The world is fast shifting to digital marketing, making the Internet more and more important to luxury and brand sales in general. In the fashion industry, it is predicted to drive about 40 percent of the average projected sales growth beginning 2013 until 2020.
Not many fashion companies, though, give digital marketing or e-commerce enough attention. Only a few, like Burberry, Louis Vuitton and Kering, are aggressively investing in improving their digital presence. With the changing landscape in marketing, you need to have the foresight of these digital marketing leaders to generate a decent online performance. Check out how these frontrunners are carving their positions in the industry.
Burberry’s brilliant use of digital marketing catapulted this 150-year fashion brand to the top, like it was born with it. It eagerly innovated and embraced digital marketing strategies to bring the brand to where the customers are, effectively blurring the boundaries between its brick and mortar shops and online milieu.
Its websites are among the finest in the Web - fabulous usability across all devices, beautiful imagery, effective CTAs, and the easy access to e-commerce. Even more exciting is how the digital layout of the websites has been mimicked in their flagship retail store to seamlessly connect the online with the brick and mortar shopping experience.
Its pioneering spirit in the social media made it a power to reckon with; Facebook alone has a 17M-strong following. The major factor that won many hearts in the social media arena is Burberry’s unique digital content, such as the Art of the Trench, Burberry Acoustic and Burberry Bespoke.
These pursuits for aggressive digital presence gave Burberry record sales and a growth that is about 14 percent higher than its competitors in the fashion industry.
Louis Vuitton’s heightened use of social media and online video to engage consumers resulted to a sizable following in Facebook, Twitter and YouTube, ignited by David Bowie’s "L'Invitation au Voyage" ad campaign.
Similar to other luxury brands, Louis Vuitton is faced with a difficulty in creating ecommerce that can also deliver a slick and friendly user interface (UI).
Kering is the former Pinault-Printemps-Redoute (PPR) known for its smaller and mid-sized fashion labels – Gucci, Balenciaga, Bottega Veneta, Puma, and Saint Laurent among others. It managed to stay focused and consistent with its digital strategies by forming an alliance through a joint venture with YOOX in August 2012, except for Gucci, Gucci is its biggest luxury brand, which independently creates its own digital marketing strategies. By embracing the digital revolution, Kering makes ecommerce a strategic priority.
The digital effort brought the holding company nearly $400 million online sales in 2014; this is on top of its successful drive for brand awareness. The encouraging performance made the management decide to invest more in the development of its websites and other online-related operations.
Fashion industry executives must be aware that catching up and adapting with the latest trends in digital marketing is never easy because they are continuously evolving. To stay competitive, stay current with the best practices that the world’s top digital marketing leaders, like Burberry, Louis Vuitton and Kering, are using. You may not be able to replicate their systems, but there is a lot to learn about their marketing philosophies and principles to help you calculate risks, innovate and stay competitive.
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Photo: RPM & Co