The Knightsbridge store Harvey Nichols has updated its menswear department in a bid to attract a younger generation of customers. The move is the brainchild of the new head of menswear, David Aquilina, who joined the store from Kurt Geiger at the beginning of the year.
Harvey Nichols will now be making more room for denim. The ready-to-wear market is popular with its target demographic and brands such as Tommy and CK Jeans will be available in store. There is plenty of room to browse, with over 28,000 square feet of floor space.
It is not just the layout and the items on the shelves that have changed. Aquilina has realised that millennial customers like to connect with the brands as much as with their products. By starting a schedule of in-store experiences linked with new brands, he hopes to boost brand and store loyalty.
A recent event included a Japanese whiskies tasting night, which are gaining in popularity. There was also a bonsai tree workshop to create interest in some of the new Japanese brands Harvey Nichols is stocking.
The store has always been something of a draw for men’s designer clothes. With a reputation for fine tailoring, ‘Harvey Nicks’ has long been the place to go for men with style. If you can’t get to London, a good alternative is to browse online stores such as http://ejmenswear.com/brands/farah to see the latest trends and shop at your leisure.
Not just menswear
The refit put a dent in the profits of Harvey Nichols this year; however, this is not stopping the store moving forward. It is planning to give the womenswear department a similar makeover in 2018.
The business has come a long way since it was founded in 1831 by Benjamin Harvey. Originally a linen store, Harvey – joined a decade later by James Nichols – realised the importance of staying up to date.
Followers of men’s fashion will be watching with interest to see the direction Harvey Nichols will take next. If its experiments to capture the hearts and minds – and wallets – of millennials are successful, you can expect other department stores to follow suit.
There will always be a place for more formal tailoring, of course. Although millennials may prefer to relax in denim, modern suits are still very much in style.