Digitally savvy jewelry brands are improving their web and mobile presences as the gap between them and those that are digitally deficient widens, a recent study by L2 shows.
A number of factors – including weak Asian markets, the rising influence of branded jewelry, and the emergence of “non-traditional sources of competition” – are shaking up the industry and changing the status quo, L2 reported in its .
This means that companies need to identify digital strengths and weaknesses to remain competitive.
For its Digital IQ reports, L2 scores brands on the effectives of their website (comprising 40 percent of total score), digital marketing efforts (30 percent), social media efforts (15 percent) and mobile capabilities (15 percent).
L2 then ranks each brand based on their score: “Genius” (140 +), “Gifted” (110-139), “Average” (90-109), “Challenged” (70-89) and “Feeble” (<70).
Four brands – David Yurman, Tiffany & Co., Alex and Ani, and Swarovski–scored in the Genius category. Tiffany’s and Swarovski both also scored in this category in L2’s 2013 jewelry and watch brand study, while the other two are new.
