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The Luxury Shoe Industry Analysis of Consumers’ Search Intentions and Brands’ Social Media Presence December 2011 www.digital-luxury.com NEW YORK | GENEVA | DUBAI | SHANGHAI

The Luxury Shoe Industry

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Page 1: The Luxury Shoe Industry

The Luxury Shoe IndustryAnalysis of Consumers’ Search Intentions and Brands’ Social Media Presence

December 2011www.digital-luxury.com

NEW YORK | GENEVA | DUBAI | SHANGHAI

Page 2: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 2

“Give a girl the right shoes, and she can conquer the world.”

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.thefashionfiend.com/2011/06/01/fashion-icon

Page 3: The Luxury Shoe Industry

Objectives of this Research• The first digital analysis of the Luxury

Shoe Industry

• Measuring and analyzing customer intentions via search engine searches

• Social Media & Community Management analysis of top shoe brands

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.coutureinthecity.com

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SCOPE:Based on Google searches in

the top luxury fashion markets

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.elle.com

Data available upon special request

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SCOPE:

57 luxury shoe brands sorted into 3 categories

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.thecelebrityhome.com

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Category 1: MAISON• Brand includes a range of product

categories, of which shoes is just one. Shoes do not represent more than 50% of revenues of the brand, presently nor in the past.

• Brand established before 2000

• Alexander McQueen, Azzedine Alaia, Balenciaga, Bottega Veneta, Celine, Chanel, Chloe, D&G, Dolce & Gabbana, Dior, Givenchy, Gucci, Isabel Marant, Kenzo, Lanvin, Louis Vuitton, Marc Jacobs, Marni, Miu Miu, Prada, Ralph Lauren, Stella McCartney, Valentino, YSL

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.lvmh.fr/lvmh-news/news#/news/435:

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Category 2: SHOE HERITAGE• Brand’s original focus was on shoes, even if

they have since expanded beyond

• Shoes still remain major piece of the business

• Bally, Casadei, Cesare Paciotti, Ferragamo, Fratelli Rossetti, GianMarco Lorenzi, Gina, Giuseppe Zanotti, Hogan, Jimmy Choo, Kurt Geiger, LK Bennett, Christian Louboutin, Manolo Blahnik, Pierre Hardy, Pura Lopez, René Caovilla, Roger Vivier, Sergio Rossi, Sigerson Morrison, Stephane Kelian, Stuart Weitzman, Tod’s, Walter Steiger© Digital Luxury Group, DLG SA,

2011 Photo Source: http://theculturedkids.blogspot.com/2010_06_01_

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© Digital Luxury Group, DLG SA, 2011 8

Category 3: NEW PLAYERS

• Brand established after 2000

• May or may not be solely focused on shoes

• Often considered a trendsetter by its peers

• Alexander Wang, Alexandre Birman, Brian Atwood, Camilla Skovgaard, Charlotte Olympia, Derek Lam, Gianvito Rossi, Jonathan Kelsey, Nicholas Kirkwood, Reed Krakoff

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://magwood.ca/blog/wp-content/uploads/

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© Digital Luxury Group, DLG SA, 2011 9

Highlights• The United States is the most shoe-crazy market,

with more than 40% of total global searches

• 35% of search intentions (brand searches not included) are related to specific shoe styles

• Prada and Gucci combined represent nearly 50% of searches in the MAISON category

• Christian Louboutin rocks the Web with 45% of the searches in the SHOE HERITAGE category

• Jimmy Choo and Christian Louboutin lead on Facebook

© Digital Luxury Group, DLG SA, 2011 Photo Source:: http://1.bp.blogspot.com/

Page 10: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 10

TOP LUXURY SHOE MARKETSbased on Google search intentions

• More than 40% of the searches were made in the US• The United Kingdom is by far the first digital European

market in the shoe industry

DLG –October 2010 to September 2011

© Digital Luxury Group, DLG SA, 2011

USA 48.8%

UK 17.0%

FR 9.6%

IT 8.3%

GER 7.9%

BRA 5.7% JAP 2.8%

Photo Source: http://todayimwearing.com/wp-content/uploads/2011/06/

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SEARCH INTENTIONSClientele’s preferences towards

luxury shoe brands• 91.68% of the searches are brand-related• 3.58% are related to styles (boots, ballerinas,

high-heels, etc…) • 3% related to distribution (POS, online shop,

retailers, etc…)91.68%

MATERIAL

COLOURS

PRICEOTH

ER

PREOWNED

REPLIC

A

DISTRIBUTIO

NSTY

LES

0.1% 1.0% 3.3% 5.5% 7.6%

16.0%

30.8%35.8%

OTHERBRAND

DLG –October 2010 to September 2011© Digital Luxury Group, DLG SA,

2011 Photo Source: http://www.coquettishmish.com/2011_05_01_archive.html

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FOCUS on STYLES in the US marketLooking at over 3 million searches focusing on styles on Google in US from January to September 2011:

lace-upbiker

ballerinasespadrilleshigh heels

slippersballet

bootiesplatforms

thongswedges

loaferheels

sandalspumpsboots

sneakers

0.2%0.2%0.3%0.5%0.6%0.6%1.0%1.5%1.5%1.7%

3.6%3.7%

6.7%7.1%

10.7%19.1%

41.0%

“Sneakers” represent more than 40% of shoe style searches. Opportunity for luxury brands?

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.shoefanaticformen.co.uk/wp-content/uploads/

Page 13: The Luxury Shoe Industry

Top 7 Most Searched Brands in the MAISON Category (23)

• Prada and Gucci lead, while Dior ranks 8th

• Azzedine Alaia ends the ranking with 0.1%. While the brand does not have a corporate website, the success of his designs within fashion circles and celebrities organically provides recognition.

Others (16)

Yves Saint Laurent

Chanel

Dolce & Gabbana

Ralph Lauren

Louis Vuitton

Gucci

Prada

21.4%

3.8%

5.4%

5.7%

5.8%

11.8%

22.8%

23.2%

DLG –October 2010 to September 2011

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.lvmh.fr/lvmh-news/news#/news/435:

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Top 7 Most Searched Brands in the SHOE HERITAGE Category (24)

• Christian Louboutin rocks the Web

• Jimmy Choo, Bally, and Manolo Blahnik combined represent only half the amount of searches for Christian Louboutin

Others (17)

Manolo Blahnik

Kurt Geiger

Bally

Tod's

Salvatore Ferragamo

Jimmy Choo

Christian Louboutin

14.14%

4.60%

4.81%

6.07%

6.96%

7.42%

11.10%

44.89%

DLG –October 2010 to September 2011

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://theculturedkids.blogspot.com/2010_06_01_

Page 15: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 15

Top 7 Most Searched Brands in the NEW PLAYERS Category (10)

• Two very tight players with more than 50% of market share combined, Alexander Wang and Brian Atwood.

• Charlotte Olympia holds the third position with nearly 20% of the search volume.

Others (3)Derek Lam

Alexandre BirmanCamilla SkovgaardNicholas KirkwoodCharlotte Olympia

Brian AtwoodAlexander Wang

3.64%2.62%

3.41%4.62%

10.79%18.16%

27.19%29.57%

DLG –October 2010 to September 2011

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://magwood.ca/blog/wp-content/uploads/

Page 16: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 16

Brand Engagement and Popularity on Facebook

• Jimmy Choo and Louboutin communities on Facebook are 4x larger than all the other brands represented in this graph combined

• Brands like Gucci, Chanel and Dior (not on the graph) respectively account for an online community of 5.5, 4.7, and 5.3 million fans, each with an average engagement of 0.12%, 0.14% and 0.32% - Dior largely dominates the debate!

0 200,000 400,000 600,000 800,000-0.1%

0.1%

0.3%

0.5%

0.7%

0.9%

Louboutin

Jimmy Choo

Ferragamo

Sergio Rossi

Giuseppe Zanotti

Stuart WeitzmanCharlotte Olympia

Brian Atwood

GianMarco Lorenzi

Walter SteigerRoger Vivier

Gina Shoes

Rene Caovilla

Fans

Enga

gem

ent

Rat

e

© Digital Luxury Group, DLG SA, 2011 Photo Source: http://youstrikemyfancy.files.wordpress.com/

Page 17: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 17

Brand Engagement and Popularity on Twitter

• Once again Christian Louboutin shows digital superiority on Twitter with a community 3 times that of Jimmy Choo and a much higher engagement rate

• Charlotte Olympia and Alexander Wang have a qualitative community with a very high engagement rate

-10,000 10,000 30,000 50,000 70,000 90,000 110,000 130,000 150,0000.0%

0.1%

0.2%

0.3%

0.4%

Louboutin

Jimmy Choo

Alexander Wang

Stuart Weitzman

Sergio Rossi

Charlotte Olympia

Giuseppe Zanotti

Walter Steiger

Pierre Hardy

Followers

Enga

gem

ent R

ate

© Digital Luxury Group, DLG SA, 2011 Photo Source:http://ritournelleblog.files.wordpress.com/2011/05/

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“A good shoe is one that doesn't dress you but

undresses you.”

© Digital Luxury Group, DLG SA, 2011

- Christian Louboutin

Page 19: The Luxury Shoe Industry

© Digital Luxury Group, DLG SA, 2011 19

METHODOLOGYSearch QueriesExtracted from search engines, the search queries collected encompass a large semantic field related to the brands and include synonyms, plurals and misspellings.

LanguagesPortions of these search queries are in English whereas some are translated from each key market language.

Data Collection and AnalysisPublic and professional tools are used to automate search volume collection, thanks to DLG’s strong partnerships with search engines. Once collected, this data is filtered, analysed and translated into 10 intentions (brands, models, distribution, price, colour, etc…) using exclusive DLG technology.

HarmonizationSince multi-product brands, such as Chanel, Dior or Gucci, may generate significantly more search volume than pure players, data is harmonized to identify shoes-only demand.

Facebook & Twitter engagement ratesThe engagement rate is a qualitative indicator measuring the level of interactivity between the brand and its fans/followers.

© Digital Luxury Group, DLG SA, 2011 Photo Source:http://ritournelleblog.files.wordpress.com/2011/05/

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© Digital Luxury Group, DLG SA, 2011

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We create tailor-made digital strategies for the most admired luxury brands

10+ years of experience working for the most respected luxury brands

Industry leader in watches and fine jewelry

Strong international presence with partners in Geneva, New York, Shanghai, Dubai

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© Digital Luxury Group, DLG SA, 2011

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Contact [email protected]

www.digital-luxury.com@DL_Group

Page 22: The Luxury Shoe Industry

The Luxury Shoe IndustryAnalysis of Consumers’ Search Intentions and Brands’ Social Media Presence

www.digital-luxury.com

NEW YORK | GENEVA | DUBAI | SHANGHAI