WATCH: Dolce & Gabbana On Being Engaged With The Internet
Dolce & Gabbana is adding a standalone e-commerce site to its digital footprint, which has been expanding since the brand set up a mobile website in 2004. So in addition to following the brand on Facebook, Twitter and through Stefano Gabbana‘s Tumblr, reading its online magazine Swide and watching behind-the-scenes videos of its ad campaigns on YouTube, you can buy its clothes and accessories from the comfort of the nearest WiFi hotspot.
There’s no doubt that the site will have a huge impact on the way the 25-year-old brand does business, but Domenico and Stefano talked to Business of Fashion‘s Imran Amed about the way being open to the web has changed their lives. D&G has been a lot quicker than most brands to use the Internet as a means of connecting to its customers and to the world. In 2005 it was the first brand to stream a fashion show, and in 2009 it was the first to invite bloggers to sit front row at one of its shows. For them, it’s all been a part of growing their business, so e-commerce was a natural next step.
Women’s Wear Daily reports that the site will incorporate features of the company’s various platforms — it will display magazine-style catalog through which shoppers can “shop the look.” There are also links to videos of its runway shows and advertising campaigns.
The designers told Amed that they’re toying with the idea of creating a fashion show exclusively for people who don’t have the industry access to the shows during fashion week because, as Gabbana says, “we need to say thank you to a lot of these people.” They’re also open to selling their clothing through Facebook.
“Why not?” they asked. “It’s a good idea.”