Primary Research - Store Windows Milan

The dolce and Gabbana store windows were very theatrical and really represented their fairy tale theme going on over Christmas. The store windows were an invitation into the store and they were really well thought out, for the shoe shop which sold the personalised trainers had a really trendy layout with personalisation all over the walls which was very colourful and bright and would definitely attract the younger millennial demographic. The rest of the stores had a friendly atmosphere and the staff were all very welcoming and willing to help. There was often security guards standing at the door of the stores. There was a selection of 6 stores all over the main city in Milan, and outlets on the outskirts. Each store had a different window display all falling in a luxurious theme which represented the product. A lot of the windows were very simplistic with all of the focus on the product. There was also lots of Christmas decorations in the store including big Christmas trees. I really enjoyed my shopping experience in the Dolce and Gabbana stores and would definitely be keen to go back to them. From my primary research I can see that the majority of people would prefer to buy a luxury item in store rather than online. This reflects in the stores as they are very professional and you can see how the staff have been well trained to increase sales.