41 minutes ago | By WGSN Insider
May 12, 2016
London’s menswear scene got a huge boost this week as Harvey Nichols unveiled their brand new menswear department, and WGSN were invited down for the launch party.
But this was more than just a reason to mix with industry professionals over cocktails, this was a huge statement about the state of the menswear industry, with one of the leading department stores in the UK investing heavily in its menswear department.
It comes at a time when men’s style has never been such a popular topic.
The Business Of Fashion’s latest in-depth article charts the industry highs: “the growth of the global market for men’s clothing…will reach $40 billion by 2019” and the lows “In the past months, several hyper-focused menswear entities have ceased (or will cease) operations, including the influential blog Four Pins, the Japanese publication Free & Easy and New York’s high-end menswear store Carson Street Clothiers.”
This along with wider catwalk news around gender neutral catwalks, proves that this is an important time for menswear- all eyes are on this ever-growing fashion and retail industry.
Here’s three reasons that Harvey Nichols’ new revamped department is another vote of confidence for this future of menswear.
First and foremost, let’s talk about the clothes, last night we got a sneak peek of the store layout, where you can expect to see staples like Alexander McQueen, Valentino and Gucci, alongside the innovative Project 109 concept space featuring a pop-up by men’s style website Hypebeast.
It’s Hypebeast’s first European pop-up experience, selling rare kicks and t-shirt printing sessions with some of their favourite designers.
The store layout
We’ve mentioned on the WGSN blog before about the importance of innovative visual merchandising in a social media age, and Harvey Nichols has taken this into account.
The store redesign includes exposed ceilings and a bar and kitchen designed in collaboration with Wallpaper magazine. Harvey Nichols also promoted the entire launch party via their Snapchat channel, complete with a guest DJ set from Jamie XX.
— Harvey Nichols (@HarveyNichols) May 11, 2016
Making a menswear destination
This is not simply a floor dedicated to menswear, this is an entire space created to be a European menswear destination.
It’s nice to see the department store give menswear the attention it deserves. Also, from a retail perspective, adding the little touches like the Wallpaper cafe and the AONO Barbershop inside, makes it more of a one stop-shop for men looking for a full, personalised shopping experience.
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