Last month we were in London checking out retail. We were totally blown away by Harvey Nichols recently renovated Men’s department – which sits on their lower ground floors 1 and 2(easy to access from the store’s entry…aka no going up floors and floors to get there).
To us it seems that most of the innovation in fashion has been in menswear, which is nice to see given the two genders shop quite differently. In fact a study from the Wharton Business School called ‘Men Buy, Women Shop‘, found that women see shopping as a social discovery activity where they can enter a store without knowing what exactly they are going to buy; whereas men often enter with more purpose – it’s more of a mission than a meander.
Just contrast their reasons for not returning to a store – for women their top reason is not being able to find service, whereas for men it was not being able to find a parking spot and the product they were after being out of stock.
So, we all get the point the way we shop is different – now back to Harvey Nics.
Their menswear floor is designed for this more male approach to shopping, a one-stop-shop, where books, beauty, fashion and a bar are combined in an environment which feels masculine…very un-department store.
They’ve pulled the whole story together to great a place to ‘mission shop’ – there’s a full denim bar, underwear, shoe department, tailor and suiting as well as design goods for home.
If you’re in London, it’s worth checking-out.