“As consumers transition media consumption to digital, and increasingly look online to decide what to buy, the tectonic shift stands to punish the licensees (e.g., Coty, Puig, Parlux),” says Galloway. “Their punch-and-move business model has led to an underinvestment as compared to owned brands (e.g., Limited Brands, Chanel, Unilever) that can leverage digital platforms across product lines.”
Cory Clarke Contributes to L2 Digital IQ Index ~ This week, L2 Research released its second annual 'Digital IQ Index: Magazines'. L2 Digital IQ Index is the global, seminal benchmark for digital performance of prestige brands. Partner, Cory Clarke, worked as a contributor to the report which gauges the digital competence of 80 global magazines. Website, Digital Marketing, Social Media, Mobile, and Tablet are the five categories of focus.