Digital Luxury Group

Digital Luxury Group (DLG)
Industry Market intelligence
Digital marketing
Headquarters Geneva, Switzerland
Key people
 David Sadigh
(Founder & CEO)
Tibère Adler
(Chairman)
Products WorldWatchReport
World Luxury Index
Website www.digital-luxury.com

Digital Luxury Group (DLG) is a research and market intelligence firm that produces luxury industry market research and provides digital marketing and communication services for luxury brands. The company is headquartered in Geneva, Switzerland and has offices in New York City and Shanghai.[1] DLG publishes the WorldWatchReport and World Luxury Index market studies.

Overview

David Sadigh is the founder and CEO of DLG. The company was originally named IC-Agency until it was officially changed to the Digital Luxury Group on May 9, 2011 to reflect its decision to focus on luxury brands only.[2] DLG’s clients include TAG Heuer, Piaget, Marc Jacobs Fragrances, Vacheron Constantin and Sotheby's, among others.[3]

WorldWatchReport

Since 2004, DLG has been publishing the WorldWatchReport (WWR), "a baseline market study for the watchmaking industry," in partnership with Europa Star magazine and the support of the Fondation de la Haute Horlogerie.[1] The report tracks the performance of 40 luxury watch brands across 20 markets in order to discern the main trends of the luxury watch industry.[4] The 2012 WorldWatchReport found that for the first time China has surpassed the U.S. as the country exhibiting the highest demand for luxury watches.[5][6][7] According to DLG's study, China represents 23 percent of all watch-related searches, with Omega, Longines and Rolex attracting the most Chinese interest, respectively.[4] Overall though, Rolex is the most popular global luxury watch brand, with Omega quickly gaining ground.[5][8]

Commenting on the 2012 findings in the Financial Times, Head of DLG Strategy & Intelligence Florent Bondoux said, "There is clear evidence that watch brands need to embrace social media because the reach is so high… Brands need to define a long-term vision with dedicated resources and a dedicated editorial strategy in order to develop brand desirability among future, aspirational consumers – that’s the ultimate objective for a luxury watch brand in social media."[9]

World Luxury Index

DLG's World Luxury Index (WLI) reports analyze luxury preferences and trends throughout the world on a variety of luxury goods and services. World Luxury Index China, the first installment of the series, found that Audi is China’s most popular luxury brand.[10] In the World Luxury Index China: Hotels report, Sheraton ranked as the number one luxury hotel brand[11] in a travel market valued at $232 billion according to DLG.[12] BMW topped the rankings in the World Luxury Index Russia, alongside seven other auto brands in the top ten.[13]

The World Luxury Index Handbags tracks global preferences in luxury handbags, covering more than 130 luxury handbag brands in 8 global markets.[14] The analysis determined that the highest affinity for luxury handbags comes from the United Kingdom, followed by the United States and Italy.[15] The most popular luxury handbag brand is Coach[16] and the most searched model is the Hermès Birkin according to the study.[14]

According to the World Luxury Index: American Fashion, released in October 2012, Michael Kors is the most popular U.S. luxury brand globally, but overall, American brands are lagging in emerging markets.[17]

References

External links

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