MILAN — Italy’s luxury goods association Altagamma bestowed its 2019 Digital Awards on the luxury companies that registered the best performances in the digital arena. The edition marks the third iteration of the awards.
On Tuesday, the association assigned the award for the best digital offering to Burberry, praising the brand’s widespread online presence via its directly operated online store, as well as through partner e-tailers. In addition, the British fashion label was recognized for boasting the highest number of languages available on its web site.
Gucci scooped up the prize for the best digital customer relationship for offering support in product choices and a customer-friendly online experience, enhanced by its cross-channel services and use of mobile apps, which feature AR tools.
Altagamma also gave awards to Dior, Bulgari and Moncler as part of its “best improver” prizes. In particular, Dior was judged best improver for its digital offering across the 2017-19 period, while both Bulgari and Moncler were recognized for having improved their digital customer relationship in the same period.
“The awards are aimed at rewarding the best in class for the different categories but also serve as an annual observatory of the best practices in this strategic field,” commented Stefania Lazzaroni, Altagamma’s general director. “Consumers of luxury goods — including Chinese Millennials representing 30 percent of the market — are sensitive toward the way big brands telegraph their values and services online, either through corporate web sites, e-commerce and social media.”
The choice of the prize winners was based on a Contactlab study that analyzed, through 200 parameters, the digital performances of 37 international luxury players.
In addition to the best digital offering prize, Burberry gained the Special Award for its consistency, having secured recognition for the past three years.
In conjunction with the award ceremony, Altagamma hosted the presentation of the “Win Big in Digital Luxury” study by McKinsey & Co. “The luxury world is at the center of a profound revolution spearheaded by the digital [transformation], which will bring in new business opportunities,” noted Antonio Achille, senior partner and global head of luxury at the consulting firm, who added that online sales of luxury goods are expected to increase to 65 billion euros to 85 billion euros by 2025 compared with 28 billion euros last year.
“In order to grasp these opportunities, brands will need to rely on four essential pillars: the omnichannel integration, the development of digital channel and ecosystems, an effective storytelling and lastly the use of technologies able to satisfy customers’ needs of authenticity, thus gaining their trust.”