The L2 Digital IQ Fashion Index ranks the digital competence of 49prestige fashion and leathergoods brands on 350 data points tomeasuretheir Web sites, digital marketing, social media and mobileefforts.Gucci isrankingat the 4th place of Digital IQ, the brand waslauded for their use ofthe Web, ecommerce, social mediaGucci received the highranking due to itsshoppablevideo : the brandistargeting Web-savvyshopperswith the brand’s first click-to-buyvideo foritspre-Fall 2011 collection.The new videocatalogallowsviewers to scrollover products in the video and click to buythem. The videofeaturesnineGucci handbags andaccessoriesfrom thecollection.Thevideofeaturestwofemale Gucci-cladmodels,whoalsoappear in thepre-Fallregularcatalog.The models are in amodern-looking, glass-and-gray-slate housewalking, posing andoccasionallybeingintimatewith a male model.The strong,structuredlines in thepre-Fall collection areemphasizedthrough themodern, straight-edgemodern setting.Gucci wasinspired by the energetic, sultry 1970s as the motivation for thevideo, per the brand. Throughout the video, the iconic double-Gsymbol floatsacross the screen to alertviewers as to which items areclickable.When a shopperscrolls over the floating G icon, they are able to click onthe product.This pauses the video and a pop-up emergesthat displays thefull-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 theitems located on theright-hand side of thevideo.The brand ispushing thevideoacross social mediaplatforms, includingFacebook andTwitter.Social mediaseemslike a good wayfor Gucci to tapitsalreadyWeb-savvyconsumers,givingthem a new way to enjoy the brand on the Web.Not to mention, the brand has a large reach via thesemethodswith morethan 5 million Facebook fans and 107,102 Twitterfollowers.Gucciisalsopromoting the video on the homepage of itsbranded Web site.And recentTumblrlaunch :The brand has uppedits digital presencewith a newly-launchedTumblr pageand an updated version of itsiPad and iPhone applications thisweek.The Tumblr page highlights the brand’shistoryalongwithrecentrunwayshows through large, high-resolution images, joining the ranks offellowluxury brands including Oscar de la Renta and Donna Karan. Thebusy brand alsoupdated the Gucci style magazine mobile app,nowallowingconsumers to shop fromtheirsmartphones and tablets.Gucci, whichis part of the PPR luxuryconglomerate, did not respond bypress deadline.Rumbler The GucciTumblraccountcurrentlyfeatures asidecolumnthatcontains thebrand’shistoryalongwith four largeimages from the past and present.The first image is ofcurrentcreativedirector FridaGianniniwithmodelsbackstageat theFall/Winter 2011 runway show.FridaGianninibackstagewithmodelsduring the Fall/Winter 2012 show
The second featured image is of equestrian and Monaco royalty CharlotteCasiraghi, whoissponsored by Gucci.Next, thereisanotherphoto from the Fall/Winter2011 show. This one is aclose-up of a blondemodel in a black and redGucci gown. The lastfeatured image is an adfrom 1971 thatwasshot inRomefeaturingsupermodelVeruschka.Within 10 days, the ’70sad hadreceived 796 notes,whichmeansitwasliked, mentioned or reposted in otherTumblr profiles.Gucci alerted social-media savvy fans of the newTumblraccountthroughitsbranded Facebook and Twitter pages.Gucci has alsoreleased a new version of its digital magazine, the GucciStyle app.The thirdedition of the appallowsconsumers to shop the featuredlooks directlyfromtheir mobile devices.The app engages aspirationalconsumerswith interactivefeaturesthatincludedirectingtheirownphotoshoots as well aswatchingbehind-the-scenesvideos ofhow the products are crafted.In addition, appuserscanalsofollowMs. Giannini on an Italian road tripand listen to a selection of herfavorite songs.The appmayprove more efficient forreachingpotentialcustomersthen themass-marketTumblr pagesince many iPhone and iPadusers are affluent.Luxury brands wishing to improvetheir digital IQ in time for nextyear’sindex should focus on creating and maintaining a social media presence,additionally, ecommercedevelopmentshouldbe a big focus for those brandsthat do not yetallow online shopping.An togiveconsumers a differentreason to be on its site, such asallowingthem to rate or review the products and linkingthem to atrustedthird-party wheretheycanpurchase the product.Overall, brands
need to learn to cooperateinternally and to organize in a waythatmakes asuccessful digital strategy possible.