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.