LONDON — Harrods is tearing up the men’s department store map, getting rid of product categories and looking to showcase the brands and designers its clients are following on social media.
The old suiting, outerwear and formal tailoring departments are finito because few customers think or shop by merchandise category anymore. Instead, “people come in and ask for a brand,” said Simon Longland, head of men’s wear at Harrods.
“They ask ‘Where is Off-White? Where is Moncler?’ People know what brands they like, and they become a destination. Customers are also shopping by aesthetic, rather than looking specifically for formalwear or casualwear,” he added.
On Friday, Longland tore down the hoardings on the latest Harrods’ men’s wear room, which sees 12 brands including Off-White, Givenchy, Loewe and Moncler opening stand-alone boutiques, with Craig Green, Dries Van Noten, Lanvin and Jil Sander featuring within a multibrand space.
The newest designer room is the latest in a multiphase redevelopment that will see all men’s fashion and accessories relocate to the second floor, creating a central hub for the category at Harrods.
The room spans 19,400 square feet and also features two pop-up spaces, each measuring about 750 square feet. Those pop-ups will change on a monthly basis, spotlighting
The old suiting, outerwear and formal tailoring departments are finito because few customers think or shop by merchandise category anymore. Instead, “people come in and ask for a brand,” said Simon Longland, head of men’s wear at Harrods.
“They ask ‘Where is Off-White? Where is Moncler?’ People know what brands they like, and they become a destination. Customers are also shopping by aesthetic, rather than looking specifically for formalwear or casualwear,” he added.
On Friday, Longland tore down the hoardings on the latest Harrods’ men’s wear room, which sees 12 brands including Off-White, Givenchy, Loewe and Moncler opening stand-alone boutiques, with Craig Green, Dries Van Noten, Lanvin and Jil Sander featuring within a multibrand space.
The newest designer room is the latest in a multiphase redevelopment that will see all men’s fashion and accessories relocate to the second floor, creating a central hub for the category at Harrods.
The room spans 19,400 square feet and also features two pop-up spaces, each measuring about 750 square feet. Those pop-ups will change on a monthly basis, spotlighting