Altagamma Social Luxury Index 2020
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Altagamma Social Luxury Index
2020
Copyright © 2020 Accenture. All rights reserved.
The relevance of now and next
LUXURY IS MORE THAN WHERE YOU REQUIRE A USING A MULTI-DIMENSIONAL
EVER A DYNAMIC CONTEXT DISTINCTIVE STRATEGY AND BALANCED SCORE CARD
TO PREDICT TRENDS IN ORDER TO BUILD AND DISTRIBUTE CONTENT TO MEASURE PERFORMANCES, UNRAVEL
TO EVOLVE AND INNOVATE AT THE SPEED OF CULTURE OPPORTUNITIES, DISCOVER PREFERENCES
The competitive landscape is changing In order to stay relevant in people’s life, you The aim is to measure your brand's social
rapidly and unpredictably, especially on need to monitor and assess your content media impact and consistency, revealing
social media. Addressing change and performance, your media ecosystem possibilities among the most suitable ones
predicting cultural evolution is key. maturity and your innovation edge. for your category.
2
Copyright © 2020 Accenture. All rights reserved. 2
1 year 2019
Time period considered
8 categories
of Altagamma members
9 Millions
relevant
Mentions*
80%
9 languages
35+ digital media channels
(vs 5 millions in 2018)
1 tech platform
*The analysis focuses on 2019 spontaneous public conversations. No tracking of proprietary members’ accounts nor paid social media investments were considered. 3
OUR TECHNOLOGICAL PARTNER
Modern
It enables MARKETING, ADVERTISING,
RESEARCH, CARE AND ENGAGEMENT.
Across 35+ DIGITAL MEDIA CHANNELS including social
media, messaging platforms, news, blogs and forums.
+
Unique CXM PLATFORM
With an UNIFIED FRONT-OFFICE
ARCHITECTURE.
That is OMNI-CHANNEL
And is built on CMX* DATA.
Copyright © 2020 Accenture. All rights reserved. *Legally available unstructured, unsolicited digital data from modern channels and millions of sites including forum, blogs, and reviews powered by AL 4
THE METHODOLOGY
Measuring Social Performances on 5 Pillars
20% 20% 20% 20% 20%
Social Share of Sentiment Reach and Top Authors
Presence Voice Analysis Engagement Resonance
Quality of brands’ Total and average volume Total reach and Total mentions
social media presence Net sentiment score engagement rate by KOLs
of industry mentions
Channel coverage: Total volume of online Delta between Brands’ audience reach Sum of KOLs with
absence/presence of a 50% mentions generated by 100% percentage of positive 50% (earned + owned reach) 100% relevant number of
0/1 specific brand on a the active members. and negative mentions. in absolute value. interactions/category.
social media channel.
Channel
20%
KEY DRIVERS completeness.
OF ANALYSIS Adjustments based on Engagement rate per
50% 50%
the dimension of each category.
Geographical and
20% category.
linguistic
consistency.
Channel activity
50% level: 3+ post /
month.
0-10 0-10 0-10 0-10 0-10
Copyright © 2020 Accenture. All rights reserved. 5
What is driving the improvement of Social Luxury Index?
SOCIAL PRESENCE SHARE OF VOICE
MAIN KPI: MAIN KPI:
Quality of Social Presence Total Volume + Average of Industry Mentions
Some luxury brands cover new A higher volume of
channels and consolidate the conversations were
previous presence generated by the
with a complete page, with increasing virality of Asian
linguistic and geographic celebrities.
consistency and with an
adequate posting rate.
SENTIMENT ANALYSIS REACH AND ENGAGEMENT
MAIN KPI: MAIN KPI:
Net Sentiment Score Reach and Engagement Rate
A widespread increase in This year, Altagamma’s brand
positive sentiment can be registered a diffused growth in the
registered thanks to successful engagement rate.
creative campaigns and Stronger leverage on audiences
initiatives. reached by influencers.
Copyright © 2020 Accenture. All rights reserved. 6
10
9 Social Luxury Index
8 2019 Results
7
6 4,6 2019 saw an increase (+0,3) compared to the
previous edition.
5
4,6
Average Social The score is the average of 5 pillars analyzed in 8
Altagamma industries.
4 4,3 Luxury Index 2019
Overall, the pillars show an improvement: in
particular, the sentiment score has increased
3 sharply, while top authors' resonance slightly
decreased.
2 Category Variability
1 3,3-7,3
0
2018 2019
HOTELLERIE FASHION
Copyright © 2020 Accenture. All rights reserved. 7
MPROVEMENT
one. Social
Presence
New social media channels are hot Social
Presence
Established social media are challenged by new platforms
Altagamma’s luxury brands performed well in
this area of the Index: they strengthened
their Social Presence and faced new Opportunities are like
challenges, experimenting with new sunrises. If you wait too
channels and new content approaches. long, you miss them.
Consolidation on Asian and Russian channels in Automotive :
• +5% WeChat William Arthur Ward
• +26% VK
Yachts
+13%
Automotive +5% +26%
Copyright © 2020 Accenture. All rights reserved. 9
EMERGING SOCIAL LEADERS
Social
Presence
Moving forward: gaps and new opportunities
2018
WeChat 45% Local Social Media Channels
2018 registered a strong Social New Emerging
Presence of Altagamma members on Only Weibo 37%
established social media, while, on ~ 28% VK 2%
Channels in Scope
average, only 28% of brands were
covering new local platforms
(WeChat, Weibo, VK). Presence on local
social media
2019 showed an improvement in
Altagamma brands’ presence on local 2019
social media. WeChat 51%
Only Weibo 41%
However, emerging channels such as
TikTok, Douyin and Little Red Book, still ~ 32% VK 4%
result as weakly covered.
Presence on local
social media
TikTok and Chinese social channels are growing fast
TikTok, its Chinese version (Douyin)
and Little Red Book are fast-growing
channels in terms of active users: they ~ 8%
are strongly dominant in highly
populated Asian countries such as
China and India and increasingly Altagamma’s members
are present on emerging
relevant for younger generations. local social media
>80% of category 20% of categorySOCIAL PRESENCE BEST PERFORMER
Social
Presence
2019 2018
11/12 9/12
Channels covered; Channels covered;
All channels proved to be All channels proved to be
Complete, Complete,
Consistent, Consistent,
and Active. and Active.
Luxury 5.7 Luxury 5.4
Fashion 6.7 Automotive 7.4
Gucci 9.2 Lamborghini 9
Copyright © 2020 Accenture. All rights reserved. 11New social media emerge as an opportunity Social
RENDIN Presence
Despite positive steps forward in enhancing their Social
Presence, the majority of Altagamma’s brands are still
not present on these emerging channels.
LITTLE RED BOOK TWITCH
TIKTOK
Given their unique features and audience, they might become
the biggest opportunities to be invested in for the long run.
Copyright © 2020 Accenture. All rights reserved. 12TikTok: a 2019 opportunity Social
Presence
TIKTOK APP IS “TRAINING WHEELS” FOR FUTURE
INFLUENCERS AND CONTENT CREATORS:
TikTok is making it easier for them to become
content creators. It allows them to easily create
content that they would not otherwise be able to
make as easily on their own, and gives them a
framework they can play or create within.
DELIVERS AN
IMMERSIVE EXPERIENCE:
TikTok allows you to have fun with full screen
videos, 3D lenses and augmented reality.
Copyright © 2020 Accenture. All rights reserved. 13TIK TOK
Social
Presence
Why is it so popular
FAST LEARNING ALGORITHM – ALWAYS
PROVIDING THE “NEW”
Binary Feed
Followed accounts’ contents are separated from
automatically proposed content, emerging thanks
to Engagement Rates.
ENGAGEMENT IS THE KING
4% higher average Engagement Rates than
Instagram.
Achieving high Engagement Rates allows wide
spreading branded contents to users which are
not yet your fans.
SPONTANEOUS OR IGNORED
Fast Scrolling features gives no room for brand-
centered content which can be easily ignored.
The brand’s message should pivot on spontaneous
advocates and leave the stage to users’
entertainment.
Copyright © 2020 Accenture. All rights reserved. 14TIK TOK
Social
Presence
TikTok is the channel for The need for speed
the new generation
The fastest growing phenomenon 15 to 60 seconds to capture
users’ attention and communicate your
message.
+68% of app downloadedLittle Red Book / Xiaohongshu: A 2019 OPPORTUNITY Social
Presence
A SOCIAL COMMERCE EXPERIENCE:
Xiaohongshu is a social commerce in which users can find inspirations by
looking at posts, decide to buy by looking at users' feedbacks, and buy directly
within the app.
CLOSER TO CELEBRITIES:
Xiaohongshu also brings Chinese celebrities closer to their fans. Actress Fan
Bingbing has apparently joked that she should stop reviewing products on the
app because they get sold out and she can never find them.
LIVE STREAMING:
Introduced live-streaming, a feature already in some other popular shopping
apps, which makes for a shopping experience that’s sort of mash-up of YouTube
tutorials, Facebook Live and Amazon.
A good way to close the loop between content and e-commerce.
Copyright © 2020 Accenture. All rights reserved. 16LITTLE RED BOOK
Social
Presence
KOL - oriented platform drivers sales
FAST LEARNING ALGORITHM –
RECOMMENDATION MECHANISM
It creates a customized homepage based on users’
browsing and search history. It also offers an “Explore”
feature based on this same data.
This function allows users to focus on topics they are
interested in and sort out unwanted information.
TRAFFIC DISTRIBUTION - 80/20 RULE
80% of traffic comes from head accounts that make
up only 20% of the community (mainly influencers and
celebrities).
HIGH CONVERSION RATE
8% of Little Red Book's users make an order on its app
after reading posts compared with 2.6% who do the
same on Tmall.
Copyright © 2020 Accenture. All rights reserved. Sources: Dragonsocial, Value China, Capital Watch 17LITTLE RED BOOK
Social
Presence
Little Red Book showed
higher Conversion Rates
A platform for young females
living in big cities
86% users are females.
A fast growing phenomenon 84% are under 35 years old.
+200% of app download 63% live in 1st and 2nd tier cities.
between 2018 and 2019.
Little Red Book registered users
volume (mln people). 300
Avg Altagamma posting in 2019
35 post
100
50
15
2015.6 2017.6 2018.6 2019.7
Copyright © 2020 Accenture. All rights reserved. Sources: Little Red Book website Sources: Cbndata 18Twitch: a 2019 opportunity Social
Presence
LIVE STREAMING:
Twitch is the Amazon streaming platform that
allows users to interact directly with influencers,
brand ambassadors or brands in real time.
It can entertain users especially when they are at
home raising awareness about the brand and
stimulating conversion at the same time.
FROM E-SPORTS AND GAMES TO OTHER
INDUSTRIES:
Twitch has been focusing on gamers and e-sports
brands, but engages a huge and varied audience
that can be targeted by multiple industries.
Copyright © 2020 Accenture. All rights reserved. 19TWITCH
Social
Presence
How brands can get involved
IN GAME ACTIVATION
Creating ad hoc items or events used or followed
directly within a videogame is a good way to reach
both players and watchers.
WITHOUT INTRUSIVE ADVERTISING
63% of users have ad blockers.
AFFILIATE MARKETING
Facilitate and improve online purchases leveraging
streamers.
In February 2019, 19% of the outbound link from Twitch
were towards Amazon.
SPONSORSHIP
Streamers and pro gamers are a great way to breach
into sports enthusiasts and niche audiences due to the
high level of engagement and quality of the relation
they build with their followers.
Copyright © 2020 Accenture. All rights reserved. Sources: Baidu, lmtw, Zhihu 20TWITCH
Social
Presence
Twitch is populated by
millennials
A new Italian obsession For Streamers
3,6 mln avg monthly streamers.
15 mln global daily users.
+31% of viewers from March 8 to March 21 . th st And Watcher
+66% Italian views from February ’20. 68% millennials.
57% from Asian markets.
AVG CONCURRENT VIEWERS
31% female.
(000 people)
1440 Sportswear brand plays a role
1260
1070
In January 2019, Nike used Twitch
748 to introduce the launch of its Adapt BB
536 592
Self-Lacing Shoe.
351
208
102
2012 2013 2014 2015 2016 2017 2018 2019 2020
Copyright © 2020 Accenture. All rights reserved. Sources: businessofapps Sources: Baidu, lmtw, Zhihu 21MPROVEMENT
two. Share of VoiceA Share of Voice improvement Share of
Voice
Active conversations involving KOLs became essential for brands
Altagamma’s luxury brands performed well in this
area of the Index because they are able to increase
the number of mentions received by qualified and
relevant authors, especially during brand events People are not remembered
and activations.
for the number of times
they fail, but for those times
Strong impact of celebrities on online mentions
they are successful.
Fashion Week Events
Generation of mention peaks greater than 150k mentions.
Asian Ambassadorship
Thomas A. Edison
Peaks of 49k mentions (Chanyeol) and 18k mentions (Suho).
Copyright © 2020 Accenture. All rights reserved. 232019
Share of
Voice
Category Mix
TOTAL MENTIONS: 8.805.215
Fashion Automotive Hard Luxury Food & Wine
48% 43% 4,5% 1,5%
of total mentions of total mentions
of total mentions of total mentions
190k
27
brands
Avg sov
7 608k
Avg sov
6
44k
Avg sov
18
5,8k
Avg sov
brands
brands brands
Others Hotellerie Yachts
Design & Furniture
1% 0,5% 0,5%
1% of total mentions of total mentions
of total mentions of total mentions
6k 19,7k 5,8k
19 Avg sov
5 Avg sov 14
brands
2,5k
Avg sov 8 Avg sov
brands brands brands
Copyright © 2020 Accenture. All rights reserved. *compared to the previous edition, 4 brands have been excluded and 6 new ones added. 24How celebrities have boosted your 2019 Share of Voice Share of
Voice
BECOMING YOUR SHARING THEIR VIEWS PARTICIPATING TO ENGAGING WITH
BRAND AMBASSADOR ON SPONTANEOUS POSTS BRANDED EVENTS YOUR COMMUNITIES
Celebrities’ engagement by The spontaneous sharing of By inviting celebrities to the The activities implemented
Altagamma’s brands posts on social media by first row of their fashion by celebrities towards online
boosted online celebrities contributed to shows, Altagamma’s brands communities intensified the
conversations, generating increase the visibility of have increased users’ online relationship with their
peaks of buzz over the year. Altagamma’s brands. conversations, strengthening members and enhanced the
their image. Furthermore, Share of Voice of
VIPs' outfits boosted online Altagamma’s brands.
buzz.
Copyright © 2020 Accenture. All rights reserved. 25SHARE OF VOICE
Share of
Voice
Share of Voice trendline 2018 vs 2019 2018 2019
The graph shows a comparison between 2019 and 2018 in terms of Share of Voice, mentions and conversations.
Jan Feb Mar Apr May Jun Jul Aug Set Oct Nov Dec
Copyright © 2020 Accenture. All rights reserved. 26SHARE OF VOICE
Share of
Voice
2019 events that performed better than 2018 2018 2019
Better Performance in 2019
New York
MET GALA
Milan Men’s Fashion
Week
67.324 mentions in 2019
31.655 in 2018
51.028
mentions in 2019
19.568 in 2018
Jan Feb Mar Apr May Jun Jul Aug Set Oct Nov Dec
In general, 2019 trendline has showed a more sustained conversation level throughout the year in comparison to 2018, where online conversations are less
intense. The peaks in 2019, although numerically greater than the previous year, have registered lower overall mentions.
Copyright © 2020 Accenture. All rights reserved. 27SHARE OF VOICE
Share of
Voice
2019 events that performed worse than 2018 2018 2019
Better Performance in 2018
Milan
Gucci Cruise Fashion Week
Billboard Collection
Music Awards
30.740 mentions in 2019 54.741 mentions in 2019 49.289 mentions in 2019
86.510 in 2018 121.175 in 2018 77.004 in 2018
Jan Feb Mar Apr May Jun Jul Aug Set Oct Nov Dec
In general, 2019 trendline has showed a more sustained conversation level throughout the year in comparison to 2018, where online conversations are less
intense. The peaks in 2019, although numerically greater than the previous year, have registered lower overall mentions.
Copyright © 2020 Accenture. All rights reserved. 28SHARE OF VOICE
Share of
Voice
Automotive top performers 2019
60.928 mentions
5th April, 2019
LIL NAS X surprised the country
star BILLY RAY CYRUS with a RED
CONVERTIBLE MASERATI to
celebrate the success of their hit
song «Old Town Road».
Copyright © 2020 Accenture. All rights reserved. 29SHARE OF VOICE
Share of
Voice
Food & Wine top performers 2019
1.627 mentions 1.175 mentions
10th June, 2019 15th July, 2019
SAN PELLEGRINO announced The CEO of Domori (part of the Illy
initial line-up of young candidates Group), ANDREA MACCHIONE has
selected for the SAN PELLEGRINO been appointed PRESIDENT OF
YOUNG CHEF EDITION 2020. PRESTAT, the chocolate brand
supplier of the British Royal House.
Copyright © 2020 Accenture. All rights reserved. 30SHARE OF VOICE
Share of
Voice
Hotellerie top performers 2019
1.549 mentions 1.211 mentions
29th March, 2019 22nd Sept, 2019
GEORGE CLOONEY boycotted the IVANKA TRUMP and Jared Kushner
SULTAN OF BRUNEI’S HOTELS in arrived at HOTEL DE RUSSIE (owned
protest of his nation’s new anti-gay by Sir Rocco Forte), in Rome, for the
laws. dinner with WENDI DENG MURDOCH
and a Secret Service agent.
Copyright © 2020 Accenture. All rights reserved. 31SHARE OF VOICE
Share of
Voice
Other industries top performers 2019
4.162 mentions 2.793 mentions
9th May, 2019 26th Nov, 2019
CHANYEOL attended ACQUA DI CHANYEOL, member of the musical
PARMA’s CIPRESSO DI group EXO, made a gift to the FAN
TOSCANA launching party. CLUB EXO-LS
in occasion of his birthday.
Copyright © 2020 Accenture. All rights reserved. 32SHARE OF VOICE
Share of
Voice
Fashion top performers 2019
37.618 mentions 29.592 mentions 56.815 mentions 42.605 mentions
14th Jan, 2019 19th Feb, 2019 7th May, 2019 28th May, 2019
Rapper JACKSON WANG MILAN FASHION WEEK EVENTS The MET GALA in New York KAI attended GUCCI CRUISE 2020
performed after Fendi Show generated peaks in Fashion, Hard stimulated ONLINE DISCUSSIONS. FASHION SHOW at the Capitoline
DURING MILAN MEN’S Luxury and Others categories. The presence of the BRITISH SINGER Museum in Rome.
FASHION WEEK FW20. HARRY STYLES boosted the online
buzz (50% of the peak).
Copyright © 2020 Accenture. All rights reserved. 33SHARE OF VOICE
Share of
Voice
Fashion top performers 2019
40.197 mentions 46.718 mentions 9.400 mentions
23th Sep, 2019 9th Nov, 2019 26th Nov, 2019
The share of voice related to FASHION The GUCCI’S DRESS worn by SELENA GOMEZ wore a VERSACE'S
WEEK EVENTS generated a SINGLE SOKO during 2018 Gucci Cruise NEON DRESS at AMAS in Los
BUZZ PEAK OVER A ONE WEEK show, at Alyscamps, has been Angeles.
PERIOD, increased by the presence of compared to the outfit of Bunta
ASAP ROCKY and LOU DOILLON at an Takakura, one of CRAYON SHIN-
Altagamma member FASHION SHOW. CHAN ANIME'S CHARACTER,
generating a huge online buzz.
Copyright © 2020 Accenture. All rights reserved. 34SHARE OF VOICE
Share of
Voice
Hard Luxury top performers 2019
3.215 mentions 2.599 mentions
19th March, 2019 20th Apr, 2019
JUNMYEON (Suho) attended JUNMYEON (Suho) wore
HELMUT NEWTON'S EXHIBITION BVLGARI’S ACCESSORIES during
wearing his BVLGARI RINGS. his Singles Magazine Photoshoot.
Copyright © 2020 Accenture. All rights reserved. 35SHARE OF VOICE
Share of
Voice
Example of cross-category collaboration: Design meets Fashion at Salone del Mobile
60000 Prevalence of Fashion Share of Voice
Fashion peaks of conversation reached a higher level of conversation compared to Design
50000 Fashion & Furniture, strongly leveraging major worldwide-known events.
40000
30000
20000
10000
0
01-01-2019 02-01-2019 03-01-2019 04-01-2019 05-01-2019 06-01-2019 07-01-2019 08-01-2019 09-01-2019 10-01-2019 11-01-2019 12-01-2019
900 805 mentions peak related to Salone del Mobile was stimulated by fashion brands
800
Design & Furniture mentioning
700
Luxury maisons (Gucci, Versace, Missoni, Bulgari ...) showed their heritage and stylistic codes through
design and furniture’s proposals.
600
However, when compared to fashion events, Salone del Mobile can still be considered under-exploited by
500
Altagamma Brands.
400
300
200
100
0
01-01-2019 02-01-2019 03-01-2019 04-01-2019 05-01-2019 06-01-2019 07-01-2019 08-01-2019 09-01-2019 10-01-2019 11-01-2019 12-01-2019
Copyright © 2020 Accenture. All rights reserved. 36Luxury brands should own Made in Italy Share of
Voice
more decisively
2018 2019
32% 30%
Automotive Automotive
280 k 226 k
Made in Italy total mentions Made in Italy total mentions
51% 46%
Fashion
6% Fashion
2,6%
of total Altagamma’s of total Altagamma’s
6% 8%
brand SOV brand SOV
Design & Furniture Design & Furniture
3% 4%
Food & Wine Food & Wine
3% 4%
1% Yachts
3% 3% Yachts
4%
Others 1% Hard Luxury
Others 1% Hard Luxury
Hotellerie Hotellerie
2,6% of total volumes (8,8 mln) are composed of mentions
Copyright © 2020 Accenture. All rights reserved. related to ‘Made in Italy’. 37Total Made in Italy mentions Share of
Voice
within each category
YACHTS
21%
The larger the percentage of Made in Italy
conversation on their total share of voice, the DESIGN & FURNITURE
further they will be from the center of the 18% FOOD & WINE
7%
graph.
Similarly to 2018, during 2019, Design & OTHERS
HARD LUXURY 6%
Furniture and Yachts brands confirmed as 2%
those with the greatest portion of their SOV 20% 10% 0% 0% 10% 20%
related to Made in Italy, therefore strongly
associated to Italian craftsmanship and
lifestyle. FASHION
2%
HOTELLERIE
4%
AUTOMOTIVE
2%
Copyright © 2020 Accenture. All rights reserved. 38Categories positioning on Share of
Voice
Made in Italy
absolute values FASHION
104K mentions
The graph shows categories’ positioning to
“Made in Italy,” based on how often users DESIGN & FURNITURE
mention brands while also talking about Italian 19K mentions AUTOMOTIVE
69K mentions
values.
HOTELLERIE YACHTS
The higher the volumes of Made in Italy 2K mentions 9K mentions
conversation about the category’s brands, the
farther they will be from the center of the 120k 60k 10k HARD LUXURY
graph. 8K mentions
Because of a greater overall share of voice OTHERS
around Automotive and Fashion brands, their 2K mentions
contribution to the Made in Italy is higher than
FOOD & WINE
other categories in absolute terms. 9K mentions
Copyright © 2020 Accenture. All rights reserved. 39Most discussed topics about Made in Italy in 2019 Share of
Voice
31%
of total discussions about
Made in Italy highlighted how the
Italian style is influenced by historical
legacy.
8%
of mentions associated the concept
of Made in Italy to innovation,
14% research and new creative
proposals.
of conversations recognized tailored
products and handicraft techniques
as distinctive and indicative of Italian
brands.
Copyright © 2020 Accenture. All rights reserved. 40SHARE OF VOICE BEST PERFORMER
Share of
Voice
2019 2018
2.5 mln 1.7 mln
mentions mentions
Best channels
62%
28%
Luxury 2.2 Luxury 2.0
Fashion 6.5 Fashion 7.2
Gucci 10 Gucci 10
Copyright © 2020 Accenture. All rights reserved. 41Key conversational cross-category topics Share of
Voice
2018 2019
2018 top trends (also in 2019) Top 3 category Emerging new trends in 2019 Top 3 category
84% of total SOV (+14% from 2018).
GLOCALITY SUSTAINABILITY
21% - "territory” and 7% - environmental
“provenience” sustainability. FOOD&
FOOD& YACHTS HOTELLERIE YACHTS DESIGN
WINE
WINE
PERSONALIZATION
LUXURY 4% - personalized and
20% - luxury lifestyle. customized products. DESIGN YACHTS HOTELLERIE
HARD YACHTS HOTELLERIE
LUXURY
HERITAGE LIMITED EDITIONS
19% - classic values, 4% - limited editions.
FOOD&
YACHTS DESIGN
heritage and legacy. DESIGN YACHTS HOTELLERIE WINE
CRAFTSMANSHIP
EVENTS 3% - craft & madein. HARD
DESIGN YACHTS
LUXURY
17% - public events. DESIGN YACHTS HOTELLERIE
Copyright © 2020 Accenture. All rights reserved. 42FASHION IN 2019
Share of
Voice
Asian Vibes, Partnerships, Streetwear
and Green Orientation
Collaborations Asian Wave
Partnerships and collaborations have produced The online interest generated by Chinese
a high online impact. A consistent portion of and Koreans proved high relevance of
luxury consumers purchased special editions brand ambassadors related to the music
and collaborations, driven by Chinese industry.
consumers demand and younger generations.
Luxury Streetwear Sustainability
The phenomenon powered the year’s Sustainability has influenced consumer
biggest trends. By offering a larger purchase behavior, driven by
selection of streetwear items, luxury environmental and ethical manufacturing
brands targeted younger generations concerns.
looking for less formal attire.
Copyright © 2020 Accenture. All rights reserved. 43AUTOMOTIVE IN 2019
Share of
Voice
Mergers, Green Engines,
Festivals and Heritage
The resonance of M&A Festivals and Events
Online attention of worldwide users Cars festivals and events represented
gathered around the notable a key opportunity for the discovery of
process of merging between FCA the automotive world and its history,
and PSA. both online and offline.
Sustainable Vehicles Vintage and Heritage
Recurrent online discussions Online users frequently refer to the
about hybrid and electric engines values of classic and iconic style
demonstrate a rising interest that shaped Italian brands’ glorious
around sustainable and green past.
mobility.
Copyright © 2020 Accenture. All rights reserved. 44HARD LUXURY IN 2019
Share of
Voice
Asian Influence, Casual Luxury and
Materials Refinement
Asian Influence
Following the trend already outlined in
2018, Asian countries are becoming
more and more relevant and visible: k-
poppers, Asian boybands and singers
stand out as the most engaging
ambassadors for the industry.
Material Refinement
Raw materials and gems are
recurring topics in online
Casual Luxury conversation around hard luxury
products.
Online users are welcoming
traditional casual brands that offer
unconventional luxury
propositions.
Copyright © 2020 Accenture. All rights reserved. 45DESIGN & FORNITURE IN 2019
Share of
Voice
Light Focus, The Power Of Art and
Natural Materials
Design of Light
For online discussion, light emerges
as an active components of the items:
it became the enabler of a new
fruition also if it is not fully integrated
within object.
Natural Materials
Recurrent online conversations
focused on natural materials such
Augmented Design as wood and brick.
With the aim to ease the access to
premium products to all costumers,
brands are moving towards the
approach based on AR and 3D
modelling which resulted notably
appreciated.
Copyright © 2020 Accenture. All rights reserved. 46FOOD & WINE IN 2019
Share of
Voice
Uniqueness, Competitions and Smart
Food
Limited Editions
Diamonds, collaborations,
personalized and unique pieces:
online users demonstrated rising
interest in limited and iconic edition of
their favorite products, from water to
wine. Smart Food
From smart farming to blockchain
technology, online users'
Awards and Competitions conversations demonstrated high
interest in technologies able to
Following the trend of 2018, the bring new advance to the food
food industry gained high visibility sector, while minimizing the impact
due to awards and competitions like on the environment.
the World 50 best. Online users
proved to be extremely sensitive to
sustainability themes addressed
during events.
Copyright © 2020 Accenture. All rights reserved. 47HOTELLERIE IN 2019
Share of
Voice
The Importance of Locations, Food
Excellence and The Risk Of Politics
Location and View
Online user presence in 2019
conferred a new importance to the
concepts of spaces and locations.
Views, panoramas and landscapes
were among the most discussed
topics. Food Excellence
Chef and gourmet creations
contributed to create visibility in the
The Risk of Boycott sector, generating rising interest
among users.
Homophobic restrictions adopted
by the Sultan of Brunei, owner of
several luxury hotels worldwide,
provoked George Clooney public
blame and boycott actions, thus
causing a reputational damage for
the brands involved.
Copyright © 2020 Accenture. All rights reserved. 48YACHTS IN 2019
Share of
Voice
Emissions Control, Interiors and
Yacht Shows
Emission Control
Brands’ proposition focusing on
hybrid propulsion for luxury boats is
raising as a viral topic during 2019.
Yacht Shows
Festivals, anniversaries and shows:
online conversation of users
Interiors focused on the celebration of
navigation in the world.
What’s inside the yachts? This is one
of the most frequently discussed
topics regarding navigation industry:
furniture, materials and premium
features.
Copyright © 2020 Accenture. All rights reserved. 49MPROVEMENT
three. Sentiment
AnalysisPositive discussions on social media increased Sentiment
Analysis
Mainly thanks to events
Altagamma’s luxury brands performed well in this area of
the Index because they were able to increase the
number of positive engagement in users’ comments.
Don't be into trends. Don't
make fashion own you, but
Limited Editions Brand Testimonials
San Pellegrino’s launch of limited- Harry Styles made the trek to
you decide what you are,
edition diamond bottle contributed
to users’ strong appreciation and
Rome’s Capitoline Museum to
take in Gucci Cruise Show 2020. what you want to express
positive comments.
by the way you dress and
Fashion Events Product Innovation the way to live.
Jennifer Lopez walked the Versace Kartell presented the AI
runway during Milan Fashion Week Chair at the Salone del
in a new version of her iconic
“Jungle Dress”.
Mobile 2019. Gianni Versace
Copyright © 2020 Accenture. All rights reserved. 51Overall Net Sentiment by category Sentiment
Analysis
Positive Neutral Negative
Food & Wine Yachts Others Design & Furniture
3% 5% 1% 3%
30% 31%
35% 36%
Net sentiment Net sentiment Net sentiment Net sentiment
62%
32% 59%
31% 29% 28%
69% 66%
Hotellerie Fashion Hard Luxury Automotive
11% 3% 4% 8%
22%
26% 24%
35%
Net Sentiment Net sentiment Net sentiment Net sentiment
24% 23% 20% 14%
54% 71% 72% 70%
Copyright © 2020 Accenture. All rights reserved. Sources: The Net Sentiment is the difference between positive and negative sentiment 52NET SENTIMENT BEST PERFORMER
Sentiment
Analysis
2019 2018
68% 48%
Luxury 7.8 Luxury 6.2
Hotel 7.7 Hotel 9.2
Masseria 10 Masseria 10
San Domenico San Domenico
Copyright © 2020 Accenture. All rights reserved. 53MASSONERIA SAN DOMENICO
KEYWORDS Sentiment
Analysis
Success factors Boutique Hotel San Domenico
96% 92%
Awards 2019 Wellness and Spa
Nature and Views Italian Culinary Heritage and Past
91% 89% 82%
Tradition
% of net positive sentiment.
Copyright © 2020 Accenture. All rights reserved. 54MPROVEMENT
four. Reach &
EngagementReach and Engagement is growing Reach &
Engagement
Especially via novelties and collaborations
Altagamma’s luxury brands performed well in this area
of the Index because they adopted ad hoc strategies
to increase Reach by engaging their own fan base
with novelties or by collaborating with relevant KOLs.
It is the mind that makes
the body rich.
Cristallo Resort Arcadia Yachts
Collaborate with an Italian fashion Stood out as a top scorer in terms of
brand on Facebook. engagement rate, especially thanks to
its editorial plan on Sea Coral II.
Andrew Carnegie
3,05% 1,9%
Avg category Avg category
0,63% 0,86%
Copyright © 2020 Accenture. All rights reserved. 56Reaching VS Engaging 2018 Reach &
Engagement
In 2018, two different strategies to reach the online crowd emerged.
Categories with large fan bases on their own leveraged on their Owned Reach through their social properties.
EARNED
REACH Leverage third party sources &
800k influencers
Hotellerie
0,35% The Hotellerie category, composed by brands
with relatively small fan bases (niche brands),
700k leveraged third party sources and influencers in
order to reach the widest possible audience.
600k
Others
500k 0,36%
Design & Furniture
400k 0,25%
Automotive Fashion
Food & Wine
300k 0,41% 0,83% 0,39%
200k Hard Luxury
0,34%
100k Build and nurture
Yachts your own fan base
0,25%
OWNED REACH
20 mln 40 mln 60 mln 80 mln 100 mln 120 mln 140 mln
Copyright © 2020 Accenture. All rights reserved. The graph shows every category position according to their Earned and Owned Reach. The bigger the circles the higher the Average Engagement Rate (ER) by category (%) 57
Source: SalesForce, FanPageKarmaReaching VS Engaging 2019 Reach &
Engagement
In 2019, most of the categories maintained the same strategy as in 2018.
Food & Wine brands increased the Reach by involving external sources.
EARNED
REACH
800k Hotellerie +0.3% engagement rate Hotellerie brands kept engaging with
0,63% for Hotellerie brands. most of the third parties and influencers.
700k
600k +0.6% engagement rate
for Yachts brands
500k Yachts
0,86%
Food & Wine +240k fans reached Food & Wine brands are trying to follow
400k 0,43% thanks to third parties Hotellerie category by involving authors
sources and influencers. to increase the Reach.
Others
0,18%
300k
Design & Furniture
0,32%
200k Automotive Fashion
0,22% 0,24%
Hard Luxury
100k 0,41% Fashion and Automotive brands
maintained their focus on fan base, due to
their larger potential Reach.
OWNED REACH
20 mln 40 mln 60 mln 80 mln 100 mln 120 mln 140 mln
Copyright © 2020 Accenture. All rights reserved. The graph shows every category position according to their Earned and Owned Reach. The bigger the circles the higher the Average Engagement Rate (ER) by category (%) 58
Source: SalesForce, FanPageKarmaRICH & ENGAGEMENT BEST PERFORMERS
Reach &
Engagement
2019 2018
Top Engagement Rate Average Altagamma Top Engagement Rate Average Altagamma
1,9% 0,41% 1,7% 0,36%
Average 4.8 Average 4.7
Yachts 10 Automotive 10
Arcadia 10 Ducati 10
Top Owned Reach Average Altagamma Top Owned Reach Average Altagamma
69 mln fans 2,7 mln 58,6 mln fans 2,6 mln
Average 2.3 Average 2.2
Fashion 10 Fashion 10
Gucci 10 Gucci 10
Top Earned Reach Average Altagamma Top Earned Reach Average Altagamma
523,7 k fans 168,3 k 350 k fans 10,4 k
Average 2.4 Average 1.8
Hotel 10 Hotel 10
Belmond 10 Lungarno 10
Collection
Copyright © 2020 Accenture. All rights reserved. Engagement rate: total interactions on total fan base; Owned reach: sum of fan bases 59
from official social pages; Earned reach: n° of users reached due to top authors activityECOMMENDATION
take-outs.KEY TAKEAWAYS
2019 Learnings for members 2019 Learnings for Altagamma
THE PATH TO KOLS MENTIONS ARE STILL
DIGITALIZATION A POWERFUL STRATEGY
CONTINUES FOR BRANDS TO GROW
THEIR BASE
New platforms should be locally Celebrity affiliations can grow a brand’s
embraced and new trends on affinity with communities. KOL should
consolidated ones should be adopted. fully reflect the brand values for a long-
term strategy. BRANDS SHOULD OWN MADE IN
ITALY AS IT SHOWED TO BE AN
UNTAPPED OPPORTUNITY
THE TWO-FOLD STRATEGY TO CONTENT CURATION OF
REACH LARGER AUDIENCES IS THEIR EDITORIAL PLANS
CONFIRMED PAID OFF GRANDLY “Made In Italy” is still led by publishers and KOLs
but can be utilized by luxury brands as a solid
There are two main ways to grow in Reach Engagement Rates registered great growth driver, due to its enormous popularity and
and Engagement: tapping into like-minded improvements, thanks to a growth of the Reach.
KOL’s pre-existing fanbases or expanding breadth of content themes and the
towards competitors’ ones when affinity relevance of their execution.
allows.
AUDIENCE
APPRECIATION PROVED
TO BE RESPONSIVE
Novelties and collaborations positively
boosted users’ opinion, when properly
executed.
Copyright © 2020 Accenture. All rights reserved. 61UPDATE
POST COVID19
INSIGHTSLow brands-related Buzz, the focus was on the emergency
Overall conversations generally decreased28% in the first 5 months of 2020 compared to 2019.
Discussions about Covid19 increased constantly from March 20 onwards (+20% avg daily Covid19 SOV vs Jan-Feb ’20).
Sharp drop in
conversations about
8 March ‘20
products, events and
Covid19 Italian
celebrities.
Outbreak.
Feb ‘20 Mar ‘20 Apr ‘20 May ‘20
Copyright © 2020 Accenture. All rights reserved. 63The COVID-19 trendline: four key phases
Cancellation Emergency Reaction & Solidarity Restart
7000
5250
8 March ‘20
Covid19
Italian
3500 Outbreak.
1750
0
Jan ‘20 Feb ‘20 Mar ‘20 Apr ‘20 May ‘20
Copyright © 2020 Accenture. All rights reserved. COVID 2020 [All conversations naming covid and related keywords together with brands’ names] 64Moodboards on the four phases
CANCELLATION EMERGENCY REACTION & SOLIDARITY RESTART
Copyright © 2020 Accenture. All rights reserved. 65How YOOX communicated with customers
during the crisis
In response to the crisis, YOOX NET-A-PORTER has built an ad hoc communication strategy aiming at:
Reassure customers, Increase customer engagement, Be relevant,
explaining the measures undertaken to ensure the becoming an “enter-tailer” – an e-tailer that is with ad hoc newsletters that promote
health and safety of both customers and employees. also in the business of entertaining its the purchase of home clothing.
customers, sharing special content on social
Stay close to the community, channels.
describing charity initiatives including the support to
the IEO Foundation and the donation of hardware
and digital education packages to support
homeschooling.
Copyright © 2020 Accenture. All rights reserved. 66How brands are talking to customers
LOUIS VUITTON’s SAINT LAURENT’s NOAH’s
Newsletter Instagram post Instagram post
Louis Vuitton declares to maintain its Saint Laurent shares that their thoughts are Noah invites their Instagram followers to be
unwavering commitment to ensure the health with all of us. They wish to offer moments of altruistic, trying to understand the real
and safety of their clients, teams and positivity and temporary distraction meaning of the word, inviting to stop
surrounding communities. continuing to share Saint Laurent's escapist socializing for a while in favor of a common
dream. good.
Copyright © 2020 Accenture. All rights reserved. 67How brands are talking to customers
DIOR’s PHILIPPE PLEIN’s DONATELLA VERSACE’s
Newsletter Instagram post Twitter
Dior declares that preserving customers Philipp Plein states that their main priority is Donatella Versace shared a tweet saying that
health is at the heart of all their thoughts and the health of their associates, customers and her gratitude goes to all the doctors, nurses
actions. Their online stores remain accessible community. Sharing as well that they are and the entire Italian healthcare system, also
and the ambassadors are at the entire taking all necessary steps to follow the WHO thanking the Chinese delegation of experts
disposal to answer client questions. and local authorities' guidelines. that arrived in Rome.
Copyright © 2020 Accenture. All rights reserved. 68Different positioning during the restart phase
CHANGE RETURN
Copyright © 2020 Accenture. All rights reserved. 69KEY TAKEAWAYS
Learning from hard times
ACT BEFORE SELECT THE INFORMATION JOIN THE
COMMUNICATE TO CONVEY CONVERSATION
Engage with customers through editorial Only use real information from authoritative Do not stay indifferent, but take part in the
content, virtual social gatherings and crowd- and trustworthy sources. conversation and be responsive to positive
funding initiatives. messages.
PEOPLE OVER REASSURE WITH BE LOCALLY
REVENUES EMPATHY RELEVANT
Communication should not be revenues- Adopt an increasingly reassuring tone of voice Customize the communication according to the
driven. Avoid any in-your-face sales approach, and bet on relevance so that your communities events each country is facing, possibly in real
value people over business. perceive your proximity and your utility. time.
Copyright © 2020 Accenture. All rights reserved. 70POST COVID19 CASES F A S H I ON M A G A ZI N E F A S H I ON U N I T E D
OTB
- LIVE ON JULY 6 T H -
The project was born from the need to face the
current situation. It was created with the
support of Accenture and represents a new
standard for the digitalization of the
fashion industry.
Based on a platform developed by an internal
multifunctional team, it consists of a
customized end-to-end modular
technological infrastructure. The goal was
to represent the style, product and atmosphere
of the different brands of the group led by
Renzo Rosso.
Milano finanza
M I L A N O F I N A N ZA
Copyright © 2020 Accenture. All rights reserved. 71POST COVID19 CASES LIVE STREAMING E X C L US I V E L I V E E V E N T S
F A S H I ON S H O W S AND CONTENTS
Milan Fashion Week
- LIVE ON JULY 14 T H -
The first fashion digital platform for Milan
Fashion Week and showroom campaigns will
broadcast live streaming of the Milan fashion
show’s schedule in July.
It will be a digital fashion hub for brands, buyers,
influencers, public and sponsors that will provide
live events with relevant contents.
A digital showroom area will be dedicated for
showroom and buying sessions.
A fashion market hub will host emerging brands
and new designers.
The public announcement will highlight the
strategic role of Accenture in disrupting the iconic
Fashion Week in Milan.
F A S H I ON M A R K E T D I G I T A L S H O W ROO M
HUB AREA
Copyright © 2020 Accenture. All rights reserved. 72KEY CONTACTS
Social Luxury Index team members
STEFANIA LAZZARONI DANTE D’ANGELO JANE REEVE
General Manager at Altagamma Chief Digital Marketing Officer at Valentino Chief Communications Officer at Ferrari
ALESSANDRO ZANOTTI GUIDO MERCATI DARIO MARINO GIANMARCO LORETI
Accenture Leadership Accenture Leadership Client Account Leadership Senior Manager Digital Strategy Senior Manager
Copyright © 2020 Accenture. All rights reserved. 73See you in 2021 with
Live Dashboards
&
Real Time Insights
Copyright © 2020 Accenture. All rights reserved.You can also read
