Burberry is the fashion company which has provided the best digital supply in 2020: in fact, the British brand has won an award as the Best in Class. Prada, instead, is the one whose supply showed the best progress in the three-year period running from 2018 to 2020.
As regards Gucci, the brand has received a special award for “its top-notch digital excellence”, which has been going on for three years.
Such is the podium of the Altagamma Digital Awards, on 2020 edition, a prize given to luxury fashion houses standing out for their leadership in the digital supply.
They have arranged the 2020 edition in partnership with Camera Nazionale della Moda Italiana (the National Chamber of Italian Fashion) and relying on Digital Competitive Map annual edition, set by Contactlab. More specifically, they analyse the digital standing of 44 brands based on 271 parameters.
Altagamma Digital Awards
Yet the list of the award-winning companies is far from over. Gucci has also received a prize for the best relationship with customers in 2020.
Moncler and Dior, instead, are the joint winners of an award for the progress they both made in the last three years as to public relations. “The luxury industry proved particularly responsive while adapting itself to Covid-19 outbreak.
Players successfully enhanced their role in the e-commerce business on all direct and indirect channels – commented Marco Pozzi, Contactlab Senior Advisor, and author of the research project, in a press release –. Likewise, they took advantage of the know-how of in-store sale assistants and rapidly recycled it by a virtual engagement.
Italian fashion can be proudly satisfied as, looking at the final rankings, one can see that Gucci, Valentino and Bulgari are placing in the list of the 6 brands which most stand out. Furthermore, Prada, Moncler, Armani, Versace and Dolce&Gabbana stand out among the fashion houses which most upgraded their digital performance throughout 2020”.
The scenario
“The current pandemic has made innovation faster; as further consequence, online sales of personal luxury goods have enjoyed a considerable boost to account, in 2020, for 23% of total sales (they previously amounted to 12%)”, pointed out Stefania Lazzaroni.
Talking about the overall scenario, the general manager of Altagamma remarked that “digital is progressively changing from sales and communication channel into a place where new buyers, especially younger customers alongside Generation Z, can experience an immersive encounter with the brand”.
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