Have you noticed how, in department stores, menswear is often confined to the basement or the upper floors; with womenswear, beauty products and lingerie given priority?
This is no longer the case at Debenhams, Oxford Street, London.
Clean, simple, stylish and logically arranged - Debenhams Oxford Street Menswear department
A £25m refurbishment has seen every department overhauled to include an extra floor, a glass atrium and the retailer’s largest ever beauty hall, shoe department and lingerie division. However, the menswear department, which previously resided in the basement, has been elevated to the first floor to reflect the high quality products on offer.
Rob Faucherand, Head of Menswear Buying, says that one of the main challenges in the past has been a lack of space, "Getting additional space in menswear is allowing us to actually... get our own offer out in its entirety, which up until now has been a challenge.”
I found the layout of the new department completely logical. Head of creative Mark Stevens explained that, “Men are far less influenced by trends than women. For us it’s about letting our designers sing. We’re introducing ‘designer catwalks’, pulling together looks from each designer and showing men how to build looks.” This shows in the way the styles and brands seem to, somehow, be easily found as you walk round the floor. And when they're found they're attractively and neatly displayed - no piles of mismatching styles and colours here.
I recommend a visit - or you can shop online at Debenhams website. See here for my reviews of Debenhams Hammond & Co collection, designed by Patrick Grant.
Looks miles better than any Debs I've ever seen.
ReplyDeleteBuckets & Spades
This should be a national policy, rather than something that is simply limited to a few so-called "flagship" stores in the centre of bloody London.
ReplyDeleteLast time I was in Debenhams the menswear section consisted of a poorly-lit basement filled with badly arranged racks of fleeces and stone-washed jeans. A small selection of the Hammond & Co range was available at the back of the store but when I asked about a number of the suits I was informed that these were only available " down south".
If that's the standard of service that high street retailers are offering then I'm not surprised they're being wiped out by online operators.
Thank you for this. I have to say even though I live in "bloody" London I have not shopped in Debenhams for some time. I assumed I was the wrong demographic which of course is what this blog is attempting to address.
ReplyDeleteGrey Fox - at risk of offending, I see this as nothing more than "marketing". I really doubt the actual service will change or that I will feel comfortable and willing to part with my hard earned cash. Having discovered the boutiques mens stores (with staff who know their product and can really help you assemble a look) as well as specialist stores for accessories and those on line stores --- I feel no need to battle the crowds at department stores
ReplyDeleteThanks all for the comments - I did meet a few of the staff on the new floor and they were all very knowledgeable and helpful. The layout of the floor is well done and provides a good choice, well displayed. Yes, it's all about marketing certainly.
ReplyDeleteIt's good that stores are prepared to spend money on bricks and mortar rather than all simply going on line, I suppose.
GF