research%20 study%20 %20pm%20digital%20luxury%20study,%202013

Copyright 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and confidential by PM Digital. Unauthorized use or disclosure is prohibited.

5 Hanover Square, New York, NY 10004 t: 212.387.0300 f: 212.387.7647 toll free: 800.254.0330 www.pmdigital.com

September 2013



THE STUDY

2

Methodology & Data

52 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 online traffic data were omitted. 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.

In This Report

Findings & Implications 3

Brand Overview 6

Online Market Share 8

Mobile Market Share 10

Demographics 16

Sources of Traffic 17

Search 21

Product Listing Ads 25

Social Media 26

Email 34

About PM Digital & Experian

Marketing Services 37

1Google/Ipsos, September 2013 2Bain & Company, May 2013 3Bain & Company, October 2012

At the heart of the luxury consumer’s behavior lies the desire for exceptional quality

and design that matches what they’ve attained in life. Craftsmanship and brand

heritage differentiate how they connect. Quite literally, this search occurs

simultaneously in the real world, at boutiques and department stores, and online at

a luxury brand’s website. Online visitors most often begin with a search engine as

an entry point, driven in part by branding initiatives and other top-of-the-funnel

marketing efforts. Research shows that online drives more than just web sales.

Google/Ipsos found that 75% of luxury goods buyers conduct advance research

online, regardless of where they ultimately purchase.1

Global sales of luxury goods are expected to grow 4%-5% to $285 billion in 2013

and continue to rise 5%-6% annually through 2015.2 In the U.S., higher-income

consumers are driving growth rather than the ultra-affluent, as they push to

redefine what it means for a brand to be luxury. E-commerce is increasingly leading

demand, as a pure sales vehicle and as a branding mechanism, outpacing the

overall sector with 25% growth for the past three years.3 The emergence of mobile

commerce is now evident with several luxury brands launching this capability.

Luxury brands’ leather goods and accessories are growing faster than other

categories such as clothing, a trend this study has confirmed for several years now.



FINDINGS

3

Traffic to luxury brand sites is up 10% in 2013 YTD.

Five luxury brands capture 75% traditional online

market share and 68% mobile market share, based on

2013 YTD traffic to 52 sites in this study. These are Ralph

Lauren, Coach, Michael Kors, Louis Vuitton and Gucci.

Search engines remain the largest source of traffic to

luxury brand sites, accounting for 51% of all visits.

This dependency outpaces that of the broader apparel

and accessories category.

Google alone accounts for 41% of referrals to luxury

brand sites (10x as much as Bing).

Nearly all major players are now doing e-commerce

but too many are still leaving traffic on the table by

not doing paid search. Versace.com added online

shopping late last year; its traffic has quadrupled YoY.

Givenchy just launched an m-commerce app for

iPhone/iPad, but has never had a web store. Louis Vuitton

launched mobile shopping in June; it began doing paid

search a few months earlier after years of avoiding it.

Fendi remains one of the biggest hold-outs with no virtual

store.

Luxury brands on average are significantly more

dependent on paid search traffic than organic, though

experiences vary widely. A few still rely completely on

organic clicks.

Luxury brands that avoid direct e-commerce, or that

avoid paid online media (search or display) are

sacrificing share of online traffic.

Handbags and shoes are the most popular products

driving search clicks for luxury brands. Most of these

searches include brand words, indicating a high degree of

brand loyalty and decisiveness, although a higher-funnel

marketing channel may also have driven them to search.

Luxury brands are largely absent on Google Product

Listing Ads at this point, except indirectly via department

stores and multi-brand resellers.

Social media accounts for 6% of traditional web traffic

to luxury brands, nearly all of it from Facebook and

YouTube. Many have fan counts in the millions—some

more than 10 million. Many also have sizeable and

growing audiences on Twitter, Tumblr etc., though

engagement is more disconnected from site traffic, or

relegated more to the mobile environment.



IMPLICATIONS

4

Luxury retail is defined by the total, tactical experience whether shopping in stores or online. Consumers

expect to be wowed by every interaction, and they expect the same perfection, personal attention and level of

service whether on a brand’s website, social media page or in-store, and whether on a tablet, smartphone or laptop.

The time is now to ramp up mobile capabilities. Luxury consumers are among the most-connected demographic

groups, with twice the smartphone ownership rate as the general population. Mobile will become even more integrated

with the live experience of in-store shopping than online already is, since consumers can now access their favorite

brands at any time by reaching into their pocket or purse. The mobile luxury customer might be at home, work,

traveling, or even in the store with a phone serving as a shopping companion along the path to purchase. A handful of

luxury brands have recently launched m-commerce, diving in sooner than the sector did with e-commerce, apparently

learning their lesson from being late to the party the last time around.

All digital channels—paid and organic search, email, social and display—come into play as luxury brands go

mobile and omnichannel. Just as online is multi-faceted, so is mobile. Responsive design websites are a good start,

but without comprehensive strategies for driving consumers there, they will render beautifully but be seldom visited.

Paid and organic search perform best when optimized under one unified strategy. Search engines are 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 – preferably a department

store partner, but sometimes not -- most likely with placement above the top organic result for the brand’s website.

The lesson of Google Enhanced, which puts the user at the center of paid search strategy, should be applied

across all luxury brand sales strategy. Consumers don’t divide their wants by where or how they plan to buy them.

They simply want a new handbag, pair of shoes, or the hottest clothing item this season. Online advertising’s primary

role is to solve this challenge. Optimizing a single channel should be a means to this end.



IMPLICATIONS

5

Google Product Listing Ads (PLAs) represent both threat and opportunity for luxury brands. Because Google

PLAs have proven to perform well, they are gradually siphoning away clicks (and budget) from traditional text ads for

many marketers. With few exceptions, this study found that PLAs are largely the domain of department stores and

resellers for luxury brand term searches. That means if brands are not present themselves in PLA search results, it’s

only a matter of time before search traffic is siphoned away to sites that do not offer the full brand experience, and may

not promote at full price. Luxury brand marketers need to get in the game as well.

Facebook and YouTube have emerged as the main players as social media traffic continues to grow for luxury

brands. Other platforms like Twitter and Tumblr may have greater exposure on mobile—and new ones will surely

emerge this year. But Facebook will remain a major force for the foreseeable future, and YouTube’s visual focus and

mass-media reach means it remains the go-to place for captivating content like seasonal runway shows.



Overview of Luxury Brands

Covered in This Study



MOBILE STORE

ONLY

7

THE VAST MAJORITY OF ONLINE LUXURY FASHION BRANDS

HAVE E-COMMERCE CAPABILITY

Online stores for beauty and fragrance only, not apparel and

accessories.

WITH ONLINE STORES

NO ONLINE

STORE



ONLINE MARKET SHARE BY BRAND

8

The five largest brands

capture 75% of online market

share for traditional web

traffic, based on total U.S. visits

to 52 luxury sites in 2013 to date

(January-August).

The three online luxury

leaders are Ralph Lauren,

Coach and Michael Kors—all

American lifestyle brands that

have invested heavily in

marketing, helping define and

expand the boundaries of the

category for contemporary

consumers.

Data source: Experian Marketing Services, 2013 YTD

RalphLauren.com has gotten one in

every four visits to sites in this category

so far this year.

“Other” includes an additional 32 luxury brands.



Site 2012* % Share 2013 YTD % Share

Versace 340,020 0.4% 1,360,351 1.4% 300%

Hervé Léger 28,900 0.0% 105,211 0.1% 264%

Tom Ford 85,674 0.1% 268,996 0.3% 214%

Givenchy 47,495 0.1% 136,935 0.1% 188%

Fendi 280,661 0.3% 653,503 0.7% 133%

Balenciaga 127,574 0.1% 291,181 0.3% 128%

Tod's 103,254 0.1% 224,852 0.2% 118%

Alexander Wang 84,565 0.1% 178,748 0.2% 111%

Moschino 70,379 0.1% 144,322 0.2% 105%

Moncler 135,098 0.2% 269,163 0.3% 99%

Céline 100,398 0.1% 199,087 0.2% 98%

Miu Miu 65,819 0.1% 127,267 0.1% 93%

Ferragamo 327,812 0.4% 624,046 0.6% 90%

Proenza Schouler 21,054 0.0% 37,349 0.0% 77%

Jean Paul Gaultier 20,264 0.0% 34,018 0.0% 68%

Reed Krakoff 97,637 0.1% 161,115 0.2% 65%

Michael Kors 7,052,174 8.1% 11,450,071 11.9% 62%

Furla 102,048 0.1% 162,397 0.2% 59%

Roberto Cavalli 102,149 0.1% 162,368 0.2% 59%

Dior 576,131 0.7% 861,240 0.9% 49%

Stella McCartney 85,453 0.1% 126,788 0.1% 48%

Alexander McQueen 159,499 0.2% 223,329 0.2% 40%

Chloé 86,722 0.1% 120,350 0.1% 39%

Armani (Collezioni, Giorgio, Emporio) 760,829 0.9% 1,044,154 1.1% 37%

Emilio Pucci 55,951 0.1% 75,611 0.1% 35%

Louis Vuitton 6,693,427 7.6% 8,829,163 9.2% 32%

Mulberry 124,413 0.1% 162,311 0.2% 30%

Longchamp 270,885 0.3% 336,184 0.3% 24%

Prada 1,085,808 1.2% 1,340,538 1.4% 23%

Lanvin Paris 57,079 0.1% 69,201 0.1% 21%

Chanel 2,996,969 3.4% 3,519,803 3.7% 17%

Valentino 171,452 0.2% 199,332 0.2% 16%

Marc Jacobs 1,026,046 1.2% 1,148,470 1.2% 12%

Gucci 7,904,012 9.0% 8,672,536 9.0% 10%

Ralph Lauren 21,998,892 25.1% 24,117,747 25.1% 10%

Burberry 2,930,721 3.3% 3,154,444 3.3% 8%

Total Visits YoY

Growth

ONLINE MARKET SHARE – YOY GROWTH

9

Versace launched ecommerce

capability in Fall 2012, and its

traffic has since quadrupled.

Visits to Hervé Léger, relaunched

by Max Azria in recent years, also

grew considerably YoY. Léger’s

current owner deserves credit, but

the media attention over the late

2012 debut of Hervé Leroux (a.k.a.

the original Hervé Léger) at the

Paris couture show likely lifted

online interest in both brands.

Michael Kors continues to grow,

in no small part due to attention

lavished by the press. Other

major luxury brands posted

double-digit growth: Givenchy,

Fendi, Armani and Louis Vuitton.

Data source: Experian Marketing Services *2013 YTD vs. 2012 comparable months



MOBILE MARKET SHARE BY BRAND

10

Brands with top mobile

market share are the same

as those with top

traditional web market

share—but rankings differ,

with Coach in the lead.

Mobile market share is

more distributed than with

traditional web; the top 5

brands have 68% mobile

market share, vs. 75% share

for traditional web.

Surprisingly, not all

mobile leaders have

mobile optimized sites.

Data source: Experian Marketing Services, 2013 YTD (average monthly share of U.S. mobile visits)

“Other” includes an additional 32 luxury brands.



LOUIS VUITTON’S MOBILE COMMERCE LAUNCH

11

Louis Vuitton launched a mobile

commerce site this summer.



GIVENCHY’S MOBILE COMMERCE LAUNCH

12

Givenchy.com, which has never

supported online shopping,

launched an “e-store” in September

that’s 100% mobile.

Shoppers who click

on the e-store link

are brought directly to

the Givenchy app for

iPad or iPhone (or to

iTunes/App Store to

download it).



LUXURY BRANDS WITH NO E-COMMERCE CAPABILITY

ARE SACRIFICING THEIR SHARE OF ONLINE TRAFFIC

13

Data source: Experian Marketing Services, 2013 YTD

88% of luxury brands have online stores. This 88% receives > 99% of all traffic.



LUXURY BRANDS WITH PAID SEARCH CAMPAIGNS HAVE

GREATER MARKET SHARE THAN THOSE WITHOUT

14

Data source: Experian Marketing Services, Google; Bing/Yahoo!, 2013 YTD

83% of luxury brands run paid search ads. This 83% receives 95% of all traffic.



LUXURY BRANDS DOING DISPLAY ADVERTISING HAVE

GREATER MARKET SHARE THAN THOSE WITHOUT

15

73% of luxury brands run online display

ads.

This 73% receives 97% of all traffic.

Data source: WhatRunsWhere, Experian Marketing Services, 2013 YTD



ONLINE DEMOGRAPHICS: YOUNGER AGE GROUPS ARE

DISPROPORTIONATELY VISITING LUXURY BRAND SITES

16

Data source: Experian Marketing Services, 12 Rolling Weeks Ending 7/28/2012

*Luxury Brands is a custom category defined by PM Digital.

Representation is an index vs. the internet population.

The largest share of

visitors to luxury brand

sites are age 55+, but the

most over-represented

demographic is 25-44.

These younger consumers,

Age Visits Share Representation Visits Share Representation

18-24 5.8% 107 6.3% 115

25-34 20.7% 114 18.7% 103

35-44 22.9% 110 21.6% 104

45-54 22.1% 99 22.6% 100

55+ 28.5% 86 30.8% 93

Luxury Brands* Apparel & Accessories

Household Income Visits Share Representation Visits Share Representation

< $30,000 19.1% 88 18.9% 88

$30,000 - $59,999 26.4% 86 30.2% 99

$60,000 - $99,999 26.4% 100 26.8% 101

$100,000 - $149,999 16.2% 120 14.6% 108

> $150,000 11.9% 151 9.6% 121

Apparel & AccessoriesLuxury Brands*

conscious of quality, design and craftsmanship, are highly sensitized to the differences between luxury

and mass. Their expectation of custom everything is helping to redefine what luxury means, and

they’re where growth is coming from, not just in the U.S., but globally.

High incomes are very

overrepresented among

visitors to luxury brand

sites. Less obviously, this is

also true for the broader

apparel and accessories

category, to a lesser degree.



Clickstream:

Top Sources of Traffic



KEY SOURCES OF TRAFFIC

18

^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.

**Comparison Shopping sites is a custom category defined by PM Digital.

Search engines account for half of all visits to luxury brand sites, more than any other

single source of traffic.

Data source: Experian Marketing Services

At least one-fifth of traffic comes

from some type of shopping

site, mainly other retailers. This

should not surprise since most

luxury consumers likely covet more

than one brand, and because

online consumers across verticals

tend to visit many different stores.

One in every 10 visits

to a luxury brand site

originates from either

another luxury brand,

or from a department

store site.

Site

Aug 2013

Clicks

Search Engines 51.09%

Shopping Sites^ 22.95%

Apparel & Accessories 11.74%

Luxury Brands* 5.44%

Department Stores 5.35%

Comparison Shopping** 0.93%

Social Networking and Forums 6.34%

Email Services 4.27%

Key Sources of Traffic

Social is the second most important source for luxury

brands, trailing only search and competitive shopping traffic.



TOP REFERRING SITES BY SOURCE

19

Site

Aug 2013

Clicks

Google 41.24%

Bing 4.27%

Yahoo! Search 2.95%

Ask 0.69%

AOL Search 0.47%

Search Engines

Site

Aug 2013

Clicks

Facebook 2.73%

YouTube 2.48%

Twitter 0.12%

Pinterest 0.10%

Polyvore 0.10%

Instagram 0.08%

Linkedin 0.08%

MeetMe 0.05%

Yelp 0.05%

Tagged 0.05%

Tumblr 0.03%

Wanelo.com 0.03%

Weibo 0.03%

Reddit 0.03%

Google+ 0.02%

Social Media

Site

Aug 2013

Clicks

Yahoo! Mail 1.92%

Gmail 1.01%

Windows Live Mail 0.78%

Aol Mail 0.49%

Email Services

Google remains the single top

referring site for luxury brands,

accounting for 41% of clicks—

or 10x the traffic from Bing.

Facebook and YouTube are the

drivers behind social traffic,

accounting for a combined 5% of

visits to luxury sites.

Yahoo!’s share of traffic to

luxury brand sites equals that

of the entire social media

category (6%) when counting all its assets. The lion’s share comes

from Yahoo! Search and Yahoo! Mail; the remainder from the

homepage, Tumblr (acquired in June), news, shopping and other

content pages. Yahoo!’s high-profile overhaul, squarely focused on

users’ migration to mobile, suggests it will continue to play a

prominent role.

^Other Shopping Sites corresponds to Experian Marketing Services' Shopping & Classifieds category.




TOP REFERRING SITES BY SOURCE

20

In the shopping category,

more visits to luxury brand

sites came from eBay and

Amazon than from any

single department store or

competing luxury brand.

This speaks to the widening

appreciation of many luxury

brands, whose less affluent

devotees may be more willing

to consider previously-owned

merchandise. Amazon’s

efforts to dive even further

into fashion have not gone

unnoticed in the industry.

Site

Aug 2013

Clicks

eBay 1.62%

Amazon.com 1.26%

Macy*s 1.16%

Nordstrom 0.51%

Neiman Marcus Online 0.33%

Dillard's 0.29%

Saks Fifth Avenue 0.28%

Zappos.com 0.26%

Bloomingdale's 0.24%

JC Penney 0.19%

Target 0.15%

Hollister 0.15%

Forever 21 0.14%

Zara 0.13%

6pm.com 0.12%

Shopping Sites^

Site

Aug 2013

Clicks

Versace 0.92%

Louboutin 0.79%

Burberry 0.66%

Prada 0.42%

Louis Vuitton 0.36%

Michael Kors 0.35%

Chanel 0.31%

Gucci 0.28%

Armani 0.16%

Coach 0.14%

Tod's 0.13%

Jimmy Choo 0.13%

Ralph Lauren 0.12%

Roberto Cavalli 0.08%

Fendi 0.08%

Luxury Brands*

^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

22

Luxury brands are heavily

reliant on search engines,

which account for more than

half of site traffic. This is higher

than the average apparel and

accessories site, which gets 40%

of visits from search.

Luxury brands are also

significantly more dependent

on paid search traffic on

average, though experiences

vary widely. Some of the

smallest sites are almost totally

reliant on paid search, while

others eschew it completely.

^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 2013

At least one-fifth of

luxury brands in this

study have extremely

skewed paid:organic

ratios for search clicks.

Most of these are

skipping paid search

entirely; the remainder

overdo it and squeeze

out nearly all organic

traffic.

Both situations represent

a strategic vulnerability.

When SEM and SEO are

out of balance, clicks are

being left on the table.



TOP BRAND TERMS FOR LUXURY BRAND SITES

23

For the luxury category, as for online retail

generally, brand name terms far outnumber

non-brand for clicks.

Top brand terms generally reflect the names of

those with the greatest overall market share;

however, their ranking is different. “michael

kors” and “louis vuitton” are the top two

brand terms in this category, ahead of “ralph

lauren,” “coach” and “gucci.”

Luxury Brands is a custom category defined by PM Digital.


Search Terms

Search

Clicks % Paid

michael kors 7.70% 69%

louis vuitton 6.22% 68%

ralph lauren 5.79% 78%

coach 4.56% 65%

gucci 3.34% 76%

versace 1.99% 23%

burberry 1.42% 73%

chanel 1.12% 63%

tom ford 1.01% 0%

christian louboutin 0.93% 0%

coach.com 0.91% 49%

prada 0.81% 0%

marc jacobs 0.67% 39%

hermes 0.58% 32%

coach purses 0.57% 23%

ferragamo 0.46% N/A

micheal kors 0.45% 43%

gucci.com 0.45% 88%

www.coach.com 0.43% 66%

michael kors handbags 0.42% 31%

fendi 0.41% 38%

louboutin 0.38% 0%

michael kors watches 0.37% 100%

coach bags 0.37% 100%

coach store online 0.35% 84%

dolce and gabbana 0.33% 0%

www.ralphlauren.com 0.33% 74%

ysl 0.32% 0%

longchamp 0.31% 96%

armani 0.31% 99%

Top Brand Terms



TOP INDIVIDUAL KEYWORDS FOR LUXURY BRAND SITES

24

Handbags and purses remain the most

popular product words within search terms

that drive clicks to luxury brand sites.

Shoes are nearly as popular as handbags,

especially when counting keywords for

sneakers, boots, etc.

“outlet” accounts for more search clicks

than any other single non-brand keyword.

“2013” within search terms shows a desire for

in-season fashions.

Bold =

product words

Individual Keywords

Search

Clicks % Paid

outlet 4.49% 68%

handbags 2.35% 46%

shoes 2.32% 81%

bags 2.03% 84%

men 1.93% 67%

online 1.87% 78%

store 1.47% 82%

purses 1.33% 37%

shirts 1.01% 50%

belt 0.99% 45%

clothing 0.94% 22%

bag 0.89% 62%

sale 0.83% 73%

mens 0.64% 61%

sunglasses 0.63% 33%

leather 0.54% 44%

purse 0.51% 52%

2013 0.50% 8%

baby 0.49% 6%

sneakers 0.47% 84%

belts 0.47% 91%

designer 0.46% 91%

shirt 0.45% 51%

wallet 0.42% 6%

apparel 0.42% 100%

stores 0.35% 1%

dress 0.34% 75%

clothes 0.33% 0%

dresses 0.33% 92%

watch 0.32% 14%

Top Non-Brand Keywords

Luxury Brands is a custom category defined by PM Digital.




GOOGLE PRODUCT LISTING ADS

25

Product Listing Ads for luxury brand items typically offer links to department stores or other

reseller sites, but seldom to brands’ own sites.

Data source: PM Digital Research & Analysis, September 2013

Most of the luxury brands in this study are not on

PLAs directly. Furla is one exception, with top

placement promoting sales directly via Furla.com.

Given the rising popularity of this ad format, which is

slowly siphoning impressions away from traditional

text search ads, more luxury brands will likely

reconsider and start to get on board.



Social Media



VISITS FROM SOCIAL MEDIA BY BRAND

27

Social media drives 6% of visits to luxury

brand sites. This slightly lags the broader

apparel and accessories category figure of 8%.

(Note this reflects traditional web traffic and does

not factor in mobile.)

Data now drives targeted social ads, a trend

that will only intensify in the next year.

Luxury brands are also empowered via social

listening to move even closer to the desires and

passions of their customers.

Diane von Furstenberg, Moschino and Céline –

all smaller sites in overall market share – have

had admirable success with social media driving

site visits, on par with giants like Chanel.

Apparel and Accessories is a category defined by Experian Marketing Services.


Data source: Experian Marketing Services, August 2013

% Visits from Social Media



SOCIAL MEDIA

28

Diane von Furstenberg and Chanel promoted fall collections

on social media. DVF also used Facebook to drive brand

engagement with a Livestream of the Spring 2014 runway,

while driving in-season sales with a “pre-fall” 30% off in August.



Facebook PageSeptember

2013

Balenciaga 662,377

Oscar De La Renta 636,164

Tom Ford 532,418

Alexander Wang 525,157

Jean Paul Gaultier 429,780

Stella McCartney 427,202

Tod's 381,811

Lanvin Paris 376,261

Bottega Veneta 361,756

Diane von Furstenberg 355,320

Donna Karan 329,369

Proenza Schouler 279,117

Furla 254,720

Bally 238,165

Mulberry 206,560

Sergio Rossi 194,140

Hervé Léger 184,484

Moschino 182,146

Emilio Pucci 170,666

Moncler 168,013

Reed Krakoff 94,152

Marni 89,812

Manolo Blahnik 50,867

Fendi Baguette 38,367

Vince 30,259

Nanette Lepore 25,915


2013

Burberry 16,077,270

Louis Vuitton 14,829,976

Dior 12,262,479

Gucci 11,320,193

Chanel 9,802,845

Dolce & Gabbana 7,291,045

Ralph Lauren 6,978,975

Michael Kors 6,468,755

Armani 4,956,676

Coach 4,645,519

Prada 2,768,769

Louboutin 2,151,746

Fendi 2,080,399

Jimmy Choo 1,985,358

Saint Laurent Paris 1,721,411

Versace 1,617,512

Hermès 1,343,448

Alexander McQueen 1,260,836

Marc Jacobs 1,181,933

Chloé 1,127,668

Roberto Cavalli 1,084,918

Longchamp 1,042,356

Ferragamo 1,039,157

Givenchy 1,027,040

Valentino 805,942

Miu Miu 668,882

FACEBOOK LIKE COUNTS

29

Only a handful of the top luxury

brands have broken the 10 million

mark in Facebook likes: Burberry,

Louis Vuitton, Dior and Gucci.

Chanel is on the cusp on that

threshold.

Longchamp celebrated, literally, its

first million in March. For context,

this puts it on par with J.Crew.

Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis



Facebook counts continue to grow

by leaps and bounds for many

luxury brands.

This table shows brands that have at

least doubled their likes in the past

year. Tod’s wins hands-down with

over 700% growth.

Michael Kors, one of the largest

brands in this group, shows no signs

of slowing down—its Facebook

audience more than quadrupled

YoY.

FACEBOOK LIKE COUNTS – YOY GROWTH

30


2012

September

2013

YoY

Growth

Tod's 45,542 381,811 738%

Ferragamo 211,578 1,039,157 391%

Michael Kors 1,499,579 6,468,755 331%

Valentino 239,885 805,942 236%

Givenchy 335,366 1,027,040 206%

Emilio Pucci 61,323 170,666 178%

Sergio Rossi 70,048 194,140 177%

Tom Ford 195,461 532,418 172%

Proenza Schouler 110,319 279,117 153%

Furla 106,131 254,720 140%

Moncler 70,478 168,013 138%

Hervé Léger 79,271 184,484 133%

Donna Karan 154,031 329,369 114%

Roberto Cavalli 509,750 1,084,918 113%

Jean Paul Gaultier 208,971 429,780 106%

Stella McCartney 213,423 427,202 100%




YOUTUBE SUBSCRIBER

& VIEW COUNTS

31

Chanel has the most

subscribers to its

YouTube channel

among luxury

brands, an indication

of strong brand loyalty.

However, Dior blows

away competition for

engagement on

YouTube with over

90 million views—or

roughly one-third of all

videos watched for all

52 luxury brands in

this study.


YouTube Channel Subscribers Views

Chanel 124,574 43,590,214

Burberry 78,457 23,810,178

Dior 78,037 90,152,764

Coach 57,456 1,566,790

Louis Vuitton 51,394 30,268,075

Dolce & Gabbana 36,923 17,052,371

Prada 20,064 11,076,237

Armani 15,986 13,542,335

Alexander McQueen 12,293 856,252

Gucci 10,770 3,195,686

Saint Laurent Paris 8,909 454,548

Versace 8,319 665,742

Michael Kors 8,232 3,633,596

Ralph Lauren 7,820 4,512,601

Lanvin Paris 7,558 1,652,923

Hermès 7,498 1,435,340

Alexander Wang 6,573 1,695,498

Marc Jacobs 6,131 1,092,378

Miu Miu 6,115 1,044,410

Givenchy 5,658 98,444

Valentino 5,192 2,328,969

Fendi 4,720 17,618,449

Chloé 4,011 6,528,740

Roberto Cavalli 3,962 761,357

Ferragamo 3,280 724,017

September 2013

YouTube Channel Subscribers Views

Donna Karan 2,921 1,095,880

Tom Ford 2,885 293,748

Jean Paul Gaultier 2,409 1,212,939

Longchamp 2,196 1,964,638

Mulberry 2,161 826,136

Bottega Veneta 1,901 350,525

Balenciaga 1,801 199,315

Jimmy Choo 1,759 710,418

Stella McCartney 1,306 213,849

Proenza Schouler 1,272 447,214

Diane von Furstenberg 1,178 274,324

Moschino 1,124 272,326

Oscar De La Renta 1,100 166,104

Louboutin 715 31,685

Moncler 623 93,936

Bally 574 391,305

Tod's 548 121,102

Marni 375 40,330

Furla 282 85,603

Emilio Pucci 166 7,090

Reed Krakoff 95 15,000

Nanette Lepore 77 35,657

Vince 45 8,008

Hervé Léger* N/A 3,739

September 2013

*has no standalone page, part of BCBG Max Azria



TWITTER FOLLOWER COUNTS

32

Twitter, while not a big source of

web traffic to luxury brand sites

(though likely bigger for mobile),

remains a formidable player in

social media especially in terms

of engaging the luxury

consumer and brand loyalist.

@Dior and @Chanel currently

set the pace on Twitter for the

luxury category, with 2.6

million followers each.


Twitter HandleSeptember

2013

@Dior 2,665,206

@Chanel 2,589,452

@Burberry 2,122,330

@YSL 1,475,111

@MichaelKors 1,437,091

@LouisVuitton 1,332,742

@MarcJacobsIntl 1,211,066

@DolceGabbana 1,106,149

@LouboutinWorld 901,880

@Gucci 853,736

@LouisVuitton_US 692,751

@Versace 623,141

@DVF 594,768

@StellaMcCartney 572,942

@Roberto_Cavalli 563,341

@Armani 520,046

@Coach 480,664

@WorldMcQueen 476,938

@DKNY 471,552

@RalphLauren 409,841

@JPGaultier 358,031

@JimmyChooLTD 342,037

@ProenzaSchouler 328,948

@MaisonValentino 320,658

@OscarPRGirl 238,008


2013

@AlexanderWangNY 218,771

@Mulberry_Editor 189,787

@ChloeFashion 186,980

@LANVINofficial 138,988

@Balenciaga 134,800

@Givenchy 103,449

@EmilioPucci 90,581

@Ferragamo 84,936

@MoschinoOfficial 69,240

@ManoloBlahnik 50,375

@NanetteLepore 29,943

@Prada 25,435

@SergioRossi 14,854

@Moncler 10,683

@HerveLeger 8,321

@Longchamp 7,943

@Bally_SWISS 7,593

@MiuMiuOfficial 6,428

@Furla 5,194

@ReedKrakoff 3,933

@VinceSays 3,500

@BottegaVeneta 3,331

@FendiBaguette 565

@TodsHandbags 171

@Fendi 70



TWITTER FOLLOWER COUNTS – YOY GROWTH

33

This table shows luxury brands

that have at least doubled their

Twitter followers in the past

year.

Manolo Blahnik has a

smallish follower base

relative to other brands, but

its annual growth rate over

1000% is remarkable.

Several other brands have

rapidly-growing followers,

including Valentino, Givenchy

and Ralph Lauren.


2012

September

2013

YoY

Growth

@ManoloBlahnik 4,517 50,375 1015%

@MaisonValentino 33,782 320,658 849%

@Givenchy 11,907 103,449 769%

@RalphLauren 47,769 409,841 758%

@Armani 90,200 520,046 477%

@ChloeFashion 32,852 186,980 469%

@LouisVuitton 256,487 1,332,742 420%

@LANVINofficial 35,449 138,988 292%

@MoschinoOfficial 18,050 69,240 284%

@JimmyChooLTD 102,309 342,037 234%

@Versace 187,483 623,141 232%

@Balenciaga 42,752 134,800 215%

@Chanel 869,146 2,589,452 198%

@Mulberry_Editor 69,012 189,787 175%

@JPGaultier 132,456 358,031 170%

@DolceGabbana 414,228 1,106,149 167%

@AlexanderWangNY 83,560 218,771 162%

@Ferragamo 32,625 84,936 160%

@WorldMcQueen 185,977 476,938 156%

@EmilioPucci 38,595 90,581 135%

@Roberto_Cavalli 252,859 563,341 123%

@LouboutinWorld 411,721 901,880 119%

@Moncler 4,930 10,683 117%

@Dior 1,315,352 2,665,206 103%

Data source: Wildfire Social Media Monitor, PM Digital

Research & Analysis



Email



VISITS FROM EMAIL SITES BY BRAND

35

Only a few luxury brands fully

leverage email as an online

traffic driver. On average, they

get half the traffic from email that

the broader apparel and

accessories category does.

Email’s ubiquity and ability to

reach mobile-connected luxury

consumers wherever they happen

to be, at targeted times of day or

year (such as when new

collections debut) make it a natural

fit in a comprehensive marketing

strategy encompassing search,

display, social media and more

traditional forms of media.

^Apparel and Accessories is a category defined by Experian Marketing

Services.


Data sources: Experian Marketing Services, August 2013;

eDataSource, last 12 months

Nanette Lepore‘s share of

traffic from email shot up

in August, a direct result

of increased Q3 email

activity (see below).



EMAIL

36

Nanette Lepore’s recent marketing emails are exemplary of the medium’s versatility: they

promote free shipping, announce seasonal sales, in-season fashions for purchase (in this case, fall

career wear) and invitations to watch live runway shows of the Spring 2014 collection.

Data source: eDataSource, August 2013



EXPERIAN MARKETING SERVICES

Experian Marketing Services is a global provider of

integrated consumer insights and targeting, data

quality and cross-channel marketing. We help

organizations around the world intelligently interact

with today’s dynamic, empowered and

hyperconnected customers. By coordinating

seamless interactions across all marketing

channels, marketers are able to plan and execute

superior brand experiences that deepen customer

loyalty, strengthen brand advocacy and maximize

profits.

Contact

Experian Marketing Services

300 Park Avenue South, 9th Floor

New York, NY 10010

main: 212.380.2900

http://www.experian.com/marketing-

services/consumer-insights.html

ABOUT PM DIGITAL & EXPERIAN MARKETING SERVICES

PM DIGITAL

PM Digital, a digital business of Paradysz, Inc., a full-

service digital marketing agency, specializes in Paid

Search, SEO, Social Media, Display Advertising,

Shopping Feed Management, Email Marketing, Web

Analytics and Creative. Through customized, high-touch

campaigns, we grow our clients’ business online. Our

talent, technology and industry knowledge enables our

clients to consistently achieve YOY growth. PM Digital

is headquartered in New York and also has offices in

California, Arizona, South Carolina, Idaho and

New Jersey.

PM Digital Research & Analysis

The Research group leverages proprietary data and

external subscription services to provide categorical and

competitive studies for online marketers. PM Digital

Research provides all interpretation of data obtained

from third party sources.

Contact

PM Digital

5 Hanover Square

New York, NY 10004

toll free: 800.254.0330 main: 212.387.0300

[email protected] www.pmdigital.com

37

http://www.experian.com/marketing-services/consumer-insights.html






mailto:[email protected]

http://www.pmdigital.com