The Luxury Shoe Industry

The Luxury Shoe IndustryAnalysis of Consumers’ Search Intentions andBrands’ Social Media PresenceDecember 2011www.digital-luxury.comNEW YORK | GENEVA | DUBAI | SHANGHAI

“Give a girl the right shoes, and she can conquer the world.” © Digital Luxury Group, DLG SA, 2011 2© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.thefashionfiend.com/2011/06/01/fashion-icon

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

SCOPE: Based on Google searches in the top luxury fashion markets Data available upon special request 4© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.elle.com

SCOPE: 57 luxury shoe brands sorted into 3 categories 5© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.thecelebrityhome.com

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:

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

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

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

TOP LUXURY SHOE MARKETS based on Google search intentions BRA 5.7% JAP 2.8% GER 7.9% IT 8.3% USA 48.8% FR 9.6% UK 17.0% DLG –October 2010 to September 2011 • 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 © Digital Luxury Group, DLG SA, 2011 10© Digital Luxury Group, DLG SA, 2011 Photo Source: http://todayimwearing.com/wp-content/uploads/2011/06/

SEARCH INTENTIONS Clientele’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…) 35.8% 91.68% 30.8% 16.0% 7.6% 3.3% 5.5% 0.1% 1.0% BRAND OTHER DLG –October 2010 to September 2011 11© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.coquettishmish.com/2011_05_01_archive.html

FOCUS on STYLES in the US market Looking at over 3 million searches focusing on styles on Google in US from January to September 2011: sneakers 41.0% boots 19.1% pumps 10.7% sandals 7.1% heels 6.7% loafer 3.7% wedges 3.6% thongs 1.7% platforms 1.5% booties 1.5% ballet 1.0% slippers 0.6% high heels 0.6% “Sneakers” represent more than espadrilles 0.5% ballerinas 0.3% 40% of shoe style searches. biker 0.2% Opportunity for luxury brands? lace-up 0.2% 12© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.shoefanaticformen.co.uk/wp-content/uploads/

Top 7 Most Searched Brands in the MAISON Category (23) Prada 23.2% Gucci 22.8% Louis Vuitton 11.8% Ralph Lauren 5.8% Dolce & Gabbana 5.7% Chanel 5.4% Yves Saint Laurent 3.8% Others (16) 21.4% DLG –October 2010 to September 2011 • 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.© Digital Luxury Group, DLG SA, 2011 Photo Source: http://www.lvmh.fr/lvmh-news/news#/news/435:

Top 7 Most Searched Brands in the SHOE HERITAGE Category (24) Christian Louboutin 44.89% Jimmy Choo 11.10% Salvatore Ferragamo 7.42% Tods 6.96% Bally 6.07% Kurt Geiger 4.81% Manolo Blahnik 4.60% Others (17) 14.14% DLG –October 2010 to September 2011 • Christian Louboutin rocks the Web • Jimmy Choo, Bally, and Manolo Blahnik combined represent only half the amount of searches for Christian Louboutin 14© Digital Luxury Group, DLG SA, 2011 Photo Source: http://theculturedkids.blogspot.com/2010_06_01_

Top 7 Most Searched Brands in the NEW PLAYERS Category (10) Alexander Wang 29.57% Brian Atwood 27.19% Charlotte Olympia 18.16% Nicholas Kirkwood 10.79% Camilla Skovgaard 4.62% Alexandre Birman 3.41% Derek Lam 2.62% Others (3) 3.64% DLG –October 2010 to September 2011 • 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. © Digital Luxury Group, DLG SA, 2011 15© Digital Luxury Group, DLG SA, 2011 Photo Source: http://magwood.ca/blog/wp-content/uploads/

Brand Engagement and Popularity on Facebook 0.9% Rene Caovilla 0.7% Engagement Rate 0.5% Roger Vivier Walter Steiger Louboutin Sergio Rossi 0.3% Giuseppe Zanotti Ferragamo Gina Shoes Charlotte Olympia Jimmy Choo 0.1% Stuart Weitzman GianMarco Lorenzi Brian Atwood -0.1% 0 200,000 400,000 600,000 800,000 Fans • 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! © Digital Luxury Group, DLG SA, 2011 16© Digital Luxury Group, DLG SA, 2011 Photo Source: http://youstrikemyfancy.files.wordpress.com/

Brand Engagement and Popularity on Twitter 0.4% Charlotte Olympia 0.3% Engagement Rate 0.2% Alexander Wang Stuart Weitzman Louboutin Giuseppe Zanotti 0.1% Sergio Rossi Walter Steiger Pierre Hardy Jimmy Choo 0.0% -10,000 10,000 30,000 50,000 70,000 90,000 110,000 130,000 150,000 Followers • 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 © Digital Luxury Group, DLG SA, 2011 17© Digital Luxury Group, DLG SA, 2011 Photo Source:http://ritournelleblog.files.wordpress.com/2011/05/

“A good shoe is one that doesnt dress you but undresses you.” - Christian Louboutin 18© Digital Luxury Group, DLG SA, 2011

METHODOLOGY Search Queries Extracted from search engines, the search queries collected encompass a large semantic field related to the brands and include synonyms, plurals and misspellings. Languages Portions of these search queries are in English whereas some are translated from each key market language. Data Collection and Analysis Public 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. Harmonization Since 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 rates The engagement rate is a qualitative indicator measuring the level of interactivity between the brand and its fans/followers. © Digital Luxury Group, DLG SA, 2011 19© Digital Luxury Group, DLG SA, 2011 Photo Source:http://ritournelleblog.files.wordpress.com/2011/05/

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 © Digital Luxury Group, DLG SA, 2011 20

The Luxury Shoe IndustryAnalysis of Consumers’ Search Intentions andBrands’ Social Media Presencewww.digital-luxury.comNEW YORK | GENEVA | DUBAI | SHANGHAI

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The Luxury Shoe Industry

by Digital Luxury Group on Dec 05, 2011

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