Digital IQ

In the “can’t-see-the-forest-for-the-giant-branded-oak-tree” category I would like to nominate all luxury industry watchers (myself included), who have been so distracted by Burberry’s public assumption of tech-God status, recently met by Gucci, that they have TOTALLY OVERLOOKED the real challenger to both those thrones: Estee Lauder.

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It never rains but it pours (and in Brooklyn, where I live, it just hailed). After the Gap on-line logo hoo-ha at the end of last week comes a report from the Stern business school at New York University and the think tank L2 entitled “Digital IQ Index: Luxury,” looking at how 72 luxury brands are handling themselves on-line, on their websites, social media, digital marketing and mobile apps. Guess what? They’re stuck in the mud!

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