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Study ranks 72 luxury brands on digital competence

2010-10-14
In a major shift from last year's results, fashion brands hold eight of the top 10 slots in the second annual Digital IQ Index for Luxury. Only two brands, Louis Vuitton and Ralph Lauren, managed to hang on to their Genius ranking, with newcomers Coach, Gucci, Hugo Boss, Burberry and Dolce & Gabbana making significant investments in the medium in 2010.

The Digital IQ Index, developed by NYU Stern Professor Scott Galloway, a team of experts from L2 and industry partner iCrossing, measures and ranks a brand��s digital footprint across four dimensions: effectiveness of a brand��s site, digital marketing, social media and mobile. The top 10 brands are:

1. Coach
2. Louis Vuitton, Ralph Lauren (tied)
4. Gucci
5. Hugo Boss
6. Burberry
7. Dolce & Gabbana
8. Giorgio Armani, Swarovski (tied)
10. Tiffany

 
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