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Harrods Opens Men's Space With Brand Names, Not Categories, Dominating

Posted On: Oct 18, 2019   |   Posted By: WWD

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...

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