1. January 11, 2012
SCOTT GALLOWAY
NYU Stern
Mobile IQ
© L2 2012 L2ThinkTank.com

2. CLInIC
Mobile
nYC
January 19, 2012 nYU Stern
Paris
January 24, 2012 Palais Brongniart
reGISTer nOW reGISTer nOW
Module 1: Welcome Module 1: Welcome
SCOTT GALLOWAY Founder, L2 SCOTT GALLOWAY Founder, L2
Digital Omnivores: Key Insights Into Today’s The Mobile Landscape in europe
Connected Consumer JereMY COPP VP, Mobile, Europe, comScore, Inc.
MArK DOnOvAn SVP Mobile, comScore, Inc.
evolving Strategy for Creative execution in Mobile
Mobile is Dead, Long Live Mobile KenT vALenTIne Engagement Director, Last exit
AnDY WeISSMAn Partner, Union Square ventures
retail … Forever Transformed
The Game Changer on the Path to Purchase CHUCK GOLDMAn Chief Strategy Officer, Apperian, Inc.
JereMY ArnOn Strategic Partner Development, Google
Case Studies & Best Practices in Prestige Mobile
Q&A Session PATrICK SArKISSIAn CEO & Founder, Sarkissian Mason
Q&A Session
Module 2: evolving Strategy for Creative execution in Mobile
nUrI DJAvIT Partner & CEO, Last exit
Module 2: The Google Mobile Platform
HTML5: Going Web vs. Going App rOBBIe DOUeK Head of Mobile Sales & Operations, Google France
JASOn BAPTISTe Cofounder & CEO, OnSwipe
L2 Mobile research
Lessons from “The Collection” MAUreen MULLen & COLIn GILBerT Research & Advisory, L2
MZ GOODMAn & SIMOne OLIver new York Times
Hugo Boss: A Case Study
Influencing Real Life Networks MArKUS ALLer Teamleader, Online Media, Hugo Boss
TAnUJ PArIKH Business Development Manager, GroupMe JOACHIM BADer Managing Director, CLAnMO GmbH
Insights from Prestige 100®: Mobile IQ Q&A Session
MAUreen MULLen & COLIn GILBerT Research & Advisory, L2
Q&A Session

3. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Mobile: End of the Beginning
In the fourth quarter of 2010, more smartphones
were shipped than PCs for the first time.1 By 2015, more
APPeal
users will access the Internet wirelessly via a mobile device than Prestige brands have been prudish with mobile.
from a wired Ethernet connection.2 Over the next five years, The mobile strategy for most brands has been dominated by
m-commerce sales are set to quintuple.3 On the year’s biggest blind investments in iOS apps that lack utility and “stickiness.”
1. “Smartphone Shipments
Surpass PCs for the First shopping day, Black Friday, online retail traffic from mobile Seven in 10 brands in the Index maintain at least one iOS app, but
Time. What’s Next?” Chloe
Albanesius, PC Magazine, devices comprised 14.3 percent of page views, up from 5.6 less than a third of all apps produced are commerce-enabled.
February 8, 2011.
percent last year, and mobile sales ballooned to 9.8 percent of Use of features such as notifications, geolocation, and
2. “IDC: Mobile Internet to
Pass PCs by 2015,” Mark online sales, up from 3.2 percent last year.4 Throughout the past language specification is more limited. Less than a fifth of
Hachman, PC Magazine,
September 12, 2011.
decade, analysts have relentlessly predicted “The Year of Mobile.” brands have developed a distinct, iPad-specific experience.
3. “Mobile Commerce It now looks as if we are in the fledgling innings of a mobile era.
Forecast: 2011 to 2016,”
Sucharita Mulpuru, Forrester,
M-Commerce
June 17, 2011. Game Changer We believe the game will be won or lost via develop-
4. “Shoppers Research Deals
via Mobile and Online Ahead The introduction of the iPad in April 2010 has escalat- ment and optimization of robust, device-agnostic
of 2011 Black Friday Sales,”
Miranda Miller, Search Engine ed the mobile opportunity. Tablets register e-commerce mobile commerce sites. Although two-thirds of brands
Watch, November 28, 2011.
conversion rates of four to five percent versus three percent on currently maintain a mobile site (the majority launched within
5. “Tablets: Ultimate Buying
Machines,” Dana Mattioli, traditional PCs.5 The user demographics for the iPad and other the past year), only 67 percent of these sites are commerce-
Wall Street Journal,
September 28, 2011. tablets illuminate the opportunity for prestige brands: 20 percent enabled. Furthermore, use of such marketing tactics as mobile-
6. “Why Millionaires Love of individuals with $1 million or more in investable assets own optimized search marketing, cross-platform mobile promotion,
Steve Jobs (and the iPad),”
Robert Frank, a tablet and spend 50 percent more time on the device than and mobile display advertising is scant.
WSJ Blog: The Wealth Report,
August 25, 2011. on their smartphone.6
© L2 2012 L2ThinkTank.com 3

4. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
PreSTIGe 100® MOBILe InveSTMenTS
Iconic, but Immobile (December 2011)
While more than half the brands in the Index maintain
both an app and a mobile site, 16 percent of brands
have yet to produce either. Icons such as Hermès, Patek
Philippe, Bottega Veneta, and Marc Jacobs rely exclusively on
their traditional site experience, which in some cases proves
inaccessible on mobile devices. Mobile competence may be a
crystal ball for a brand’s global prospects. Ground zero for growth
in prestige exists in emerging markets among a burgeoning 70% 52% 66% 16%
middle class who are increasingly turning to a small screen to Mobile App Both Mobile- Neither
Optimized
learn about and ultimately purchase prestige brands’ products. Site
Mobile IQ = Innovation’s Canary
in the Coal Mine
Our thesis is that competence in mobile is
inextricably linked to shareholder value in the
prestige industry. Key to managing and developing a
competence is an actionable metric. This study attempts
MOBILe COMMerCe SALeS FOreCAST 2010–2016
to quantify the mobile and tablet competence of Prestige
United States
100 brands. Our aim is to provide a robust tool to diagnose
®
(Source: Forrester, June 2011)
strengths and weaknesses and help managers achieve 31
greater return on incremental investment.
Like the platforms we are assessing, our methodology is 25
dynamic, and we hope you will reach out to us with comments
BILLIONS OF DOLLARS
cagr: 39%
that improve our investigation and findings. You can reach
19
me at scott@stern.nyu.edu.
Regards,
14
10
6
SCOTT GALLOWAY 3
Founder, L2
Clinical Professor of Marketing, NYU Stern
2010 2011 2012 2013 2014 2015 2016
© L2 2012 L2ThinkTank.com 4

5. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Methodology
Mobile IQ Classes
40% MOBILe SITeS: IQ Range Class
MOBILe-OPTIMIzeD SITeS: TABLeT exPeRIeNCe: 140+ GenIUS
• Technology • Compatibility
Mobile competence is a point of
• navigation & Search • Ability to Transact differentiation. Brands pursue a
• Social Media Integration • HTML5 Support device-agnostic app/site strategy,
• Customer Service embrace m-commerce, and
• Product Page consciously integrate mobile
across wider digital footprint.
• Account & Check-Out
110–139 GIFTeD
30% MOBILe APPLICATIOnS: Brands demonstrate high-quality,
high-impact approach to mobile within
AvAILABILITY: APP STORe PeRFORMANCe: FUNCTIONALITY: a select dimension, sometimes at the
• iOS (iPad Differentiation) • ratings • navigation expense of a wider mobile offering.
• Android • Comments • Pathway to Purchase
• Blackberry • Update Frequency • Personalization
• Windows Phone Series 7 • Language Support • Phone Feature Utilization
90–109 AverAGe
• Symbian Efforts are siloed and inconsistent.
Mobile presence suggests explicit
preference for site versus app
strategy or is primarily concentrated in
15% MOBILe MArKeTInG: low-cost entry platforms (e.g., geolocal).
• Mobile SeO on Google & Bing
• email: Mobile Compatibility & Cross-Promotion of Mobile Properties
• SMS: Sign-Up & Activity 70–89 CHALLenGeD
Limited mobile investment reflects
low prioritization relative to other
digital efforts.
15% InnOvATIOn & InTeGrATIOn:
• Integration: Promotion of Mobile Efforts on Site, Facebook, and Twitter
< 70 FeeBLe
• Geolocal: Presence & Activity on Foursquare
Investment does not match
• Innovation: Mobile Ad Campaigns, QR Codes, Mobile Wallet Support, etc.
opportunity.
© L2 2012 L2ThinkTank.com 5

6. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
1 SEPHOra Retail LvMH 164 Genius Long-standing, sustained, iterative investment in mobile pays off
New mobile app leapfrogs peer efforts with firm link between in-app and
2 NOrDSTrOM Retail Nordstrom, Inc. 156 Genius
in-store experience
Active SMS program and Xmas app experience add unique elements to strong
3 MacY’S Retail Macy’s, Inc. 155 Genius
mobile portfolio
Compagnie Financière Unique apps for local promotions, store exclusives, and spinoffs complement
4 NET-a-POrTEr Retail 143 Genius
Richemont S.A. strong mobile site
5 BLOOMINgDaLE’S Retail Macy’s, Inc. 135 Gifted Engaging, offer-centric mobile site overshadows generic iPad catalog app
L’OccITaNE EN L’Occitane
6 Beauty & Skincare 133 Gifted Both mobile app and site feature weak aesthetics, but excel in functionality
PrOVENcE International S.A.
6 TIFFaNY & cO. Watches & Jewelry Tiffany & Co. 133 Gifted “What Makes Love True” mobile app demonstrates strong geolocal aptitude
Differentiated app approach on iPhone (“Gifts”) vs. iPad (“Catalog”) works
8 NEIMaN MarcUS Retail Neiman Marcus Group 125 Gifted
to its advantage
INTErcONTINENTaL InterContinental Presence across four of the five mobile app platforms; “Concierge Insider
9 Hospitality 119 Gifted
HOTELS & rESOrTS* Hotels Group plc Guides” iPad app provides unparalleled local insights for 100+ global properties
estée Lauder “Illumination” iAd campaign and high-functioning mobile site compensate for
10 ESTÉE LaUDEr Beauty & Skincare 115 Gifted
Companies, Inc. one-dimensional apps
estée Lauder New “My Style” app invites users to upload personal hairstyle while mobile site
11 aVEDa Beauty & Skincare 113 Gifted
Companies, Inc. provides exclusive offers for mobile customers
Ralph Lauren Digital innovator demonstrates balanced investment across mobile app, mobile
12 raLPH LaUrEN Fashion 112 Gifted
Corporation site, tablet experience, and mobile advertising
13 SaKS FIFTH aVENUE Retail Saks, Inc. 111 Gifted Strong iPad catalog app compensates for low-impact mobile site
© L2 2012 L2ThinkTank.com 6

7. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
13 YVES SaINT LaUrENT Fashion Gucci Group (PPR) 111 Gifted New mobile site brings fashion label in sync with advanced, beauty-centric apps
15 DaVID YUrMaN Watches & Jewelry David Yurman, Inc. 104 Average Mobile site launched in November is a welcome replacement for aging iPhone app
DIaNE VON M-commerce does not carry over from site to app; instead promotes exclusives like
16 Fashion Diane von Furstenberg 102 Average
FUrSTENBErg Signature Skin iPhone covers, the App Wrap dress, and DVF-endorsed music
ermenegildo zegna Singular focus on iPad virtual store, which is consistently promoted across all
17 ErMENEgILDO ZEgNa Fashion 101 Average
Holditalia S.p.A. digital properties
MaNDarIN OrIENTaL Jardine Matheson “Cities by MO” provides expansion content for “MOHotels” app depending on
17 Hospitality 101 Average
HOTEL grOUP Group user’s destination or interest
Marriott International, Simple, streamlined mobile site and “World Concierge” campaign on Foursquare
17 rITZ-carLTON* Hospitality 101 Average
Inc. compensate for disappointing apps
FOUr SEaSONS HOTELS Four Seasons
20 Hospitality 100 Average Industry leader in Foursquare followers, with tips for 83 properties
aND rESOrTS Hotels, Inc.
Sophisticated, technologically advanced “Gucci Style” app immerses user in
20 gUccI Fashion Gucci Group (PPR) 100 Average
brand-curated content that extends well beyond the clothes
Second highest-scoring mobile site in Fashion enables brand to compete without
22 BUrBErrY Fashion Burberry Group plc 99 Average
investing in apps
estée Lauder Early adopter of in-store iPad kiosks and one of only three beauty brands with an
22 cLINIQUE Beauty & Skincare 99 Average
Companies, Inc. active SMS campaign
Marriott International, Universal “Marriott International” app allows booking at JW properties and
22 JW MarrIOTT* Hospitality 99 Average
Inc. provides external links to strong mobile web assets
Hyatt Hotels Cross-brand “Hyatt” app allows booking at Park Hyatt hotels; parent’s mobile site
25 ParK HYaTT* Hospitality 98 Average
Corporation provides extensive photo galleries of Park Hyatt properties
Strong search elements on mobile site; fragrance release (Thierry Mugler Angel)
26 cLarINS Beauty & Skincare Clarins S.A. 94 Average
proves a fan favorite in the app store
© L2 2012 L2ThinkTank.com 7

8. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
Touch-enabled mobile site compensates for unfocused, fragrance-centric app
26 gIOrgIO arMaNI Fashion Giorgio Armani S.p.A. 94 Average
store offering
26 OMNI HOTELS & rESOrTS Hospitality TRT Holdings 94 Average Mobile app and site do little to go beyond the basics
29 TOrY BUrcH Fashion Tory Burch LLC 92 Average Mobile store finder features Foursquare integration; no apps
“Shoe Salon” app and Foursquare Mayor specials prevent brand from falling too
30 BErgDOrF gOODMaN Retail Neiman Marcus Group 91 Average
far behind fellow retailers in absence of mobile site
Mobile users greeted with in-store signage that unlocks exclusive information on
31 cOacH Fashion Coach, Inc. 90 Average
Kristin collection
Leverages “Accor Hotels” app and parent’s mobile site to its advantage, but
31 SOFITEL* Hospitality Accor 90 Average
these assets dilute Sofitel brand
Fashion and accessories elements of mobile site still prove inaccessible, forcing
33 cHaNEL Fashion Chanel S.A. 89 Challenged
strict reliance on apps
cONraD HOTELS Unique app development for “Conrad” brand that proves interoperable with Hilton
33 Hospitality Hilton Worldwide 89 Challenged
& rESOrTS* Honors account
Dolce & Gabbana “Fashion Channel” replicated across both mobile site and apps, but stops short
33 DOLcE & gaBBaNa Fashion 89 Challenged
Industria S.p.A. of m-commerce
estée Lauder Mobile site features extensive user reviews of products but provides no way to
36 OrIgINS Beauty & Skincare 88 Challenged
Companies, Inc. submit one’s own opinions on the go
Compagnie Financière Multiple iPad apps and strong universal “Cartier Bridal” app, but mobile shopping
37 carTIEr Watches & Jewelry 87 Challenged
Richemont S.A. experience leads to Call an Advisor
FaIrMONT HOTELS Fairmont Raffles President’s Club participation allows guests to share stories, with user photos
37 Hospitality 87 Challenged
& rESOrTS Hotels International appearing alongside official property images
CK One augmented reality experience available on three of the five mobile
39 caLVIN KLEIN Fashion PvH Corporation 86 Challenged
platforms assessed
© L2 2012 L2ThinkTank.com 8

9. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
WESTIN HOTELS Starwood Hotels & Innovative ad campaign in Weather Channel iPad app takeover; eight property-specific
40 Hospitality 85 Challenged
& rESOrTS* Resorts Worldwide, Inc. apps with limited functionality undercut superior utility of “SPG” cross-brand app
Innovative tie-in between Amble app and Foursquare does not save dead-end
41 LOUIS VUITTON Fashion LvMH 84 Challenged
mobile site experience
estée Lauder Strong video content and M·A·C Artist profiles only exist on mobile site, not the
41 M·a·c cOSMETIcS Beauty & Skincare 84 Challenged
Companies, Inc. app store
Advanced user-generated content element of mobile apps only partially
43 LaNcÔME Beauty & Skincare L’Oréal Group 82 Challenged
compensate for lack of mobile site
Starwood Hotels & E-Butler app provides guest-specific functionality that goes beyond the basic
43 ST. rEgIS* Hospitality 82 Challenged
Resorts Worldwide, Inc. guest services book
Brochure-ware app mitigated by functional mobile site leveraging Hilton
43 WaLDOrF aSTOrIa* Hospitality Hilton Worldwide 82 Challenged
Honors system
Clean mobile site navigation provides outlet for browsing but not buying
46 KIEHL’S Beauty & Skincare L’Oréal Group 81 Challenged
(Call to Order)
Starwood Hotels & Heavy reliance on “SPG” app for mobile bookings; property-specific app limited
46 LE MÉrIDIEN* Hospitality 81 Challenged
Resorts Worldwide, Inc. to Dubai
Shiseido Company, “Be a Force of Beauty” campaign incorporated QR codes tied to model’s bio,
48 BarE EScENTUaLS Beauty & Skincare 80 Challenged
Limited look, and associated beauty products
49 raYMOND WEIL Watches & Jewelry Raymond Weil S.A. 79 Challenged December launch of official app rounds out mobile investment
Audemars Piguet Comprehensive promotion of mobile footprint on site as brand extends app
50 aUDEMarS PIgUET Watches & Jewelry 76 Challenged
Holding S.A. experience to Android
App “Guides” provide novel path to property discovery, but R&C remains the only
50 rELaIS & cHÂTEaUX Hospitality n/a - Global Fellowship 76 Challenged
hospitality brand without a mobile site
SHaNgrI-La HOTELS Shangri-La Asia Tokyo and Manila property apps do not extend to wider resort portfolio; mobile
50 Hospitality 76 Challenged
aND rESOrTS Limited site allows for limited property exploration
© L2 2012 L2ThinkTank.com 9

10. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
valentino Fashion Site and apps still lack m-commerce, but do include innovative features like color
53 HUgO BOSS Fashion 75 Challenged
Group S.p.A. matching via camera image
Compagnie Financière “My Reverso” app provides user the freedom to visualize custom engraving
53 JaEgEr-LEcOULTrE Watches & Jewelry 75 Challenged
Richemont S.A. before reaching out to a concierge
SCVNGR hunt in London demonstrates willingness to experiment beyond the
55 SWarOVSKI Watches & Jewelry Swarovski AG 73 Challenged
app store
Emirates Towers property claims sole app; iPad defaults to mobile site designed
56 JUMEIraH Hospitality Jumeirah Group 71 Challenged
for smaller screen
Sections of mobile site (City Guides) revert back to main site; iPad defaults to
57 MOrgaNS HOTEL grOUP Hospitality Morgans Hotel Group 69 Feeble
mobile optimized site designed for a smaller screen
58 PHILOSOPHY Beauty & Skincare Coty Inc. 68 Feeble Strong gift finder and navigation filters differentiates mobile site
valentino Fashion Encyclopedic iPad app lacks personalized features, but mobile-optimized
58 VaLENTINO Fashion 68 Feeble
Group S.p.A. shopping portal hints of progress
60 OMEga Watches & Jewelry The Swatch Group, Ltd. 66 Feeble Parallel mobile app/site designs feature comprehensive search tools
estée Lauder Innovative product QR codes direct users to video tutorial by makeup artist Lori
61 SMaSHBOX Beauty & Skincare 65 Feeble
Companies, Inc. Taylor; recently optimized email marketing for mobile screens
Compagnie Financière Mobile placeholder site offers access to catalog and store locator, circumventing
61 VaN cLEEF & arPELS Watches & Jewelry 65 Feeble
Richemont S.A. flash-heavy site
360-degree product views, augmented reality features, and video content in app
63 HUBLOT Watches & Jewelry LvMH 64 Feeble
do not distract from aging mobile site
rOSEWOOD HOTELS
63 Hospitality New World Hospitality 64 Feeble One of only two hospitality brands without an app store presence
& rESOrTS
Brand replicates all product-specific apps across iPhone and iPad without
65 BULgarI Watches & Jewelry LvMH 61 Feeble
customization; “Bulgari Touch” site lacks m-commerce
© L2 2012 L2ThinkTank.com 10

11. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
August test of in-store iPad kiosks demonstrates increasing innovation in mobile
66 BENEFIT cOSMETIcS Beauty & Skincare LvMH 59 Feeble
space beyond HTML5 site
Hongkong and Shanghai Mobile site requires guest to call or email reservations desk, forcing reliance on
67 THE PENINSULa HOTELS Hospitality 58 Feeble
Hotels, Limited buggy app
Strong demand for third-party reference apps demonstrates (missed) opportunity
67 rOLEX Watches & Jewelry Rolex Holding S.A. 58 Feeble
beyond mobile site and tablet e-magazine
Remains the only retailer in the Index to shy away from the app store; no longer
69 BarNEYS NEW YOrK Retail Istithmar PJSC 57 Feeble
redirecting to mobile site
Compagnie Financière Strong app presence and product specific-promotions do not compensate for
69 MONTBLaNc Watches & Jewelry 57 Feeble
Richemont S.A. lack of a mobile site
App presence focused exclusively on “Happy Diamonds” collection; mobile site
71 cHOParD Watches & Jewelry Chopard Holding S.A. 56 Feeble
features simple photo gallery
“Harry Winston Timepieces” app has limited functionality; HTML5 enables solid
72 HarrY WINSTON Watches & Jewelry Harry Winston, Inc. 52 Feeble
tablet experience
73 ELIZaBETH arDEN Beauty & Skincare elizabeth Arden 51 Feeble Mobile site for Prevage line of skincare products only
Limited mobile site and heavily promoted iPad apps are all about presentation,
74 TOD’S Fashion Tod’s S.p.A. 50 Feeble
not functionality
Compagnie Financière
75 aLFrED DUNHILL Fashion 49 Feeble E-magazine iPad app tests mobile aptitude by mirroring “Day 8” microsite
Richemont S.A.
Shiseido Company,
76 SHISEIDO Beauty & Skincare 48 Feeble App store experience caters exclusively to Chinese market
Limited
estée Lauder Mobile-friendly email marketing demonstrates awareness of mobile consumers,
77 BOBBI BrOWN Beauty & Skincare 47 Feeble
Companies, Inc. despite the lack of mobile apps/site
77 DE BEErS Watches & Jewelry LvMH 47 Feeble Lack of a mobile site and apps partially offset by move to HTML5
© L2 2012 L2ThinkTank.com 11

12. Want to know more about your brand’s Mobile IQ?
CONTACT US
Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
Compagnie Financière
79 IWc ScHaFFHaUSEN Watches & Jewelry 44 Feeble Best-in-class quarterly e-magazine content does not include comments/ratings
Richemont S.A.
Popularity on Foursquare compensates for continuing lack of
79 Marc JacOBS Fashion LvMH 44 Feeble
mobile apps/site
Mobile app with updatable catalog and gift finder make up for the absence
79 PaNDOra Watches & Jewelry Pandora A/S 44 Feeble
of mobile site
Compagnie Financière
82 cHLOÉ Fashion 43 Feeble Mobile site provides look book, but no m-commerce functionality; no apps
Richemont S.A.
83 VErSacE Fashion Gianni versace S.p.A 40 Feeble Lack of a mobile site and apps partially offset by move to HTML5
Catalogs featured on main site require Flash player, but email marketing
84 BOTTEga VENETa Fashion Gucci Group (PPR) 39 Feeble
is mobile friendly
Shiseido Company, Full HTML5 site provides a strong asset from which to build a
84 NarS Beauty & Skincare 39 Feeble
Limited mobile-specific experience
Mobile site is relegated to in-site map; multiple apps pulled from iTunes store
84 Tag HEUEr Watches & Jewelry LvMH 39 Feeble
during study period
Christian Dior S.A. App presence only partially compensates for frustrating mobile
87 cHrISTIaN DIOr Fashion | LvMH 37 Feeble
browsing experience
88 PraDa Fashion Prada Group 35 Feeble Site browsing experience proves untenable on mobile device
Compagnie Financière
89 VacHErON cONSTaNTIN Watches & Jewelry 34 Feeble “Snow Golf” makes for a poor outing in an industry obsessed with apps
Richemont S.A.
Flash fail on site; meanwhile, app store presence caters exclusively
90 SK-II Beauty & Skincare Procter & Gamble 32 Feeble
to Korean market
91 FENDI Fashion LvMH 31 Feeble Aging mobile site resembles brochure-ware
© L2 2012 L2ThinkTank.com 12

13. Want to know more about your brand’s Mobile IQ?
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Mobile IQ
Brand Beauty & Fashion Hospitality retail Watches
ranking
Skincare & Jewelry
rank Brand category Parent Mobile IQ class Description
Salvatore Ferragamo
92 SaLVaTOrE FErragaMO Fashion 29 Feeble Seamless tablet experience has yet to migrate to the phone
S.p.A.
Compagnie Financière The brand’s two product-specific apps have not been updated since August 2009
93 PIagET Watches & Jewelry 28 Feeble
Richemont S.A. and August 2010, respectively
94 HErMÈS Fashion The Hermès Group 26 Feeble No app, no mobile site
95 aLEXaNDEr McQUEEN Fashion Gucci Group (PPR) 25 Feeble Flash fail on homepage, but online store functions
96 BaLENcIaga Fashion Gucci Group (PPR) 24 Feeble Whatever you do, don’t pinch and zoom
Oscar de la Renta,
97 OScar DE La rENTa Fashion 22 Feeble Flash fail exacerbates lack of mobile site/apps
Limited
98 BaccaraT Watches & Jewelry Baccarat Crystal 17 Feeble Flash fail; relies on Neiman Marcus to facilitate m-commerce
99 MOVaDO Watches & Jewelry Movado Group, Inc 13 Feeble Site browsing experience proves untenable on mobile device
100 PaTEK PHILIPPE Watches & Jewelry Patek Philippe S.A. 8 Feeble Please Note: the “next generation” doesn’t use Flash
*Hospitality brands that leverage mobile assets maintained by a parent company and/or shared by sister brands (reward programs, booking systems, etc.) receive credit for those components
© L2 2012 L2ThinkTank.com 13

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Mobile IQ
MOBILe IQ DISTrIBUTIOn
Key
% of Brands per Mobile IQ Class
Findings
Sephora
Nordstrom
gENIUS MOBILE IQ
Macy’s
Dispersion Bloomingdale’s
>140
NeT-A-PORTeR
L’Occitane en Provence 4%
Almost half the brands in the Index register Tiffany & Co.
as “Feeble”—demonstrating widespread Neiman Marcus gIFTED David Yurman JW Marriott
underinvestment in mobile by a considerable InterContinental Hotels & Resorts MOBILE IQ
10% Diane von Park Hyatt
estée Lauder 110–139 Furstenberg
portion of the prestige sector. The disparity Clarins
Aveda ermenegildo zegna
between the Index leader (164 IQ points) Giorgio Armani
Ralph Lauren Mandarin Oriental Omni Hotels
and the Index laggard (8 IQ points) suggests Saks Fifth Avenue aVEragE Ritz-Carlton & Resorts
that this “mobile gap” is more the result of Yves Saint Laurent Four Seasons Hotels Tory Burch
nonparticipation than subpar performance. & Resorts Bergdorf Goodman
MOBILE IQ Gucci
With a median score of only 76, the majority 19% Coach
90–109 Burberry Sofitel
of brands are just beginning to make mobile Clinique
investments, while a select few early investors
are pulling away from the pack. Chanel St. Regis
Conrad Hotels Waldorf Astoria cHaLLENgED Morgans Hotel Group IWC Schaffhausen
& Resorts Kiehl’s Philosophy Marc Jacobs
Dolce & Gabbana Le Méridien valentino Pandora
Origins Bare escentuals Omega Chloé
Cartier Raymond Weil MOBILE IQ Smashbox versace
Fairmont Hotels Audemars Piguet 70–89
23% van Cleef & Arpels Bottega veneta
& Resorts
Relâis & Chateaux Hublot Nars
Calvin Klein
Shangri-La Hotels Rosewood Hotels Tag Heuer
Westin Hotels & Resorts & Resorts
& Resorts Christian Dior
Hugo Boss Bulgari Prada
Louis vuitton
Jaeger-LeCoultre Benefit vacheron Constantin
M·A·C Cosmetics
Lancôme
Swarovski FEEBLE The Peninsula Hotels SK-II
Jumeirah Rolex Fendi
Barneys New York Salvatore Ferragamo
Montblanc Piaget
Chopard Hermès
MOBILE IQ
Harry Winston
44% <70
Alexander McQueen
elizabeth Arden Balenciaga
Tod’s Oscar de la Renta
Alfred Dunhill Baccarat
Shiseido Movado
Bobbi Brown Patek Philippe
De Beers
© L2 2012 L2ThinkTank.com 14

15. Want to know more about your brand’s Mobile IQ?
CONTACT US
Mobile IQ
Mobile Site
Key
Homepage
Findings
In the Company of Genius:
Sephora
While there are four Genius brands in the
Prestige 100®, Sephora exists in a class
of its own.
The brand’s mobile site feature product videos
organized by content type and filterable by
brand. Other key features include a GPS-based
store locator, shopping list creator, order
history/tracking, and a section for mobile-
exclusive offers. iPad App Home Screen
Sephora’s iPhone app and mobile site share
the same basic look and feel, with the latter
offering additional features such as a “Beauty Mobile Site Mobile Site
Advice” section, “Try It On”—a tool that allows Product ratings video Library iPhone App “Try It On” Tool
the user to adjust skin tone and nail polish
color on a virtual hand, and barcode scanning
functionality to augment in-store shopping.
The brand’s iPad app features how-to videos with
a side-by-side mirror powered by the device’s
camera, allowing users to see their own faces
while following makeup application instructions.
© L2 2012 L2ThinkTank.com 15

16. Want to know more about your brand’s Mobile IQ?
CONTACT US
Mobile IQ
Key Beauty & Fashion Hospitality retail Watches
Findings
Skincare & Jewelry
M O B I L e I Q D I S T r I B U T I O n BY I n D U S T r Y
Mind the Gap (December 2011)
Although each of the five industries reviewed 180
contributes at least two brands to the top 20 of Disparity
the Index, retail stands apart. Of the 14 brands 107
Genius
that achieved “Genius” or “Gifted” status, half
were retailers.
Hospitality plays runner-up to retail, hovering Disparity
Disparity
just below “Average.” Catering to a peripatetic
140
101 125
customer set, hospitality brands have been AVG IQ Disparity
Gifted
among the first to actively invest in mobile 126 62 Disparity
platforms. However, many investments from
90
the 2009 timeframe are beginning to show their 110
age—more than 15 percent of hospitality apps
Average
have not been updated in the past 12 months.
90
AVG IQ
Challenged
86
AVG IQ
77
70
AVG IQ
65 AVG IQ
58
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© L2 2012 L2ThinkTank.com 16