Milan’s Wait and See and Milaura boutiques are reopening the right way: with niche brands, smart price points, new services, and—important!—a sense of humor.
’s were wrapped in elegant paisley fabric), and futuristic-looking thermo-scanners. Clothes have to be sanitized and steamed after each try-on. Forget the sense of touch and the pleasure of easy-breezing through racks of fabulous clothes. As tempting as a gorgeous silk lamé Celine dress was, I didn’t have the nerve to endure the changing room process. Not surprisingly, most clients are still making orders from home, or else booking private appointments to shop alone in stores.
Invigorated by the espresso, the future all of a sudden didn’t look so grim. It’s a sentiment apparently shared by Guglielmo Miani, president of the Via Montenapoleone Association, an organization of the 150 luxury brands operating in theIn an interview with Corriere della Sera, he said the store reopenings were a promising start, and stressed the importance of relying on the local clientele.
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