It’s the age old rule of location, location, location this week, as Dolce & Gabbana have moved shop, and removed their diffusion line D&G from UK department store Selfridges. Location applies to any retailer, but most importantly for luxury and premium brands, who will scour cities and department stores for the ‘right’ location and the ‘right’ neighbours. The move for Dolce & Gabbana comes after reports that the company was unhappy with the move of location for two of their collections.
It just goes to show that in department stores whether you are a luxury beauty brand (where you would ideally be located on the central ground floor) or a premium brand, you still need to work the location to ensure maximum line of sight for consumers. Although it’s quite obvious Selfridges and D&G didn’t see eye to eye, this move could also be due to the recent sell-throughs from the recession, which has seen many consumers avoiding vibrant and obvious branding. Could consumers be taking the route of Jil Sander and Giorgio Armani and not the vibrancy of the flamboyant Italian duo?
Image credit: dolceandgabbana.com
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