Two different paths, those of the Tod’s group and Dolce & Gabbana, which run on parallel lines looking at the same horizon, however, the protection and enhancement of made in Italy, and are driven by common values, such as the importance of training and environmental sustainability and social.
On the occasion of the Sole 24 Ore Luxury Summit, Diego Della Valle and Alfonso Dolce talked about the strategies of their respective companies and brands, the choices made during the most difficult months of the pandemic and above all their short and medium-term vision. The first, founder, CEO and president of the Tod’s group, first emphasized the social commitment: “We are a listed company, we address one of the most competitive markets in the world, the high range, we want to grow and do so healthy – he explained -. But we have never separated the economic objectives from the social ones: for at least 30 years we have been committed to supporting our territory, the Marche, and to protecting the know-how of the supply chain that sees us as a point of reference and to consider the people who work for us as a precious heritage “.
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Della Valle: “From young people a new creativity also for our company”
During the pandemic, the group carried out social and cultural projects, but also partnerships with schools, from Saint Martins in London to Polimoda in Florence. «Supporting young people in the training period and bringing them to the company to let them free to express their creativity is our lifeblood – added the founder of Tod’s -. Fashion feeds on diversity, it is not afraid to change: those who are not digital natives have the task of staying open to new ideas, to listening to young people. But, perhaps even more important, to create a link between our DNA and the new grafts, to continue to offer consumers the best of both worlds, the artisan know-how and the digital culture that shapes our lives “.
Alfonso Dolce: “Enhancing craftsmanship for the future of fashion”
Alfonso Dolce, CEO of the Dolce & Gabbana group, also speaks of an encounter, almost an alchemy, between ancient craftsmanship and the digital revolution. «For us, craftsmanship does not mean only those who work by hand on products, but rather the enhancement of entire districts and knowledge throughout Italy. A strategy that has been underway for some time and is valid both for continuously increasing the quality and originality of the Dolce & Gabbana collections, and for social sustainability – he specified -. Giving young people the opportunity to learn ancient crafts, to combine with their digital attitudes means projecting us and the fashion industry into the future. “During the pandemic, Dolce & Gabbana supported medical research and, in parallel, continued to invest in events phygital and in attendance, when it was possible, as in September 2020, when Florence hosted the presentation of the most exclusive collections, haute couture and tailoring and high jewelery and watchmaking. «The pret-à-porter has different rhythms and needs than the uniqueness of the most exclusive collections – said Alfonso Dolce -. But the vision is the same: inside a Dolce & Gabbana garment or accessory there is the spirit of our country and the beauty it has always been able to express ».
Shops at the center of the experience
Dolce & Gabbana’s multi-channel strategy fits into the same “experiential” vision, as does that of the Tod’s group. Both have seen e-commerce grow in two, three digits during the pandemic and have used their respective sites and social channels to keep in touch with customers and always offer them new content, without ever forgetting physical retail. «You don’t necessarily go into a shop to buy – say Della Valle and Dolce almost echoing each other -. But to find stimuli and experience emotions that digital life cannot give ».