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Dolce & Gabbana Amps Up E-commerce

Early adopters of all things digital, the brand today launches a global e-commerce site with Yoox.

A view of Dolce & Gabbana’s online store.

Milan — Dolce & Gabbana’s propensity for all things digital is culminating with a global online store that launches today together with Yoox, its e-commerce partner.

The full range of Dolce & Gabbana apparel and accessories collections for men and women will be available on dolcegabbana.com in seven languages and accessible via computers, mobile phones and social networks.

The site bears a strong editorial imprint and approach to digital merchandising. For example, the product catalogue will feature a “shop-by-look” pagination similar to a magazine.

The idea is for customers to dip into a full Dolce & Gabbana experience that mixes tradition, glamour and innovation.

The virtual venue caps the designers’ pioneering approach to the cyber world, initiated in 2004 when they opened a mobile channel for the brand.

Since then, the crescendo of activity includes live-streaming in 2005 and, most recently, inviting fashion bloggers to sit in the front row at their shows. Last year, the designers posted videos on YouTube flashing images of preshow fittings.