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PMX Agency’s Trend Report: Luxury Brands Online
2016
PMX Agency’s 2016 Trend Report: Luxury Brands Online is designed to gauge the
relative success of today’s top luxury apparel brands online. Our report leverages a
variety of metrics like site visits, brand searches and social media interactions to better
understand reach and consumer engagement within the luxury apparel market.
This is our seventh year of publishing the study, and in all prior reports there has been
significant online growth to report, as fashion houses – some new, some nearly two
centuries old – acclimated to the fast-paced digital environment. Growth in the global
luxury market slowed in 2016, owing to a variety of factors ranging from terrorism to
Brexit. Still the luxury market is growing, albeit more modestly for now, and remains
lucrative overall. Per Bain & Company, global sales of luxury goods was $282 billion
dollars last year. 32% of those sales were in the U.S. making it the single largest luxury
market, greater than China, Japan, France and Italy combined.
Over 80 apparel brands have been selected to serve as a benchmark for the luxury
sector. Among these prestigious logos are iconic giants like Louis Vuitton and Hermès,
newer brands like J.W. Anderson and Christopher Kane, and large flagships with both
high and mid-level offerings like Ralph Lauren and Michael Kors. Site visits are down
somewhat compared to the prior year, but social media activity is up dramatically,
especially within the image-rich platforms like Instagram which has proven to be a
perfect vehicle for luxury’s stunning, beguiling designs and visual assets.
Beyond revenue, the luxury market remains an excellent study in branding, and
these illuminating lessons remain a key reason we continue to focus on this segment.
The foundation for all of these prestigious logos is quality and craftsmanship, which
luxury marketers foster skillfully. But they are also adept at creating brands that are
both captivating and resilient – the kings and queens of invention and reinvention.
Monitoring the progress and success of this market segment can be enlightening to all
marketers, regardless of size, price point or demographics.
Trend Report: Luxury Brands Online
Methodology & DataOver 80 luxury apparel, leather goods and accessories brands (excluding jewelry) were selected to serve as a benchmark for the sector. A few well-known brands with insufficient data were omitted; luxury depart-ment stores have also been excluded. Some of the key data in this report has been sourced from Hitwise. For more information, please refer to About PMX Agency and Hitwise at the end of this report.
3
Findings
The top 10 luxury brands account for nearly 80% of total luxury market share. The leading brands are Ralph Lauren, Michael Kors, Coach, Louis Vuitton, Gucci, Chanel, Burberry, Hermès, Louboutin and Versace.
Ralph Lauren captured top market share among luxury brands, receiving nearly 1 in 5 visits to the category (19.2% of total visits). It continues to vie for the top slot with Michael Kors which is nearly as popular at 18.5%.
Nearly every female age segment from Millennials to Baby Boomers over-indexes for luxury brands. Males, on the other hand, are more concentrated by age with the largest percentage coming primarily from those aged 35-44.
Luxury brand sites remain mobile-dominant, with over half (52%) of all traffic coming from a smartphone or tablet. This far outpaces the average website (35%).
Over half of all traffic to luxury brand sites comes from search. 46% of this traffic is paid, greater than the paid rate seen for the broader apparel and accessories market (39%).
Google on its own accounts for 48% of all referrals to luxury brand sites. The search engine is the single biggest source of traffic to the luxury category.
Nearly 40% of visitors leaving a luxury brand site keep shopping by going on to another retail site. Sites visited after leaving a luxury brand include another luxury brand, department stores and online consignment.
Social media drives 6.3% of website traffic to luxury brands. Facebook continues to dominate and accounts for over half of this traffic (3.4%). YouTube drives another 1.1% of luxury brand visits.
Instagram has seen dramatic year-over-year growth – total followers for luxury brands doubled over the past year. Several key brands exceeded this growth, including Chanel, Dior, Gucci and Prada among others.
Keyword variations of “handbags” (including “bags,” “purses,” “clutch” etc.) remain among the most popular and show that this accessory is still a key product for attracting consumers to luxury brand sites.
2016
2014
4
Exceptional Expectations – Luxury shoppers expect the same level of exclusivity and personal attention whether they’re visiting a boutique, department store, website or a brand’s Instagram page. Luxury brands have learned to balance this high-end desire for exclusivity with increased mid-market visibility online. The dichotomy between consumers who buy and those who aspire isn’t new. Happily, tech advances and ever-evolving social platforms continue to offer luxury brands new, innovative ways to identify, target and successfully cultivate a variety of future buyers and devotees.
Searching High and Low – Online search, mostly through Google, is the single most important source of website traffic for every luxury marketer included in this study. This remains a testament to the enduring allure of luxury brands themselves – the payoff for ongoing investments in branding, product development and innovation. Many shoppers are seeking out their favorite brands by name. But shoppers are also shoppers, even at the elevated heights of luxury goods, potentially seeking out alternate styles or offers. Nearly 40% of luxury shoppers visit other shopping sites after leaving a given luxury brand site. Luxury brands’ store partners are often their top competitors in paid search, along with consignment sites whose popularity has grown in the past year. The coexistence of all these players in search results bring considerations like price, shipping costs and preowned goods to the forefront. For luxury brands who may not wish to compete on price, more actively promoting exclusive content or product selection may be a key differentiator.
From M-Luxe to M-Commerce – Luxury consumers are among the most digitally savvy, and for several years now they have visited luxury sites through mobile devices more often than computers. Beyond site traffic, purchasing via mobile also continues to grow. Shifting consumer behavior is the primary driver, but Google will soon give this general momentum a boost with its rollout of AMP (Accelerated Mobile Pages) for E-Commerce sites. Luxury mobile users are everywhere – home, work, traveling, and often near or even inside a store. With consumers more accepting of location-based marketing, some luxury brands like Michael Kors are automatically pushing nearby retail information on their mobile site. Look for even more targeting advances that will enable luxury brands to deliver hyper-relevant, micro-targeted offers. Direct purchase capabilities within social platforms, all overwhelmingly mobile, will also drive more luxury M-Commerce.
Star-Studded – Even for luxury brands, sometimes it’s all about who you know. Or more precisely, who your customers know – who they recognize instantly, admire and potentially wish to emulate. The cultural obsession with celebrities – magnified by an ever-expanding universe of posts, shares, retweets and entertainment news features – has driven more luxury fashion houses to require famous faces in addition to professional models for advertising campaigns. Nearly all high-engagement social posts studied for this report were star-studded (Jennifer Lawrence, Rihanna, Justin Bieber). Celebrities have also proven capable of helping luxury purveyors revitalize and even alter brand perception, with examples ranging from Kanye West’s partnership with Balmain to Metallica donning Brioni’s fine Italian suits.
Implications
5
Social Status – Social media is online luxury’s second largest source of visitors, with Facebook and YouTube leading in site referrals. However not all social engagements end with an immediate site visit, and they don’t need to. Each like, share and watched video is a powerful interaction – usually app-based – that thrives in an ecosystem parallel to the brand website. Follower counts, engagement rates and video views are all critical metrics. Last year’s report noted that platforms like Instagram would be best equipped to exploit the eye-popping visuals that luxury marketers are famous for. And we were right. As organic reach on Facebook has waned in favor of paid ads, Instagram saw explosive growth in followers and engagement metrics for a number of big luxury brands, including Chanel, Louis Vuitton and Dior. Next year? Keep an eye on Snapchat, where several noteworthy brands (Valentino, Burberry, Fendi, Michael Kors) have dove in, posting authentic behind-the-scenes looks at runway shows and creating custom filters.
Style and Substance – In recent years the leading luxury brands have worked hard to not only integrate technology into their consumer experience but also to shape their brand identity. By drawing on their artistic traditions, many have created visually rich, stylish online content in the form of photographs, stories and videos. As in the other visual arts, there is an eternal mandate for luxury designers and brands to take risks and move forward in new, innovative ways. But some have noted that today’s luxury audiences are becoming less interested in relying solely on labels and price tags for validation. These are, after all, the same well-educated consumers who like to read, travel to other countries, watch TED Talks, subscribe to podcasts, keep up with current events, support global charities and attend cultural events. There is nothing but upside for luxury brands who can delight their audience’s desire for beautiful apparel design along with a broader authentic interest in the world around us.
Findings & Implications 4Luxury by The Numbers 7Online Market Share 9Demographics 11Sources of Traffic 13Search 16Social Media 21About PMX Agency & Hitwise 39
Table of Contents
6
2016
2014
Luxury by the Numbers
Global Salesof personal luxury
goods through 2020
$282B
7%
Bigger than Japan, China, Italy and France
combined
2%- 3%
30% Accessories
+4% Growth
Shoes
24% Apparel
Data source: Bain & Company, Luxury Goods Worldwide Market Study 2015 and 2016 Spring Update.
USA 32% ShareLargest Market
Airport Sales
350M Global Luxury Consumers
A Look at Some of the Key Stats Driving the Current Luxury Market
Projected Growth
8%
Outlet Store Sales
7%
15% CAGRE-Commerce in 2015
7
185.2M Visitsto luxury brand sites, last 12 months
Peaks During Holidaylike the broader apparel and accessories category
Down -11.2% YoYas of June 2016, last 12 months
1.5x More Likely to be on a Mobile Devicecompared to the average internet user
Data source: Hitwise, a division of Connexity, based on total U.S. visits to 80 luxury brand sites (Note that total visits reflects web traffic from all devices, including computers, phones and tablets, but does not factor in mobile apps.)
Web Traffic to Luxury Brand Sites Remains Mobile-Dominant, But Total Website Visits in the Last 12
Months Lagged Prior Year
Online
30M
25M
20M
15M
10M
5M
0
Luxury Brands
Apparel and Accessories
Online Population
TOTAL VISITS TO LUXURY BRAND SITES
DEVICE SHARE OF TOTAL VISITS
Jul-15
Aug-15
Sept-1
5Oct-
15Nov-1
5Dec-
15Jan
-16Feb
-16Mar-
16Apr-1
6May-
16Jun-16
52%
46%
35%
Mobile Desktop
2016
2014
8
Ralph Lauren Michael KorsCoach
Louis Vuitton
Gucci
Chanel
Burberry
Hermès
Louboutin
Versace
Dior
Ferragamo
Marc Jacobs
Prada
Saint Laurent Paris
Armani
Tom Ford
Dolce & Gabbana
Jimmy Choo
Other luxury brands
19.2%18.5%12.0%
9.5%
5.3%
4.2%
4.1%
2.1%
1.8%
1.7%
1.5%
1.2%
1.1%
1.1%
1.1%
1.1%
1.0%
0.9%
0.8%
11.7%
Mobile Desktop
Luxury Brands 52%
MCM 61%
Michael Kors 60%
Louis Vuitton 58%
Giuseppe Zanotti 58%
Gucci 56%
Coach 56%
Manolo Blahnik 55%
Louboutin 55%
Fendi 55%
Balmain 54%
Online Marketshare
by Brand
Mobile Device Share
Data source: Hitwise, a division of Connexity, based on total U.S. visits to 80 luxury brand sites in the 12 months ending June 2016.Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/2016 (Note that this reflects mobile web traffic from all devices, including phones and tablets, but does not factor in mobile apps.)
Ralph Lauren had top online market share among luxury brands, accounting for roughly 1 in 5 visits to the category.
Michael Kors is nearly as popular a website as Ralph Lauren. As in past years, a surge in holiday traffic made it the most-visited luxury brand during that season.
Ten brands account for 78.5% of traffic to the luxury category and are the same as reported in 2015.
MCM Worldwide had the largest share of traffic from mobile during the study period. The Munich-born, Korean-owned brand emphasizes youth and world travel which both speak to a mobile-centric lifestyle.
Many luxury brands have mobile-dominant site traffic.
Michael Kors’ mobile site is much more clearly designed as a shopping assistant, filling the omnichannel gap between online and bricks-and-mortar by automatically displaying the nearest retail location and also pushing free shipping and returns.
9
Data source: Hitwise, a division of Connexity
Online Marketshare - Total Visits
YOY Growth
Balmain continues to see impressive growth in visits, appearing on the top growth charts for the second year in a row. On the heels of a successful collaboration with fast-fashion chain H&M in 2015, 30-year-old creative director Olivier Rousteing has launched the brand’s first U.S. flagship in New York City.
Balmain
Brioni
Kenzo
Loro Piana
Brunello Cucinelli
Berluti
Proenza Schouler
Saint Laurent Paris
Miu Miu
Hervé Léger
463,859
82,353
253,401
87,118
86,182
59,508
214,897
1,519,568
351,347
149,133
777,696
130,610
391,326
131,482
125,662
84,276
300,317
2,038,487
461,919
194,208
68%
59%
54%
51%
46%
42%
40%
34%
32%
30%
Site June 2015 YoY % GrowthJune 2016
Online Marketshare - Total Visits
YoY Variance
Saint Laurent Paris has undergone a very successful four-year repositioning under Hedi Slimane. In addition to a reported 25%+ sales increase, Saint Laurent Paris saw the greatest number of additional visits year-over-year. The brand recently named 36-year-old Anthony Vaccarello as Slimane’s successor.
Saint Laurent Paris
Dior
Balmain
Longchamp Paris
Armani
Maison Margiela
Kenzo
Miu Miu
Valentino
Stella McCartney
Site
1,519,568
2,350,004
463,859
963,573
1,805,889
88,890
253,401
351,347
700,703
323,698
2,038,487
2,770,866
777,696
1,201,682
1,982,139
252,410
391,326
461,919
803,229
419,206
518,919
420,862
313,837
238,109
176,250
163,520
137,925
110,572
102,526
95,508
June 2015 YoY VarianceJune 2016
2016
2014
10
Online Demographics
Women Make Up the Majority of Online Visitors To Luxury Brands
Millennials and Gen X are two of the key generational demographics of visitors to luxury sites.
11
Luxury Brands
Luxury Brands Female
Luxury Brands
Luxury Brands
Luxury Brands Male
Millennials and Gen X are two of the key generational demographics of visitors to luxury sites. For luxury marketers, nearly every female age segment over-indexes. Males, on the other hand, are more concentrated by age with the largest percentage coming primarily from Gen X.
Gender differences for visitors to luxury brand sites are apparent when looking at age breakouts. For example, female Baby Boomers (aged 55-64) over-index to luxury sites but male Baby Boomers under-index significantly.
The majority of luxury brand visitors have attended college for some period of time, with nearly half (48.5%) completing a college degree.
Visitors to luxury brand sites predictably skew towards higher-income households. The $250,000+ income range indexes highest.
Female
Male
18-24
25-34
35-44
45-54
55-64
65+
Less Than High School
High School Graduate
Some College
Grad College or More
< $25,000
$25,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 - $249,999
> $250,000
RepresentationGender
Education
Household Income
AgeRepresentation
Representation
Representation
Representation
Visits Share
Visits Share
Visits Share
Visits Share Visits Share
116
81
102
135
138
100
126
84
63
70
100
127
81
86
86
99
112
126
135
62.4%
37.6%
6.5%
13.3%
12.9%
10.2%
13.1%
6.5%
4.9%
16.9%
29.8%
48.5%
9.5%
16.2%
16.2%
14.1%
20.4%
15.9%
7.7%
70
97
105
82
69
60
6.2%
7.8%
8.6%
6.4%
5.0%
3.6%
Data source: Hitwise, a division of Connexity
2016
2014
12
ClickstreamTraffic Sources & Exits
Data source: Hitwise, a division of Connexity, June 2016Shopping Sites corresponds to Hitwise’s Shopping & Classifieds category.Luxury Brands is a custom category defined by PMX Agency, which corresponds to the brands in this study.
More than a fifth of luxury brand web traffic comes from some type of shopping site. Marketers range from large retailers and department stores to other luxury brands and deal sites, revealing the wide variety of factors that consumers consider along their journey.
Luxury Brands 6.2%
Department Stores 4.6%
Other 11.4%
Shopping Sites22.2%
Email is a key source for timely seasonal offers.Popular email sites also offer wide distribution to targeted display ads.
Email ServicesPrimarily Gmail and Yahoo! Mail
2.6%
Social is luxury’s second largest source.Facebook and YouTube continue to refer the most social traffic directly to luxury websites.
Social Sites6.3%
FacebookYouTubeRedditYelpPinterestInstagramTwitterThe Purse ForumLinkedinTumblr
3.4%1.1%0.4%0.2%0.2%0.2%0.2%0.1%0.1%0.1%
Search engines account for more than half of all referred visits to luxury brand sites. Google drives the lion’s share—93%—of all search traffic.
Close to half of search traffic to luxury brand sites comes from paid search (46%). This is higher than the paid rate seen for the broader apparel and accessories category (39%).
Search Engines51.6%
Organic 54% Paid 46%
Sources of Traffic
to Luxury Brands
Louis Vuitton remains one of the top sites for referring traffic to other luxury sites.
Louis VuittonVersaceHermèsBurberryGucciMichael KorsCoachChanelLongchamp ParisDior
AmazonMacy’seBayNordstromBradsDealsDeal MoonEbatesSaks Fifth AvenueNeiman MarcusRetail Me Not
1.9%0.6%0.5%0.4%0.3%0.3%0.2%0.2%0.1%0.1%
1.1%0.9%0.8%0.6%0.6%0.4%0.3%0.3%0.3%0.2%
6.2%
22.2%
Luxury Brands
Shopping Sites
6.3%Social Sites
14
Data source: Hitwise, a division of Connexity, June 2016Shopping Sites corresponds to Hitwise’s Shopping & Classifieds category.Luxury Brands is a custom category defined by PMX Agency, which corresponds to the brands in this study.
Luxury brand sites also drive visitors to their social properties.As with arriving visitors, Facebook and YouTube are the most popular destinations.
Facebook 3.3%
YouTube 1.5%
1/5 of exiting traffic ends up back on a search engine.Some visitors exiting a luxury brand site will return to search engines to continue researching alternate products, as well as seeking out better pricing or shipping options.
Search Engines19.1%
Social Sites7.6%
2/5 of exiting luxury brand visitors continue shopping. Sites visited after leaving a luxury brand include another luxury brand, department store and online consignment.
Other Luxury Brands 14.1%
Department Stores 8.6%
Pre-Owned/Consignment 0.9%
Off-Price/Private Sale 0.8%
Online Stores 4.3%
Shopping Sites39.4%
Exiting Traffic
from Luxury Brands
Macy’sNordstromNeiman MarcusSaks Fifth AvenueBloomingdale’sDillard’sBarneysLord & Taylor
AmazoneBayFarfetchSsenseNet-A-PorterShopbop.comMr Porter
2.3%1.1%0.6%0.5%0.4%0.3%0.2%0.2%
2.0%1.6%0.1%0.1%0.1%0.1%0.1%
8.6%
4.3%
Department Stores
Online Stores
TradesyThe Real RealPoshmark
Nordstrom RackGiltZulilyDSWSaks Off 5th
0.4%0.1%0.1%
0.2%0.1%0.1%0.1%0.1%
0.9%
0.8%
Pre-Owned/Consignment
Off-Price/Private Sale
2016
2014
15
SearchKeywords, Click Share & Traffic Trends
Visits from Search to Luxury Brand Sites
Apparel & Accessories
Luxury Brands
Lancel
Manolo Blahnik
Céline
Trussardi
Balmain
Loro Piana
Brioni
Marchesa
Chloé
Marc Jacobs
Tom Ford
Loewe
Maison Margiela
Christopher Kane
Givenchy
Dolce & Gabbana
MCM
Marni
Emilio Pucci
Alexander McQueen
Moschino
Thomas Pink
Donna Karan
Prada
Berluti
Roberto Cavalli
Balenciaga
Fendi
Nanette Lepore
Jean Paul Gaultier
Jil Sander
Moncler
Pierre Hardy
Valentino
Dior
Saint Laurent Paris
Stella McCartney
Chanel
Louboutin
Gucci
Oscar de la Renta
Bottega Veneta
Ferragamo
3.1 Phillip Lim
Alexander Wang
Sergio Rossi
Bally
Jimmy Choo
Mulberry
Giuseppe Zanotti
Schiaparelli
Longchamp Paris
Lanvin Paris
Turnbull and Asser
Michael Kors
Hermès
Brunello Cucinelli
Shanghai Tang
Louis Vuitton
Armani
Tod’s
Alaia Paris
Escada
Burberry
Versace
Vince
Diane von Furstenberg
Miu Miu
41.6%
51.6%
79.3%
78.2%
73.2%
73.1%
70.6%
70.0%
69.4%
68.7%
68.2%
67.3%
67.0%
66.8%
66.4%
66.2%
65.7%
65.3%
64.9%
64.8%
64.2%
64.1%
64.0%
63.9%
63.8%
63.8%
63.5%
62.6%
62.5%
62.4%
62.1%
61.3%
61.0%
60.9%
60.9%
60.8%
60.8%
60.7%
60.5%
60.3%
58.9%
58.3%
57.8%
57.6%
57.3%
56.7%
56.6%
56.0%
55.4%
55.3%
54.7%
54.7%
53.8%
53.8%
53.8%
53.4%
53.4%
53.4%
53.1%
52.8%
52.4%
52.2%
52.2%
49.6%
49.5%
48.6%
47.6%
47.3%
47.1%
47.0%
39%
46%
0%
0%
0%
19%
0%
24%
36%
0%
33%
30%
31%
44%
18%
0%
35%
29%
13%
57%
15%
42%
55%
29%
0%
39%
0%
39%
52%
50%
55%
0%
38%
35%
0%
61%
54%
100%
100%
100%
81%
100%
76%
64%
100%
67%
70%
69%
56%
82%
100%
65%
71%
87%
43%
85%
58%
45%
71%
100%
61%
100%
61%
48%
50%
45%
100%
62%
65%
100%
40%
44%
35%
49%
48%
20%
54%
35%
60%
38%
47%
32%
36%
57%
36%
37%
41%
0%
28%
38%
24%
52%
45%
18%
34%
51%
36%
52%
0%
46%
50%
16%
38%
39%
41%
60%
56%
65%
51%
52%
80%
46%
65%
40%
62%
53%
68%
64%
43%
64%
63%
59%
100%
72%
62%
76%
48%
55%
82%
66%
49%
64%
48%
100%
54%
50%
84%
62%
61%
59%
% of Visits from Search Engines % Paid % OrganicSite
Luxury brands get over half of online visits from search, outpacing the average apparel and accessories site.
46% of luxury search traffic is paid, also higher than apparel and accessories (39%.)
% of Visits from Search Engines % Paid % OrganicSite
Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/201617
Top Keywords & Products for Luxury Brand Sites
Shoes are not far behind, followed by apparel and smaller accessories.
Outlet terms continue to have considerable appeal, as do searches explicitly for men’s products.
Combined click volume for handbag terms continues to show that this product attracts the most consumers to luxury brand sites.
wallet
sunglasses
belt
wallets
glasses
scarf
hat
belts
tie
hats
ties
frames
1.5%
1.3%
0.9%
0.4%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
39%
44%
38%
43%
37%
53%
47%
35%
36%
54%
37%
25%
Search Clicks % PaidAccessory Keywords
outlet
mens
men
leather
sale
women
store
black
2016
white
size
red
2.8%
1.8%
1.6%
1.3%
1.2%
1.0%
0.9%
0.8%
0.6%
0.5%
0.5%
0.5%
49%
44%
42%
34%
56%
50%
54%
39%
38%
50%
41%
36%
Search Clicks % PaidOther Keywords
bag
bags
handbags
purse
purses
tote
crossbody
backpack
handbag
satchel
clutch
wristlet
2.5%
2.2%
2.2%
1.0%
0.9%
0.6%
0.5%
0.5%
0.4%
0.4%
0.2%
0.2%
39%
54%
58%
47%
48%
40%
49%
37%
37%
46%
44%
50%
Search Clicks % PaidHandbag Keywords
shirts
shirt
dress
jacket
dresses
jeans
shorts
clothing
suits
pants
coat
clothes
1.0%
0.8%
0.7%
0.4%
0.4%
0.4%
0.3%
0.2%
0.2%
0.2%
0.2%
0.2%
51%
39%
47%
29%
62%
38%
53%
37%
35%
41%
35%
51%
Search Clicks % PaidApparel Keywordsshoes
sneakers
sandals
boots
flip flops
heels
loafers
shoe
flats
sandal
sneaker
pumps
2.5%
0.5%
0.4%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
0.1%
51%
52%
57%
42%
61%
46%
53%
37%
36%
55%
31%
40%
Search Clicks % PaidFootwear Keywords
Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/2016
2016
2014
18
Brand Name Click Share Luxury Brand Name Terms
Luxury Brands
Department Stores
Online Stores
Pre-Owned
Aggregator/Affilia
Off-Price & Private Sale
Other Shopping
Other non-Shopping
70.1%
4.7%
2.5%
0.7%
0.5%
0.4%
2.6%
18.4%
When consumers search for a luxury brand by name without including additional modifying keywords (e.g. “hermes”), they overwhelmingly (70.1%) want to visit that brand’s site. That’s
not always the case when product words are included along with the brand name.
Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/201619
Luxury Brands
Department Stores
Online Stores
Pre-Owned
Aggregator/Affilia
Off-Price & Private Sale
Other Shopping
Other non-Shopping
Luxury Brands
Department Stores
Online Stores
Pre-Owned
Aggregator/Affilia
Off-Price & Private Sale
Other Shopping
Other non-Shopping
30.5%
14.1%
12.9%
10.7%
2.6%
1.6%
6.1%
21.4%
29.0%
20.0%
15.8%
5.1%
5.4%
2.1%
3.2%
19.4%
Wholesale partners are a crucial part of the luxury business – especially in search marketing. Product queries in which a luxury brand name is specified (e.g. “louis vuitton handbags”) are most likely to end in a retail site visit other than the luxury brand’s own site.
Click share for pre-owned luxury goods sellers has soared in the past year. Tradesy in particular has become more competitive.
Department stores are the primary competition for branded footwear searches (e.g. “gucci flip flops”), with an even larger share of shoe terms than handbag terms. Online stores are also prominent, from exclusive fashion sites like Net-a-Porter to mainstream stores like Amazon.
Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/2016
Search Clicks % PaidTop Sites
CoachMichael KorseBayTradesyLouis VuittonMacy’sAmazonChanelNordstromGucciThe Real RealNeiman MarcusSaks Fifth AvenueYouTube
7.7%6.9%5.7%4.8%4.7%4.6%2.7%2.4%2.2%2.0%1.8%1.8%1.5%1.5%
52%52%28%61%55%50%17%57%30%50%65%46%57%3%
Search Clicks % PaidTop Sites
NordstromeBayGucciMichael KorsSaks Fifth AvenueMacy’sNeiman MarcusCoachTradesyLystAmazonZapposChanelLouis Vuitton
4.5%4.3%4.1%4.1%3.6%3.2%3.2%2.6%2.4%2.0%2.0%1.9%1.8%1.8%
31%40%62%62%54%40%50%58%45%25%15%60%49%55%
Click Share for Key Products:
Brand Name + Handbag Terms
Click Share for Key Products:
Brand Name + Shoe Terms
2016
2014
20
Social Media Platforms, Followers & Engagement
Apparel & Accessories
Luxury Brands
Nicholas Kirkwood
Christopher Kane
J.W.Anderson
Hervé Léger
Brioni
Saint Laurent Paris
Mulberry
Coach
Alexander Wang
Jason Wu
Giuseppe Zanotti
Moschino
Proenza Schouler
Armani
MCM
Shanghai Tang
Moncler
Jean Paul Gaultier
Balenciaga
Kenzo
Maison Margiela
Oscar de la Renta
Diane von Furstenberg
Michael Kors
Gucci
Balmain Paris
Bottega Veneta
Dior
Valentino
Jil Sander
Chanel
Tom Ford
Thomas Pink
Vince
Louis Vuitton
Ferragamo
Burberry
Louboutin
Dolce & Gabbana
Ralph Lauren
Helmut Lang
Sergio Rossi
Tod’s
Dunhill
Marchesa
Jimmy Choo
Bally
Marc Jacobs
Prada
Hermès
Furla
Ermenegildo Zegna
Escada
Céline
Versace
Miu Miu
Longchamp Paris
Loro Piana
3.1 Phillip Lim
Turnbull and Asser
Roberto Cavalli
Alexander McQueen
Emilio Pucci
Brunello Cucinelli
Manolo Blahnik
Fendi
Berluti
Stella McCartney
Marni
Givenchy
Nanette Lepore
Chloé
% Visits from Social % Visits from SocialSite Site
10.3%
6.2%
29.7%
18.2%
16.0%
13.7%
11.6%
11.6%
11.3%
10.9%
10.8%
10.6%
10.1%
9.9%
8.6%
8.6%
8.2%
8.1%
7.7%
7.2%
6.7%
6.6%
6.5%
6.5%
6.4%
6.3%
6.2%
6.2%
6.0%
6.0%
6.0%
5.9%
5.5%
5.5%
5.4%
5.4%
5.3%
5.3%
5.2%
4.9%
4.9%
4.9%
4.8%
4.7%
4.6%
4.6%
4.3%
4.3%
4.3%
4.2%
3.7%
3.7%
3.7%
3.5%
3.3%
3.2%
3.2%
3.1%
3.1%
3.0%
3.0%
3.0%
2.9%
2.9%
2.4%
2.3%
2.1%
2.0%
2.0%
1.6%
1.6%
1.6%
1.1%
0.5%
Visits From Social Media to Luxury Brand Sites
Social media drives an average of 6.2% of visits to luxury brand sites, up from 5.6% the prior year.
While traffic from social media to luxury sites is growing, it is still lower than what is seen across the broader apparel and accessories market. This gap could be due to the fact that luxury brands are less likely to post highly promotional offers common in mainstream retail, and instead rely more on buzz
and seasonal updates.
Data source: Hitwise, a division of Connexity, 12 weeks ending 7/2/201622
Visuals rule social media and the season’s must-have products often take center stage in posts from luxury brands. To drive engagement and viral shares, British shoe designer Nicholas Kirkwood promoted a campaign across social media platforms encouraging followers to submit photos of how they wear the luxury footwear (“Show Us Yours”)
with the hashtag #MyKirkwoods.
Social Media: Product Focused
2016
2014
23
Runway show videos are widespread and endemic to luxury fashion social platforms, as in these examples from Scottish fashion designer Christopher Kane. Top posts highlighted Winter and
Spring Summer events in London, as well as a photo of actress Anne Hathaway in a custom dress at the Through the Looking Glass film premiere in Los Angeles.
Social Media: Runway & Red Carpet
24
Social Media: Reinvention
Italian menswear label Brioni recently altered its logo to a gothic font. The brand introduced its new logo on Instagram, a logical place as the new creative director, Justin O’Shea, is an
established Instagram celebrity. Rock band Metallica is featured in the first ad campaign following the re-brand.
2016
2014
25
Social Media Platforms YoY Growth
Total luxury brand social media followers grew by over 40% in the past year. The 80 luxury brands in this study now have a combined total of 479 Million likes and
followers across four key social platforms: Facebook, Instagram, Twitter and YouTube. After a year of phenomenal growth, Instagram now matches Facebook in audience size.
Overall
9%
35%
37%
100%
40%
Data source: Rival IQ26
Luxury Social Audience 2015
344 Million Followers
2015
Luxury Social Audience 2016
479 Million Followers
2016
Data source: Rival IQ
183.2M Likes
97.1M Likes
61.9M Followers
1.5M Subscribers
Facebook 53%
Instagram 28%
Twitter 18%
YouTube 0.4%
198.9M Likes
194.3M Likes
83.6M Followers
2.1M Subscribers
Facebook 42%
Instagram 41%
Twitter 17%
YouTube 0.4%
2016
2014
27
Social Media Engagement
Across the four key social platforms – Facebook, Instagram, Twitter and YouTube – followers took 786 million+ engagement actions with luxury brands in the last 12 months.
Instagram’s widely reported high engagement rates are even more disproportionate for luxury fashion brands. The highly visual platform allows for quicker “likes” than many other outlets.
Luxury Social Engagement 2016
786 Million Total Engagement Actions
Data source: Rival IQ
5% 41.9M
Reactions, Comments & Shares
94% 734.7M
Likes & Comments
1% 9.2M
Retweets & Favorites
0.07% .5M
Likes, Dislikes & Comments
FacebookInstagram Twitter YouTube
28
Engaging Instagram posts from French house Schiaparelli pictured model Gigi Hadid out on the town in a Haute Couture gown and a backstage shot at a fashion show.
Giuseppe Zanotti announced a collaboration with style
maven Zayn Malik, former One Direction singer and Hadid’s
significant other.
2016
2014
29
Likes & Engagement
Chanel joined the leaders Louis Vuitton, Burberry and Michael Kors, now each with 16 million+ Facebook likes.
With 10 million+ likes, the next tier is made up of Gucci, Dior and Dolce & Gabbana.
Giuseppe Zanotti and Balmain, which have smaller fan bases of roughly 600,000 each, saw the highest average engagement rate per post, at 1.2% and .99% respectively.
Average Facebook Engagement Rate for Luxury Brands: 0.17%
Louis Vuitton
Burberry
Chanel
Michael Kors
Gucci
Dior
Dolce & Gabbana
Ralph Lauren
Armani
Coach
Prada
Versace
Jimmy Choo
Louboutin
Moncler
Saint Laurent Paris
Hermès
Givenchy
Valentino
Fendi
Roberto Cavalli
Chloé
Alexander McQueen
Marc Jacobs
Ferragamo
Longchamp
Tom Ford
Miu Miu
Balenciaga
Tod’s
Oscar De La Renta
Diane von Furstenberg
Jean Paul Gaultier
Stella McCartney
Kenzo
Alexander Wang
Moschino
Escada
Furla
Lanvin Paris
Balmain
Giuseppe Zanotti
Bottega Veneta
Loewe
Dunhill
MCM
Bally
Donna Karan
Marchesa
Trussardi
Aug 2016 Likes Aug 2016 LikesAvg Engagement Rate per Post
Avg Engagement Rate per PostFacebook Page Facebook Page
18,670,222
17,117,008
17,076,327
16,751,483
15,452,384
15,312,902
10,606,046
8,561,431
7,821,070
6,403,066
5,742,067
4,351,380
3,254,559
3,187,203
2,721,405
2,569,225
2,521,396
2,410,298
2,403,534
2,350,881
2,278,829
1,861,392
1,841,722
1,791,300
1,511,071
0.07%
0.01%
0.29%
0.01%
0.01%
0.11%
0.01%
0.01%
0.01%
0.03%
0.05%
0.04%
0.15%
0.18%
0.06%
0.03%
0.17%
0.03%
0.05%
0.06%
0.04%
0.13%
0.05%
0.03%
0.04%
0.01%
0.09%
0.03%
0.03%
0.84%
0.08%
0.01%
0.11%
0.15%
0.02%
0.02%
0.07%
0.02%
0.18%
0.06%
0.99%
1.20%
0.13%
n/a
0.05%
0.02%
0.04%
0.04%
0.04%
0.12%
1,406,476
1,310,963
1,127,560
1,120,007
1,091,187
1,081,962
950,686
890,356
840,274
810,818
790,142
766,776
680,409
672,041
655,378
633,028
588,415
587,278
572,465
558,634
549,855
534,723
527,540
488,162
449,075
Data source: Rival IQ
30
Chanel has seen enormous growth in Facebook likes, adding nearly 2.5 million likes. Posts with substantial numbers of likes promoted fashion shows, including Cruise 2016/17 and Spring-Summer 2016 Haute Couture. A new film by Karl Lagerfeld starring Kristen Stewart and Geraldine Chaplin also had high engagement. Dior gained 901,834 likes in the same time period. Top posts were related to fragrance/makeup, including Sauvage, a new men’s fragrance promoted through a short film starring Johnny Depp. Gucci offered a first look at the Spring Summer 2016 collection with a film directed by Glen Luchford.
Facebook Like Counts
YOY Growth
Chanel
Dior
Dolce & Gabbana
Louis Vuitton
Gucci
Ralph Lauren
Coach
Armani
Prada
Versace
14,613,778
14,411,068
9,770,326
17,838,683
14,734,506
8,032,701
5,881,326
7,364,477
5,294,452
3,930,314
17,076,327
15,312,902
10,606,046
18,670,222
15,452,384
8,561,431
6,403,066
7,821,070
5,742,067
4,351,380
2,462,549
901,834
835,720
831,539
717,878
528,730
521,740
456,593
447,615
421,066
0.29%
0.11%
0.01%
0.07%
0.01%
0.01%
0.03%
0.01%
0.05%
0.04%
Facebook Page Aug 2015 Aug 2016Additional
Likes
Avg Engagement
Rate per Post
In contrast, Balmain’s posts focused on celebrity fashion. The brand promoted its collaboration with Kanye West, picturing wife Kim Kardashian, Khloe Kardashian and Kylie Jenner. Another post showed Justin Bieber at Sean Penn & Friends Help Haiti Home gala, and actresses Penelope Cruz and Olivia Munn at other events along with the hashtag #BalmainArmy.
Data source: Rival IQ
Italian shoe designer Giuseppe Zanotti’s
posts with the highest engagement rates were product-driven, showcasing its distinctive styles through photos and
videos.
2016
2014
31
Chanel, Louis Vuitton, Dior and Dolce & Gabbana have the most Instagram followers with 10 million+.
While Instagram follower counts lag those on Facebook for a handful of top brands, the vast majority have much larger fan bases on Instagram – often several times larger. For example, Louboutin, Valentino
and Balmain each have 4-5 million more Instagram followers than Facebook followers.
Average Instagram Engagement Rate for Luxury Brands: 0.83%
Followers & Engagement
Chanel
Louis Vuitton
Dior
Dolce & Gabbana
Gucci
Prada
Michael Kors
Louboutin
Burberry
Valentino
Versace
Givenchy
Armani
Fendi
Balmain
Marc Jacobs
Jimmy Choo
Ralph Lauren
Moschino
Tom Ford
Alexander McQueen
Roberto Cavalli
Stella McCartney
Hermès
Chloé
Lanvin
Miu Miu
Giuseppe Zanotti
Alexander Wang
Balenciaga
Diane von Furstenberg
Ferragamo
Manolo Blahnik
Coach
Kenzo
Marchesa
Oscar De La Renta
Maison Martin Margiela
Emilio Pucci
3.1 Phillip Lim
Moncler
Bottega Veneta
Saint Laurent Paris
Tod’s
Proenza Schouler
Marni
Jean Paul Gaultier
Mulberry
Céline
Loewe
Aug 2016 Followers
Aug 2016 Followers
Avg Engagement Rate per Post
Avg Engagement Rate per PostInstagram Profile Instagram Profile
14,340,474
12,413,090
11,195,916
10,176,067
9,908,632
9,301,639
8,376,081
8,237,401
7,346,515
7,149,099
6,579,723
6,151,107
5,648,418
5,317,758
5,075,810
4,906,353
4,530,153
4,133,561
3,451,538
3,375,372
3,169,393
3,032,068
3,004,684
2,986,764
2,798,624
2,625,608
2,576,582
2,572,662
2,304,375
2,247,101
1,518,721
1,470,403
1,462,022
1,396,650
1,301,385
1,295,176
1,290,803
1,108,796
1,020,984
670,176
624,513
599,100
599,059
554,482
537,597
518,116
500,699
442,410
440,260
376,947
0.91%
0.58%
0.74%
0.52%
0.50%
0.47%
0.78%
0.78%
0.66%
0.50%
0.75%
0.53%
0.64%
0.62%
0.78%
0.54%
0.91%
0.85%
0.70%
0.90%
0.66%
0.53%
0.59%
0.65%
0.75%
n/a
0.58%
0.81%
0.73%
0.51%
0.63%
0.48%
0.84%
0.77%
0.60%
0.70%
0.77%
0.81%
0.41%
0.36%
0.73%
0.55%
1.07%
0.53%
0.57%
0.93%
0.83%
0.52%
1.22%
0.64%
Data source: Rival IQ
32
The top posts were star-studded: Jennifer Lawrence appearing at the Berlin world premiere of The Hunger Games: Mockingjay Part 2 in Dior, and a Givenchy post
wishing Kris Jenner a happy birthday, picturing her alongside Kim Kardashian and North West at a fashion show in Paris.
Explosive growth in Instagram followers was tracked from a number of big luxury brands.
For the second year in a row, Chanel, Louis Vuitton and Dior gained the most followers YoY. In 2016, they added nearly 6 million each.
Instagram follower Counts
YOY Growth Instagram Profile
Chanel
Louis Vuitton
Dior
Dolce & Gabbana
Gucci
Prada
Versace
Louboutin
Givenchy
Burberry
5,868,432
6,326,810
5,276,683
5,257,546
4,996,434
4,465,735
2,961,745
4,996,775
2,932,375
4,128,198
14,340,474
12,413,090
11,195,916
10,176,067
9,908,632
9,301,639
6,579,723
8,237,401
6,151,107
7,346,515
8,472,042
6,086,280
5,919,233
4,918,521
4,912,198
4,835,904
3,617,978
3,240,626
3,218,732
3,218,317
0.91%
0.58%
0.74%
0.52%
0.50%
0.47%
0.96%
0.78%
0.53%
0.66%
Aug 2015 Aug 2016Additional Followers
Avg Engagement
Rate per Post
Data source: Rival IQ 33
2016
2014
Followers & Engagement
@Chanel
@Burberry
@MarcJacobs
@Dior
@LouisVuitton_US
@DolceGabbana
@YSL
@Gucci
@MichaelKors
@Versace
@Armani
@LouboutinWorld
@RalphLauren
@MaisonValentino
@Roberto_Cavalli
@JPGaultier
@WorldMcQueen
@Moncler
@JimmyChoo
@StellaMcCartney
@DVF
@Givenchy
@Prada
@Coach
AlexanderWangNY
@DKNY
@Balenciaga
@ProenzaSchouler
@Ferragamo
@Mulberry_England
@LanvinOfficial
@ChloéFashion
@Fendi
@OscardelaRenta
@MarchesaFashion
@Moschino
@Balmain
@kenzo
@Margiela
@JasonWu
@EmilioPucci
@ManoloBlahnik
@MiuMiuOfficial
@Zegna
@GZanottiDesign
@HelmutLang
@LoeweOfficial
@Furla
@TomFord
@31PhillipLim
Aug 2016 Followers
Aug 2016 Followers
Avg Engagement Rate per Tweet
Avg Engagement Rate per TweetTwitter Handle Twitter Handle
12,297,918
6,912,087
6,831,675
6,793,052
5,677,588
4,138,927
3,760,296
3,556,538
3,365,232
3,031,286
2,893,435
2,232,268
1,862,162
1,737,442
1,500,494
1,345,574
1,330,449
1,261,403
1,211,697
985,439
927,745
780,621
727,689
651,486
607,039
0.03%
0.01%
0.01%
0.02%
0.02%
0.01%
0.01%
0.01%
0.01%
0.02%
0.01%
0.03%
0.03%
0.02%
0.01%
0.02%
0.03%
0.01%
0.03%
0.02%
0.01%
0.06%
0.04%
0.02%
0.04%
0.01%
0.02%
0.01%
0.02%
0.02%
0.01%
0.03%
0.05%
0.02%
0.04%
0.03%
0.15%
0.03%
0.06%
n/a
0.03%
0.07%
0.09%
0.03%
0.41%
0.02%
0.03%
0.03%
0.30%
0.02%
563,217
558,663
555,270
435,095
393,652
392,791
381,906
363,462
361,132
347,485
335,678
317,823
275,615
252,496
185,794
162,493
158,012
137,368
118,784
101,081
82,283
79,473
74,507
67,529
65,008
Chanel has a commanding lead in the number of Twitter followers, with 12.3 million.With 6.7 million+ followers, Burberry, Marc Jacobs and Dior are the next tier. Marc Jacobs entered the top 5 this year, almost doubling its Twitter followers.
Average Twitter Engagement Rate for Luxury Brands: 0.10%
Data source: Rival IQ
34
Chanel and Marc Jacobs each gained 3.5 million+ Twitter followers in the past year. Top content focused on fashion shows and celebrities.
Twitter Follower Counts
YOY Growth Twitter Handle
@Chanel
@MarcJacobs
@Burberry
@Gucci
@LouisVuitton_US
@YSL
@DolceGabbana
@Versace
@Dior
@Armani
8,604,802
3,281,527
4,350,738
2,035,262
4,558,820
2,856,903
3,316,916
2,267,001
6,029,430
2,294,923
12,297,918
6,831,675
6,912,087
3,556,538
5,677,588
3,760,296
4,138,927
3,031,286
6,793,052
2,893,435
3,693,116
3,550,148
2,561,349
1,521,276
1,118,768
903,393
822,011
764,285
763,622
598,512
0.03%
0.01%
0.01%
0.01%
0.02%
0.01%
0.01%
0.02%
0.02%
0.01%
Aug 2015 Aug 2016Additional Followers
Avg Engagement
Rate per Post
Burberry’s top Twitter posts included actress Blake Lively at the Met Gala in a custom gown and model Eliza Fairbanks at London Fashion Week.
Singer Zayn Malik was pictured on the cover of the British-based fashion and culture magazine Dazed in a Marc Jacobs leather jacket. Kendall Jenner and Missy Elliott
were featured in ad campaign shoots.
Data source: Rival IQ
2016
2014
35
Subscribers to luxury brands’ YouTube channels surely have high brand loyalty, but in general, few viewers choose to subscribe. Compared to 17 million Facebook likes and 14 million Instagram followers, Chanel’s nearly 600,000 YouTube subscribers are enough to
keep it the leader of this platform. Views are the most important YouTube metric, and Chanel remains the frontrunner with 247 million+ views.
Chanel
Dior
Burberry
Dolce & Gabbana
Louis Vuitton
Gucci
Prada
Coach
Armani
Hermès
Versace
Ralph Lauren
Saint Laurent Paris
Michael Kors
Moschino
Valentino
Miu Miu
Tom Ford
Fendi
Marc Jacobs
Alexander Wang
Chloé
Ferragamo
Lanvin Paris
Zegna
Roberto Cavalli
Kenzo
Maison Martin Margiela
Jean Paul Gaultier
Jimmy Choo
Moncler
Dunhill
Bottega Veneta
Longchamp
Balenciaga
Diane von Furstenberg
Stella McCartney
Schiaparelli
Louboutin
Oscar De La Renta
Tod’s
Giuseppe Zanotti
Bally
Escada
MCMworldwide
Berluti
Marni
Trussardi
Thomas Pink
Donna Karan
Aug 2016 Subscribers
Aug 2016 SubscribersViews Views
YouTube Channel
YouTube Channel
592,364
275,993
262,262
134,611
128,213
90,243
58,962
51,031
46,136
37,382
36,613
32,856
25,920
25,373
23,653
21,200
20,935
19,903
18,515
17,017
15,004
14,897
12,835
11,711
11,683
10,041
9,172
9,076
8,690
8,360
7,545
6,894
6,352
6,214
5,569
5,246
5,021
4,266
4,032
3,524
3,300
2,321
2,318
2,309
1,856
1,697
1,630
1,421
1,370
1,354
247,012,297
165,463,251
63,669,634
71,075,513
79,175,447
34,871,928
25,422,172
23,055,485
19,606,231
5,414,560
9,999,093
29,777,518
1,188,739
16,514,966
7,190,271
10,213,647
12,207,086
6,747,326
28,253,625
6,526,079
2,809,747
11,513,983
9,219,275
544,300
10,430,245
1,799,092
1,253,672
1,095,919
4,573,637
19,828,799
3,099,061
4,688,584
9,190,920
9,614,699
481,810
3,684,516
891,672
478,587
256,627
474,780
14,119,915
271,899
2,351,125
646,354
291,870
925,674
141,772
5,500,753
798,811
158,624
Subscriber & View Counts
Data source: Rival IQ
YouTube
36
Dolce & Gabbana’s top post presented the Spring Summer 2016 Women’s Fashion show celebrating Italy with the hashtag #ItaliaIsLove.
Gucci’s “The Myth of Orpheus and Eurydice” is a four-part series of short
films from “Palo Alto” director Gia Coppola. The take on the Greek legend
features the Pre-Fall 2016 collection.
Jimmy Choo introduced its 24:7 Collection.
YouTube View Counts
YOY Growth
Chanel
Dior
Louis Vuitton
Dolce & Gabbana
Coach
Ralph Lauren
Gucci
Michael Kors
Tod’s
Jimmy Choo
176,715,998
103,954,961
54,849,406
50,646,604
6,993,245
16,218,444
23,438,553
5,767,920
3,805,755
12,726,139
247,012,297
165,463,251
79,175,447
71,075,513
23,055,485
29,777,518
34,871,928
16,514,966
14,119,915
19,828,799
70,296,299
61,508,290
24,326,041
20,428,909
16,062,240
13,559,074
11,433,375
10,747,046
10,314,160
7,102,660
YouTube Channel YouTube ChannelAug 2015 Aug 2015Aug 2016 Aug 2016Additional
ViewsAdditional
Views
Data source: Rival IQ
2016
2014
37
PMX Agency (formerly Paradysz + PM Digital) is a global independent integrated marketing agency that leads with an insight-driven, consumer centric approach to performance. With a history steeped in direct response marketing, PMX Agency combines an intuitive knowledge of the customer experience with customized, scalable strategies that address clients’ most pressing business challenges, across: research, customer analytics, SEM, display, affiliate marketing, SEO, content, social, email, direct mail, print & insert, creative, website development and performance management. The agency’s strategic know-how, mixed with its best-of-breed technologies, partnerships and proprietary solutions, ensures brands have a competitive edge in the marketplace. With a client list of leading global brands that spans key verticals, including Retail, Financial Services, Education, Publishing, Technology, Nonprofit and B2B, PMX Agency continues to grow its reputation as the industry’s most critical thinkers and leaders. In August 2016, the Stagwell Group (www.stagwellgroup.com) announced it acquired a majority stake in PMX Agency. Stagwell is creating a collaborative group of agencies, led by great leaders who are experts in their fields, supremely talented and committed to teamwork.
C O N T A C T
PMX Agency5 Hanover SquareNew York, NY 10004www.pmxagency.com
Hitwise, a division of Connexity, is a leading provider of online consumer insights and analytical services measuring online behavior daily to help marketers understand and reach consumers across channels and media in a connected device ecosystem. Hitwise unifies rich consumer attributes such as demographics, psychographics, purchase behaviors, purchase intent, media consumption and brand loyalty with granular digital consumption and search patterns across Web and mobile devices. Hitwise provides the largest sample of online behavior in the US, UK and Australia enabling marketers, publishers and agencies to define consumer segments in real-time and profile and analyze their behavior to size audiences, buy advertising and convert more site traffic.
C O N T A C T
Hitwise, a division of Connexity 12200 W. Olympic Boulevard, Suite 300Los Angeles, CA 90064www.connexity.com/hitwise
2016
2014
39
P M X A G E N C Y ’ S T R E N D R E P O R T : L U X U R Y B R A N D S O N L I N E
8 8 8 . 9 6 0 . 0 1 7 7 I N F O @ P M X A G E N C Y. C O M P M X A G E N C Y. C O M
©PMX Agency 2016
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