This paper, entitled ,,The Importance of Digital Marketing Strategy on the Example of the Gucci brand’’, deals with marketing in the digital space. The aim of this paper is to explain the digital marketing strategy on the fashion brand Gucci. Fashion houses today have extremely high competition, given that we live in a world of trends where a product can be good today, but forgotten about tomorrow. In the world of fast fashion it’s easy to blend in with the trends and it can be a bit challenging to highlight the authentic identity of a brand and be noticed. Gucci has a slight advantage in this aspect, given that they historically started operating at a time when marketing had not yet passed it’s first phase of modernization and they have built they reputation before the digital age. Theoretical part of the paper uses sources of several authors to define marketing, the digital space and what it offers. The work includes the segmentation and categorization of marketing principles that were historically used in strategy creation before the digital age, and later puts these concepts into the structures of digital. The paper studies the differences between general digital strategy and communication and that of the fashion industry. It also deals with the possible assumptions that creating digital marketing strategy can make in order to avoid or to deal with challenges. Methodology of the paper includes a content analysis of the available digital platforms of the Gucci fashion house and assumes digital marketing strategy of the brand. It covers some of the elements of the Gucci brand’s digital marketing strategy and explains them in detail with a comparison of individual figures that could provide insight into the brand’s marketing operations. The goal of the research is to provide insight and a clearer picture of the digital marketing strategy of the Gucci brand in order to create a critical value system that can help in the analysis of past or future digital marketing strategies.