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Burberry Tops Most Digitally Competent Luxury Brands List


Burberry Fall 2011 campaign
Photo courtesy of Burberry
One of Burberry's Fall 2011 ads

Hey, Burberry. They "like" you, they really "like" you!

Thanks to its Facebook exclusives, monthly evolving digital campaigns, e-commerce, online content, live-streaming fashion shows, and Spring 2012's "Twitwalk" runway feed, the British heritage brand has topped a list of fashion's most digitally competent luxury labels, the Telegraph reports.

Compiled by New York University think tank LuxuryLab (L2), the "Digital IQ" report gives chief creative officer Christopher Bailey and his team a Genius classification following an analysis of 49 brands' Web sites, digital marketing, social media, and mobile platforms.

"From live streams to runway shows to an arms race on social media platforms, brands are seeking the halo of innovation that comes from inspired online programming," L2 founder Scott Galloway says in the report.

Kate Spade took second-place with a strong presence on Twitter, YouTube, and Tumblr, while Coach, Gucci (which just launched a new app), Dolce & Gabbana, Tory Burch, Ralph Lauren, Hugo Boss, Louis Vuitton, and Michael Kors rounded out the top 10.

Still, not everyone made the tech-savvy cut.

"Most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy," says Galloway, citing Manolo Blahnik, Givenchy, Zac Posen, and Prada ("the biggest digital disappointment in luxury") as labels that lack online awareness.

In fairness to Miuccia, she has been a little busy ...

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