Coach, Gucci, Juicy Couture, and Burberry have garnered more Web site traffic than any other luxury fashion brand — 68% online share of visits — according to a recent online trend report by digital marketing agency, PM Digital, which surveyed 20 luxury brands.
According to the report:
- Search traffic dominates referrals to luxury and designer retail sites, mainly Google.
- After search, visitors most often come from other retail sites. This is typical, indicating shoppers’ tendency to visit a variety of similar sites.
- Among social media websites, Facebook is the leading referral site. Facebook even edged out Yahoo! search.
- Traffic from social media sites to luxury brand sites is growing, as brands such as Lacoste and Dolce & Gabbana link to their Facebook pages from their homepages.
- A brand’s social media popularity does not correlate with market share of site visits.
- Email and social media traffic to luxury brand sites is comparable, and both sources have recently experienced growth.
- Kate Spade and Tory Burch have among the largest share of high income visitors.
Interestingly, Burberry’s 6.5 percent market share of site visits is paltry compared to its popularity on Facebook. Burberry has a huge Facebook following with 2 million fans. It took them a year to reached its 1 million mark in April.
Burberry continues to pursue an aggressive social media strategy by finding innovative ways to “engage with customers in their brand voice.” The Company regularly posts campaign images and videos on its page, along with acoustic performances by musical artists. Christopher Bailey, its chief creative officer, also posts video messages, including video answering questions about the label that fans have asked on Burberry’s Facebook wall.
Burberry is making luxury accessible — accessibility is one key attribute of social media. It’s betting that growth in site visits will follow.
photo credit: burberry