Thirty-eight per cent of 90 fashion brands operating in the United States do not own the majority of branded search terms online that appear against them. Twenty nine per cent of these brands’ iOS apps have not been updated in the past six months and 56 per cent have not been updated in the past year, according to the 8th annual L2 Digital IQ Index.

L2 Inc. benchmarks the digital performance of over 2,200 brands across 12 industries globally.

The fashion brands increased their Instagram followings by an average of 53 per cent in 2017, which was impressive compared to their other social media channels. Facebook and YouTube followings grew by 11 per cent and 28 per cent respectively. Twelve per cent of these brands include shoppable tags in their Instagram posts, allowing consumers to purchase products directly from the posts.

"Luxury fashion continues to lag in digital sophistication behind other sectors. As a result, luxury fashion brands have become susceptible to growing threats from disruptor brands, such as Everlane and Reformation, who have built their business models on digital competence and social media marketing,” an L2 Inc. press release quoted associate director Brian Lee as saying.

Luxury fashion brands maintaining their mobile apps should evaluate their effectiveness, the report said.

The L2 report benchmarks the digital performance of these fashion brands and examines a brand's strengths and weaknesses across the four digital dimensions of site and e-commerce, digital marketing, social and mobile.

The brands are classified as genius, gifted, average, challenged or feeble, according to an L2 press release. (DS)

Fibre2Fashion News Desk – India

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