The Digital Strategy of GUCCI


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The Digital Strategy of GUCCI

  1. 1. 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 the4th place of Digital IQ,the brand waslaudedfor their use of theWeb, ecommerce,social mediaGucci received thehighranking due toitsshoppablevideo :the brand istargetingWeb-savvyshopperswith thebrand’s first click-to-buyvideo for itspre-Fall2011 collection.Thenewvideocatalogallowsviewers to scroll over products in the video and click to buythem. Thevideofeaturesnine Gucci handbags and accessoriesfrom the collection.The videofeaturestwofemale Gucci-cladmodels, whoalsoappear in thepre-Fallregularcatalog. The models are in a modern-looking, glass-and-gray-slate house walking, posing and occasionallybeingintimatewith amale model.The strong, structuredlines in the pre-Fall collection areemphasizedthrough the modern, straight-edge modern setting.
  2. 2. Gucci wasinspired by the energetic, sultry 1970s as the motivation forthe video, per the brand.Throughout the video,the iconic double-Gsymbol floatsacross thescreen to alertviewersas to which items areclickable.When a shopperscrollsover the floating G icon,they are able to click onthe product. This pauses the video and a pop-up emergesthat displaysthe 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 theitems located on the right-hand side of the video.The brand ispushing the videoacross social media platforms, includingFacebook and Twitter. Social media seemslike a good way for Gucci totapitsalready Web-savvyconsumers, givingthem a new way to enjoy thebrand 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-launchedTumblrpage and an updated version of itsiPad and iPhone applicationsthisweek.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.
  3. 3. Rumbler
 The Gucci Tumblraccountcurrentlyfeatures asidecolumnthatcontains the brand’shistoryalongwith four large imagesfrom the past andpresent.The first image is ofcurrentcreativedirectorFridaGianniniwithmodelsbackstageat the Fall/Winter2011 runway show.The second featuredimage is of equestrianand Monaco royaltyCharlotte Casiraghi, whoissponsored by Gucci.Next, thereisanother photo from the Fall/Winter 2011 show. This one is aclose-up of a blonde model in a black and red Gucci gown. The lastfeatured image is an ad from 1971 thatwasshot in RomefeaturingsupermodelVeruschka.Within 10 days, the ’70s ad hadreceived 796 notes,whichmeansitwasliked, mentionedor reposted in otherTumblr profiles.Gucci alerted social-media savvyfans of the newTumblraccountthroughitsbrandedFacebook and Twitter pages.Gucci has alsoreleased a newversion of its digital magazine, theGucci Style app. The thirdeditionof the appallowsconsumers toshop the featured looksdirectlyfromtheir mobile devices.The app engagesaspirationalconsumerswithinteractivefeaturesthatincludedirectingtheirownphotoshoots as well aswatchingbehind-the-scenesvideos
  4. 4. of how the products are crafted.In addition, appuserscanalsofollow Ms. Giannini on an Italian road tripand listen to a selection of her favorite songs.The appmayprove more efficient for reachingpotentialcustomersthen themass-marketTumblr page since many iPhone and iPadusers areaffluent.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 thosebrands that 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, brandsneed to learn to cooperateinternally and to organize in a waythatmakes asuccessful digital strategy possible.