By Tassilo Hummel and Mimosa Spencer

PARIS (Reuters) -Gucci’s “see now, buy now” approach for the first collection from new designer Demna, harnessing a buzz around the brand to draw shoppers back to its stores after years of lackluster sales, is showing some early success, data shows.

Demna stole the show at Milan Fashion Week last month, dropping images of his first-ever Gucci collection on social media a day before the official debut in the style of a star-studded film premiere, an unusual move.

The day after the celebrity-packed event, Gucci again broke with industry conventions, making the new products from the Milan show immediately available in ten flagship stores until October 12.

Big luxury houses usually stick to a rigid calendar of fashion shows months before clothes hit the

See Full Page