January 4, 2008

Best And Worst Of Brand Building Web Sites, 2007: Luxury Accessories

Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Five Top Luxury Accessory Brands

This is the fourth document in the "Best And Worst Of Brand Building Web Sites, 2007" series.

by Ron Rogowski

with Harley Manning, Steven Geller

Executive Summary (This is a document excerpt)

The luxury accessories industry features some of the most recognized brand names in the world, like Chanel, Gucci, Louis Vuitton, Rolex, and Tiffany & Co. But how good is the brand experience offered by major luxury accessories Web sites? To find out, we graded the sites of five top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). While two sites — Chanel and Rolex — passed our Brand Image tests, no site passed our Brand Action tests.

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