Michael Kors, the second-largest luxury-brand in the United States, currently has more than 38 million fans on social media, followed by Top Ten, followed by Fendi, Burberry, LV, Coach, Hugo Boss, Tory Burch, Kate Spade And Salvatore Ferragamo. However, the report also shows that 2017 is still a tough year for luxury brands, the degree of digitization of luxury brands still lags behind other areas. Amazon e-commerce platform, discount sites, second-hand resold platforms and other new protagonists As well as the winter department store industry has become a luxury brand's own digital influence resistance.
L2 Deputy Director Br ian Lee also said that these luxury brands have been threatened by emerging ecommerce brands such as Everlane, Reformation, etc. The report also found that 38% of fashion brands have a low search conversion rate, for example, luxury brand Céline has 40% of searches in January % Of consumers are directed to third-party e-commerce sites and only 18% of consumers are directed to the brand's official website, but the general increase in the digital competitiveness of luxury brands has also led to an increase in the brand after the downturn of 2016. In improving digitalization Grasping the Millennials is an important part of this process, as Millennials are becoming a stable growth segment of the luxury goods industry and are expected to grow from a quarter of the consumer size to nearly half by 2025. As Digitizing indigenous Aboriginal millennials, which rely primarily on online product discovery and brand interaction, will be an important opportunity for brands to invest more in digital, with over 70% of today's luxury spending being affected online, with more The Jubilee generation of consumers to enter the market, this figure is continuing to rise.Although the physical sales slowed down, but since 2014, e-commerce sales of luxury goods The amount of the share has doubled to 8%, and is expected to continue to accelerate in the coming years.
In seizing the Millennials, Gucci success Leading the industry trend.Continue to create a sense of freshness to consumers, luxury brands Gucci continued strong growth recorded for seven consecutive quarters outperform the luxury goods industry.According to the latest announcement of the parent company Kaiyun third quarter earnings, its luxury Commodity sector revenue rose 32.3% year-on-year to 2,678 million euros. The core brand Gucci beat all competitors, a record high growth rate, sales soared 49.4% to 1.55 billion euros, all product categories were recorded double-digit Growth, including China, including Asia Pacific sales rose 33%. Kaiyun Group Chairman and CEO Fran? Ois-Henri Pinault earlier admitted in an interview, Gucci performance continued to rise, it is inseparable from Alessandro Michele and brand CEO Marco Bizzarri bold innovation and business strategy, both creatively and commercially promote the brand's digital process.
From a creative point of view, Gucci has built a brand new, self-contained brand image by showing art to Alessandro Michele as creative director of the brand, from inviting artists to re-authoring to organizing exhibitions around the world, Almost every episode of art-related activity can be a topic of conversation and become a hotspot in social media.By sorting the timeline of the Gucci event, we found that the Gucci digital creative project occurred almost monthly, and both received Good feedback results. In February of this year, Gucci broadcast live for the first time Women Merged fashion show, released the 2017 autumn and winter series, became the most discussed brand on Instagram during the Milan Fashion Week.In March, Gucci launched the Meme cooperation project with the new watch series as the theme of #TFWGucci, to encourage Meme cultural creators from all over the world and Artist, and a collection of watches around the Le Marchédes Merveilles. The project name #TFWGucci means 'That Feel When ...' (when I wear a Gucci watch).
According to statistics for the month, Gucci Instagram official account released 30 #TFW images, a total of about 2 million times (1999791) like. # TFW project 0.5% average interaction rate actually exceeds the Gucci Instagram original interaction rate of 0.4% At the same time, 10 out of 31 images had an interaction rate higher than 0.5%, and the two most-favored photos became the most popular two in the history of the Gucci account, surpassing the most popular ones Barack Obama picture. Followed by the end of March, Gucci and "A Mag az The curator Michelle Miracle curated by ine Curated By magazine has also come in Hong Kong and Beijing successively and opened in Taipei in May. The three shows were female artists Petra Collins, Coco Capitan and Gia It is noteworthy that all three are emerging digital artists with 650,000, 110,000 and 98,000 fans on Instagram, respectively. In May, Gucci held the 2018 Spring Show in Florence in May Gucci tribute to create the transition volume of fashion show, Gucci brand by the origin of the historic heritage of Florence tribute, which spend big money to do the big show in the team come to the fore.