DeeCee style Zürich

 

The most remarkable element of this business is that you feel seen and valued. From the moment you enter until after you’ve left the store.

Is that really remarkable? Unfortunately yes. Is there that big of a difference between this store and any other fashion retailers of its kind? Absolutely. Let us explain.

 

DeeCee is a primarily men’s fashion store. Rather high-end, representing some rather cool brands. They do a fine job selecting and offering fashion items that you’re unlikely to find elsewhere. It’s really quite unique in that way. You’d think it’s just another fashion retailer but it really isn’t. Yes you’ll find pants, sweaters, shirts, shoes, coats and jackets but, and this is rather special, it’s like they’ve selected only the very best and nicest items from the brands they have on stock. It’s basically a store that holds clothes you always which you could find.

Regardless to say, this is a hugely subjective opinion. One we feel very strongly about but are well aware surely doesn’t hold up for everybody.

 

Luckily then, this isn’t what makes DeeCee special…

What does make this store special is how it, or rather the staff, makes you feel.

When you set foot in there, no matter how busy it is, someone, or multiple someones, will immediately acknowledged your presence and greet you in an utmost welcoming manner. Friendly, swift, but true. They all seem to poses the art of truly making you feel welcome. It’s amazing how even a silent nod can read as „Hey welcome, nice of you to come. We’ll be with you in a minute“ (if it’s busy), or „…holler if you need anything and please check out what cool stuff we have for you“… without seeming pushy or too eager to sell you the first item you glance at.

You will be approached by one of the very friendly staff members and asked what it is you’re looking for, but there’s always enough space for you to breath and look around without someone hanging on your tail. There’s always an acceptable distance and space, but they’ll be at hand swiftly if you have any question at all. That’s quite an art really, it is.

Also, no-one is just trying to sell you something. It’s unlikely you’ll walk out with something that just doesn’t quite fit, or doesn’t quite match the desired color. You feel that they just want you to get what you want, without trying to sell you anything they want you to buy for the sake of turnover.

 

How, you ask. How do they manage, across the board, anonymously, to display this friendly, open and caring style?

If you look closely you’ll find one slightly older gentlemen keeping an eye on everything*. No, that’s inadequately phrased. He is not controlling anything for the sake of controlling. He’s making sure everyone is seen and feels seen. He quickly nods from across the store to acknowledge that you do look good in that hat… He points a staff member in the direction of another sweater that might suite you even more than the the blue one you’ve tried on before… Even if he himself is seeing to a customer, he has and holds the peripheral vision, thanking you for your purchase on your way out.

This style, this mastery of attention, is copied by his staff. Truth be told though, it’s not ‚just‘ copying: every staff member personalizes his own way of service but they all practice the art of acknowledging and catering to your needs, both psychologically, as well as materialistically.

 

Go and check it out yourself.

 

 

*The owner, Markus Cadruvi, we learned only later