Gucci ranked 4th in digital competence among luxury brands. It received a high ranking due to its shoppable pre-Fall 2011 fashion video, which allowed viewers to click through and purchase items featured in the video. Gucci promoted the video across social media and its website to engage its large existing online audience. The brand also recently launched a Tumblr page and updated its mobile apps to improve its digital presence.

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
Gucci-cladmodels,
whoalsoappear in the
pre-Fallregularcatalog.
The models are in a
modern-looking, glass-
and-gray-slate house
walking, posing and
occasionallybeingintima
tewith 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.
Frida
Gianninibackstagewithmodelsduri
ng the Fall/Winter 2012 show

3. 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
featuringsupermodelVerus
chka.
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
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

4. need to learn to cooperateinternally and to organize in a waythatmakes a
successful digital strategy possible.