John Lewis & Partners
John Lewis has revamped its Oxford Street flagship's menswear department. The 1860sqm space has been completely made-over by John Lewis's in-house retail design team, "reflecting a modern, calming aesthetic". The redesign included two "completely transformed own-brands" (John Lewis & Partners and Kin) and the new experiential flagship experience for Oxford Street.
The new department includes a VIP area called The Speak Easy, a clubhouse space that, in line with its name, is accessible via a concealed doorway hidden behind some display shelves. It features comfortable seating and a bar. It's described as "the world's smallest clubhouse" and customers can book what the retailer has dubbed the Ultimate Menswear Experience, a two-hour personal styling session. During the session, the firm's Style Advisors can advise on everything from tailoring to weekend-wear. The session does not only focus on fashion but also includes grooming products and fragrance. The grooming-focused VIP customer could also book services such a brow shaping, a facial or manicures within The Speak Easy space.
On the shop floor, the company has demystifyed the menswear shopping experience and hosts a team of dedicated, approachable 'Walk and Talk' Style Advisors, with advice hints and tips. For a more focused session, customers can also take advantage of an appointment-based styling service in the menswear styling room.
To enhance men's shopping experience, John Lewis is re-imagining fitting rooms, introducing a luxurious, masculine aesthetic and a new Walk-In Wardrobe concept" -a collection of modern changing rooms where the focus is getting the customer what they need — quickly. Partners within this space will be able to make suggestions on potential looks and trends and source pieces instantly – introducing new ideas and possibilities.
The open-plan retail floor itself features clean lines, carefully curated product edits and dedicated dwell areas for customers, making for a more comfortable and easier shopping experience. There are also digital screens that offer a dynamic platform for collections to be brought to life alongside updates on services.
The revamped department also includes a 93sqm event space called The Pitch that will host workshops and other happenings.