From its origins stretching back to 1950 in a small family tailor business in Galicia, Spain, Adolfo Domínguez grew to become one of Spain’s most influential fashion houses.
Their heritage is rich: from dressing the social avant-garde who introduced democracy to Spain to being the first fashion brand in Europe to introduce an AI personal shopping agent in 2020, long before most people had even heard of the technology, the brand is solidly based on innovation, boundary-pushing design, and environmentalism.
Today, the brand spans more than 390 stores all over the world, with customers loving the bold yet wearable designs.
Challenge
Adolfo Domínguez are no strangers to doing things differently, and they approach their loyalty program with that same mentality.
In 2021, the brand decided to rethink its membership and loyalty strategy, wanting to provide extraordinary experiences to their community.
Keeping with the spirit of the brand, they looked for a new way to connect, engage, and showcase products to their customers, preferably in a way no Spanish fashion brand had ever done before.
And they found it: Live Shopping.
Solution
The goal was clear: bring the runway directly to the customer’s screen in real time.
Thus, a partnership was born. Adolfo Domínguez partnered with Bambuser to launch their Live Shopping channel, initially only available to ADN CLUB members, the brand’s loyalty club.
It quickly became clear that the general customer base was craving connection and interactivity, prompting Adolfo Domínguez to pivot to a wider concept after the initial test phase.
In addition to streaming via their e-commerce site, they opted to include their powerful social media presence by pushing streams to both Instagram and TikTok.
This combination of next-gen interactive, shoppable tech with the reach of social media, catapulted Adolfo Domínguez directly to the forefront of Video Commerce players.
The final winning pillar of the brand’s Video Commerce strategy came in the form of playing into their heritage: tastemakers, avant-gardists, and pioneers.
Adolfo Domínguez started to feature carefully selected influencers and content creators in the Live Shopping shows, not only exposing themselves to new audiences but showcasing their boldness and continued commitment to pushing the boundaries of fashion, styling, and public discourse.
Completely in line with the brand’s daring vision, the shows themselves are actually live, meaning the influencers interact directly with viewers for a much more raw and authentic experience that ultimately reduces the distance between brand and customer.
Anyone who is anyone wants to be on the show. The lives have already featured personalities such as model Laura Ponte, actress Ana Rujas, art director Alberto Ortiz, and influencer Ale Capetillo. The latest show stars Gigi Vives, a Spanish influencer with more than 300,000 Instagram followers whose style and values align perfectly with the brand.
Results
It is safe to say that Adolfo Domínguez has curated a completely unique sales channel that feels more like a conversational fashion show than a point of sale.
The numbers tell a powerful story of transformation: since launching Live Shopping, Adolfo Domínguez has reached over 11 million people and generated an average of 60,000 interactions per session.
Over the past four years, visits to the Live Shopping section of the website have grown by 82%, and the number of viewers has doubled.
What does this mean in terms of revenue? The team shared that they have seen an 8x increase in transactions and an overall 5x return on investment. These are impressive numbers, even for companies that dare to break out of the mold.
Ultimately, leaning into their heritage, design philosophy, and alignment with like-minded avant-gardes of today, Adolfo Domínguez has secured its continued spot at the forefront of European fashion.
The brand’s future is bright, and their next step toward a completely immersive digital shopping experience is making every touch- and entry point shoppable, using a video-first approach to transform product pages, PLPs, and the overall digital storefront into an always-on inspiration hub, fully paying homage to showcasing the designs and their movements the way they deserve.
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