New York, NY (PRWEB) November 17, 2011
New investigation demonstrates that European niche style manufacturers? digital competence lags their more substantial, far more established world-wide fashion peers. The L2 Digital IQ Index?, produced by NYU Stern Professor Scott Galloway and a group of professionals from L2, measures the digital aptitude of 46 European niche fashion brands with annual turnover in between ?25 million and ?250 million (estimate). Brand names were measured on 350 data factors across four dimensions: Website, Digital Marketing, Social Media, and Mobile and assigned a Digital IQ and a corresponding class of Genius, Gifted, Average, Challenged, or Feeble.
No brand in the inaugural European Niche Style Index nabbed Genius standing ? a Digital IQ Index? initial, and a staggering 70 % of manufacturers were characterized as Challenged or Feeble. 1 3rd of brand names are nevertheless not marketing on-line, and much less than half are participating in paid search. Adoption and neighborhood dimension on popular social media platforms ? Facebook, YouTube and Twitter ? lags global fashion players.
?Digital could be the important differentiator for brand names that become iconic, and individuals that turn into irrelevant,? says Galloway. ?Establishing immediate relationships with finish customers via e-commerce and social media represents a substantial chance for European niche style manufacturers to grow.?
To download the total rankings and important findings, go to: http://bit.ly/L2EuropeanFashionIQ
Best Ranked Brand names in the Examine:
1.????Agent Provocateur
two.????Ted Baker
3.????Stella McCartney
4.????Superdry
five.????Moncler
6.????Moschino
7.????Lanvin
8.????Emilio Pucci
9.????Jean Paul Gaultier
ten.????La Perla
Crucial findings consist of:
A single third of the brand names in the Index do not support e-commerce. Manufacturers with e-commerce averaged a Digital IQ scored on average 35 factors increased than these not offering on the internet.
Manufacturers headquartered in the U.K. register increased Digital IQs than people from other nations. Replicating the findings of the Digital IQ Index?: Style, Italy and France carry on to lag behind their British peers by a considerable margin.
Mobile adoption lags. Only 33 % of the manufacturers supply any mobile experience 18 % have formulated a mobile-optimized web site and 17 % have produced applications.
Adoption of digital platforms amongst European Fashion brands is restricted compared with the 49 brands incorporated in this year?s Digital IQ Index?: Style. European niche style manufacturers trail on each and every platform.
A bifurcation exists between Gifted manufacturers and these that are Challenged or Feeble, suggesting a subset of European brands have produced competent (however still undifferentiated) forays on digital platforms, even though several have largely ignored the digital phenomenon.
“We feel Digital IQ is a main driver of shareholder value,? commented Galloway.
About L2
L2 is a feel tank for digital innovation. Founded by NYU Stern professor of advertising and marketing Scott Galloway, L2 can help prestige brands navigate the digital advertising and marketing landscape by way of events, study and advisory companies. The L2 Digital IQ Index? is the biggest and most robust research of its kind. Rankings are published yearly across industries including Luxury, Specialty Retail, Beauty, Travel, Auto, and Media.
For far more info, check out: http://www.l2thinktank.com
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