1. The L2 Digital IQ Fashion Index ranks the digital competence of 49 prestige fashion
and leathergoods brands on 350 data points to measuretheir Web sites, digital
marketing, social media and mobile efforts.
Gucci isrankingat the 4th place of Digital IQ, the brand waslauded for their use of the
Web, ecommerce, social media
Gucci received the highranking due to itsshoppablevideo : the brand istargeting
Web-savvyshopperswith the brand’s first click-to-buyvideo for itspre-Fall 2011
collection.The new videocatalogallowsviewers to scroll over products in the video and
click to buythem. The videofeaturesnine Gucci handbags and accessoriesfrom the
collection.
The
videofeaturestwofemale G
ucci-cladmodels,
whoalsoappear in the pre-
Fallregularcatalog. The
models are in a modern-
looking, glass-and-gray-
slate house walking,
posing and
occasionallybeingintimate
with a male model.
The strong, structuredlines
in the pre-Fall collection
are emphasizedthrough
the modern, straight-edge
modern setting.
Gucci wasinspired by the
energetic, sultry 1970s as
the motivation for the
video, per the brand.
Throughout the video, the
iconic double-G symbol floatsacross the screen to alertviewers as to which items are
clickable.
When a shopperscrolls over the floating G icon, they are able to click on the product.
This pauses the video and a pop-up emergesthat displays the full-name and price of
the item and a buy-it-nowtab.
When a consumer clicks on the tab, the product page opens, offeringadditionalviews
and more details.

2. If a viewer misses her chance to click on a product, shecansee all of the items
located on the right-hand
side of the video.
The brand ispushing the
videoacross social media
platforms, including
Facebook and Twitter.
Social media seemslike a
good way for Gucci to
tapitsalready Web-
savvyconsumers,
givingthem a new way to
enjoy the brand on the Web.
Not to mention, the brand has a large reach via thesemethodswith more than 5
million Facebook fans and 107,102 Twitterfollowers. Gucci isalsopromoting the video
on the homepage of itsbranded Web site.
And recentTumblrlaunch :
The brand has uppedits digital presencewith a newly-launchedTumblr page and an
updated version of itsiPad and iPhone applications thisweek.
The Tumblr page highlights the brand’shistoryalongwithrecentrunway shows through
large, high-resolution images, joining the ranks of fellowluxury brands including
Oscar de la Renta and Donna Karan. The busy brand alsoupdated the Gucci style
magazine mobile app, nowallowingconsumers to shop fromtheirsmartphones and
tablets.
Gucci, whichis part of the PPR luxuryconglomerate, did not respond by press
deadline.
Rumbler The Gucci Tumblraccountcurrentlyfeatures a sidecolumnthatcontains the
brand’shistoryalongwith four large
images from the past and present.
The first image is of
currentcreativedirector Frida
Gianniniwithmodelsbackstageat the
Fall/Winter 2011 runway show.
The second featured image is of
equestrian and Monaco royalty
Charlotte Casiraghi, whoissponsored by
Gucci.

3. Next, thereisanother photo from the Fall/Winter 2011 show. This one is a close-up of
a blonde model in a black and red Gucci gown. The last featured image is an ad from
1971 thatwasshot in Rome
featuringsupermodelVeruschk
a.
Within 10 days, the ’70s ad
hadreceived 796 notes,
whichmeansitwasliked,
mentioned or reposted in
otherTumblr profiles. Gucci
alerted social-media savvy
fans of the new
Tumblraccountthroughitsbran
ded Facebook and Twitter
pages.
Gucci has alsoreleased a new
version of its digital magazine, the Gucci Style app. The thirdedition of the
appallowsconsumers to shop the featured looks directlyfromtheir mobile devices.
The app engages aspirationalconsumerswith interactive
featuresthatincludedirectingtheirownphotoshoots as well as watchingbehind-the-
scenesvideos of how the products are crafted.
In addition, appuserscanalsofollow Ms. Giannini on an Italian road trip and listen to a
selection of her favorite songs.
The appmayprove more efficient for
reachingpotentialcustomersthen the
mass-marketTumblr page since many
iPhone and iPadusers are affluent.
Luxury brands wishing to improvetheir
digital IQ in time for nextyear’s index
should focus on creating and maintaining
a social media presence, additionally,
ecommercedevelopmentshouldbe a big
focus for those brands that do not
yetallow online shopping.
An togiveconsumers a differentreason to be on its site, such as allowingthem to rate
or review the products and linkingthem to a trustedthird-party wheretheycanpurchase
the product.Overall, brands need to learn to cooperateinternally and to organize in a
waythatmakes a successful digital strategy possible.