The fashion brand is reaching out to millennial consumers by creating an exclusive event hub and luxury community space that will feature artists, musicians, chefs and more

Retailers are continuously rethinking of ways to engage with their customers and keep up with their changing demands. Part of fashion house Dolce & Gabbana‘s current strategy to build connection with its audience involves creating an exclusive, millennial-focused communal space in its downtown NYC boutique.

The brand intends to host a number of events at the location's cultural club that focus on topics like technology, food, music and fashion. For brands like Dolce & Gabbana, however, exclusivity is important, which is why the events have a limited capacity—100-150 people upon invite only—and target influencers like prominent social media figures popular with millennials. The social-friendly performances and events encourage attendees to share their branded experiences across their various outlets and accounts, increasing D&G's awareness and reach.

The space held its first event on July 26, with a special performance by Starchild & The New Romantic, and featured artists Madison McFerrin and Oyindaike. Future events will take place by series every month.

Dolce & Gabbana


Lead image: Dolce & Gabbana via Twitter

Retailers are continuously rethinking of ways to engage with their customers and keep up with their changing demands. Part of fashion house Dolce & Gabbana‘s current strategy to build connection with its audience involves creating an exclusive, millennial-focused communal space in its downtown NYC boutique.

The brand intends to host a number of events at the location's cultural club that focus on topics like technology, food, music and fashion. For brands like Dolce & Gabbana, however, exclusivity is important, which is why the events have a limited capacity—100-150 people upon invite only—and target influencers like prominent social media figures popular with millennials. The social-friendly performances and events encourage attendees to share their branded experiences across their various outlets and accounts, increasing D&G's awareness and reach.