Dolce & Gabbana undertaking drastic retail overhaul
Dolce & Gabbana is embarking on a drastic overhaul of its key retail destinations.
The Italian luxury fashion house was established in 1985 by designers Domenico Dolce and Stefano Gabbana. The pair has gone on to build a reputation for their lingerie-inspired pieces and Sicilian style dresses and jackets, as worn by Scarlett Johansson, Emily Blunt and Katy Perry.
Now, the brand is focusing on revamping their directly operated retail network, creating new and different “experience spaces” in each city to showcase their designs.
“The fashion system is going through an evolution,” Dolce told Business of Fashion. “Many customers are travelling a lot, one day they are in London, another day in Milan… and if you have the same store in London, exactly like Milan, with the same clothes, it’s like deja vu for the customer.”
This year (16) the company has already renovated three stores in Tokyo, Capri and Porto Cervo, though the opening of another Milan boutique will mark a new phase for the brand.
The store, which is due to open on 24 September (16), as part of Milan Fashion Week, features womenswear, menswear and accessories, and is designed to reflect the historical importance of the city.
Architect Gwenael Nicolas worked on the Milan store and a refurbished Tokyo flagship, and found that creating the atmosphere and style in each environment to be completely different experiences.
“Milan is very much a symbol of all that is Italian and Dolce & Gabbana’s work,” he explained. “On the other hand, when Domenico asked me to design for Tokyo, he wanted me to (create) something very unique.
Marking the end of the “concept store philosophy” and uniform store formats, Dolce & Gabbana will soon also revamp spaces in St Barts, London, Brussels, Monte Carlo, Venice, Beijing, Los Angeles and Dubai.
Dolce & Gabbana’s currently has 222 monobrand stores across 41 countries.