Amedeo D., the Milanese fashion and sportswear store, is experiencing a successful moment–despite the general widespread difficulties–along with new projects meant to establish a stronger relationship with its clients.
Federica De Respinis, general manager, Amedeo D. Srl, explained what projects and strategy it has focused on.
Photo: Amedeo D.
Amedeo D. in Milan
Despite during the lockdown we were forced to keep our store closed and operate mostly via e-commerce, our store is now full of people willing to establish a direct and personal relationship with us again. I think they checked our website and made purchases, but they were simply waiting for the moment to come back and meet us in person again, as they have always experienced something different by entering our store when compared with others. They didn’t forget what they could find here and are back now, happy to find our music, our kindness and our cool products. Our customers love entering here, and we still love what we do. We are therapeutic.
Photo: Amedeo D.
Amedeo D. mens' area
We have restructured our store and kept its interiors more open in order that people can see the store entirely at one glance. Our shop window is an entire windowpane open up to the ceiling, helping to convey the idea of a spacious store filled with different products in every direction.
We have also organized a weekend in collaboration with New Era. People could buy their cap or sweatshirt and have it personalized with initials, lettering, nicknames, embroideries or logos. They were happy to stand in a line waiting to have this special unique product customized according to their request, and we could spend time talking to them and feeling how much they wanted to hear our opinions or simply live some experience in our store.
Photo: Amedeo D..
New Era customization area at Amedeo D.
We also did a collaboration during White Milano for the project Milano Loves Italy held during their last edition of the show.
Did you do more collaborations with other brands?
We also hosted WAD-We Are Dreamers, a brand founded by Luca Tommassini, a talent scout and international creative director, and did a special collaboration with brand Phobia. Together with this last brand, a must-have for the young, we created a special edition T-shirt and sweatshirt Phobia x Amedeo D. carrying printed motifs à-la-Pollock with drip-down paint effect. We were involved with this exclusive project with four other retailers only all over Italy.
Photo: Amedeo D.
Amedeo D. in Milan
We do. Among sneaker brands we offer there are Adidas PrimeGreen, made with recyclable materials, a selection of Nike sustainable models and Puraai, a made in Italy sneaker brand whose shoes are 100% recyclable. Other brands are also offering their eco-friendly selections like, for instance, Carhartt, Dr. Martens (offering their vegan variant), Guess and Save The Duck, among others. Our customers are attracted by these products although it’s indispensable their image is cool.
Photo: Amedeo D.
Puraai sustainable sneakers
We are selling everything at full price, differently from what we see around. We are proud of our results, as they represent a healthy and organic growth for us. Furthermore, we can achieve these results as we are recalling a sidelined community and established sincere relationships with them.
We like to keep a coherence in terms of prices–both online and in our physical stores. That helps keeping the value of our offer high, as our margins.
We also noticed that most of our clients check what they are interested in through our website, but end up buying the product in-store.
Is this their main attitude when relating with digital tools?
This is a clear sign that shows how they prefer to keep a direct in-person relationship with us, but it’s not the only one. We also keep a totem in store, through which they can buy a product as if they bought from our e-commerce, which in the meantime we have entirely restyled. They can purchase and pay from our totem in store and have it delivered at home.
Though, during the lockdown, they could also go shopping via video-call or get in touch with us via WhatsApp and collect their purchase later from the store… We started experimenting with many new ways to interact with them.
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