In the digital age, it's imperative for even the most reputable of luxury brands to take advantage of e-commerce and social media platforms. And according to research firm L2's annual "Digital IQ Index" — which analyzes the digital performance of 85 luxury brands in the U.S. market, examining investments in e-commerce, search visibility, social media engagement and mobile aptitude — Burberry has been leading the charge in terms of digitally savvy luxury outfits for quite some time. Now for 2016, however, there is a new number one atop the list, as Gucci has dethroned Burberry to become a digital powerhouse.
Gucci didn't surpass Burberry by much, though, receiving a Digital IQ of 145 to Burberry's 144. This marks the first time that Gucci has made it into the Digital IQ Index's top five, and many are crediting creative director Alessandro Michele and CEO Marco Bizzari.
Gucci's e-commerce site was highly applauded for its exemplary customer service, alongside quality content integration and shoppable features, in addition to the label's visibility on third-party e-commerce sites.
For a look at this year's Digital IQ Index top 10, see below.
1. Gucci 2. Burberry 3. Coach 3. Ralph Lauren (tie with Coach) 5. Tory Burch 6. Kate Spade 6. Michael Kors (tie with Kate Spade) 8. Louis Vuitton 9. Tommy Hilfiger 10. Cole Haan 10. Stuart Weitzman (tie with Cole Haan)