JANUARY 2010 – THE DIGITAL IQ INDEX 2009
Ranking the digital competences of luxury brands
In 2009, in order to communicate with a new generation of customers and to generate growing online sales, most of the luxury brands controlled their presence on the web by purchasing keywords, built e-commerce platforms and started to use social media.
The New-York University Stern School of business, in partnership with LuxuryLab, made a study establishing a metric that quantifies digital competence for most of the luxury industry’s iconic brands. 109 brands were ranked and scored against their category competitors.
http://l2thinktank.com/wp-content/uploads/2009/10/Digital-IQ-Index_2009_hyperlinks4.pdf
Methodology
The study measures the digital skills of 109 luxury brands classified in 11 categories:
o Electronics
o Automobiles
o Fashion
o Credit cards
o Beauty & skincare
o Wines & champagnes
o Hotels
o Watches
o Design & home
o Jewelry
o Cruises & tours
The following criteria were evaluated for each brand:
1 Search engine optimization
· Traffic
· Keyword competence
· Web authority
2 Brand translation
· Aesthetics
· Messaging and content
· Heritage / Corporate citizenship
3 Leveraging the medium
· Website technology
· Interactivity
· User interface & customer service
4 Social media
· Twitter / Youtube
· Webpresence
Only two fashions brands, Louis Vuitton and Ralph Lauren, are among the top ten. They are respectively ranked #6 and #7 behind Apple (#1), BMW (#2), Sony(#3), Audi (#4), and Porsche (#5).
Yvon Le Gall
Luxury-world