Dolce & Gabbana launched its global online store offering men’s and women’s clothing/accessories in seven languages via computer, mobile and social networks.
The Italian fashion house has always been ahead of the fashion pack in terms of online communication; live streaming its first catwalk show in 2005, launching its own editorial channel Swide in 2007 and famously sitting fashion bloggers on its front row in 2009.
The new e-store will take an editorial approach to digital merchandising: the product catalogue interface will be flanked by a “shop-by-look” impagination with the visual impact of a magazine, photos can be viewed in 360°and videos are integrated in the product cards (in attachment the screenshots of the website).
This project is the last step of the brand's emotional and editorial strategy in the digital world, and represent at highest levels the Dolce&Gabbana's deep commitment to the social and anthropological aspects of the net revolution.
The eStore is a true all-embracing experience, which places the product within a narrative: the narrative of the Dolce&Gabbana lifestyle.