The luxury world was once fiercely opposed to all things Internet, but a lot has changed and now, ironically, e-commerce is the only area of luxury that’s growing.
As the importance of online sales and marketing in the luxury category expands, online know-how “could be the key feature which determines success from failure over the next few years,” said New York University marketing professor and Red Envelope founder Scott Galloway.
Last month, he and other members of NYU think tank LuxuryLab released the first annual ranking of 109 luxury companies according to their online competence, called the Digital IQ Index.
Electronics and car companies topped the chart, but fashion, beauty and watch companies Louis Vuitton, Ralph Lauren, Tag Heuer and Clinique also made the top 10.
Others in those categories were described as “average” or “challenged.”
Brands were ranked in four broad areas: how well they translate their core values into the online space; traffic and online buzz; innovation and use of the online medium such as interactivity and video, and how well they use social media.
Vuitton was number one in the apparel category for its integration of offline and online, specifically for e-commerce, editorial and mobile.
Ralph Lauren was number two. “Arguably Ralph Lauren is one of the best e-commerce consumer companies in the world right now,” Galloway said. “They invested early and it paid off. It’s easy to find the products on the site, it has exceptionally robust search and doesn’t sacrifice imagery or brand values.”
If the Nineties were the decade of building out flagships, then this could be the decade of online branding, he said.
“Until 18 months ago, the luxury sector was arguably the most successful business in the world,” he said, citing double-digit growth in the top and bottom lines for the last decade or more. “Great product always works, but the model of taking a photo and putting it in an expensive book and selling from your Fifth Avenue flagship — that model worked marvelously well for a couple of decades, but now that model just seems to be broken.”
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia