Home / Knowledge / News / Apparel/Garments / Global apparel brands lack digital presence in China
Global apparel brands lack digital presence in China
23
Mar '13
Most of the international high-end apparel brands that have set up businesses in China have failed to cash-in on the opportunities provided by the digital media, says a study conducted by the digital innovation think tank L2.
 
According to the findings of the study ‘L2 Digital IQ Index: Fashion Supplement’, only Burberry, Louis Vuitton, Chanel and Coach are doing well in terms of their digital presences in the Chinese market.
 
Labels like Gucci and Armani have been categorized as average, while Dior, Dolce & Gabbana, Hugo Boss and Alfred Dunhill are challenged, as per the study report which has benchmarked the digital competence of 27 global brands in China. 
 
Based on 800 data points across four dimensions, such as websites, social media, mobile and digital marketing, the study found that most of the international labels do not have Chinese language sites or have presence in the country’s social media platforms. 
 
The brands are also feeble in terms of strong email marketing and none of them have Android applications in the local language.
 
Founded by NYU Stern Clinical Professor of Marketing Scott Galloway, L2 helps prestigious brands navigate the digital marketing landscape through events, research and advisory services.
 
Given the vast geographical scale of China and limited number of distributors, e-commerce serves as an important distribution and marketing platform for international brands to reach out to regions where traditional bricks-and-mortar stores do not exist.
 

Fibre2fashion News Desk - China


Must ReadView All

Courtesy: Raymond

Apparel/Garments | On 28th Jun 2017

Raymond plans to invest Rs 1,400 crore in Amravati plant

Raymond, Indian textiles and apparel major, has decided to invest Rs...

Textiles | On 28th Jun 2017

GST and textiles industry: Analysis and opinion

The Goods and Services Tax (GST) is at long last all set to be rolled ...

Textiles | On 28th Jun 2017

India probing dumping of polyester yarn by China

Indian government is probing anti-dumping allegations against a...

Interviews View All

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Nuno Venda
ROQ

‘There has been an increase in demand for water based inks, rather than...

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
July 2017

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search