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Digital Competitive Map Contemporary 2019 - Abstract
The Digital Competitive Map 2019 highlights the competitive landscape of contemporary fashion brands, with Michael Kors and Zara standing out for their user experience. While contemporary brands are competitive in user experience, they lag behind luxury brands in globalization aspects such as e-commerce and 'made-in' transparency. Key findings also indicate improvements among Italian brands, like Coccinelle and Sandro, in strategic reach and digital customer experience since 2018.
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Digital Competitive Map Contemporary 2019 - Abstract
- 1. Title Subtitle Speaker name Digital CompetitiveMap Contemporary 2019 Abstract from Premium Report July 2019
- 2. 2 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Digital Competitive Map Contemporary 2019 Key Messages • Contemporary Panel competitive with Luxury Panel on User Experience Criteria, while behind on Globalization (E-commerce countries, Web and Email Languages, Asian Socials), Cross-Channel Services and “Made-in” transparency • In DCM 2019 Zara and Michael Kors standing out – Michael Kors with maximum score Overall and on the Digital Customer Experience Axis – H&M with maximum score on the Strategic Reach Axis – Among Italian Brands, Furla and Pinko in the top 5 Overall, Furla in the top 5 on the Strategic Reach Axis, Falconeri and Twinset in the top 5 on the Digital Customer Experience Axis • Coccinelle and Sandro improving on the Strategic Reach Axis ranking vs DCM 2018 • Geox and Sandro with very significant improvements on the Digital Customer Experience Axis ranking vs DCM 2018 • Peg point Michael Kors ranking first in the Contemporary Fashion Panel and seventh in the Luxury Panel Source: Contactlab Analysis
- 3. 3 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Contemporary Fashion Panel: 18 Italian Brands, plus 7 International Source: Contactlab Analysis CONTEMPORARY FASHION PANEL Italian Brands Reference International Brands Segment New Stroili Jeweler New Pandora Jeweler New Swarovski Jeweler Coccinelle Premium Fashion Elisabetta Franchi Premium Fashion Falconeri Premium Fashion Furla Premium Fashion Geox Premium Fashion Liu Jo Premium Fashion Luisa Spagnoli Premium Fashion Max&Co Premium Fashion Patrizia Pepe Premium Fashion Peuterey Premium Fashion Pinko Premium Fashion Trussardi Premium Fashion Twinset Premium Fashion Woolrich Premium Fashion Michael Kors Premium Fashion Sandro Premium Fashion New Zadig et Voltaire Premium Fashion New United Colors of Benetton Fashion Motivi Fashion Rinascimento Fashion H&M Fashion Zara Fashion
- 4. 4 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Digital Competitive Map 2019 analytical frame revised/upgraded: overall 20 Criteria and 199 Parameters Source: Contactlab Analysis AXES CATEGORIES CRITERIA FOCUS DIGITAL STRATEGIC REACH (73 Parameters) 1. E-commerce Strategy 1. Countries with E-commerce (added JD.com) Worldwide 2. International E-tailers (added Amazon Moda) Worldwide 2. "Made in" on Web 3. "Made in" on Web Italy 3. Customer Engagement Strategy 4. Web Languages Worldwide 5. Email Reach Worldwide 6. Social Reach (added Line, Kakao) Worldwide DIGITAL CUSTOMER EXPERIENCE (126 Parameters) 4. Website Experience 7. Product Presentation on Product Pages Italy 8. Product Selection Support (added Order by Price, Back-in-Stock Notification) Italy 9. Customer Service Contact Options Italy 10. Chatbot on Facebook NEW CRITERIA Italy 11. Style Advisory Italy 5. E-commerce Experience 12 Online Shopping Appeal and Friendliness Italy 13. Online Payment Methods (added Loyalty, Coupon) Italy 14. Delivery Options (added Return Shipping Options) Italy 6. Cross-Channel Experience 15 Store Finder (added Share of Store page) Italy 16. Drive from Web to Store Italy 17. Digital in Store Italy 7. Customer Engagement Experience 18 Email Proficiency Italy 19. Share of Product Page (added Share via Link) Italy 20. Apps Italy
- 5. 5 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall Exploitation by Criteria (% Brands, Contemporary vs. Luxury DCM 2019) Contemporary Luxury Contemporary Panel competitive on User Experience. Luxury Panel stronger on Globalization (E-commerce countries, Web and Email Languages, Asian Socials), Cross-Channel Services and “Made-in” disclosure Source: Contactlab Analysis
- 6. 6 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner The Digital Competitive Map Contemporary 2019 In DCM 2019 Zara and Michael Kors standing out Source: Contactlab Analysis
- 7. 7 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Premium Report Agenda The Digital Competitive Map Contemporary Fashion • Key Research Conclusions • Methodology • The Digital Competitive Map Contemporary July 2019 ⁻ Overview ⁻ Digital Strategic Reach Axis ⁻ Digital Customer Experience Axis • Library (attached) 3-7 8-16 17-27 28-101 102-246 Page
- 8. 8 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Library Digital Competitive Map Contemporary 2019 (attached) ⁻ Detailed Supporting Tables (20 tables, one for each Criteria) ⁻ Supporting Excel file (199 Parameters for each Brand mapped, overall 4975 cells) ⁻ Homepages (25 Brands) • Desktop • Mobile ⁻ Product Pages (25 Brands) ⁻ Social Accounts (25 Brands) • Facebook • Instagram • Twitter • VK • Line • Kakao • Weibo • WeChat ⁻ Style Advisory (25 Brands) • Web Live Chat dialogues • Emails dialogues • Facebook Messages dialogues • Twitter Messages dialogues • Phone Call responsiveness
- 9. 9 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner Example Detailed Supporting Table (Countries with E-commerce Criteria) Digital Strategic Reach – E-commerce in Key Countries (DCM 2019, WW) Source: Contactlab Analysis E-COMMERCE IN KEY COUNTRIES BRAND Ranking USA Europe Russia Turkey Japan Mainland China Korea Direct Gulf (UAE/ Qatar/ Saudi) Italy UK France Germany Spain Poland Russia Direct Online Sales on Dept. Store TSUM China Direct Flagship Online Store on TMALL Flagship Online Store on JD WeChat Boutique (May 2018) Brand 1 1 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Qatar, Saudi, UAE .… 2 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No Yes Yes Saudi, UAE …. 3 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No Yes Saudi, UAE, 3 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No No Yes Saudi, UAE 3 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes No Yes No Yes Qatar, UAE, 6 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No Yes Yes No Yes Saudi, UAE 7 Yes Yes Yes Yes Yes Yes Yes No Yes No Yes Yes Yes Yes Yes Yes No 8 Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes Yes No No 8 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No No No No Yes Saudi, Qatar, UAE 8 Yes Yes Yes Yes Yes Yes Yes No Yes No Yes Yes No No No Yes Saudi, UAE, 11 Yes Yes Yes Yes Yes Yes Yes Yes No No Yes Yes Yes Yes Yes No No 12 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No No No n.a. No No 13 Yes Yes Yes Yes Yes Yes No Yes No No No Yes Yes Yes No No No 14 Yes Yes Yes Yes Yes Yes No Yes No No No Yes No No n.a. No No 14 Yes Yes Yes Yes Yes Yes Yes No No No No No Yes Yes No No No 16 Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No n.a. No No 16 Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No 18 No Yes Yes Yes Yes Yes Yes No Yes No Yes No No No n.a. No No 19 No Yes Yes Yes Yes Yes Yes Yes Yes No No No No No n.a. No No 19 No Yes Yes Yes Yes Yes Yes No No No Yes No No No No No No 21 No Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No 21 No Yes Yes Yes Yes Yes Yes No No No No No No Yes No No No …. 23 No Yes Yes Yes Yes Yes Yes No No No No No No No n.a. No No …. 24 No Yes Yes Yes Yes Yes No No No No No No No No n.a. No No Brand 25 25 No Yes No No No No No No No No No No No No n.a. No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial - Partial Partial No No No No No No No No No No No No No No No No No
- 10. 10 © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner @ ContactLab https://www.linkedin.com/ company/contactlab /ContactLab