Top performances for Burberry, Coach and Kors, bad outputs for Hermès and Prada. Challenging for digital in luxury driver Chinese market

Best ranking for Burberry, then Coach and Kors premium USA brands. Last position for Cèline, along with Saint Laurent, Hermès and Prada on low rankings. That’s the picture of the outcomes achieved by luxury fashion brands in the Chinese market, with regard to digital strategies. Quite a big endeavour, including online contents and assistance provided for e-commerce customers, as well as services: that is, not just online sales increase, but also higher profits and revenues through cross-media relationships with the Chinese clientele. As a matter of fact, web purchasers aims at deeper deals (in stores as well) with the fashion brand. Such analysis is based on “China online boom: yet to come for Ostrich Luxury Brands” research, carried out by Contactlab, consulting company for luxury fashion brands, together with Exane Bnp Paribas. Business trend is positive: in 2016 China represented a relevant share of the luxury world market (16%, +10% compared to 2015), whereas Chinese customers, including shopping abroad, represent 30% of  high-end global clients. Last year progressive growth in sales, +25% in the last term, nourishes bright expectations for 2017. Despite higher taxes in China, Chinese domestic turnover keeps increasing (since 2014), as they spend less abroad. E-commerce represents 7% of business turnover in the Beijing market, lined up with the world trend. Digital is the real challenge at this point. Further details about Contactlab analysis and results will be given out on next La Conceria issue, available from 8 March on paper and digital copy.

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