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BENCHMARKING ANALYSIS

L E A R N M O R E

“You don’t buy clothes, you buy an identity”

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BENEFITS

R E T U R N O N I N V E S T M E N T

R E T U R N O F I N F L U E N C E

B R A N DAWA R E N E S S

B R A N D E N G A G E M E N T

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“The online presence of a brand is

transformed from optional to strategic in brand's image communication”

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SWOT ANALYSIS

1. Unicity and personality based on providing the

best design in the world

2. Statement cut in the fashion industry

3. The major feature of Giorgio Armani clothes

and apparels product is men’s tailoring

4. Designing collections for various international

sports teams and players

5. Democraticity of the brand

6. Giorgio Armani owns the 100% of the company

1. Limited global presence compared to a few other

international apparel brands

2. Emphasis on product rather than customers

3. Limited presence on the social media

4. Weak brand engagement

5. Limited number of brand ambassadors

1. The brand should be more open to a younger

clientele

2. The company should cooperate more with

fashion magazine, such as Glamour or fashion

blogs, to reach a wider audience.

3. Creation of capsule collection with high street

brand

1. They are still slow in creating an iconic item

considered status symbol for the web people

2. Competitors are playing a major role in 3.0

world

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W H A T A R E C O M P E T I T O R S

D O I N G ?

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A LI T T LE B I T O F H I S TO RYB U R B E R R Y

Bur be r r y i s a Br i t i sh luxur y b ran d , f ou nded in 1 85 6 . S ince

th i s t ime t he bran d has bec ome de f ine d by i t s o ute r wea r

he r i t age and i t s iconic t rench coat . By the t ime founde r

T homas Bur be r r y i nvente d gaba rd i ne , the brand bec ame

sy nony mous w i th a d venture r s and a v ia to r s wh o wore h i s

coa t s . Bur be r r y ' s d i s t inc t i ve t a r t an pa t t e rn ha s become o ne o f

the most p opu la r a nd we l l known t rademarks . Today the

company ' s ma in f o cu s l i e s in d i s t r i bu t ing c lo t h ing and

fa sh ion acce s so r i e s and l i c ens ing f r agrance s .

D ur ing the l a s t Fa s h ion Week , Bur be r r y pos t ed on Twit t e r

the manufac tu red l oo k , a f e w secon ds be f o re they ente red the

mo de l s on the c a twa lk . I t ha s made the expe r ience o f web

use r s co mpared t o the d i re c to r s o f th e mos t impor t a n t

magaz ine s in the wor ld , and the fe w wh o had rece i ve d the

inv i t a t ion to the pa rade .

An or ig ina l e xpe r ime nt , wh i ch co nfi rms t he natu ra l e vo lu t io n o f

the b rand f rom s imp le f a sh ion br and to med ia company 3 .0 .

Chine se so c ia l med i a p la t f o r ms were cons i de red and bra nd

content was fu r the r l e ve raged fo r th i s count r y.

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A LI T T LE B I T O F H I S TO RYD O L C E & G A B B A N A

Dol ce& Gabbana i s a luxu r y I t a l i an fa sh ion house f ounde d in

1985 in L egnan o by I t a l i an de s igne r s Do meni co Do lce an d

S te f ano Gabbana .

The t wo met in Mi l an in 1 980 an d de s i gned f or the s ame

fa sh ion h ouse . In 1982 t hey e s t ab l i shed a de s ig ne r

consu l t in g s tudi o ; in t ime i t g re w to beco me

"Dol ce& Gabbana" . T hey p re sented th e i r f i r s t women ' s

co l l e c t i on in 1 985 i n M i lan , whe re a yea r l a t e r the i r s to re

would open i t s door s .

I t i s an example t o t he wor ld o f h ow soc i a l med ia sh ou ld be

used in the fa s h ion wor ld (an d beyond ) . More than 10

mi l l ion fa ns on Face book , a b log oz i ne , S wide, c ont r ibu t ing

to the b r and ' s s t y l e na r r a t i ve . S t i l l , p ro f i l e Twi t t e r, Tumb l r,

Ins t ag ram, YouTube , P inte re s t .

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BURBERRYF A C E B O O K

• From 2011 to 2012 Burberr y tr ipled its fol lowers on

Twitter and doubled its Facebook fans and YouTube

views. By creat ing and l inking to brand ’s main

website a specif ic socia l media site ca l led 'Art of

The Trench' , global vi s it s increased by more than

60%.

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• Consumers want to know what ’s behind the brand and

what it can give them back in return for their loya lty

in it .

• Importance of tradit ion - focuses attent ion on the

or igins and past of the brand.

• Craftsmanship and care in the product ion of the

c lothes are the two main themes in the brand

communicat ion.

• The brand creates a bond with the culture and

with the traditions giving new life to the old

craf ts.

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DOLCE&GABBANAF A C E B O O K

• Cult ure and tradit ions crea te an unbreakable bond

wi th the user. A strong bond that br ings i t back to i t s

most deep and meaningful root s .

• As wel l a s for brand ’s ta i lo r ing s t y le, met i culous

a t tent ion to deta i l i s a d is t inct i ve f ea ture a l so in soc ia l

communica t ion, where the user is given a central

space .

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• The brand has recent ly l aunched the Facebook t a b

“ Fol low us" tha t encompasses a l l the of f ic ia l Dolce &

Gabbana soc ia l prof i les and channel s .

• The ef for t made by the brand in invol ving i t s soc ia l

med ia users g iv ing them attent ion, ca re and feedback are

cruc ia l in improving brand vir a l i t y and genera te

pass ionate “ brand ambassadors”.

• Users seem to like being involved in the brand ’s

act iv it y : they want to be informed on al l aspects and

deta i l s concerning their relat ionship to the brand,

which in fact created the “ behind the scenes”sect ion to involve the viewers even more.

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BURBERRYT W I T T E R

• An applicat ion cal led Tweetwalk was fur thermore

launched in par tnership with Twitter, to enable

fol lowers to get exc lusive preview of the new

col lect ions pictures some time before they go down

the runway.

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DOLCE&GABBANAT W I T T E R

• Dolce& Gabbana rec ent l y t wee ted fa sh i on show ’s bac ks t age

p ic tu re s a c tua l l y t ak en by the hand o f S t e f ano Gabbana , thus

reducing the gap b etween luxur y and mass

audience.

• Renowned an d popul a r s t a r s a l so p l ay a n imp or t a nt ro le f or

the brand in s t i mul a t ing the p otent ia l bu ye r to ident i f y w i th

them, and the re fo re f a c i l i t a t ing the buy ing p roce s s .

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BURBERRYI N S T A G R A M

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DOLCE&GABBANAI N S T A G R A M

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DOLCE&GABBANAI N S T A G R A M

S t e f a n o G a b b a n a

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BURBERRYW E B S I T E

• Shar ing the v ideos of the creat ion of a piece of

c lothing on social media strongly suggests a

par t icu lar ly refined and elit ist tailoring process .

• Customers wil l a lways prefer to buy pieces of

c lothing with an allure of unique and tradit ional

utmost attent ion to detai l .

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• HERITAGE: MADE IN ENGLAND

• The Her i tage Trench Coat : proudly made in

England, and born f rom a tradit ion of innovat ion

and craf tsmanship. Epitomising Br i t ish sty le, i t is as

iconic as the inc lement weather i t protects against .

The or igins date back over 100 years .

• The brand also offer s var ious outfit s with which you

can match ever y piece of c lothing. This helps the

user to recreate the matchings also at home, feel ing

reassured by fol lowing collection guidelines .

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BURBERRYM O B I L E

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DOLCE&GABBANAW E B S I T E

• Dolce&Gabbana are const itut ively inspired by

Sici l ian tradit ion but , to involve a greater number of

buyers and improve the loyalty to their brand ,

they decided to set their photo shoot ing in al l major

cit ies of Ital y.

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• HERITAGE: MADE IN ITALY

• To stress out the int imate and famil iar s ide of the

bond they want to create with the audience, one of

the core themes of Dolce&Gabbana is the concept

of “family ” #DGFAMILY , a dis t inctive feature

of al l his col lect ion.

• Inspir ing its col lect ions and ADV campaign on

ver y specif ic customs and tradit ions of the

inhabitants of ever y cit y they have chosen, and

being able to proper ly communicat ing them,

Dolce&Gabbana creates an increas ingly strong

bond with their audience.

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DOLCE&GABBANAM O B I L E

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17.095

.244

10.247

.744

7.714.

769

41.658

34.899

32.927

28.965

24.779

20.993

Total numbers of l ikes of the page

People that ta lks about the brand

New l ikes of the page

FACEBOOK CHART

1. BURBERRY

2. DOLCE&GABBANA

3. ARMANI

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EUROPEAN DIGITAL LANDSCAPE

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GLOBAL STATS: MOBILE VS DESKTOP USERS

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“When people buy a very high-priced

garment, they want to see the patience and

the craftsmanship that has gone into it.

They are paying to possess a beautiful

object. And sometimes, when it ’s a famous

brand, they are paying to be part of the

story.”

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W H A T A R E W E D O I N G ?

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“To create something exceptional, your mindset

must be relentlessly focused on

the smallest detail”Giorgio Armani

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MISSION&VISIONA R M A N I

Under Mr. Armani's leadership, the mission is to

continually create clothes and accessories that aspire

to a kind of perfection that transcends fashion.Armani's clothing ignores the constant demand for novelty

and possesses an elevated character, a quality that conveys a

sense of permanence in a world infatuated with the

temporary.

M I SS ION

Giorgio Armani is poised for the future with a vision that

crystallizes his approach to fashion as timeless, and

yet always timely. Giorgio Armani is committed to the

long-term view, reflected by his creation of new lines and

divisions, and in his investment in new technology and

infrastructures.

V I S ION

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ARMANI

• There aren’t call to action buttons in the header.

• We may supply more information about new

col lect ions and on special events to consumers.

A S P E C T S W E M AY C O N S I D E R T O I M P R O V E :

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• Social sharing buttons on the images should be

updated.

• There is ver y l i tt le interact ion: the brand hard ly ever

answers to users ’ comments for images as wel l as

socia l media .

• Little attent ion to brand ’s ta i lor ing and masterpiece

aspects , and not ver y immediate to reach (too many

c l icks to get there).

• Don’t forget one of the golden rules of websi tes

usabi l i t y : max 3 c lick to get what I need (for

ever y addit ional c l ick you 're miss ing 50 people !) .

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• The mobile website is not mobile actually :

d if f icu l t to nav igate, too dense for a “mobile” version

and with too many heavy images to load, decreasing

the v isua l appeal and s lowing down user navigation

exper ience.

• As wel l as for images , al so social media shar ing

options re lat ing other contents aren’t enough and in

an uncomfor table posi t ion (on the page footer) .

• Graphic fix: check out the graphic implementation,

s ince in most of the photos the model pictures are

cut in half (as wel l as for the mobile vers ion).

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ARMANIM O B I L E

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Offering exclusive contents on the Facebook brand page,

(alternative and additional as compared with the official

webpage ones) would motivate brand’s fans and followers to

visit the page again and again, reinforcing their loyalty and

engagement, plus turning many of them in potential pawns

in the activity of contents seeding.

C O N T E N T D I F F E R E N T I AT I O N

Giorgio Armani unveiled an unstructured jacket for women.

Made with traditional menswear fabrics, simple and soft as

the man's ones, conveying the value of a sort of “masculine

authority”. Suggesting strong this alternative to long, flower-

child skirts and classic French tailleurs, Armani joined Coco

Chanel as an emancipator of women's fashion.

M O R E AT T E N T I O N T O “ T H E P O W E R O F S U I T ”

IMP ROVEMENT S UGGES T IONS

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Armani launched a revolution in fashion with his unlined

and unconstructed man's jacket. Completely loose and

informal, the blazer offered sensual hints of the body

beneath. The rumpled jacket was an immediate success, and

a new breed of tailoring was born.

M O R E AT T E N T I O N T O C R A F T M A N S H I P A N D T R A D I T I O N

More detail’s images in the social networks. In this way

the users are obliged to go on the website to see the

entire collection or cloth. This method is useful to

stimulate curiosity, entertain the potential buyer and

create engagement on the website.

M O R E AT T E N T I O N O N T H E TA I L O R I N G D E TA I L S

IMP ROVEMENT S UGGES T IONS

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Periscope lets you broadcast live video to the world.

Going live will instantly notify your followers who can

join, comment and send you hearts in real time. The

more hearts you get, the higher they flutter on the

screen. Instant interaction.

T W I T T E R ’ S T O O L

A blogozine contributes to the brand's style narrative.

Helping to enforce the brand engagement together

with Facebook, Twitter, Tumblr, Instagram, YouTube,

Pinterest profiles.

C R E AT I O N O F A B L O G

IMP ROVEMENT S UGGES T IONS

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Showing the user how it performs the work of the stylist

behind the scenes helps him to get into the daily life of the

brand and serves to involve more and more, creating a

stronger bond with the client.

B E H I N D T H E S C E N E S

The traditions are an important component of our

society and bind us inextricably with our land. Many brands

use this concept to create a link with an even greater number

of buyers and customers, trying to recreate and recall in their

collections that “flavour” of the past and traditions lost by now.

H E R I TA G E : M A D E I N I TA LY

IMP ROVEMENT S UGGES T IONS

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“Elegance is not catching somebody’s eyes, it ’s staying in somebody’s memory.”

G i o r g i o A r m a n i

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THANK YOU!

Roberta Tomasoni

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