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PMX Agency’s Trend Report: Luxury Brands Online 2016

PMX Agency's Trend Report: Luxury Brands Online

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Page 1: PMX Agency's Trend Report: Luxury Brands Online

PMX Agency’s Trend Report: Luxury Brands Online

2016

Page 2: PMX Agency's Trend Report: Luxury Brands Online
Page 3: PMX Agency's Trend Report: Luxury Brands Online

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.

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Page 4: PMX Agency's Trend Report: Luxury Brands Online

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

Page 5: PMX Agency's Trend Report: Luxury Brands Online

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

Page 6: PMX Agency's Trend Report: Luxury Brands Online

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

Page 7: PMX Agency's Trend Report: Luxury Brands Online

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

Page 8: PMX Agency's Trend Report: Luxury Brands Online

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

Page 9: PMX Agency's Trend Report: Luxury Brands Online

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

Page 10: PMX Agency's Trend Report: Luxury Brands Online

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

Page 11: PMX Agency's Trend Report: Luxury Brands Online

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

Page 12: PMX Agency's Trend Report: Luxury Brands Online

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

Page 13: PMX Agency's Trend Report: Luxury Brands Online

ClickstreamTraffic Sources & Exits

Page 14: PMX Agency's Trend Report: Luxury Brands Online

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

Page 15: PMX Agency's Trend Report: Luxury Brands Online

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

Page 16: PMX Agency's Trend Report: Luxury Brands Online

SearchKeywords, Click Share & Traffic Trends

Page 17: PMX Agency's Trend Report: Luxury Brands Online

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

Page 18: PMX Agency's Trend Report: Luxury Brands Online

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

Page 19: PMX Agency's Trend Report: Luxury Brands Online

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

Page 20: PMX Agency's Trend Report: Luxury Brands Online

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

Page 21: PMX Agency's Trend Report: Luxury Brands Online

Social Media Platforms, Followers & Engagement

Page 22: PMX Agency's Trend Report: Luxury Brands Online

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

Page 23: PMX Agency's Trend Report: Luxury Brands Online

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

Page 24: PMX Agency's Trend Report: Luxury Brands Online

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

Page 25: PMX Agency's Trend Report: Luxury Brands Online

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

Page 26: PMX Agency's Trend Report: Luxury Brands Online

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

Page 27: PMX Agency's Trend Report: Luxury Brands Online

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

Page 28: PMX Agency's Trend Report: Luxury Brands Online

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

Page 29: PMX Agency's Trend Report: Luxury Brands Online

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

Page 30: PMX Agency's Trend Report: Luxury Brands Online

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

Facebook

30

Page 31: PMX Agency's Trend Report: Luxury Brands Online

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

Page 32: PMX Agency's Trend Report: Luxury Brands Online

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

Instagram

32

Page 33: PMX Agency's Trend Report: Luxury Brands Online

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

Page 34: PMX Agency's Trend Report: Luxury Brands Online

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

Twitter

34

Page 35: PMX Agency's Trend Report: Luxury Brands Online

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

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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

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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

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Page 39: PMX Agency's Trend Report: Luxury Brands Online

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

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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

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