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: