Video as windows, geolocation and shopping by appointment. D&G has figured out how to survive the virus in China. Luxury is ready to start again even if, after the pandemic, its face will be different. The example comes from one of the most famous Made in Italy brands, Dolce&Gabbana. After testing new sales strategies in Asia and then structuring them, Domenico Dolce and Stefano Gabbana are preparing to “export” the new model to all their stores around the world.
D&G figured out how to survive in China has
The two Italian designers told Il Corriere della Sera about their experience in Hong Kong. Here, different activities are in fact restarting. And their stores are doing the same, but with brand new opportunities. One of these is represented by the video-boutiques: shop assistants tell in detail the different garments and accessories present in the shop. The videos are then sent to customers, and uploaded to online platforms. “We asked sellers to explain the clothes on video, as if buyers were in front of them”, Dolce and Gabbana explain to the newspaper.
Geolocation and appointments
The next step was to locate the products, because of course not all of them are present in each store. This way a customer, knowing all the details of the product he/she is interested in, spends less time in the boutique, while – possible – queues outside are not formed. “We will come to shopping by appointment – the designers continue – with an idea already in mind, a more conscious desire”.
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