 48.3% Marni 61.6% Ermenegildo Zegna 48.0% Roberto Cavalli 60.9% Burberry 46.9% Dior 60.2% Stella McCartney 46.3% Hervé Léger 60.1% Oscar De La Renta 46.2% Celine 59.8% Mulberry 44.2% Moschino 59.8% Coach 44.2% Armani (Collezioni, Giorgio, Emporio) 58.5% Ralph Lauren 42.1% Ferragamo 58.1% Louboutin 40.2% 3.1 Phillip Lim 57.9% Vince 38.9% Marc Jacobs 57.9% Jimmy Choo 37.7% Thomas Pink 57.6% Tod s 36.2% Marchesa 56.7% Valentino 34.7% Givenchy 56.4% Escada 31.7% Fendi 56.3% Diane von Furstenberg 30.1% Loro Piana 56.1% Nanette Lepore 29.2% Chanel 55.9% Proenza Schouler 26.3% Balmain 55.7% Miu Miu 14.4% Lancel 55.6% Reed Krakoff 13.6% Search engines drive nearly half of luxury brand site traffic. Bottega Veneta and Lanvin are currently getting three-fourths of site visits from search Luxury brands are much more reliant on search to drive traffic (48.2%) than the average apparel and accessories site (37.6%). 16 ^Apparel and Accessories is a category defined by Experian Marketing Services. *Luxury Brands is a custom category defined by PM Digital. Data source: Experian Marketing Services, August 2014
Top Brand Terms For Luxury Brand Sites Search Terms Search Clicks % Paid Search Terms Search Clicks % Paid michael kors 8.13% 46.78% tom ford 0.45% 84.95% louis vuitton 5.55% 48.46% fendi 0.44% 100.00% ralph lauren 4.33% 42.82% gucci belt 0.44% 57.76% gucci 3.03% 82.33% michael kors watches 0.44% 37.34% coach 3.00% 50.17% giuseppe zanotti 0.40% 89.30% burberry 1.56% 43.38% louboutin 0.40% 0.00% versace 1.47% 23.15% micheal kors 0.39% 25.14% chanel 1.31% 30.63% michael kors handbags 0.36% 58.61% christian louboutin 0.89% 0.00% armani 0.31% 81.44% coach.com 0.63% 64.54% salvatore ferragamo 0.30% 0.00% hermes 0.54% 27.49% coach handbags 0.29% 72.75% ferragamo 0.54% 63.02% coach purses 0.28% 45.63% marc jacobs 0.54% 27.19% jimmy choo 0.27% 81.59% prada 0.46% 0.00% ralphlauren.com 0.27% 51.18% dolce and gabbana 0.46% 53.80% gucci.com 0.27% 63.77% michael kors is the top brand term by a wide margin, yet notably, the site is second in overall market share of luxury site visitors, following Ralph Lauren (see page 7). louis vuitton is the second-highest brand term in the luxury category, ahead of ralph lauren, gucci and coach, but Louis Vuitton ranks fifth in overall market share of visitors. Top Individual Keywords For Luxury Brand Sites Individual Keywords Search Clicks % Paid Search Terms Search Clicks % Paid outlet 4.49% 68% store 0.94% 22% handbags 2.35% 46% bag 0.89% 62% belt 2.32% 81% shirts 0.83% 73% shoes 2.03% 84% sale 0.64% 61% bags 1.93% 67% belts 0.63% 33% watches 1.87% 78% baby 0.54% 44% purses 1.47% 82% purse 0.51% 52% online 1.33% 37% wallet 0.50% 8% men 1.01% 50% hats 0.49% 6% sunglasses 0.99% 45% clothing 0.47% 84% Accessories dominate non-brand luxury product search terms. The most popular products driving search clicks to luxury brand sites are handbags, belts and shoes. A number of top keywords illustrate the aspirational tendencies of some luxury visitors, e.g., outlet terms account for more search clicks than any other individual non-brand keyword. Product searches continue to be mostly tied to brand words. Belt terms doubled in clicks YoY, led by Gucci, Hermès and Louis Vuitton, making belts more popular than shoes for the first time in years. 17 Luxury Brands is a custom category defined by PM Digital. Data source: Experian Marketing Services, 12 Rolling Weeks Ending 8/30/2014
SOCIAL MEDIA
VISITS FROM SOCIAL MEDIA TO LUXURY BRAND SITES Site Apparel and Accessories^ % Visits from Social Site % Visits from Social 8.6% Burberry 5.8% Luxury Brands* 6.5% Saint Laurent Paris 5.5% Sergio Rossi 53.4% Dior 5.3% Miu Miu 40.1% Fendi 5.3% Mulberry 20.5% Hervé Léger 5.0% Valentino 16.0% Furla 4.7% Escada 14.6% Longchamp Paris 4.7% Marchesa 13.6% Tom Ford 4.4% Proenza Schouler 12.8% Ermenegildo Zegna 4.2% Roberto Cavalli 10.5% Moschino 4.2% Manolo Blahnik 10.4% Chanel 4.2% Nanette Lepore 9.8% Louis Vuitton 4.0% Ferragamo 9.5% Louboutin 4.0% Michael Kors 8.8% Armani (Collezioni, Giorgio, Emporio) 3.9% Giuseppe Zanotti 8.5% Tod s 3.8% Shanghai Tang 8.5% Jimmy Choo 3.3% Ralph Lauren 8.4% Stella McCartney 3.1% Balenciaga 8.4% Reed Krakoff 3.0% Diane von Furstenberg 8.0% Celine 3.0% Chloé 7.2% Versace 2.9% Coach 6.7% Balmain 2.7% Prada 6.5% Dolce & Gabbana 2.4% Marc Jacobs 6.4% Hermès 2.5% Gucci 6.3% Givenchy 2.1% Social media drives 6.5% of visits to luxury brand sites. This slightly lags the broader apparel and accessories category. 19 ^Apparel and Accessories is a category defined by Experian Marketing Services. *Luxury Brands is a custom category defined by PM Digital. Data source: Experian Marketing Services, August 2014 (Note that this reflects social web traffic from all devices, including phones and tablets, but does not factor in mobile apps.)
Sergio Rossi More than half of traffic driven to Sergio Rossi comes from social sites. Social Media Sites 53.4% Other Traffic 46.6% Miu Miu Gets over 40% of its traffic from social media, almost twice as much as next highest brand. Social Media Sites 40.1% Other Traffic 59.9% 20
FACEBOOK LIKE COUNTS Facebook Page Aug 2014 Likes Facebook Page Aug 2014 Likes Louis Vuitton 17,494,491 Miu Miu 893,723 Burberry 17,488,742 Tom Ford 863,547 Michael Kors 14,770,893 Balenciaga 856,121 Dior 14,007,284 Oscar De La Renta 814,596 Gucci 13,913,574 Diane von Furstenberg 795,619 Chanel 12,897,410 Jean Paul Gaultier 753,089 Dolce & Gabbana 9,551,201 Tod s 665,579 Ralph Lauren 7,960,655 Alexander Wang 663,405 Armani 6,873,999 Escada 656,488 Coach 5,630,621 Stella McCartney 620,208 Prada 4,303,081 Dunhill 564,449 Versace 2,810,544 Moncler 544,560 Louboutin 2,731,037 Lanvin Paris 521,245 Jimmy Choo 2,614,794 Bottega Veneta 462,851 Fendi 2,284,675 Donna Karan 453,697 Saint Laurent Paris 2,150,299 Loewe 441,641 Hermès 1,996,921 Furla 376,269 Roberto Cavalli 1,854,720 Moschino 368,118 Givenchy 1,756,002 Ermenegildo Zegna 364,370 Valentino 1,605,305 Proenza Schouler 364,199 Alexander McQueen 1,599,595 Marchesa 360,634 Marc Jacobs 1,508,553 Bally 343,291 Chloé 1,438,309 Mulberry 298,479 Ferragamo 1,267,323 Emilio Pucci 271,258 Longchamp 1,213,066 Maison Martin Margiela 270,227 Louis Vuitton surpassed Burberry in Facebook like counts for the first time this August the two continue to vie for honors in having the most Facebook likes among luxury brands. Michael Kors more than doubled its Facebook likes in one year, becoming the brand with the third-highest likes. Both Kors and Chanel celebrated their ten million likes mark in the latter months of 2013. 21 Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
Luxury brands craft lifestyle content consistent with their brand s culture. Social media leaders find ways to engage with consumers beyond fashion. A good example is The Burberry Acoustic project that spotlights upand-coming British bands. Video performances are showcased on Facebook. Chanel relies on its rich history to educate consumers who wish to engage with the brand. Posts preview films shown on Inside.Chanel.com. Also, a recent museum exhibition in Seoul called CULTURE CHANEL, The Sense of Places, has debuted. FACEBOOK LIKE COUNTS YOY GROWTH Facebook Page Aug 2013 Aug 2014 YoY Growth Moncler Manolo Blahnik Michael Kors Balmain Diane von Furstenberg Vince Valentino 163,546 47,988 6,009,095 75,651 351,431 30,038 784,049 544,560 123,356 14,770,893 181,884 795,619 63,764 1,605,305 233% 157% 146% 140% 126% 112% 105% Michael Kors, Diane von Furstenberg and Valentino (which surpassed its 1-million likes milestone in February 2014), not only have exceptional year-over-year growth, but are also among the luxury brands with the greatest total number of Facebook likes. Moncler saw the greatest YoY growth in Facebook likes (+233%). Moschino 180,106 368,118 104% Dunhill 277,260 564,449 104% 22 Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
TWITTER FOLLOWER COUNTS Twitter Handle Aug 2014 Followers Twitter Handle Aug 2014 Followers @Chanel 5,143,932 @MarchesaFashion 272,902 @Dior 5,001,940 @Mulberry_Editor 270,269 @Burberry 3,056,091 @Balenciaga 239,267 @DolceGabbana 2,514,287 @LanvinOfficial 236,287 @YSL 2,131,645 @LouboutinWorld 161,147 @MichaelKors 2,129,251 @Ferragamo 161,147 @Armani 1,676,744 @Moschino 133,425 @MarcJacobsIntl 1,668,856 @Prada 130,580 @Versace 1,665,539 @Brioni_Official 118,780 @LouisVuitton_US 1,184,711 @EmilioPucci 118,780 @Gucci 1,144,347 @ManoloBlahnik 113,052 @Roberto_Cavalli 975,639 @Zegna 94,724 @MaisonValentino 884,113 @Balmain 90,152 @WorldMcQueen 854,352 @HelmutLang 75,584 @RalphLauren 831,393 @Margiela 72,038 @StellaMcCartney 767,610 @GZanottiDesign 68,279 @DVF 718,826 @LoeweOfficial 62,353 @JimmyChooLtd 708,390 @31PhillipLim 45,259 @Coach 557,718 @Moncler 42,197 @JPGaultier 551,172 @MiuMiuOfficial 35,065 @DKNY 500,369 @NanetteLepore 33,615 @ProenzaSchouler 388,857 @Bally_Swiss 17,859 @AlexanderWangNY 364,192 @SergioRossi 16,211 @OscarPRGirl 295,563 @Alfred_Dunhill 13,489 @ChloéFashion 281,606 @BottegaVeneta 13,188 @Dior and @Chanel both doubled their Twitter follower count in the past year, each surpassing the five million follower mark. 23 Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
Twitter s new social shopping button on its mobile app will allow marketers to drive conversions straight from tweets, which can ultimately greatly impact mobile sales of luxury brands. Burberry is one of the beta partners that will be testing this new feature it will announce its first tweet during its spring/summer 2015 runway show on September 15th, enabling consumers to purchase nail polishes worn by the models 1. Twitter s Promoted Tweets, requiring users to press play on videos, will also boost efficacy and engagement for brands. TWITTER FOLLOWER COUNTS YOY GROWTH Twitter Handle Aug 2013 Aug 2014 YoY Growth @MiuMiuOfficial @Prada @BottegaVeneta @Moncler @Armani @MaisonValentino @Versace @Hermes_Paris @ManoloBlahnik @DolceGabbana @Bally_Swiss @VinceSays @Furla @JimmyChooLtd @Chanel @Balmain @RalphLauren @Dior @LouboutinWorld @Ferragamo 5,638 23,082 2,948 10,344 464,554 281,788 567,168 535 41,263 1,020,071 7,555 3,423 5,073 315,827 2,393,119 42,147 399,065 2,461,162 80,208 80,208 35,065 130,580 13,188 42,197 1,676,744 884,113 1,665,539 1,497 113,052 2,514,287 17,859 7,741 11,410 708,390 5,143,932 90,152 831,393 5,001,940 161,147 161,147 522% 466% 347% 308% 261% 214% 194% 180% 174% 146% 136% 126% 125% 124% 115% 114% 108% 103% 101% 101% Although its follower base is small relative to other brands, Miu Miu has seen over 500% growth, most likely due to promotions surrounding its short film series Women s Tales. Other brands with significant growth include Prada, Bottega Veneta and Moncler. 24 Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis 1) Luxury Daily
YOUTUBE SUBSCRIBER & VIEW COUNTS YouTube Channel Aug 2014 Subscribers Views YouTube Channel Aug 2014 Subscribers Views Chanel 261,558 107,463,029 Chloé 5,504 7,239,386 Dior 128,234 69,204,758 Tom Ford 5,451 399,355 Burberry 114,157 34,355,516 Donna Karan 5,375 1,950,782 Louis Vuitton 75,939 75,244,270 Jean Paul Gaultier 5,105 3,711,831 Dolce & Gabbana 64,698 38,450,804 Maison Martin Margiela 4,685 637,485 Coach 50,752 1,963,153 Dunhill 4,114 2,382,444 Prada 33,729 18,977,176 Moschino 3,965 569,009 Armani 23,908 13,695,768 Longchamp 3,648 4,183,944 Gucci 19,178 8,137,312 Jimmy Choo 3,428 1,654,200 Alexander McQueen 19,175 1,509,553 Balenciaga 3,315 385,786 Hermès 16,026 2,533,007 Bottega Veneta 3,112 249,671 Ralph Lauren 15,575 9,088,446 Diane von Furstenberg 2,303 2,168,010 Saint Laurent Paris 15,131 946,137 Stella McCartney 2,189 303,420 Versace 14,130 2,989,363 Oscar De La Renta 1,690 231,547 Michael Kors 12,897 4,538,949 Giuseppe Zanotti 1,334 159,383 Miu Miu 10,788 3,059,962 Tod s 1,320 1,666,585 Givenchy 10,007 946,101 Moncler 1,264 185,127 Alexander Wang 9,803 2,076,086 Louboutin 1,072 n/a Lanvin Paris 9,577 1,928,247 3.1 Phillip Lim 1,045 102,013 Valentino 9,517 6,408,110 Thomas Pink 830 325,043 Marc Jacobs 9,447 1,676,324 Bally 828 1,360,206 Fendi 7,516 18,276,555 Marni 701 64,130 Ferragamo 6,637 2,120,701 Escada 683 140,988 Roberto Cavalli 6,151 1,036,272 Furla 578 n/a Ermenegildo Zegna 5,902 5,566,004 Emilio Pucci 416 4,392 Chanel remains the front-runner in attracting subscribers to its YouTube channel. 25 Data source: PM Digital Research & Analysis
Chanel had the greatest number of views (107 million+), as brand fans showed their passion and enthusiasm by watching Chanel s runway shows, ad campaigns, celebrity interviews and behind-the-scenes videos. Louis Vuitton and Dior are also notable among luxury brands for engagement on YouTube, with 69 million+ views each. 26
INSTAGRAM FOLLOWERS & POST COUNTS Instagram Profile Aug 2014 Followers Posts Instagram Profile Aug 2014 Followers Posts Louboutin 2,879,940 1,626 Coach 439,427 1,142 Michael Kors 2,557,859 1,077 Fendi 437,468 853 Louis Vuitton 2,311,931 520 Miu Miu 430,585 146 Gucci 1,884,623 552 Hermès 398,525 309 Burberry 1,650,449 1,230 Oscar De La Renta 364,128 985 Chanel 1,638,189-3.1 Phillip Lim 341,060 454 Dolce & Gabbana 1,568,421 1,171 Manolo Blahnik 333,087 881 Marc Jacobs 1,378,650 841 Chloé 318,513 194 Prada 1,252,378 333 Donna Karan 271,983 766 Valentino 1,183,225 548 Alexander Wang 264,040 52 Dior 1,057,525 285 Ferragamo 247,914 847 Versace 1,017,064 437 Mulberry 238,332 330 Ralph Lauren 943,526 1,665 Proenza Schouler 223,078 328 Stella McCartney 880,447 706 Maison Martin Margiela 221,443 337 Jimmy Choo 789,386 771 Marchesa 215,442 747 Armani 734,214 1,818 Tom Ford 195,495 123 Alexander McQueen 724,873 326 Emilio Pucci 147,728 301 Givenchy 701,064 372 Jason Wu 147,350 722 Giuseppe Zanotti 665,710 509 Tod s 135,157 360 Balmain 578,139 629 Bottega Veneta 128,663 226 Roberto Cavalli 575,539 2,972 Hervé Léger 126,935 250 Moschino 548,894 482 Jean Paul Gaultier 125,124 326 Lanvin Paris 471,839 409 Moncler 116,476 347 Diane von Furstenberg 466,613 1,244 Helmut Lang 114,426 668 Balenciaga 448,983 187 Longchamp 63,058 295 Roberto Cavalli leads all luxury brands in Instagram posts, with one thousand more posts than the second-highest brand, Armani. 27 Data source: PM Digital Research & Analysis
Christian Louboutin has more Instagram followers than any other luxury brand in this study. Images uploaded to this platform are then usually shared on Facebook, a contributing factor to Louboutin s also being one of the top 15 luxury brands with the most Facebook likes. Chanel has more than 1.6 million followers on the Instagram page (instagram.com/chanelofficial), but was not actively posting at the time this study was released. 28
VISITS FROM EMAIL TO LUXURY BRAND SITES Most luxury brands get traffic from email, but only a handful leverage it extensively to drive online traffic and sales. Site Apparel and Accessories^ % Visits from Email Site % Visits from Email 6.9% Mulberry 3.3% Luxury Brands* 2.4% Vince 3.2% Reed Krakoff 33.4% Balmain 2.7% Marni 24.6% Tom Ford 2.7% Jason Wu 19.0% Celine 2.6% Nanette Lepore 18.1% Chanel 1.8% Proenza Schouler 14.6% Marc Jacobs 1.7% Escada 11.1% Burberry 1.6% Donna Karan 10.4% Louis Vuitton 1.4% Diane von Furstenberg 9.0% Tod s 1.4% Shanghai Tang 8.3% Michael Kors 1.3% Helmut Lang 8.3% Hermès 1.2% Bally 8.1% Valentino 1.1% 3.1 Phillip Lim 7.8% Louboutin 0.9% Alexander Wang 7.5% Gucci 0.8% Oscar De La Renta 5.5% Ferragamo 0.8% Chloé 5.2% Giuseppe Zanotti 0.7% Ralph Lauren 4.2% Dior 0.7% Balenciaga 4.2% Fendi 0.7% Coach 3.8% Versace 0.6% Jimmy Choo 3.8% On average, luxury brands get one-third the share of visits from email (2.4%) compared to the broader apparel and accessories category (6.9%). The gap suggests an untapped opportunity for many luxury marketers. Email deserves attention within an omnichannel strategy, given the ubiquitous consumer behavior of checking email via smartphones and email s ability to reach luxury consumers wherever they happen to be (including in-store). Smaller and younger luxury brands are more reliant on email for site traffic than the legacy luxury houses and major lifestyle brands. 30 ^Apparel and Accessories is a category defined by Experian Marketing Services. *Luxury Brands is a custom category defined by PM Digital. Data source: Experian Marketing Services, August 2014
2014 Reed Krakoff and Marni start the email conversation on their homepages, with a clear call to action using a pop-up screen to enter an email address. Emails then promote events such as sales, new seasonal collections, complimentary shipping, digital editions of magazines and new merchandise. 31
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PM DIGITAL S TREND REPORT: LUXURY BRANDS ONLINE 212.387.0300 INFO@PMDIGITAL.COM PMDIGITAL.COM pmdigital 2014