Digital Competitive Map deep dive

Digital Competitive Map 2017

10 May 2017
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Contactlab just published the fifth edition of the Digital Competitive Map, covering the Web, Ecommerce, Digital Marketing and Socials capabilities of 32 Fashion & Luxury brands.

The evaluation structure has been significantly revised, and now includes 146 parameters.

Digital Competitive map 2017

source: Digital Competitive map 2017



Burberry is still the digital champion, for how long? …probably for a while given that digital perspective is pervasive in the organization, from clear vision in the digital agenda to extreme attention to details.

Digital Competitive Map 2017

source: Digital Competitive Map 2017



However, historical digital leaders Burberry, Louis Vuitton and Gucci appear stable, while followers are catching-up. Fendi performance is particularly impressive, moving from Bottom 2 in 2014 to Top 5 in 2017 (replacing Ralph Lauren).

Digital Competitive Map 2017

source: Digital Competitive Map 2017



Almost totality of brands offer a direct E-commerce channel in USA and Europe, but many are still trailing in most other geographies (China, Korea, Russia, …).

Digital Competitive Map 2017

source: Digital Competitive Map 2017



Significant Panel effort on localization driven criteria (Web Languages /Email Languages /Socials), although digital content generally remains indistinct.

Link between Socials Accounts and Ecommerce exploited by ca. 80% of brands for Wechat, Facebook and Twitter, strangely less for Instagram, very effective media in the Fashion industry.

Digital Competitive Map 2017

source: Digital Competitive Map 2017



Many brands improving Cross-Channel services, although more than half Panel still not exploiting the potential, a missed opportunity given that cross-channel clients generally spend ca 40-50% more on a yearly basis.

Digital Competitive Map 2017

source: Digital Competitive Map 2017



Digital Competitive Map 2017

source: Digital Competitive Map 2017

10 May 2017
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Author Marco Pozzi Senior Advisor

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