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.”
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews