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
videocatalogallowsvie
wers to scroll over products in the video and click to buythem. The
videofeaturesnine Gucci handbags and accessoriesfrom the collection.
The videofeaturestwofemale Gucci-cladmodels, whoalsoappear in the
pre-Fallregularcatalog. The models are in a modern-looking, glass-and-
gray-slate house walking, posing and occasionallybeingintimatewith a
male model.
The strong, structuredlines in the pre-Fall collection are
emphasizedthrough the modern, straight-edge modern setting.

2. 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.
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.

3. Rumbler The Gucci Tumblraccountcurrentlyfeatures a
sidecolumnthatcontains the brand’shistoryalongwith four large images
from the past and
present.
The first image is of
currentcreativedirector
Frida
Gianniniwithmodelsbackst
ageat the Fall/Winter
2011 runway show.
The second featured
image is of equestrian
and Monaco royalty
Charlotte Casiraghi, whoissponsored by Gucci.
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
featuringsupermodelVeruschka.
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
Tumblraccountthroughitsbranded
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
featuresthatincludedirectingtheiro
wnphotoshoots as well as
watchingbehind-the-scenesvideos

4. 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.