G-Star Raw London Flagship

This morning, the Stylesight Denim team headed over to the exciting opening of the G-Star Raw flagship store on Oxford Street.

Dec 16, 2013
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This morning, the Stylesight Denim team headed over to the exciting opening of the G-Star Raw flagship store on Oxford Street. G-star already has quite a large presence in London but they decided to open a flagship store that hosts both men’s and women’s collections on the iconic Oxford Street. We were given a guided tour through the uniquely designed store and also shown the extensive innovative collections and slick interior concepts.

Upon entering the minimalistic and gallery-like flagship store (set over 470m2) we were greeted by the denim aproned “hosts” and presented with a glass of champagne and a breakfast croissant – not a bad start to a Monday morning! Then an extremely well put together G-Star Raw expert took us on a personal tour of the shop to show us the highlights of this new-concept space.

This store marks an exciting, new and unique retail concept for the brand with several stand-out retail features and specially-designed fixtures and fittings.

“This conceptual, yet highly functional clutter-fee approach to retail will give visitors a refreshing experience”

Instead of having the iconic denim wall that is usually present in most of their stores, this time they decided to bring in a new concept: presenting their collections in a more innovative way. Iconic styles were highlighted on half mannequins that stand in an almost kinetic stance:

“This is a way of taking the customers through a journey and allowing them to get to know each style on the body rather than just seeing a flat and folded pair of jeans.”

Fits are displayed with corresponding “wash drawers” and sizing stocked drawers below for a quick and accessible browsing concept. The front of the store housed the midnight collection, alongside interactive tablets that allow customers to brows all styles that are available. Throughout the store there are also outfitted mannequins that G-Star is calling “browsing 101”: Full G-Star looks are presented directly in front of a hanging system displaying the corresponding items in the look; a great way of allowing the shopper to see the whole look and find products. Also available in the store is the full footwear range and eyewear range – a UK first.

The back wall was taken over by an imposing but impressive, totally glass stock room: a way for the consumer to see that G-star is a well oiled living machine and you can see every level of the service.

Downstairs we were then taken to see the women’s wear floor. It had a definite G-Star feeling but the atmosphere was far more feminine and soft, much like a boutique. Again they have the full 101 G-star looks to aid in shopability and at the back is a large, living-room style fitting area.

The store officially opens today so if you’re in London, go and check it out.
G-Star Raw, London Flagship
272-274 Oxford St


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