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Are the key digital tools used by fashion luxury brands well optimized today? A comparative analysis between Louis Vuitton, Hermès, and Gucci.

Van Regemorter, Lindsay
(2020)

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VanRegemorter_18011500_2020.pdf
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Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
This paper aims first at evaluating if fashion luxury brands today optimized their key digital tools, namely their websites and social media, to offer the most optimized online experience to the evolving luxury customer base composed today of a new generation of young tech savvy shoppers. The second objective is to understand the differences that could arise in the optimization of the digital tools of flagship luxury Houses. To carry out this exploratory analysis, we have identified 11 free online tools allowing us to perform the most rigorous analysis as possible, as well as identified and elaborated frameworks to structure the analysis. The main findings stemming from this research are the following: the three brands have done an overall good job at optimizing their digital tools. Comparatively, Hermès is still lagging a bit in its tool optimization and online popularity compared to Louis Vuitton and Gucci, achieving higher overall performance in line with their strategies.