
Digital Competitive Map 2017
10 May 2017
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.

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.

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).

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, …).

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.

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.

source: Digital Competitive Map 2017

source: Digital Competitive Map 2017
10 May 2017