Gucci's ranking in the 2010 Digital IQ is no surprise. This gifted brand is very present online and uses tools that differ from most of the luxury brands. First of all Gucci has a great digital flagship store (here) that is very easy to navigate and where you can access their shopable video (see pic below). This is a very interesting and innovative way to sell their products online. They are basically telling a story in their little film/ad to make you want the product. Also it enables the customers to see how the item looks like in "real life".
Moreover, last fall Gucci debuted GucciConnect (here) to complement its Spring/Summer 2011 show in Milan: viewers could watch the show streamed online as well as some backstage footage. Since then, they have been streaming other shows and inviting bloggers to talk live about it on the website. With all of this, Gucci definitely show us that they know how to use digital interfaces to communicate exclusivity (e.g.: it is not often that you can see a show and see what happens backstage).
Gucci also uses history as a way to push forward. Indeed, on its Tumblr page (here), the brand highlights its history with archive images along with recent runway shows high-resolution pictures. Finally, Gucci is also very active on Facebook; they constantly update content, video and pictures and really focuses on creating a relationship with their fans by engaging with them.
Basically, Gucci really takes advantage of the web and has a strong digital strategy... and in addition to what we have seen, Gucci is obviously present on many other social media sites and has iPhone/iPad apps.
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