Don’t blame digital for struggles at Burberry and Ralph Lauren

Burberry and Ralph Lauren are often lauded for being the luxury industry’s most digitally forward brands. While other traditional fashion houses get cold feet in the face of e-commerce, these brands embrace buzzy movements like see-now-buy-now and new platforms like Snapchat.

But, almost depressingly for an industry so digitally stunted, going all-in on digital efforts hasn’t tangibly boosted sales for either brand, as recent earnings show each fashion house facing slipping sales.