Top ten fashion brands

Here Are the Top Ten Fashion Brands That Are Conquering the Digital Realm (Plus the Brands That Aren’t and Should Be)

• 
  
• 
  
• 
  
• 
  
• Share on Tumblr
  

Photo: Burberry Facebook page

Fashion has been notoriously slow to take to the online world (particularly on the editorial side), but some brands are really getting it right. A smart digital strategy can translate to brand awareness, and ultimately, lots of sales.

L2‘s Digital IQ Index took this concept to the next level and released its third annual report card assessing brands’ “digital IQ.” The ratings they give range from Genius to Feeble. Digital strategy is often uneven, and this can hurt a brand. Per the report: “Although 94 percent of brands in the Index have a presence on Facebook, one in five brands still lacks e-commerce capability.” How annoying is it to try to buy something online, only to discover you actually have to leave your home? That kind of thing really matters to consumers these days.

So who’s excelling online and who needs a lot of help? Here’s the top ten list:

1. Burberry
2. Kate Spade
3. Coach (tie)
3. Gucci (tie)
5. Dolce & Gabbana (tie)
5. Tory Burch (tie)
7. Ralph Lauren
8. Hugo Boss (tie)
9. Louis Vuitton (tie)
10. Michael Kors

Number one this year is Burberry, given a Genius rating. Their Burberry Body Facebook campaign, which ultimately helped earn them over 8.6 million Facebook fans, is cited as one of the success stories; live tweeting their spring 2012 show before the looks hit the runway was another. Per the report: “Digital births an icon: Proof that digital investments translate to shareholder value.” If you need further proof of this, WWD reports today that Burberry has had a 29.5% increase in sales.

In second place is an upstart “newcomer,” Kate Spade. Being an “iconic” heritage brand automatically gives you an advantage, but Kate Spade proved it isn’t necessary. They were given a Genius rating, on the strength of their Facebook online store (dubbed “F-commerce”) and being one of the first brands to hit Tumblr. Same for Tory Burch, whose Facebook store is exemplary.

Coach and Gucci hung on to their Genius ratings, and Dolce & Gabbana got a Gifted, thanks to their website relaunch. Ralph Lauren’s iPad New York Times “take-over” was lauded, as was Louis Vuitton’s domination of Foursquare. Donna Karan has @DKNY PR girl to thank for the company’s Gifted rating, citing her Gossip Girl updates and new-ish Tumblr presence.

So which brands need help? L2 gave Challenged grades to both Prada and Hermés, two brands who should be killing it online because their name recognition is so strong. Both were listed as Gifted in 2009, but lost their rating. Scott Galloway, the founder of L2 said in the report, “We believe these brands are victims of their own success, believing iconic status can be a substitute for innovation and investment online. This hubris will haunt them, and their shareholders.” Yikes. Ditto Chanel and Christian Dior, who were given Average ratings. The issue there? Lack of e-commerce, except in beauty.

would you rather?

Would You Rather…? Tavi Gevinson’s L’Officiel Covers

Tavi Gevinson now has two L’Officiel covers under her belt. Last month, her cover for the Paris edition of the magazine’s 90th anniversary issue was released, which sees her perched on top of an oversized chair dressed as old school Tavi replete with the grey bob and giant hair accessory and, weirdly, head-to-toe Chanel. For L’Officiel’s Netherlands edition, which was also shot by the legendary Jean-Paul Goude and is possibly from the same shoot, she’s modern day Tavi with strawberry blond locks and ’90s-inspired mixed prints. Which cover do you prefer?

James franco

James Franco Is the Poster Boy for Gucci’s New Bespoke Service

After earning his masters degree, acting in major blockbusters, penning short stories, and directing and producing critically acclaimed short films, James Franco has finally gone back to harvesting his foremost talent: Being really, really, ridiculously good looking.

Franco is starring in Gucci‘s new campaign for their just-launched bespoke service. Shot by Nathaniel Goldberg at the huge Roman film studio Cinecittà, the campaign is called “All The World’s a Stage,” and as you can see, it features a squinty-eyed (but still completely hot) James Franco posing nonchalantly at what looks like a movie set.

“James has an innate ability to fuse classic elegance with contemporary style and interpret formalwear in an individual way,” Gucci creative director Frida Giannini said in a release.

The service will launch in 11 boutiques worldwide and those interested will have 178 possible combinations of colors and fabrics to choose from and will walk away (after waiting six weeks for the garment to be made) with a suit that fits them perfectly–though they’ll have to pay a heavy price tag since suits will start at £1,900. Though, really, who cares? We just want to stare at Franco doing his squinty-eyed-I’m-a-creative genius thing in the ads

that's him