Daily Archives: June 2, 2011

The Jones Group, the American contemporary conglomerate that owns such brands as Nine West, Stuart Weitzman, and Dockers (plus 32 others), has just announced it has acquired Kurt Geiger, the shoe company, from private equity group Graphite Capital for £215m. This is a big deal.

Not because of the number, which is middling, but because although Kurt Geiger owns a big eponymous high street brand in the UK with 49 stores, more importantly it controls the shoe departments at pretty much all the big department store groups in Europe, including Harrods and Selfridges (UK) and La Rinascente (Italy). It has 156 concessions, which is to say it determines which brands are sold at 156 stores, from super-premium (Alaia, Roger Vivier) to contemporary. Or, as pertinently, which brands get access to the consumers at those department stores. And now Jones controls them.

Burberry has now read the L2 report on Facebook on which I posted this morning, and has some things it wants to point out in response.

Specifically, a spokesperson writes:

“Engagement for us is not driven by replying to comments (we do that better via click to chat on burberry.com or via our customer service which engages on a personalised one to one basis) we engage fans on Facebook via one of our key strengths, content, be it live events, photos from the runway, videos from Burberry acoustic or music downloads and messages from Christopher Bailey [chief creative officer]. We use different platforms to engage our communities in different ways: Twitter for bulletins and direct messaging those who engage with the brand, YouTube for broadcast, burberry.com for total brand experience, Instagram for pure visuals, and Art of the Trench for those who want to share the heritage.”

Well, this is a shocker: today a digital think tank called L2 publishes a study, “L2 Prestige 100®: Facebook IQ,” which ranks the high-end brands as: “genius, gifted, average, challenged, and feeble” according to who uses Facebook best. Out of brands that span the auto, watch and jewellery, fashion, beauty, and spirits and champagne sectors, Burberry, normally held up as the most web-savvy, digi-forward company in the luxury industry, ranks…average. Actually, it’s number 49.

Material World

with Vanessa Friedman

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Vanessa Friedman's blog deals with the fashion/luxury industry from both a corporate and consumer point of view, as well as the subject of dress.



Vanessa FriedmanVanessa has been the FT’s fashion editor since 2003, and is based in New York, though she lived in London for 12 years.
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