2024/11 Vivienne Westwood – DOnATE
Details:
Vivienne Westwood
DOnATE
Fall-Winter 2024
Corso Venezia 25, Milan
Review:
by Peter Hamer
november 18, 2024
Retail isn’t dead, but something is rotten.
Typically, I keep my personal experiences separate from my writing, but this issue can’t be ignored. It all started after an alumni reunion at one of my alma maters, where the importance of retail was discussed, and sales associates were referred to as “friends.” This conversation struck a chord with me. Customers aren’t looking for superficial relationships—they’re looking for genuine connections. This is one of the truths that retail must confront if it’s going to evolve.
After the event, I decided to check out some retail displays to see how things were evolving. Most of the displays were fine—subtle holiday touches here and there—but nothing sparked a real conversation until I came across the Vivienne Westwood display.
The display featured two mannequins, tin can “trees,” and a green “DOnATE” sticker. It intrigued me. Was the brand asking customers to donate? Would proceeds from merchandise sales be donated? Or were the cans themselves part of the donation? The uncertainty provoked questions that sparked a real dialogue in my mind. I noticed some beautiful products, including chokers and necklaces, and thought, “I’ll be back.”
That night, I browsed the brand’s website to find the products, but I couldn’t locate them. So, I returned to the store the next day, this time bringing a friend with me. The products were still appealing, but the visit turned into an example of everything that can go wrong when trying to establish a genuine connection. The in-store experience was unprofessional and awkward—sales associates were disengaged and unhelpful. It was clear that no effort was made to connect with me beyond just pushing for a quick sale. Any question I asked was met with a sigh, as though it was a burden. Interesting.
The most frustrating part was the contradiction at play. The “DOnATE” message in the display was a human-centered value—asking for something greater than just a transaction. But this was completely canceled out by the lack of connection from the staff, who failed to create any meaningful interaction. A message of giving and human values was undermined by the very people meant to uphold it. It was extremely disappointing.
This wasn’t about having unrealistic expectations—I knew exactly what I was looking for. What was missing was the store’s ability to engage on a deeper level. The lack of meaningful interaction and professional service illustrated how human connections in retail can go wrong when there’s no effort put into building rapport. And I’m not blaming the sales associate—I’m blaming the system.
When the system fails to train its staff, it’s not just a missed opportunity—it’s a fundamental breakdown in the customer experience. Sales associates who lack the skills to engage customers miss out on turning a potential sale into a meaningful relationship (read: adding value to the product). This failure impacts the entire brand and undermines the investments made to get customers into the store.
I’ve always believed that customer time is valuable, and this experience only reinforced that. Retail needs to respect this and ensure every customer interaction is worth their time. A rushed, impersonal exchange leaves customers feeling disregarded and leads to missed opportunities. At the end of the day, isn’t this supposed to be luxury retail?
Finally, this experience underscored the long-term impact of poor service. Every customer who feels neglected or unimportant can trigger a ripple effect, damaging the brand’s reputation and customer loyalty. A single bad interaction can quickly snowball, turning potential loyal customers into lost ones.
While this visit was an example of everything that can go wrong when trying to establish a connection, it also highlighted the immense short-term potential for improvement in retail. Get to it.
