By now it’s a truism of the Facebook age that social media allows relatively small brands or individuals to attain audiences far larger than they would traditionally have reached; the barriers to entry are so low, and the potential users so high. So it’s a bit of a shocker to see the latest study from L2, the digital think tank, which looked at small-to-mid-size European luxury fashion brands and their “digital IQ” (ie, how well they use the digital space for etail/communication/marketing) and discover they pretty much…suck.

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