Primary Research- Milan Rinascente
Primary Research:
On a recent trip to Milan I visited the Dolce & Gabbana Rinascente. The Rinascente is a huge department store owned by Dolce & Gabbana. Here is a list of Locations that you will find a Rinascente store:
On a recent trip to Milan I visited the Dolce & Gabbana Rinascente. The Rinascente is a huge department store owned by Dolce & Gabbana. Here is a list of Locations that you will find a Rinascente store:
On the about us part of the website it states this:
"About us, la Rinascente. Past, present and future of Italy's most elegant department store. In its 150 years history la Rinascente has enjoyed moments of great success and has always lived up to the fame of its brand but most of all it has been able to read the signs of time, changing direction at the right moment and becoming a point of reference for high quality shopping."
They also state: "You'll always find passion at the heart of la Rinascente. Whether it be a famous brand an up-and-coming designer, or a promising employee.
WE RECOGNISE IT,
VALUE IT
AND REWARD IT.
And this is how you become a reference point and an institution for high-end shopping. "
With hundreds of designer luxury brands this really is an amazing store. The layout was very organised and each of the 8 floors had a purpose, there was Beauty, women's shoes, Mens shoes, women's bags, women's clothes, mens clothes, food hall etc. Here is some images I took whilst I was there:
The gorgeous lights and Christmas decorations all over the building drawer attention to the store and was a major highlight in the city centre. The Christmas displays in the window included puppets and they were moving. These 3D moving windows showed a glimpse into the future of window displays every time I walked past they were constantly surrounded by people videoing and taking pictures of them. This was a really good strategy to draw attention to the store and made people take a second glance and want to look around inside.
This Christmas wonderland inside the store was also an amazing feature that I haven't seen before, I didn't get any pictures of it but it was a real life Christmas wonderland. There was stalls and toys and was very exciting. It was a great feature and attracted many people. I went into the store a number of times and every time I did it was always swarming with people.
These images were taken from the Dolce and Gabbana website on the Christmas section, it says:
It also says on the website - On the Window display section: http://www.dolcegabbana.com/dolcegabbana-rinascente-christmas-2018/window-displays/
'For the first time in its recent history, Rinascente is allowing one brand to decorate its window displays over the Christmas period. Anyone on the historic Corso Vittorio Emanuele and on via Santa Radegonda in Milan, or in the crowded via del Tritonte in Rome, will be able to admire the colours, lights and emotions designed by Dolce&Gabbana. Inspired b y Sicilian puppet theatre, the displays showcase the puppets of Domenico Dolce and Stefano Gabbana as main protagonists, entertain ing the crowds with different episodes. From tailoring to perfumery, to moments spent with the #DGFamily, to kitchen antics, to surprising and magical window: get enchanted by Dolce&Gabbana's displays.'
By having Dolce and Gabbana in-charge of all of the windows which are so enchanting and popular it definitely makes people more aware of the brand. The store has 10 windows and all of which are filled with puppets of just Dolce & Gabbana.
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