Male order: Luxury shops target men only

London – Luxury retail is having a male moment. As LS:N Global reported two weeks ago in Insight News and the Financial Times (FT) reported last weekend, luxury brands are opening male-only stores as part of their flagship offering.

‘Men’s wear has not been as badly affected by the recession as women’s wear, so there is more potential here,’ LS:N Global’s insight editor Max Reyner told the FT.

Brands such as Hermès, Lanvin, Coach and Vivienne Westwood are all targeting male shoppers, creating experiential spaces often centred around traditional service and pampering, an atmosphere far removed from that of the busy female fashion department.

‘It’s about creating something like a den or gentleman’s club with dark wood and no funky music where they’ll feel comfortable about spending time ‘grazing’,’ says Reyner.

For more on issues facing the luxury market in 2010 and beyond, see our Luxury Macro Market report.