Altagamma
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Altagamma

on

  • 2,497 views

 

Statistics

Views

Total Views
2,497
Views on SlideShare
2,493
Embed Views
4

Actions

Likes
0
Downloads
70
Comments
0

3 Embeds 4

https://twitter.com 2
http://www.linkedin.com 1
https://si0.twimg.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Altagamma Presentation Transcript

  • 1. Digital Luxury Experience®Altagamma ObservatoryPresentation of main findingsParis / Milan, September 15th, 2011 1
  • 2. Digital Luxury Experience®Altagamma ObservatoryUnderstanding the onlinecustomer behaviour and theonline brand performance. 2
  • 3. The Observatory is a unique point of view on Digital Luxury Web and social media Consumers/companies 187 Worldwide luxury brands >1,500 Consumers interviews in main Western markets and 8 Product categories (fashion, China high-end furniture, jewelry and watches, food and > 70 Questionnaires to Company beverages, hospitality and Altagamma membersPublic data data cars) > 450 Web sites Digital 7 Countries analyzed (USA, data Italy, UK, France, Germany, China, Japan) 150 Millions social media and blogs scanned 50 Performance indicators 3
  • 4. 187 worldwide luxury brands analyzed generate EUR ~60 billion revenues and represent a full spectrum of luxury categories Number of companies Revenues analyzed EUR billions, 20101 Fashion 53 29.8 High-end furniture 27 1.5 Jewelry and watches 33 19.2 Food and beverages 23 2.4 Hospitality 24 0.6 Cars 10 3.0 Yachts 12 2.7 Other 5 0.31 If not available, 2009 figures have been used 4
  • 5. Brands have been divided into peergroups based on core product categoryFashion - Apparel Fashion - Accessories Jewellery Watches OthersLiving, Bed, Bath Kitchen and Table Lighting BeveragesFood Hospitality Cars Yachts 5
  • 6. Despite being still marginal, the online luxury market is growing at 20% p.a. EUR billions 11.0 Representing 20% 2.6% of the luxury market 4.5 0.7 1.2 0.8 1.0 0.8 Mono Off price Event Full price Dept store Total on-line Total brand luxury 2015E market Multi-brand E-market places 20101 Apparel, accessories, jewelry, and watches2 Size of total luxury market 172 EUR billion 6SOURCE: Fondazione Altagamma; Expert interviews; broker reports, filled questionnaires from Altagamma member companies
  • 7. Understanding why luxury consumers shop online is crucial Percent “Why do I shop online?” Avoid sales-assistants 56 46 78 Online variety seeker 23 4 11 Online bargain hunter 8 23 10 Virtual proximity 9 9 0 Time pressed 4 19 1 7SOURCE: Online survey, conducted over 1,500 respondents in June 2011, based on luxury consumer panel
  • 8. As well as knowing how online influences offline in the luxury market Percent of total respondents, N = 1,500 67 "For luxury items bought in stores in the last 12 months, 50 did you do any research online?" 63 8SOURCE: Online survey, conducted over 1,500 respondents in June 2011, based on luxury consumer panel
  • 9. Blogs and social media are increasingly important in online research, especially in emerging markets like China Percent of total respondents, N = 1,500 Mono-brand 68 Magazine website 50 Multi-brand 45 Fashion blog 37 Department store 40 Facebook1 26 "When you research YouTube 19 specific luxury items online, what are your main sources of information?" Fashion blogs Facebook1 27 20 27 26 58 331 In China considered social networks as Xiaonei 9SOURCE: Online survey, conducted over 1,500 respondents in June 2011, based on luxury consumer panel
  • 10. By 2015 China is surpassing the US in terms of online retail turnover Online retail market size USD billions 371 326 165 67 2010 2016E 10
  • 11. The Customer Decision Journey in a digitalenvironment entails a new language and new KPIs Awareness Consideration Loyalty Unique monthly Average time per visit Monthly visits visitors per visitor Page views Likelihood to Bounce rate Per visitors retweet/post Brand search volume Google page rank Affinity to competitors’ site Unpaid search visibility Buzz volume Paid search reach Sentiment 11
  • 12. Fashion and cars performances are significantly higher than other categories Awareness Consideration Loyalty Volume traffic Time spent Buzz volume Visitors/ on the site Thousands of EUR million revenues Seconds messagesFashion 2,194 357 46,174High-end furniture 448 393 550Jewelry and watches 377 402 4,746Food and beverages 383 307 2,115Hospitality 470 350 323Cars 3,899 380 115,415Yachts 94 403 475Other 423 392 1,733 12
  • 13. Digital Luxury Best performers /1 Awareness Consideration Loyalty ApparelAccessories Jewelry Watch 13
  • 14. Digital Luxury Best performers /2 Awareness Consideration Loyalty Living, bedroom, bathroomKitchen and table Lighting 14
  • 15. Digital Luxury Best performers /3 Awareness Consideration Loyalty FoodBeveragesHospitality 15
  • 16. Digital Luxury Best performers /4 Awareness Consideration Loyalty CarsYachts 16
  • 17. Every week ~150,000 messages are generated on social media about luxury brandsBuzz volume trendsAverage number of messages per weekOctober 2010 – March 2011 • Video • Views +37% 172,500 173,300 157,300 • Friends 140,400 137,500 • Posts 114,700 • Messages Oct ‘10 Nov ‘10 Dec ‘10 Jan ‘11 Feb ‘11 Mar ‘11 • Follower 17
  • 18. Social networks friends of luxury brands will more than double in the next year Millions of Facebook friends of Digital Luxury Observatory panel Annual growth rate 99.6 +136% 42.0 May 2011 May 2012e 18SOURCE: analysis on Facebook
  • 19. In the social media environment, all luxury brands have a positive digital reputation Positive Negative Mixed NeutralQuality of messages about luxury brands Sentiments on aPercentage scale from 0-5Fashion 34 2 5 59 4.3High-end furniture 33 23 62 4.3 30 3 65 4.5Jewelry and watches 1Food and beverages 37 1 10 52 4.5Hospitality 44 2 53 4.9 1Cars 18 2 15 65 3.8Yachts 24 15 70 4.8Other 24 1 10 65 4.3 19
  • 20. The most quoted brands on social media Social media presence Buzz volume Apparel AccessoriesLiving, bedroom and bathroom 20
  • 21. Social media performance of luxury brands Facebook friends Videos views Followers Thousand Thousand Thousand Fashion 537,578 790,832 38,396 High-end furniture 3,795 121,718 1,832 Jewelry and watches 87,318 231,886 2,583 Food and 12,167 18,309 289 beverages Hospitality 3,229 9,222 1,166 Cars 918,913 5,434,972 15,085 Yachts 1,094 42,329 420 Other 4,906 594 N.A.SOURCE: Team analysis, Facebook, YouTube, twitter 21
  • 22. • International Luxury Companies commitment in regards of online reputation and performance of their brands is constantly increasing.• Fondazione Altagamma supports its companies by suggesting: – Think and act multi-channel, as customers are behaving so – Improving performance requires mastering new tools, new performance management systems and appropriate skills, talents, and organization structures – Digital Luxury customers requires high quality interfaces (Web sites, social media) to fulfill a new customer experience: not only shopping, but also researching, exchanging ideas and experimenting 22
  • 23. Digital Luxury Experience®Altagamma ObservatoryCopywright: Fondazione AltagammaTotal or partial publication permitted with quotation of the source:“Digital Luxury Experience® - Altagamma Observatory”.Press Relations: Edoardo Carloni - carloni@altagamma.itVia Giosue Carducci, 3620123 Milano – ItaliaT +3902 7200 3321 F +3902 8901 0756 www.altagamma.it