A few days ago, the Altagamma foundation, in collaboration with the Italian National Chamber of Fashion, announced the winners of its Digital Awards, which recognize the top luxury brands in the digital landscape. The awards are based on a thorough analysis of 44 brands and houses, using 271 criteria established by ContactLab’s Digital Competitive Map. The criteria include factors such as social and email reach, localization of content, online payment options, and web-to-store effectiveness.
Burberry emerged as the winner of the Best Digital Offering award for 2020. The British brand stood out for its robust e-retail network, which includes its international website variations and presence on major e-tailers and department store e-shops. Additionally, Burberry’s exclusive online launches, like the monthly limited edition B Series, have contributed to its success. The brand’s ability to adapt brand content at the local level, both on its website and in email campaigns, was also recognized.
Gucci secured a double win, taking home the award for the Best Online Customer Relationship. The brand’s exceptional online navigation, customer experience, and high-quality direct marketing content set it apart from its competitors. Gucci’s commitment to innovation and experimentation, as showcased in its retailtainment-focused app and augmented reality integration, played a significant role in its recognition. The brand was also honored with a Special Prize for its three years of digital excellence.
Other notable mentions include Prada, Dior, and Moncler. Prada’s comprehensive digital transformation strategy, implemented in 2017, enabled the brand to expand into new e-commerce markets in 2020. Dior and Moncler were recognized for their evolution in customer services, with Dior introducing online payment options, chatbot integration, virtual stores, and try-on technology, while Moncler focused on ease of delivery and returns, digital postcards, and live streaming.
The COVID-19 pandemic has accelerated the growth of online luxury sales, which accounted for 12% to 23% of the sector’s total sales in 2020. This shift has transformed digital platforms from mere sales and communication channels into immersive brand experiences for younger consumers. Luxury brands have responded effectively to the crisis by strengthening their e-commerce presence and developing tools that facilitate online purchasing. The industry has witnessed trends such as optimized search fields, installment payment methods, sales team engagement through video calls and chats, and the increased use of augmented reality and 3D visualization technologies. These trends are expected to continue, with online channels projected to become the primary platform for luxury purchases by 2025.
Useful links:
– Burberry Official Website
– Gucci Official Website
