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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
Copyright 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and confidential by PM Digital. Unauthorized use or disclosure is prohibited.
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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.
Copyright 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and confidential by PM Digital. Unauthorized use or disclosure is prohibited.
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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.
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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.
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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.
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Overview of Luxury Brands
Covered in This Study
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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
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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.
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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
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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.
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LOUIS VUITTON’S MOBILE COMMERCE LAUNCH
11
Louis Vuitton launched a mobile
commerce site this summer.
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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).
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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.
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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.
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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
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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.
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Clickstream:
Top Sources of Traffic
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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.
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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.
Data source: Experian Marketing Services
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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.
Data source: Experian Marketing Services
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Search
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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.
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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.
Data source: Experian Marketing Services, 12 Rolling Weeks Ending 8/31/2013
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
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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.
Data source: Experian Marketing Services, 12 Rolling Weeks Ending 8/31/2013
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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.
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Social Media
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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.
*Luxury Brands is a custom category defined by PM Digital.
Data source: Experian Marketing Services, August 2013
% Visits from Social Media
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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.
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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
Facebook PageSeptember
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
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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
Facebook PageSeptember
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%
Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
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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.
Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
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
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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.
Data source: Wildfire Social Media Monitor, PM Digital Research & Analysis
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
Twitter HandleSeptember
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
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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.
Twitter HandleSeptember
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
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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.
*Luxury Brands is a custom category defined by PM Digital.
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).
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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
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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