HARVEY NICHOLS' MEN'S FASHION GETS A MAKEOVER
After 9 months and more than 3 years planning Harvey Nichols' in Knightsbridge has unveiled it's new menswear destination. We were invited to walk through the revamped department with Harvey Nichols' Mens Fashion Buying Manager - Darren Skey.
To give you a bit of history, at one point it was the go to destination in London for luxury brands and contemporary cutting edge labels, however since the early 90's with the emergence of Designer Collections in Harrods and Selfridges move to a more luxurious offer both became significant competitors in the men's fashion landscape.
For those that the remember it before you will be surprised and stunned as it now looks amazing, it was long overdue, the men's area had always suffered from a confusing layout and had been looking dated especially when compared to Harrods, who have made significant investment in all areas, especially menswear. Harvey Nichols had always faced challenges due to the basement location being devoid of natural light and associated structural elements necessary to keep the other 5 floors above it supported, meaning there were numerous columns to navigate around which felt claustrophobic and messy, it had also become much more of a T Shirt and Jeans destination albeit in the luxury segment. However this has also seen significant changes and there is now a significant shift back to mote interesting brands being displayed in amore democratic and accessible way. There are no shopfits now which is amazing in this day and age especially when compared to harrods which we walked beforehand. The space now feels much more spacious and easier to move around and the results are really spectacular.. There is now 28,000 sq ft of fantastic menswear and over 270 brands merchandised beautifully with a more boutique feel. There are still the 3 main areas/levels but with a clearer message and layout, with these are seven dedicated areas, Designer, Off Duty (smart casual), Contemporary, Denim, Tailoring, Shoes and Accessories.
The result of this is that you can shop the new area in different ways, the denim room is merchandised by product type you need a white T Shirt they are all together you need a Denim shirt the same, no longer do you need to move around trying to find each that piece from each brand they have done it for you. This idea runs through Tailoring too need a suit for an occasion there on that rail and there is a great shirt wall too. Though if you have a specific designer that you want to wear you can shop by Designer too.
You don't feel intimidated or overwhelmed either the merchandising and layout really help
Darren's team have been hard at work sourcing new brands and working with existing brands to introduce exclusive product and collections for the launch including Grenson, Rick Owens, Tourne de Transmission, Matthew Miller and more...pop ups will follow and Project 109 which is yet to be launched will initially curated by online fashion site Hypebeast
Overall it feels curated, exciting and interesting it has been a long time since TSK went into a department store and wanted to go through every rail, especially in HN but we really did and there are some beautiful pieces from existing and new brands in the mix. There are also 50 new brands in the offer so what can we say apart from GO GO GO it is really that good! If you can't have a look at the Harvey Nichols' website