Selfridges Courts Millennial Males With Streetwear And In-Store Skate Bowl

Selfridges Courts Millennial Males With Streetwear And In-Store Skate Bowl
Brand Activation & Immersion

The department store's flagship London location is revamping its men's section to include trendy street-inspired wares, beauty and wellness counters, space for live events and more

Rachel Gonzalez
  • 2 november 2018

High-end department store Selfridges is giving its menswear department a makeover with a new designer street space. The 18,000-square-foot area in Selfridges’ London store focuses on the blending of luxury and affordable brands for fashion-forward shoppers.

The space offers 80 menswear brands, 40 of which are new labels the store has added to its inventory specifically for this expansion. More than a shopping space, the new men’s department also includes a beauty counter to browse male skincare and wellness products, a wooden bowl for skateboarding that can be booked for skating, panel discussions and live music. The Brassier of Light, a restaurant located alongside the space on the first floor, will also be opening in early November.

Selfridges’ will even be rolling out a new millennial-specific Instagram account, @theyellowdrop. The retailer hopes this interactive strategy combining trending, street-inspired wares, social media and experiential shopping will incentivize store visits from younger male consumers.

Selfridges

High-end department store Selfridges is giving its menswear department a makeover with a new designer street space. The 18,000-square-foot area in Selfridges’ London store focuses on the blending of luxury and affordable brands for fashion-forward shoppers.

+apparel
+beauty
+brand activation & immersion
+Cafe & Restaurant
+department store
+experiential
+fashion & apparel
+men
+merchandising & curation
+Millennials
+retail
+selfridges
+shopper marketing & promotions
+store experience & design
+streetwear

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