Patricia Alonso, ecommerce and marketing director at Adolfo Domínguez.
Patricia Alonso, ecommerce and marketing director at Adolfo Domínguez.

Fashion retailing has changed a lot since Spanish designer Adolfo Domínguez founded his eponymous fashion label in the early 1970s. But according to the company’s ecommerce director there is more continuity than one might think.

The company has been working to replicate the experience of one of its physical storefronts online, according to Patricia Alonso, ecommerce and marketing director.

Adolfo Domínguez came online in 2012, and since then the online offer “hasn’t stopped evolving”, she says. Over the 2017-2018 financial year, online sales grew at more than 20% year-on-year.

Alonso, who took on her role in July last year, emphasises the importance of connecting with the public.

“When you go into an Adolfo Domínguez shop, you know it is one of our shops because of how it smells, its architecture, the way we care for our customer.

“Our aim is to bring that experience to our online shop.”

This view of the compan’y extends to marketplaces like Amazon, which Alonso claims are “just another retailer like shopping centres or franchises…through all of them we have our identity.”

One way of projecting the retailer’s identity is social media, which she says is its “biggest…