Digital luxury experience 2015 pdf

We think that number is likely to grow to 50% during 2015. Whatever the digital innovation, the ecommerce experience is moving away from the catalog experience. Case study on how burberry became a digital luxury brand. Yet, with print and display advertising returns decreasing, and luxury shoppers spending more time online and on mobile devices, luxury brands need to not only adapt to survive in the digital universe, but to. The role of digital and social media marketing in consumer behavior andrew t. According to mckinseys digital luxury experience study, online sales account for less than 10% of the industrys revenue, but they are growing twice as fast as offline sales. Mobile devices keep paving new ways online for them when it comes to information about their favourite brands and online shopping. Tailoring the luxury experience ithe luxury and cosmetics financial factbook 2019 edition page 8 executive summary index evolution note. The special meaning of the point of sale will most widely.

How digital integration can add value to the luxury shopping experience. Digital luxury experience 20 keeping up with changing customers the authors would like to thank altagamma foundation, and in particular mr andrea illy, altagamma president, armando branchini, altagamma executive director, for their valuable contribution to the research. Digital luxury customer experience linkedin slideshare. Despite being conscious about new technologies potential to build a meaningful and seamless experience for their consumers, some luxury brands still fail to deliver when it comes to the integration of digital in their business models.

This years report, now in its eighth year, gives an annual view of the state of the nation of digital, alongside data showing what distinguishes. The us economy is clearly performing better than in recent years, with employment growth up considerably and asset prices having. Top 15 luxury magazines to target affluent consumers online. The live version of the digital luxury expo is now over, having closed on june 21. Apr 04, 2017 5 fundamentals of successful digital luxury brands by pauline ventura april 4, 2017 despite being conscious about new technologies potential to build a meaningful and seamless experience for their consumers, some luxury brands still fail to deliver when it comes to the integration of digital in their business models. The study monitors the digital activities of luxury brands at a global level, tracking digital consumer behaviour and evaluating the digital performance of luxury companies. More than half of consumers conduct online searches before purchasing a product in the store.

Californias immense wealth of luxury offerings is on full display through an integrated paid media campaign, trade activations, and partnerships with some of the biggest luxury publications, companies and celebrities in the world, all of which showcase what makes the state so. A unique perspective on the omnichannel global luxury. The results rank 109 brands, scoring against their category competitors and the industry. Forbes insights surveyed 462 american consumers over 50 in summer 2015. The digital experience opened its doors for trading in december 2000. Not only are wealthy consumers equipped with mobile devices, they are very well equipped. The survey was conducted by the altagamma foundation, an international.

Nicola focuses on increasing sales productivity instore and multichannel integration for his clients. Global powers of luxury goods 2015 1 deloitte touche tohmatsu limited dttl is pleased to present the 2nd annual global powers of luxury goods. Californias wealth of laidback luxury experiences are united under one collective brand, the golden state of luxury. Transforming the digital experience for luxury brands. Global powers of luxury goods 2015 engaging the future. China luxury digital playbook boston consulting group. The right digital strategy differs for every luxury brand, but the essential elements are the same.

Indeed luxury sales realized online have accelerated in 2014. Digital luxury experience 2017 fondazione altagamma. Dec 02, 2015 this focus on digital has landed burberry at the top of digital think tank l2s 2015 fashion digital report, released this week. Luxury fashion retailers enhance the store experience by introducing technology inside the. This years edition of altagammamckinsey digital luxury experience observatory analyzed the omnichannel decision journeys of about 7,000 luxury. Luxury stores need to offer a highend experience that will ultimately end in the customer dropping a few thousand dollars on a new handbag. Selling luxury online yoox netaporter technology and. Our aim is to provide a robust tool that diagnoses digital strengths and weakenesses, helping companies achieve. A digital business strategy for content providers in the social age. Best practices for digital luxury brand campaigns 06252015. Ecommerce is one of the hottest topics of springsummer 2015 for luxury brands. Get wired for the ultimate luxury experience mckinsey.

Get wired for the ultimate luxury experience, 2015 eight countries surveyed. How top digital luxury brands create a premium ecommerce. A specific weight has been attributed to each company included in the ey index based on its market capitalization. How burberry became the top digital luxury brand digiday. Visit the digital luxury expo on demand travelpulse. A glass of champagne may be handed off during the visit. Best practices for digital luxury brand campaigns 06252015 the most successful luxury brands combine understated dignity with the ability to command attention when the time is right. This years report, now in its eighth year, gives an annual view of the state of the nation of. In 2014, mckinsey published a report suggesting that digital now influences at least 45% of all luxury sales its understandable why luxury brands have been hesitant to move online. Bigformat retailers innovate instore fashion lines case of target 57 4. Evolution of retail channels rund, 2015, accessed from.

Luxury brands selling direct to consumer have the opportunity to reinvent their ecommerce businesses to become truly omnichannel, immersive, contentdriven and socially integrated, setting themselves apart from their retail channel partners. Fifteen years later, the digital market has become an inescapable necessity. Pdf luxury fashion is in a state of revolution where the industry is. Digital technologies have recently been estimated to influence over a third of global instore retail sales. Customer experience truthteller augie ray says customer experience is an attitude, not a process. The ey index is a representation of the luxury and cosmetics companies analyzed within the factbook. The survey was conducted by the altagamma foundation, an international firm that provides a unique viewpoint on digital luxury. Consumer experience will be inextricably linked with innovative use of digital platforms to connect with the growing number. Luxury retails evolving landscape digital solutions to. China digital luxury report 2019 every year, walkthechat compiles the best data from digital luxury analysts into one report packed with insights. Revelations from the digital luxury experience report 2015 by daniela aroche july 20, 2015 luxury sales online are expected to generate up to 70 billion euros by 2025 but there are five key battles brands must win in order to fully capitalise on this growing medium. Luxury retailers have to sell experiences to keep asian.

Within a year, burberrys facebook page had more than a million followers, the largest at the time for a luxury brand and burberry recorded a 50% growth in ecommerce sales year on year. Digital platforms are creating new, interactive experiences every minute. Power tailgate a standard power tailgate with programmable openingheight adjustment can feature an available handsfree opening function, where the tailgate releases and raises or closes after you sweep your foot under the rear bumper threshold. The global personal luxury goods market is expected to grow from. This study establishes a metric that quantifies digital competence digital iq for many of the luxury industrys iconic brands. The research for this report encompassed more than 300 luxury and affordable luxury brands in the following 12. Mckinsey uses cookies to improve site functionality, provide you with a better browsing experience, and to enable our partners to advertise to you. May 12, 2019 china digital luxury report 2019 every year, walkthechat compiles the best data from digital luxury analysts into one report packed with insights. Digital is affecting not just sales of luxury goods, but the entire value chain, from digital marketing and enhanced instore experience to product cocreation. With offices in geneva and shanghai, dlg blends luxury savoirfaire, industry insights, and digital expertise to provide resultsdriven digital marketing strategies and services.

The report is an annual index that ranks top fashion brands on. This acceleration means a tipping point in luxury retail where digital can no longer be considered a. The opportunity in online luxury fashion sales are rising, but what do consumers expect from a luxury digital experience. On march 31, 2015, yoox italian public company announced a merger with netaporter nap richemont is majority owner. Last year, interbrand published its best global brands list and the luxury brand that figured right on top was legendary fashion brand louis vuitton. Best practices for digital luxury brand campaigns 0625 2015 the most successful luxury brands combine understated dignity with the ability to command attention when the time is right.

Mckinsey uses cookies to improve site functionality, provide you with a better browsing experience, and to. A recent survey on the digital luxury experience has provided luxury marketers with a better understanding of online consumer behavior and online luxury brand performance. Today we are able to offer our customers a remarkable range of audio, visual and photographic equipment from the major brand importers. In the automotive sector, customer experience is exactly what henrik fisker is focusing on. Digital design plays a crucial role in how customers experience a brand.

The research for this report encompassed more than 300 luxury and affordable luxury brands in the following 12 categories. A 1 point increase in the dcx index corresponds to a nearly 0. Get wired for the ultimate luxury experience, 2015 eight. As a result, luxury brands in china must step up their game in 2015. This years edition of altagammamckinsey digital luxury experience observatory analyzed the omnichannel decision journeys of about 7,000 luxury shoppers across 8 geographies, 4 products categories and 3 pricepoints. Digital luxury study 2015 the internet is both market place and exchange platform also for luxury buyers. Digital luxury experience 20, available at digitalluxuryexperience. This focus on digital has landed burberry at the top of digital think tank l2s 2015 fashion digital report, released this week. Digital luxury group dlg the leading digital luxury. This year we combined data from mckinsey, bain, bcg and tencent in order to give you a snapshot of the chinese digital luxury market as of 2019. The importance of mobile apps for smartphones and tablets has grown exponentially in recent years, while interactive touch points and billboards are increasingly found in the real. Apr 20, 2015 both are keeping expertise in their corebusiness, luxury brands are multiplying their visibility and stay iconic.

The digital customer experience drives customer satisfaction and spending our research shows a clear link between a better digital customer experience and value return see figure 3. Golden state of luxury initiative visit california. How digital integration can add value to the luxury shopping experience thesis pdf available september 2017 with 2,202 reads how we measure reads. Aug 02, 2017 common wisdom says that we should experience life to the fullest, especially when it comes to luxury. On the celebratory side, some key markets are showing signs of greater strength. Global powers of luxury goods 2015 2 the global economy in early 2015 offers luxury purveyors both cause for celebration and concern.

This report identifies the 100 largest luxury goods companies around the world based on publicly available data for the fiscal year 20 encompassing companies fiscal years ended through june 2014. Apparel, accessories, jewelry and watches 2 consolidated value vs last year. Media influence has evolved from digital content to idols created by ecosystems and immersive virtual characters e. Survey on the digital luxury experience reveals insight on. A specific weight has been attributed to each company included in the ey index based on its market. The new luxury consumers the new luxury consumers are younger, better informed, more exposed globally and hence more.

We have worked with many digital native firms that have had the luxury of building organizations. The same year, the springsummer 2010 show was streamed live, giving the world free access to exclusive ramp action for the first time. Matt et al digital transformation strategies, bus inf syst eng 575. In this report we outline our latest findings on how digital luxury consumers have become and discuss the ways luxury brands can get wired to fully capture the enormity of the digital opportunity. Get wired to deliver the ultimate luxury experience marco catena nathalie remy with the.

Yoox netaporter ynap or the company is a leading online luxury fashion retailer. Get wired to deliver the ultimate luxury experience marco catena. The good news is that you can still view all the luxury travel information because the expo is available on demand for 90 daysuntil sept. Stephen loreal professor of marketing university of oxford, said business school park end street, oxford ox1 1hp, united kingdom email.

Jan 22, 2016 luxury stores need to offer a highend experience that will ultimately end in the customer dropping a few thousand dollars on a new handbag. The impact of digital technologies on innovations in. Usa, china, italy, japan, brazil, united kingdom, france, south korea mobile is the new desktop 27 51 1 46 4x luxury consumers are more smartphoneoriented than other consumers 65% 1 98% luxury consumers smartphones equipped vs. Special thanks also to all digital luxury experience advisory board members for their participation in the research and significant contributions to the knowledge shared here. Digital luxury experience 2012from customer experience to impact 2. Luxury products are timeless classics which generally dont go out of style. Creating impactful digital strategies based on unique consumer insights. From immersive digital experiences to comprehensive. A digitalfirst outlook on luxury marketing with simon beauloye. Customer experience is, sure we can do that for you. Global powers of luxury goods 2015 engaging the future luxury. Dlg is the digital partner of forwardthinking luxury brands.