In early April Selfridges opened a new department in their flagship location on Oxford St in London. The new department’s name: The Body Studio.
It’s a 37,000 sq ft area dedicated to the retailers probably lowest value apparel – activewear, lingerie, lounge/sleep wear, swimwear and hosiery – all on the 3rd floor. In essence, this move is a reaction to the increasing casualisation of fashion, and the rise of ‘athleisure’.
The Body Studio is Selfridges largest department, and is a departure from the classic ‘womenswear’, ‘menswear’ etc model. As it combines multiple departments into one lifestyle offer – summed up as ‘the latest in fashion, fitness and wellbeing’.
Added to this the lingerie component of this department has been doubled and given 60% more staff (this is category that has grown by 300% for the retailer in the past 2 years).
What we love about this concept is the services that sit inside it – a tights bar, fit studio (a bra fitting service), hair salon, and cafe. Added to this they run events – like the upcoming ‘Body Talk’ where they discuss and debate women’s body issues; or ‘Body Work’ where you can workout (in partnership with Psycle and Yung Club) in a spin session.
We’re sure to see more of this activity, as athleisure becomes to the new normal.