Fashion credentials do not always translate easily between genders.
Particularly when a dominant female perception has been built for many years, the move to menswear can be difficult and delicate to position. Ironically the stronger the female brand, the more successful the style, the fashion and the focus, then the more difficult for menswear to find its voice. It often becomes the “black-widow spider” groomed for success, but ultimately devoured by its stronger bride.
Mango menswear has finally found its voice, thrown off the shroud of ladieswear and found a comfortable, commercial place of its own. The new store in Valencia is standalone, and standing tall and has discovered something it has never had before – authority.
The clothes have style and sharpness but are built around solid categories, delivered with boldness as walls of shirts, tables of denim, mannequin rows of trousers where coordination is restricted to combining categories in an obvious and appealing way.
From top to bottom, short to shoes, Mango Men has come of age!
Do you have the problem of balancing the proposition of mens and womens fashion? Which came first, the chicken or the egg – and do you have the recipe for the perfect omelette or does the classic mixed salad prevail?
‘Curated By’ …
is a new space in the nations most trusted retailer – John Lewis – which offers customers the chance to selectively shop key pieces from premium fashion brands. Handpicked, the first edit includes exclusives from Sacks, Pyrus, Stella Forest, Charli, Muubaa and Second Female as well as Avoca Anthology, By Zoe, Bensimon and Rene Derhy. “In John Lewis we trust!”
Furla bring their world alive, communicating to a wider audience, with different tones and different tongues. The new “hero” Candy takes an oriental tour to the fashion capitols of the Far East, finding fame and fortune on the arms of the Candy converted.
WonderFurla takes to the streets to explore the looks that complement the totes, the satchels the clutches and the duffels. UGC takes a walk through the Furla fashion possibilities. And behind the formal facade the fashion foundation inspiring young designers to work their magic is exposed and explored adding value and integrity to this most discerning of accessories brands. And the brand played on.
A classic Italian expansion settles gently in the fashion streets of the world.
Furla is an old hand in the new world of brand flagships as it eases its way onto some of the most elegantly desirable shopping streets of the world. The new stores reflect perfectly its timeless obsession with quality, luxury and effortless style.
Behind the scenes the social slack is taken up by a carefully constructed brand calendar, bringing to life the virtues of the company’s heritage, dedication to design and increasingly frequent forays into the more frantic fashion arenas. Throughout all Furla remains loyal and consistent to timeless values propelling the proposition firmly into the future.
When it comes to turning your stores into selling machines, one solution rarely fits all. Even outlets within the same chain will have different drivers to deliver that all important best practice that will unlock your sales performance. Some outlets may rely more on customer service, whilst others depend on visual merchandising and ease of shop. So, it’s an important part of the strategic process to assess which selling tools will actually deliver higher sales, profit, efficiency and brand equity, whilst the assessment process in itself, whether that be by store or regional managers or supervisors, is often a tool that needs to be…
In a world of future uncertainties,
yet high on nostalgia, heritage, vintage and the warmth & security of the rose-coloured past, there’s an immeasurable wealth in bringing back the past to bear the fruits of future commercial success.
Lyle & Scott is no fabrication, but the genuine material, and communicates attractively and intelligently its heritage and its history to current times. Skill abounds in drawing from the past yet being firmly entrenched in the present and learning the lessons of yesterday to propel it into the uncertainties of tomorrow, with the same integrity, quality, style and popularity that has seen it grow from strength to strength for the last 140 years.
Traditional Scottish knitwear brand…
Lyle & Scott confirms its transformation into a brand at the vanguard of contemporary youth fashion with a first flagship store on hip Carnaby Street.
Straight lines and urban materials sit easily with its trendy neighbours whilst its heritage is woven beautifully into the store fabric through the warmth of wood and the replication of looms complete with yarns and threads.
The 3 collections – contemporary, classic and golf find suitable homes with subtleties of environment to reflect the product personality and attract the appropriate custom profiles. Old and new, trend and tradition in the perfect blend.
how well have you blended your history with your future…
Join me on a stroll through a unique store experience…
& More Stories is a tale of creative product collections that breaks the mould of traditional fashion story grouping.
Fashion powerhouse H&M plays a strong hand in a format where the assortment is bought and displayed around personality and “style” and not fashion and trend. The retailer cuts straight to the customer with collections such as “Poetic & Dandy” and “Sophisticated & Architectural,” and whilst the desciption may not role off the tongue the stories are tight and focused combining fashion with accessories, jewellery with lingerie, beauty with boots. All is housed in an eco-friendly non-committal environment where every story tells a picture.
This gallery contains 11 photos.
Style travels well, and judging from the stunning arrival of West Elm on this side of the pond, the American home fashion retailer is about to make serious waves in the UK decor market. The essential elements have been transported safely with its distinctive high wall displays, blocked shelving, colour story chic and opulent ornaments still in tact after the journey East. Particularly impressive and more unexpected is the kitchen department where beautiful boxes build authority across cutlery, cuisine, and crockery which flow into attractive displays of herbs, spices and delicatessen delights. Customer service is special, as expected, from the…
Amongst the proud pillars of Piccadilly a little floral femininity has broken through the winter weather.
Cath Kidston’s first flagship is a bright beacon of colour inviting the passer-by to explore a world of nostalgic designs, a celebration of classic kitsch, a veritable house of horticultural hype. Famous for its floral designs Cath Kidston largely lets is product do the talking with bold category displays of bags, rags & collectable booty.
The charming interior is enhanced with wallpaper flashes, old doors in yesterday’s pastels creating a suitable setting for its showcase assortment. The home department steals the show with delightful designs adorning soft furnishings to kitchen accessories.
A trademark touch of window humour as seaside rock creates a tasty backdrop for those too young to remember, to wonder, at the spectacle that is the Kidston spectacular.
..how unique are you? are you afraid to make consumer enemies, in a vain attempt to court customer loyalty?
What goes around, comes around,
… is at the heart of a retail philosophy that explores and explodes fashion influences from around the globe, to a growing portfolio of stores serving the insatiable appetites of followers across the continents.
Opening Ceremony cleverly combines a wardrobe of favourite fashions such as Kenzo with a perpetually changing array of influences taken in turn from creative cauldrons such as NY, Tokyo, London and currently Argentina.
The stores are eclectic and chaotic with the single unit depth creating a charity bazaar bonanza feel where exploration is both essential and exquisite in the singular search for the latest look.
… where do you take your inspiration from?
Combining classic and contemporary thinking,
… is what Burberry Brit is all about. In boutique basements explore the icons from bygones that helped make Burberry the powerhouse brand of today. Traditional Trench with a twist, cool and customisable by button and breast, by colour and collar, lining and length to suit the coolest trend or trend the classic suit.
Intimate space supported by omni-present, every-channel ipads, at the service of the modern consumer in search of the style of yesteryear, stepping out into tomorrow’s brave new Burberry world.
…how well do you blend the heritage of your past with the brave new world?
Choice can often be the enemy of retail,
… particularly in this omni-channel, customer driven landscape, where endless assortment is often the commercial weakness of collections and the bain of time-starved customer.
A return to selling must have heroes, and stars, and best sellers and favourites, essentials and most desirables, where the retailer leads the customer, the so-called experts inspire the uninspired consumer.
M&S leads with powerful propositions, selling the stories that connect with the customers, mixing the message from internal brands to power categories, end-use statements to fashion position proclamations.
The purity of the information hierarchy, forsaken for the relevance of message, communicating connection points, right for the customer within the context of their lives where categories, collections and lifestyle choices vie for priority in their busy lives.
…is your assortment structure making life complicated for your customers, and difficult for yourselves?
The price of competition,
… may be a Swatch watch but the price of success is repaid many times in customer loyalty and social network buzz. Clever Swatch calculate the cost of a mystery watch giveaway in a sealed box for £25 with any regular purchase.
No watch is worth less in the assortment, so the customer always wins, whilst the transaction rate goes through the roof, around the clock in a win, win situation. The store is turned into one promotion with vibrant graphics, emotive messages and at the centre of it all the mystery boxes in their resplendent spectrum of colour. Commercial success or marketing hype? Only time will tell.
…is your return on investment undervalued when it comes to your competitive spirit?
After the tantalising teaser of mens and womens only stores,
… the fully fledged J Crew opened with fun and fanfares, and stars & stripes, in London’s Regent Street. The template taken from major US cities sits comfortably amongst the mid-level and high level brands of one of the UKs most prestigious addresses.
However, of more significance than bricks and mortar, furniture & fixtures, tops and trousers is the expansion strategy combining both the landing of identikit stores to identified customer segments throughout the globe, in combination with the entry of exclusive niche fashion destinations, assortment and experience elite, located in select sites, destinations for the well-heeled.
Fashion flagships and exclusive emporiums suit the wider objective of creating a worldwide brand, which is both in-reach yet out-of-reach. Exclusivity with Economics.
…are you being smart & sophisticated when it comes to your international expansion, format development, customer segmentation…location strategy
Sporting actions speak louder than words,
…whilst spectacular sporting success speaks sales volumes as Hackett allies its image to some of the most prestigious sporting brands and successful social scenes. The upper echelons add desirability to polos, sweats and t-shirts adorned with the insignia and paraphernalia of exclusive sports clubs.
Hackett cleverly combines its reputation with elite collections, recommended ranges for taking the refined air of polo, classic racing and rowing occasions whilst explaining to the aspirational hoy-polloy the complexities of classic cool for successful sporting socialites.
…is there an unexplored sporting avenue for your brand to exploit?
No discount diva.
The doyen of satirical style drives traffic through its doors with its usual combination of charm and whimsical wit. Street theatre adds drama to a significant sojourn into the world of flagship stores.
Social media combine with physical presence to drive anticipation, promote celebration and invite the world to a star studded premier party. The store takes centre stage, with personal facebook page and micro-site heralding Saturday Shoe Shining, Beefeater Gin Bars, Monogrammed magic and personal shopping. Where better than to put up your feet, than in the frenzied world of fun-loving Hackett.
Lifestyle brands take inspiration from the globe, nourish it, nurture it and develop it for like-minded individuals throughout the world.
Scotch & Soda takes its soul of adventure from the streets of Amsterdam to the familiar scenes of the Seine, further-afield to African plains: from Savannah to Soho, from Paris to Paradise. The collections are carefully constructed and beautifully embellished delivered with style & simplicity into stores and social sites.
Web pages subtly combine product with context, breaking the conveyor belt format with injections of inspiration and carefully constructed narrative. Bringing individuality to the masses has led Scotch & Soda down an Amsterdam Avenue pop-up shop where artefacts and treasures from the travels of creative minds are free for exploration and discovery in their own right.