Gartner-奢侈品2021（英文）-2021.4-10页_1mb

Gartner® Digital IQ Index Summary: Luxury 2021

Core Content Overview

The Gartner® Digital IQ Index report for Luxury 2021 provides insights into the performance of luxury brands in the digital space during the year, particularly in response to the challenges posed by the global pandemic. It highlights how the luxury industry adapted to the shift in consumer behavior and the digital transformation that accelerated during 2020.

Key Findings

• Market Growth and Shifts: The personal luxury market in China grew by 45% in 2020, while the rest of the world saw a 21% decline. This was due to consumers reducing discretionary spending amid the economic impact of the pandemic.
• Digital Adoption: Despite being historically slow to embrace digital, luxury brands increased their focus on digital channels to generate revenue. Online retail sales for luxury goods surged by 92% year-over-year in 2020.
• Website Traffic: Luxury brand website traffic increased significantly in 2020 as consumers shifted to online shopping. Initially, traffic dipped due to lockdowns, but it rebounded strongly as people adapted to online shopping.
• Paid Search Traffic: Paid search traffic dropped by 9% in the first half of 2020, but brands invested heavily in the second half, leading to a 21% increase in paid search traffic year-over-year.
• Content Utilization: While luxury brands improved their websites' search and navigation features and introduced virtual personal shopping services, product page merchandising content was underutilized.
• Social Media Performance: 81% and 63% of Index brands reduced Instagram feed posts and YouTube videos, respectively, due to pandemic-related content production disruptions.

Key Recommendations

• Agile Advertising Spend: Brands should implement agile processes to align advertising spend with fluctuating consumer demand and channel performance, which are expected to continue evolving in 2021.
• Customer Confidence Tools: Focus on tools that build customer confidence to convert, such as product page videos and virtual customer service appointments.
• Differentiating Online Services: Promote unique online services across the brand's website and digital marketing campaigns to maximize their impact.
• Future-Proof Content Production: Develop processes for monitoring trending activity on emerging social channels and create fast-response mechanisms, such as categorizing archival content for future reuse.

GENIUS Brands

The following brands ranked high in the Digital IQ Index for 2021:

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