New Report: Ralph Lauren & Michael Kors Dominate Luxury Brands Online

Ralph Lauren Corp. and Michael Kors lead the pack when it comes to online market share, according to the latest online luxury brands trend report from PMX Agency.

The marketing and research firm, which conducts an annual analysis designed to gauge the relative success of today’s leading luxury brands online, said its latest deep dive found that Ralph Lauren had the largest online market share among luxury brands, at 19.2 percent. Ralph Lauren’s website, the study found, accounted for about one in five visits for the luxury goods category.

And while it traded places with Ralph Lauren this year to land at the No. 2 spot, with 18.5 percent of online market share, researchers said Michael Kors continued to see a surge in holiday traffic — making its website the most-visited luxury brand during that season. New York-based legacy American leather handbag maker Coach Inc. took the third spot on the list, with 12 percent of online market share. Louis Vuitton and Gucci rounded out the Top five, with 9.5 percent and 5.3 percent, respectively.

Overall, the big brands continue to get bigger in the digital realm with the Top 10 luxury brands in the study accounting for nearly 80 percent of total luxury market share. The other leading brands were Chanel, Burberry, Hermès, Louboutin and Versace.

PMX also found that luxury brand sites remain mobile-dominant, with 52 percent of all traffic coming from a smartphone or tablet.

The researchers also found more than half of traffic to luxury brand websites are generated via online searches — while Google on its own accounts for 48 percent of all referrals to luxury brand sites.

“The search engine is the single biggest source of traffic to the luxury category,” the study noted.

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