Les marques qui trustent le trafic du luxe online

Alors que le visites sur les sites de mode luxe ont progressé de 20% en un an aux Etats-Unis, les dix maisons Michael Kors, Ralph Lauren, Louis Vuitton, Gucci, Chanel, Burberry, Louboutin, Versace, Hermès et Coach trustent 81% du trafic total.

Leur point commun ? Ce sont des marques bien référencées sur les moteurs de recherche, plus de la moitié du trafic provenant du search, alors que les réseaux sociaux et l’emailing ne représentent à eux deux que 10% du trafic.

A noter également, le mobile représente plus de la moitié des visites pour la quasi-totalité des marques étudiées, en raison du suréquipement en smartphones et tablettes des acheteurs luxe. Il approche même les deux tiers du trafic sur les sites de Christian Louboutin, Gucci, Michael Kors, Jimmy Choo, Hermès, Louis Vuitton et Prada.

 

  • The top 10 luxury brands – Michael Kors, Ralph Lauren, Louis Vuitton, Gucci, Chanel, Burberry, Louboutin, Versace and Hermés – account for 81% of total online market share.
  • Michael Kors captured top market share among luxury brands, a first for the fast-growing retail giant, with 19.2% of total visits to sites in the luxury category in the last 12 months. Ralph Lauren was close behind at 18.9%
  • At 57%, mobile devices account for the majority of traffic to luxury sites. Luxury shoppers are far more likely to be on a smartphone or tablet than the average internet user (of which only 35% are mobile).
  • Luxury brands are heavily reliant on Search, which drives more than half of all referred traffic. This compares to 40% for the average apparel and accessories site. Additionally, 44% of this search traffic comes through paid search.
  • Google accounts for nearly all search traffic to luxury websites, at more than 9 out of 10 search referrals. Its dominance over Yahoo! And Bing I much greater within luxury than other retail or fashion categories.
  • Social media drives 5.6% of traffic to luxury brands, with the majority coming from Facebook. Most luxury brands continue to rack up substantial growth in social media followers.

Source : PM Digital

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