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Title
Subtitle
Speaker name
Digital Competitive Map Contemporary 2019
Abstract from Premium Report
July 2019

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Digital Competitive Map Contemporary 2019
Key Messages
• Contemporary Panel competitive with Luxury Panel on User Experience Criteria, while
behind on Globalization (E-commerce countries, Web and Email Languages, Asian
Socials), Cross-Channel Services and “Made-in” transparency
• In DCM 2019 Zara and Michael Kors standing out
– Michael Kors with maximum score Overall and on the Digital Customer Experience
Axis
– H&M with maximum score on the Strategic Reach Axis
– Among Italian Brands, Furla and Pinko in the top 5 Overall, Furla in the top 5 on the
Strategic Reach Axis, Falconeri and Twinset in the top 5 on the Digital Customer
Experience Axis
• Coccinelle and Sandro improving on the Strategic Reach Axis ranking vs DCM 2018
• Geox and Sandro with very significant improvements on the Digital Customer Experience
Axis ranking vs DCM 2018
• Peg point Michael Kors ranking first in the Contemporary Fashion Panel and seventh in
the Luxury Panel
Source: Contactlab Analysis

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Contemporary Fashion Panel: 18 Italian Brands, plus 7 International
Source: Contactlab Analysis
CONTEMPORARY FASHION PANEL
Italian Brands
Reference
International Brands
Segment
New Stroili Jeweler
New Pandora Jeweler
New Swarovski Jeweler
Coccinelle Premium Fashion
Elisabetta Franchi Premium Fashion
Falconeri Premium Fashion
Furla Premium Fashion
Geox Premium Fashion
Liu Jo Premium Fashion
Luisa Spagnoli Premium Fashion
Max&Co Premium Fashion
Patrizia Pepe Premium Fashion
Peuterey Premium Fashion
Pinko Premium Fashion
Trussardi Premium Fashion
Twinset Premium Fashion
Woolrich Premium Fashion
Michael Kors Premium Fashion
Sandro Premium Fashion
New Zadig et Voltaire Premium Fashion
New United Colors of Benetton Fashion
Motivi Fashion
Rinascimento Fashion
H&M Fashion
Zara Fashion

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Digital Competitive Map 2019 analytical frame revised/upgraded:
overall 20 Criteria and 199 Parameters
Source: Contactlab Analysis
AXES CATEGORIES CRITERIA FOCUS
DIGITAL
STRATEGIC REACH
(73 Parameters)
1. E-commerce Strategy
1. Countries with E-commerce (added JD.com) Worldwide
2. International E-tailers (added Amazon Moda) Worldwide
2. "Made in" on Web 3. "Made in" on Web Italy
3. Customer Engagement Strategy
4. Web Languages Worldwide
5. Email Reach Worldwide
6. Social Reach (added Line, Kakao) Worldwide
DIGITAL
CUSTOMER EXPERIENCE
(126 Parameters)
4. Website Experience
7. Product Presentation on Product Pages Italy
8. Product Selection Support (added Order by Price, Back-in-Stock Notification) Italy
9. Customer Service Contact Options Italy
10. Chatbot on Facebook NEW CRITERIA Italy
11. Style Advisory Italy
5. E-commerce Experience
12 Online Shopping Appeal and Friendliness Italy
13. Online Payment Methods (added Loyalty, Coupon) Italy
14. Delivery Options (added Return Shipping Options) Italy
6. Cross-Channel Experience
15 Store Finder (added Share of Store page) Italy
16. Drive from Web to Store Italy
17. Digital in Store Italy
7. Customer Engagement Experience
18 Email Proficiency Italy
19. Share of Product Page (added Share via Link) Italy
20. Apps Italy

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Exploitation by Criteria
(% Brands, Contemporary vs. Luxury DCM 2019)
Contemporary Luxury
Contemporary Panel competitive on User Experience.
Luxury Panel stronger on Globalization (E-commerce countries, Web and Email
Languages, Asian Socials), Cross-Channel Services and “Made-in” disclosure
Source: Contactlab Analysis

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
The Digital Competitive Map Contemporary 2019
In DCM 2019 Zara and Michael Kors standing out
Source: Contactlab Analysis

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Premium Report Agenda
The Digital Competitive Map Contemporary Fashion
• Key Research Conclusions
• Methodology
• The Digital Competitive Map Contemporary July 2019
⁻ Overview
⁻ Digital Strategic Reach Axis
⁻ Digital Customer Experience Axis
• Library (attached)
3-7
8-16
17-27
28-101
102-246
Page

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Library Digital Competitive Map Contemporary 2019 (attached)
⁻ Detailed Supporting Tables (20 tables, one for each Criteria)
⁻ Supporting Excel file (199 Parameters for each Brand mapped, overall 4975 cells)
⁻ Homepages (25 Brands)
• Desktop
• Mobile
⁻ Product Pages (25 Brands)
⁻ Social Accounts (25 Brands)
• Facebook
• Instagram
• Twitter
• VK
• Line
• Kakao
• Weibo
• WeChat
⁻ Style Advisory (25 Brands)
• Web Live Chat dialogues
• Emails dialogues
• Facebook Messages dialogues
• Twitter Messages dialogues
• Phone Call responsiveness

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© Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
Example Detailed Supporting Table (Countries with E-commerce Criteria)
Digital Strategic Reach – E-commerce in Key Countries (DCM 2019, WW)
Source: Contactlab Analysis
E-COMMERCE IN KEY COUNTRIES
BRAND Ranking USA
Europe Russia
Turkey Japan
Mainland China
Korea
Direct
Gulf
(UAE/ Qatar/
Saudi)
Italy UK France Germany Spain Poland
Russia
Direct
Online
Sales on
Dept.
Store
TSUM
China
Direct
Flagship
Online
Store on
TMALL
Flagship
Online
Store on
JD
WeChat
Boutique
(May
2018)
Brand 1 1 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Qatar, Saudi, UAE
.… 2 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No Yes Yes Saudi, UAE
…. 3 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No Yes Saudi, UAE,
3 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No No Yes Saudi, UAE
3 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes No Yes No Yes Qatar, UAE,
6 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No Yes Yes No Yes Saudi, UAE
7 Yes Yes Yes Yes Yes Yes Yes No Yes No Yes Yes Yes Yes Yes Yes No
8 Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes Yes No No
8 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No No No No Yes Saudi, Qatar, UAE
8 Yes Yes Yes Yes Yes Yes Yes No Yes No Yes Yes No No No Yes Saudi, UAE,
11 Yes Yes Yes Yes Yes Yes Yes Yes No No Yes Yes Yes Yes Yes No No
12 Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes No No No n.a. No No
13 Yes Yes Yes Yes Yes Yes No Yes No No No Yes Yes Yes No No No
14 Yes Yes Yes Yes Yes Yes No Yes No No No Yes No No n.a. No No
14 Yes Yes Yes Yes Yes Yes Yes No No No No No Yes Yes No No No
16 Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No n.a. No No
16 Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No
18 No Yes Yes Yes Yes Yes Yes No Yes No Yes No No No n.a. No No
19 No Yes Yes Yes Yes Yes Yes Yes Yes No No No No No n.a. No No
19 No Yes Yes Yes Yes Yes Yes No No No Yes No No No No No No
21 No Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No
21 No Yes Yes Yes Yes Yes Yes No No No No No No Yes No No No
…. 23 No Yes Yes Yes Yes Yes Yes No No No No No No No n.a. No No
…. 24 No Yes Yes Yes Yes Yes No No No No No No No No n.a. No No
Brand 25 25 No Yes No No No No No No No No No No No No n.a. No No
Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial Partial - Partial Partial
No No No No No No No No No No No No No No No No No

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner
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