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Luxury brands get better at online sales

23/01/2015
Ongoing analysis of e-commerce performance has shown overall growth of 8% in the amount of online business 28 luxury brands did in the fourth quarter of 2014 compared to the third quarter. The research was carried out jointly by Italian market research firm ContactLab and French financial services firm Exane BNP Paribas.

The latest report shows that, in terms of digital performance, the most significant progress was made by Gucci, Cartier, Bulgari, Saint Laurent, Brunello Cucinelli, and Michael Kors followed by Ralph Lauren, Tory Burch, Tiffany and Zegna.

Exane BNP Paribas and ContactLab apply 66 different criteria to their study of the brands’ online performance, including questions such as online purchasing experience, ease of navigation and the cross-channel nature of the brand. They compile results in what they call a “digital competitive map”.

ContactLab founder and chief executive, Massimo Fubini, said on announcing the results for the fourth quarter of 2014 that the luxury sector is becoming increasingly competitive and that “nobody can afford to get left behind”. He said a strong digital performance can encourage customer loyalty and have a significant impact on a brand’s overall turnover.




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