Windows in progress, a blogger project in process, smart phones on duty… Tonight it all happened at the Dolce&Gabbana SPIGA26 Milanese store.
A new retail theatre trend? What is sure is that this in-store fashion week event was the talk in town and should be followed by many tweets, retweets and Facebook posts. First because it involved bloggers and famous ones: Bryan Boy/bryanboy.com, Susanna Lau/ stylebubble.com, Kelly Framel/theglamourai.com, Denni Elias/ thechicmuse.blogspot.com, Ingrid Chua-Go/ thebaghagdiaries.com, Kristin Knox/ theclotheswhisperer.co.uk, second because how cool was it to see Anna Dello Russo helping Denni Elias to style.Denni Elias from thechicmuse.blogspot.com and Anna Dello RussoThe whole fashion pack or at least the Milanese Fashion Week one was there for more than 30 minutes, which is quite rare considering the number of parties happening at the same time. Shall we call it a success? Definitely yes, in the digital era we live in, having top players working on your retail display to tweet to the rest of the world that your windows are this coming week must-see exhibition in town is pretty cool. Not to mention that everybody is currently searching for a place on the social media sphere to be seen and to see. Not easy to find the way out and to get the info you are after when surrounded by live streaming announcements, special Facebook competitions or tweet alienations. But the creative duo behind Dolce&Gabbana seems to have set new rules and launched a new game where online is the best supporter of the classic retail channel. Those 2 ways of reaching customers are not competitors but partners and the virtual trendsetters have an in-store claim for fame. We must have entered a new phase in the fashion communication evolution.Ingrid Chua-Go, Denni Elias, Bryan Boy, Kristin Knox
Things are no longer black or white, in or out, online or offline. They are real, they go viral and they get back to reality. You click and touch and you touch to after click and tell your friends or community that Bryan Boy’s window is cool that you are about to go in a Dolce&Gabbana store to buy the blogger’s favourite Miss Sicily bag and that of course on the way out you will post a pic. Luxury is complex and very selective; so is the game. At the end only a happy few brands will win. For now Dolce&Gabbana is Game On.
Text by Delphine Hervieu.