Monday, 23 November 2015 18:49

ChicGeek Comment - Bye, Bye, Brands

harvey nichols new menswear department chic geekKnightsbridge based department store, Harvey Nichols, has been busy excavating their basement. Long the home of their menswear offering, this cavernous yet claustrophobic space is, we are told, being completely made over ready for its unveiling in spring 2016. 

Left - Harvey Nichols' new store in Birmingham which gives us the direction stylistically of the Knightsbridge store's new men's basement.

So, what’s new? I recently attended a presentation of theirs describing how the new spaces are going to look. Bye, bye shop-in-shops and branded concessions: long the bastion of mega-brands, physically claiming prime spots in-store to be replaced by easily changeable spaces and the mixing of brands.

I'd like to think of it as a more democratic form of shopping: allowing labels to speak to people solely on product alone without the pre-judgement of walking over to a branded section or the muscling out of smaller brands by placing them in the parts of the store these mega-brands don’t want.

The big brands won’t like this. They will sell less. There will now be an equal playing field between them and whichever new brands Harvey Nichols decide to stock. It also allows Harvey Nichols to drop brands faster, regardless of size, to keep pace with the speed of fashion and allowing new brands to bring excitement and interest into their physical store.

People are tired of seeing the same brands everywhere regardless of how expensive they are. It also allows a form of curation rather than simply a mini-mall of the same designer names which you can find the world over.

harvey nichols menswear april 2016 the chic geekHarvey Nichols know they can’t compete with the likes of Harrods and Selfridges on menswear floor space, so, they are making theirs more flexible and less static. This is a very clever idea.

Right - More interiors from Harvey Nichols Birmingham. Let's hope London looks this good

In order to survive shops need to become destinations. They need to offer something you can’t find anywhere else: something new, fresh and inspiring. They also have to flow, both visibly and physically, and, ultimately, part time-poor people with their cash.

One of the more interesting ideas they have is putting all the same things together. So, white T-shirts, tuxedos etc., all at different price points, selected by Harvey Nichols, are together with the sales assistants explaining the differences between them all.

Fashion’s big names have long earnt their corners of the big stores, but they sell more and remain powerful because they have the best positions and are, therefore, stuck in a positive cycle which is very hard to break, making retail spaces look the same every time and everywhere. It all becomes quite predictable and menswear buyers and the retailers want something different and exciting while still retaining the spend.

Harvey Nichols is seeing this refresh as an opportunity to try something new. No doubt they’ll be some difficult discussions with brands, but I hope they hold their ground and give these ideas a chance to prove that the customer, now, buys into good product rather than brands. Menswear just got a level playing field!

Opening April 2016

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