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Luxury Brands Online2018 Trends Report
|
Speakers
John FettoSenior Analyst
Hitwise
Agenda
1. Top Brands and Drivers
2. Luxury on Amazon
3. Search and Social
4. Hot ProductsGlenn Lalich VP, Research
PMX Agency
2
| 3
| 4
|
LUXURY AS BUSINESS
$313 BILLION GLOBALLY
30% IN U.S.
5
|
LUXURY AS BRAND
QUALITY & CRAFTSMANSHIP
CAPTIVATING & RESILIENT
6
|
TRANSFORMATION IS A DEFINING THEME FOR THE LUXURY PERSONAL GOODS MARKET IN 2018
Digital Creativity Personalization Casualwear
7
|
LUXURY DEMOS YOUNGER WITH MORE MEN
Male online visitors to luxury brand sites
up nearly 10%.
Age Visits Share Representation
18-24 9.9% 146
25-34 10.6% 110
35-44 8.7% 100
45-54 8.5% 95
55-64 9.3% 106
65+ 7.4% 91
Luxury Brands
Female
Age Visits Share Representation
18-24 8.6% 121
25-34 9.6% 98
35-44 7.4% 88
45-54 7.5% 84
55-64 7.3% 90
65+ 5.6% 85
Luxury Brands
Male
Gender Visits Share Representation
Male 45.7% 93
Female 54.3% 106
Luxury Brands
Luxury sites are attracting younger visitors.
GENDER
AGE
8
Balenciaga
Site Visits Up 107%
50% Men
|
LUXE NOTABLES
New Millennial-Aged Creative Directors (Virgil Abloh, Jonathan Anderson)
Site Traffic Up, YouTube Views Up, Facebook Up, Instagram Up
9
|
TOP LUXURY BRANDS
10
|
ONLINE MARKETSHARE BY BRAND
Michael Kors and Ralph Lauren retain the top
online market shares
among luxury brands.
Overall, the top 10 brands account for the
majority (75%) of all
traffic to the luxury
category.
15.9%
13.7%
11.9%
11.6%
9.6%
4.9%
3.8%
2.0%
1.6%
1.6%
1.6%
1.5%
1.5%
1.2%1.1%
1.0%0.9%
0.8%0.8%
12.7%
Michael Kors
Ralph Lauren
Louis Vuitton
Coach
Gucci
Chanel
Burberry
Hermès
Versace
Dior
Saint Laurent Paris
Prada
Louboutin
Ferragamo
Tom Ford
Balenciaga
11
|
GROWTH IN ONLINE VISITS
Site May 2017Last 12 Months
May 2018Last 12 Months
YoY
Variance
Gucci 10,389,039 17,833,366 7,444,327
Louis Vuitton 16,126,054 22,122,722 5,996,668
Michael Kors 26,628,091 29,415,664 2,787,573
Chanel 6,952,733 9,156,047 2,203,314
Coach 19,623,487 21,505,450 1,881,963
Balenciaga 884,408 1,826,694 942,286
Prada 1,935,759 2,859,869 924,110
Burberry 6,222,545 7,121,177 898,632
Saint Laurent Paris 2,147,252 2,955,031 807,779
Versace 2,218,410 2,999,657 781,247
YOY VARIANCESite May 2017
Last 12 Months
May 2018Last 12 Months
YoY
% Growth
Isabel Marant 46,545 122,475 163%
Balenciaga 884,408 1,826,694 107%
Marchesa 70,620 145,147 106%
Pierre Hardy 10,340 18,975 84%
Gucci 10,389,039 17,833,366 72%
Bally 431,449 723,845 68%
JW Anderson 44,263 74,052 67%
Givenchy 414,128 684,109 65%
Giuseppe Zanotti 442,056 726,820 64%
Jil Sander 54,182 85,994 59%
YOY GROWTH
12
|
DIGITAL BEHAVIORSCLICKSTREAM
13
|
SOURCES OF TRAFFIC TO LUXURY BRANDS
Search Engines
49.7%Shopping Sites
21.4%
Luxury Brands
Louis Vuitton 1.5%
Gucci 0.4%
Burberry 0.3%
Prada 0.3%
Michael Kors 0.3%
Chanel 0.2%
Coach 0.2%
Furla 0.1%
Tod’s 0.1%
Versace 0.1%
Other Shopping Sites
Amazon 1.1%
Macy’s 1.0%
eBay 0.9%
Nordstrom 0.6%
Neiman Marcus 0.5%
Ebates 0.4%
Deal Moon 0.4%
Saks Fifth Avenue 0.3%
Brad’s Deals 0.2%
Walmart 0.2%
14
|
ENTRY AND EXIT TRAFFIC FOR LUXURY BRANDS
Exit Traffic to
Shopping Sites38.9%
Entry Traffic from
Shopping Sites21.4%
Entry Traffic from
Amazon1.1%
Exit Traffic to
Amazon2.4%
15
Luxury Brands…on Amazon?
16
Luxury Brands…on Amazon!
17
|
Luxury Brands on Amazon: Top BrandsMichael Kors is the top shopped; Versace is the best selling
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Pu
rch
ase
s
Pa
ge
Vie
ws
Page Views Purchases
170,000 purchases
4.4 million page views
*Total page views and purchases November 2017-September 2018
18
| 19
Luxury Brands on Amazon: Top ProductsFragrances represent 24 of the top 25 luxury products
Versace Eros Eau de Toilette Spray for Men,
3.4 Fluid Ounce
370K views/21K purchases 192K views/18K purchases
Versace Bright Crystal By Gianni Versace For Women.
Eau De Toilette .17-Ounce Mini
141K views/17K purchases
Versace Bright Crystal Eau de Toilette Spray for Women, 3
Ounce
*Total page views and purchases November 2017-September 2018
| 20
Luxury Brands on Amazon: Top ProductsMichael Kors products represent the top non-fragrance products
Michael Kors Slim Runway Watch
80K views/3.3K purchases 10.7K views/1.4K purchases
Michael Kors Access Magnetic Charger for Smartwatches
35.7K views/1.3K purchases
Michael Kors MK5004 1017R1 Gold Chelsea Aviator Sunglasses
Lens Category 2 Lens *Total page views and purchases November 2017-September 2018
| 21
Luxury Brands on Amazon: Internal SearchGucci surpasses Michael Kors for branded search share
Share of all Amazon internal searches containing 15 luxury brands; September 2018
18%
15%
15%
13%
9%
6%
6%
5%
5%
3%3%2%
Gucci
Michael Kors
Coach
Ralph Lauren
Chanel
Versace
Dior
Louis Vuitton
Prada
Burberry
Tom Ford
Yves Saint Laurent
Top Gucci searches:
• Gucci belt
• Gucci
• Gucci belt replica
• fake Gucci• Gucci shirt
| 22
Luxury Brands on Amazon: Internal SearchTop luxury keywords used in Amazon searches
Share of all Amazon internal searches containing 15 luxury brands; September 2018
fake
purse(s)
replica
bag(s)
sunglasses
eau
wallet(s)
cologne
shoes
glasses
watch(es)
perfume
shirt(s)
belt(s)
handbag(s)
|
-
20,000
40,000
60,000
80,000
100,000
120,000
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Page views Purchases
23
Luxury Brands on Amazon: SeasonalityMonthly luxury products page views and purchases
15% of purchases occurred in November; 32% in
December
|
DIGITAL BEHAVIORSSEARCH
24
|
SHARE OF CLICKS ON BRAND NAMES
68.9%
5.5%
2.7%
1.1%
0.6% 2.3%
4.9%
3.2%
10.9% Luxury Brands
Department Stores
Online Stores
Pre-Owned
Off-Price & Private Sale
Other Shopping
Social Media
Wikipedia
All Other
25
|
SHARE OF CLICKS ON BRAND + HANDBAG
30.4%
16.3%
14.1%
15.6%
2.9%
1.9%
3.3%
5.4%
10.1% Luxury Brands
Department Stores
Online Stores
Pre-Owned
Off-Price & Private Sale
Affiliate
Other Shopping
Social Media
All Other
26
|
SHARE OF CLICKS ON BRAND + SHOES
24.8%
21.9%
18.0%
7.3%
4.6%
3.3%
2.6%
6.2%
11.3% Luxury Brands
Department Stores
Online Stores
Pre-Owned
Off-Price & Private Sale
Affiliate
Other Shopping
Social Media
Other non-Shopping
gucci shoes
27
|
TOP KEYWORDS & PRODUCTS
Apparel Keywords Search Clicks % Paid
shirt 1.1% 39%
dress 0.8% 49%
jacket 0.6% 43%
shirts 0.6% 43%
jeans 0.3% 48%
dresses 0.3% 56%
coat 0.3% 51%
clothing 0.3% 42%
pants 0.3% 48%
suit 0.2% 40%
sleeve 0.2% 49%
sweater 0.2% 41%
denim 0.2% 47%
shorts 0.2% 50%
hoodie 0.2% 39%
suits 0.2% 27%
trench 0.1% 49%
clothes 0.1% 37%
sweatshirt 0.1% 39%
jackets 0.1% 61%
FOOTWEAR
Footwear Keywords Search Clicks % Paid
shoes 2.4% 48%
sneakers 0.8% 46%
slides 0.6% 49%
sandals 0.4% 56%
boots 0.3% 40%
loafers 0.2% 49%
heels 0.2% 43%
flip flops 0.2% 59%
shoe 0.1% 30%
flats 0.1% 56%
sneaker 0.1% 37%
pumps 0.1% 43%
espadrilles 0.1% 46%
sandal 0.1% 50%
slip ons 0.1% 40%
slippers 0.1% 33%
platform 0.1% 52%
loafer 0.1% 44%
heel 0.1% 41%
wedge 0.1% 58%
APPAREL
28
|
PROFILING THE CASUAL LUXURY SHOPPER
29
SEARCHED FOR VARIATIONS INCLUDING: “HOODIE,” “SWEATSHIRT,” “SNEAKERS,”
“SLIDES,” “BELT BAG” OR FANNY PACK
VISITED: LUXURY SITEAND
18-24
+1.5X
“Aspirational
Fusion”
+1.6X
Student
+1.5X
500,000
Americans/5% of
luxury shoppers
Celebrity-
influenced
+1.4X
Early
adopters
+1.2X
Gamers
+1.4X
|
PROFILING THE CASUAL LUXURY SHOPPER
30
SEARCHED FOR VARIATIONS INCLUDING: “HOODIE,” “SWEATSHIRT,” “SNEAKERS,”
“SLIDES,” “BELT BAG” OR FANNY PACK
VISITED: LUXURY SITEAND
+3X
+2.5X
+1.7X
+1.6X
+1.5X+2.5X
|
SOCIAL
31
|
SOCIAL MEDIA PLATFORMS YOY GROWTHThe number of luxury social media followers grew by over 20% in the past year.
YOY GROWTH IN FOLLOWERS677 MILLION FOLLOWERS
+20%
+23%
+11%
+20% Overall
32
Instagram Followers
346,961,28251%Facebook Likes
225,102,87133%
Twitter Followers105,099,990
16%
LUXURY SOCIAL AUDIENCE 2018
|
HIGH ENGAGEMENT
244K views
400K likes 250K likes
200K likes
Luxury Sneakers Founder Stories
185K likes
600K likes
Celebrities
Collaborations
33
|
LUXURY BRANDS & INSTAGRAM
Many luxury brands now see larger followings on
Instagram compared to
Facebook.
Chanel 28,051,561 0.42%
Louis Vuitton 24,548,440 0.42%
Gucci 24,493,601 0.58%
Dior 19,695,779 0.39%
Dolce & Gabbana 16,188,925 0.36%
Prada 15,565,012 0.20%
Versace 12,684,393 0.58%
Michael Kors 11,755,041 0.38%
Burberry 11,560,213 0.25%
Louboutin 10,990,247 0.31%
Givenchy 10,527,549 0.25%
Armani 10,525,775 0.28%
Valentino 10,311,148 0.17%
Fendi 9,277,377 0.39%
Jimmy Choo 8,197,757 0.62%
Balmain 8,165,087 0.50%
Ralph Lauren 7,946,919 0.34%
Marc Jacobs 7,241,398 0.25%
Tom Ford 7,157,172 0.44%
Hermès 6,705,091 0.30%
Balenciaga 6,380,150 0.83%
Moschino 6,299,075 0.36%
Alexander McQueen 6,099,306 0.58%
Chloé 6,017,594 0.32%
Miu Miu 5,219,643 0.32%
Instagram ProfileMay
2018 Followers
Avg Engagement
Rate per Post
Stella McCartney 4,977,647 0.33%
Roberto Cavalli 4,642,994 0.24%
Karl Lagerfeld 4,463,826 0.80%
Saint Laurent Paris 4,307,324 0.59%
Alexander Wang 4,175,883 0.43%
Giuseppe Zanotti Design 3,965,852 0.61%
Lanvin Paris 3,648,217 0.13%
Salvatore Ferragamo 3,156,014 0.32%
Oscar de la Renta 2,814,608 0.62%
Coach 2,710,929 0.80%
Manolo Blahnik 2,459,351 0.65%
Maison Margiela 2,218,303 0.60%
Marchesa Fashion 2,106,126 0.60%
Diane von Furstenberg 1,730,676 0.18%
Kenzo 1,710,173 0.45%
Emilio Pucci 1,607,120 0.26%
Moncler 1,513,538 0.57%
Bottega Veneta 1,285,581 0.40%
Isabel Marant 1,247,756 0.44%
Jean Paul Gaultier 1,159,285 0.59%
Marni 1,144,819 0.34%
Tod's 1,038,519 0.42%
Furla 997,337 0.70%
Loewe 980,430 0.50%
3.1 Phillip Lim 870,921 0.18%
Aquazzura 836,547 0.75%
Instagram ProfileMay
2018 Followers
Avg Engagement
Rate per Post
Stella McCartney 4,977,647 0.33%
Roberto Cavalli 4,642,994 0.24%
Karl Lagerfeld 4,463,826 0.80%
Saint Laurent Paris 4,307,324 0.59%
Alexander Wang 4,175,883 0.43%
Giuseppe Zanotti Design 3,965,852 0.61%
Lanvin Paris 3,648,217 0.13%
Salvatore Ferragamo 3,156,014 0.32%
Oscar de la Renta 2,814,608 0.62%
Coach 2,710,929 0.80%
Manolo Blahnik 2,459,351 0.65%
Maison Margiela 2,218,303 0.60%
Marchesa Fashion 2,106,126 0.60%
Diane von Furstenberg 1,730,676 0.18%
Kenzo 1,710,173 0.45%
Emilio Pucci 1,607,120 0.26%
Moncler 1,513,538 0.57%
Bottega Veneta 1,285,581 0.40%
Isabel Marant 1,247,756 0.44%
Jean Paul Gaultier 1,159,285 0.59%
Marni 1,144,819 0.34%
Tod's 1,038,519 0.42%
Furla 997,337 0.70%
Loewe 980,430 0.50%
3.1 Phillip Lim 870,921 0.18%
Aquazzura 836,547 0.75%
Instagram ProfileMay
2018 Followers
Avg Engagement
Rate per Post
Stella McCartney 4,977,647 0.33%
Roberto Cavalli 4,642,994 0.24%
Karl Lagerfeld 4,463,826 0.80%
Saint Laurent Paris 4,307,324 0.59%
Alexander Wang 4,175,883 0.43%
Giuseppe Zanotti Design 3,965,852 0.61%
Lanvin Paris 3,648,217 0.13%
Salvatore Ferragamo 3,156,014 0.32%
Oscar de la Renta 2,814,608 0.62%
Coach 2,710,929 0.80%
Manolo Blahnik 2,459,351 0.65%
Maison Margiela 2,218,303 0.60%
Marchesa Fashion 2,106,126 0.60%
Diane von Furstenberg 1,730,676 0.18%
Kenzo 1,710,173 0.45%
Emilio Pucci 1,607,120 0.26%
Moncler 1,513,538 0.57%
Bottega Veneta 1,285,581 0.40%
Isabel Marant 1,247,756 0.44%
Jean Paul Gaultier 1,159,285 0.59%
Marni 1,144,819 0.34%
Tod's 1,038,519 0.42%
Furla 997,337 0.70%
Loewe 980,430 0.50%
3.1 Phillip Lim 870,921 0.18%
Aquazzura 836,547 0.75%
Instagram ProfileMay
2018 Followers
Avg Engagement
Rate per Post
MOST FOLLOWERS HIGH ENGAGEMENT
34
|
LUXURY BRANDS & FACEBOOKMany luxury brands continue to see large followings on Facebook.
Louis Vuitton 22,885,823 0.14%
Chanel 21,384,693 0.13%
Michael Kors 17,851,927 0.04%
Burberry 17,335,034 0.02%
Gucci 17,249,094 0.01%
Dior 16,474,055 0.04%
Dolce & Gabbana 11,387,217 0.02%
Ralph Lauren 9,067,580 0.02%
Armani 8,307,857 0.04%
Coach 7,225,743 0.02%
Prada 6,444,622 0.04%
Versace 5,137,567 0.07%
Jimmy Choo 3,631,207 0.09%
Louboutin 3,338,924 0.09%
Hermès 3,022,142 0.03%
Moncler 2,970,177 0.03%
Saint Laurent Paris 2,931,025 0.05%
Valentino 2,819,705 0.02%
Givenchy 2,790,584 0.04%
Fendi 2,633,368 0.03%
Roberto Cavalli 2,382,781 0.03%
Chloé 2,089,409 0.03%
Marc Jacobs 2,008,104 0.03%
Alexander McQueen 1,964,533 0.05%
Tom Ford 1,779,347 0.08%
Facebook PageMay
2018 Likes
Avg Engagement
Rate per Post
Ferragamo 1,767,936 0.04%
Longchamp 1,532,894 0.01%
Balenciaga 1,383,956 0.11%
Miu Miu 1,259,344 0.02%
Tod's 1,195,753 0.09%
Oscar de la Renta 1,162,483 0.03%
Hogan 1,145,123 0.02%
Jean Paul Gaultier 1,074,293 0.02%
Karl Lagerfeld 1,056,864 0.10%
Moschino 1,043,870 0.11%
Furla 1,011,424 0.08%
Diane von Furstenberg 1,000,241 0.02%
Kenzo 955,682 0.03%
Stella McCartney 922,477 0.07%
Giuseppe Zanotti 843,648 0.48%
Balmain 842,027 0.22%
Alexander Wang 841,381 0.04%
Bottega Veneta 741,859 0.07%
MCMworldwide 714,285 0.05%
Escada 692,067 0.05%
Lanvin Paris 683,436 0.03%
Trussardi 628,797 0.04%
Loewe 604,692 0.00%
Bally 572,091 0.07%
Dunhill 569,783 0.15%
Facebook PageMay
2018 Likes
Avg Engagement
Rate per Post
There has been notable YOY growth for brands like Longchamp and Furla
Ferragamo 1,767,936 0.04%
Longchamp 1,532,894 0.01%
Balenciaga 1,383,956 0.11%
Miu Miu 1,259,344 0.02%
Tod's 1,195,753 0.09%
Oscar de la Renta 1,162,483 0.03%
Hogan 1,145,123 0.02%
Jean Paul Gaultier 1,074,293 0.02%
Karl Lagerfeld 1,056,864 0.10%
Moschino 1,043,870 0.11%
Furla 1,011,424 0.08%
Diane von Furstenberg 1,000,241 0.02%
Kenzo 955,682 0.03%
Stella McCartney 922,477 0.07%
Giuseppe Zanotti 843,648 0.48%
Balmain 842,027 0.22%
Alexander Wang 841,381 0.04%
Bottega Veneta 741,859 0.07%
MCMworldwide 714,285 0.05%
Escada 692,067 0.05%
Lanvin Paris 683,436 0.03%
Trussardi 628,797 0.04%
Loewe 604,692 0.00%
Bally 572,091 0.07%
Dunhill 569,783 0.15%
Facebook PageMay
2018 Likes
Avg Engagement
Rate per Post
35
|
LUXURY BRANDS & FACEBOOK
Longchamp / Kendall Jenner
1.5 M followers
Furla / Mothers
1 M followers
LIKE COUNTS OF 1MM+
36
Holiday Hot Products
37
|
Holiday Hot Products
38
Top products overall: First week of November 2018
Nintendo Switch
Apple WatchVans Fitbit
Roku iPhone XRXbox Instant Pot
|
Holiday Hot Products
39
Trending fashion products: First week of November ‘18 vs ‘17
Teddy coat
+526%
(2.6K
people)
Men’s rings+207%
(2.2K
people)
Gucci flip flops
+262%
(3.7K
people)
Men’s hoodies
+219%
(1.4K
people)
Sherpa jacket
+161%
(1.8K
people)
Blazers+141%
(6.6K
people)
MAGA hat+313%
(3.5K people)
|
FINDINGS & IMPLICATIONS
40
|
KEY TAKEAWAYS
• Luxury Reinvented – The significant growth in online visitors, social followers and sales create a clear picture for what can be achieved as luxury keeps embracing change and new ways of thinking.
• Millennially Minded – Winning the Millennial generation has been a priority in the luxury sector for several years. Their influence, behavior and values continue to drive luxe positioning, product development and strategy.
• Casual Chic – Luxury fashion is having a casualwear moment. Sweatshirts, belt bags, slip-on shoes and slides are showing heightened levels of search interest, and this casual trend is cultivating new audiences, markets and revenue streams for luxury brands. Correspondingly, male luxury site visits are up significantly as well.
• Search Matters More Than Ever – With competition growing and evolving across the board – from online and department store partners, sellers of preowned luxury goods, and even premium streetwear and luxe-adjacent designer goods – luxury brands must own every touch point with the consumer.
• Amazon is an Emerging Luxury Channel – While luxury brands are primarily selling fragrances through Amazon, search activity suggests a desire to buy more luxury apparel and accessories than they’re finding.
41
Thank You!