Selfridges ramps up menswear offerings with streetwear destination

Luxury Daily – British department store chain Selfridges is looking to attract both male and female shoppers with a menswear space devoted to high-end streetwear, leaning in to luxury fashion’s increasingly gender neutral, casual aesthetic.

Dubbed the “Designer Street Room,” the retail concept has found a home in the menswear department and was developed with brand mixing and cross-category shopping in mind, including luxury labels such as Gucci and Versace. Selfridges’ latest opening reflects consumers’ high-low shopping patterns, as they curate wardrobes that blend a bevy of brands.

“Selfridges understands that the shopping experience for designer streetwear is different than their typical Selfridges’ customer shopping experience,” said David Naumann, vice president of marketing at BRP, retail consulting firm. “The target audience for streetwear enjoys an immersive and social experience – they appreciate the theater of shopping.” Mr. Naumann is not affiliated with Selfridges, but agreed to comment as an industry expert.

“Skateboarding is a common sport for streetwear consumers and creating a full-blown skate park within the Street Room is a clever way to capitalize on consumers passion for the sport,” Mr. Naumann said. “With other unique things to see and experience, such as the classic green and yellow Range Rover in the middle of the room, shoppers can continue to be entertained and surprised.”

“Selfridges’ customer base has a higher skew of older and more affluent consumers,” BRP’s Mr. Naumann said. “Streetwear is moving upscale into luxury brands and the Street Room concept is a great opportunity to attract younger audiences to Selfridges.”

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