L2, authors of the Digital IQ Index®, count down 2011's most innovative programs from prestige brands across all digital media—site, social media, mobile, and digital advertising.

#1: Burberry
Since launching of Art of the Trench in November 2009, Burberry has become synonymous with digital innovation in the luxury industry.

Leading the way on Facebook with more than 9 million fans, the brand also boasts 600,000 plus Twitter followers and leads the fashion category in YouTube subscribers and Instagram followers.

Burberry embodies the “brand as media company” concept better than anyone else. The brand treats its communities to curated playlists, personal messages from creative director, Christopher Bailey, and a wealth of original video content.

Recent initiatives including an M-commerce site launch in April, Facebook sampling and sales of the Burberry Body fragrance, and the launch of customizable trenches through Burberry Bespoke, are at digital’s bleeding edge.

Analyzing the return on investment of Burberry’s digital initiatives, there is a reason why “digital” is every third word out of CEO Angela Ahrendt’s mouth on earnings calls.

Since the height of the recession in November 2008 the Dow Jones Luxury Index is up 136%. Over the same time period, Burberry’s stock is up a whopping 397%.

Burberry used to mean British and plaid. It now means British, plaid and innovation.

# vimeo.com/32812372 Uploaded 862 Plays 0 Comments

L2 Countdown: The Eight Most Innovative Digital Programs in Prestige and Luxury

L2 Inc Premium

L2, authors of the Digital IQ Index®, count down 2011's most innovative programs from prestige brands across all digital media—site, social media, mobile, and digital advertising.

Browse This Channel

Shout Box

Heads up: the shoutbox will be retiring soon. It’s tired of working, and can’t wait to relax. You can still send a message to the channel owner, though!

Channels are a simple, beautiful way to showcase and watch videos. Browse more Channels.