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Browns unveil new Mayfair flagship store

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Browns unveil new Mayfair flagship store
Luxury boutique Browns has unveiled its new “forever home”, Browns Brook Street in the heart of London’s Mayfair, which features a curated world of fashion, fine jewellery, fragrances, food and culture, including a new sustainable restaurant.

The reimagined flagship boutique is moving from South Molton Street, where Joan Burstein opened the doors in 1970, to 39 Brook Street on the corner of Brook Street and Avery Row close to five-star hotel, Claridge’s.

Browns has become known for its experiential retail over the years, and the new-look flagship aims to celebrate the future of luxury physical retail with a new innovative redesign that emphasises technology and the power of personal service.

Housed in a Grade II listed building, the space, which is not much bigger than the original store, spans four floors and includes a courtyard garden that has been reimagined into a secret forest in the city.

Browns unveil new Mayfair flagship store

The heritage building dates back to 1720 and has an illustrious history as it housed influential British decorating firm Colefax and Fowler. Browns explains that the retail design, led by architecture and design studio, Dimorestudio, draws on the historical aspects of the building and retains some of the site’s original grandeur, with some areas being left completely untouched, “blending old decadence with a contemporary mood”.

The interior elements of Browns Brook Street have been designed to offer a regularly rotating edit of the best in luxury fashion. The fashion, will not be merchandised by brand, instead, the space will pair next generation and established designers to promote discovery. The boutique will open with a host of brands spanning ready-to-wear, footwear, bags and fine jewellery.

Browns unveil new Mayfair flagship store

Browns, buying director, Ida Petersson, said in a statement: “Today, more than ever, people are experimenting with fashion and I am so excited to apply this approach to the edit in Browns Brook Street. Browns has always been about the unexpected and with the new way of merchandising, we will be able to amplify the buy team’s vision to the next level.

“My hope is that as they enter the store each customer will feel the same energy and excitement that we felt putting the buys together and are compelled to engage and experiment with our products beyond their wildest dreams.”

Browns Brook Street aims to seamlessly merge digital and physical retailing with new flagship store

The flagship will also be focused on more than fashion, positioning itself as a curated lifestyle space that includes art, furniture, fragrance, homeware, and lifestyle. This is highlighted with the introduction of a concierge, which aims to offer curated one-of-a-kind experiences for its customers.

The store will also feature new style advisors, described by the retailer as a “world-class customer service from a team of true fashion specialists and experts,” who will be assisted by “continuously evolving technological innovations that will add a rich new layer to the in-store experience”.

The aim is to seamlessly merge digital and physical retailing with changing customer desires and preferences, as Browns explains that its customers’ shop and engage in a multi-channel way. This will be achieved through a tech-enabled customer experience, connected by Farfetch, that links its website, sales associate and consumer apps, as well as the connected mirrors.

Browns customer experience director Lee Whittle, said: “We don’t want to replicate what other brands do. What we do is instinctively Browns. With five decades of customer service both offline and online we are in a unique position to connect with our clients in a bespoke and tailored way through curated and one-of-a-kind shopping experiences all with service at the forefront.”

The store will also house ‘The Club’ on the top floor, described as “a haven for our most valued customers” that includes ‘The Parlour’, a bar and three personal shopping suites.

Inside the new Browns flagship in London

Browns Brook Street will also offer Residencies, an inclusive, engaging and diverse programme of in-store experiences and regular events to inspire and engage its community, promising that “no two visits will be alike”.

This is highlighted within the movable features in the store design, such as The Focus on the ground-floor that will showcase capsule collections, collaborations and new talent, and in The Yellow Room, it has movable ceiling height copper structures to transform the room it into an opulent event space.

Browns unveil new Mayfair flagship store

Holli Rogers, chief executive of Browns, added: “I am thrilled to see us open our flagship, Browns Brook Street, as we kick-off 2021. There is an overall feeling of optimism for this new year and I can’t think of a better way to honour our role in luxury fashion over the past five decades, as well as set the tone for our next 50 years by clearly placing our foot firmly in the future of luxury retail.

“Our new magical home will inspire customers as well as usher in a fundamental shift in the way people shop as layered into this connected, tech-enabled experience is a thoughtful and human side – which is so crucial in the current landscape where personal and personalisation is pivotal. At such an inflection point, it is incredible to see the reality of this store come to life in a revolutionary space which blends the past and the future seamlessly. The space is truly sensorial; sight, sound, smell, taste and touch – offering a unique experience through each visit. The customer is truly at the core of what we do, and we hope that our new home will be one that you never want to leave.”

Other highlights of the store layout and design includes a fine jewellery and watches room featuring its recently launched Virtual Try-On for timepieces via the Browns Fashion app using AR technology, a fragrance corner, and a gender-fluid shoe room on the ground floor. There is also a floor dedicated to womenswear and menswear that will include a made-to-measure area, launching next summer.

Browns unveil new Mayfair flagship store

The store will also house a sustainable restaurant, Native by Head Chef Ivan Tisdall-Downes and Imogen Davis that centres around zero-waste. The restaurant will champion seasonal produce and ethical dining through a selection of closed-loop small plates, natural wines and foraged cocktails.

José Neves, founder, co-chairman and chief executive of Farfetch, added: “This is such an exciting milestone for Browns and for the Farfetch vision for Luxury New Retail, which we believe is the future of retail. Our Farfetch Platform Solutions (FPS) and Store of the Future Teams have worked with Browns to bring Farfetch’s state-of-the-art omnichannel retail technologies to the store to serve the changing needs of the luxury customer – both online and in this incredible physical space.

“Browns has always been an innovative retailer and since we acquired the company in 2015 Farfetch has worked together with the team to keep this spirit alive and pioneer new ways of engaging customers – both online and offline. The Brook Street store is a testament to the vision the team had of creating a physical space which could engage customers in new and enchanting ways.”

Browns unveil new Mayfair flagship store

Browns unveil new Mayfair flagship store

Browns unveil new Mayfair flagship store

Browns unveil new Mayfair flagship store

Browns unveil new Mayfair flagship store

Browns unveil new Mayfair flagship storeImages: courtesy of Browns

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Womenswear SS22 color trends

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Womenswear SS22 color trends

Colour is key for consumers and SS22 saw fresh palettes that echoed the renewed sense of optimism happening amongst consumers. Soft eco influences, gender-fluid nostalgia and vibrant combinations bursting with positivity sought to reflect broader societal trends whilst still capturing the season’s playful mood.

Trendstop brings FashionUnited readers a first look at the key womenswear colour inspirations emerging on the Spring Summer 2022 catwalks.

Dry Leaf

Dry Leaf sees vintage influences meeting eco outlooks. A beautiful, natural colourway, it illustrates the importance of colour transeasonality. An innovative, emerging yet simultaneously timeless shade of green, Dry Leaf speaks to consumer desire for longevity and versatility and encompasses both feminine and masculine traits. In its merging of seasons and notions of gender, the colour is indicative of the cultural and mindset shifts happening across global society.

Womenswear SS22 color trends

Boyhood Blues

Boyhood Blues, shades often worn by boys in childhood, offer a more playful interpretation on a classic tone, with a touch of nostalgia underpinning the palette. Adopting traditionally boyish tones for womenswear reflects the move towards gender-neutral dressing. As trends begin to move more slowly and transeasonality increases in importance, vibrant spring-like shades transcend the seasons and work equally well into Fall.

Womenswear SS22 color trends

Playful Optimism

A key colour grouping for SS22, playful Optimism with its heightened sense of colour expression reflects the sense of joy entering the market as consumers gain more positive outlooks for the future. Though hues are vivid there is still a high level of curation, intelligence and thoughtfulness put into colour combinations. Although the palette is fun, it is not frivolous, maintaining the artfulness of the designs.

Womenswear SS22 color trends

Exclusive Offer:

FashionUnited readers can get free access to Trendstop’s Spring Summer 2021 Key Colour Directions Report. Simply click the banner to receive your free report.

Womenswear SS22 color trends

Trendstop.com is one of the world’s leading trend forecasting agencies for fashion and creative professionals, renowned for its insightful trend analysis and forecasts. Clients include H&M, Primark, Forever 21, Zalando, Geox, Evisu, Hugo Boss, L’Oreal and MTV.

AUTHOR: AFP

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Video: Sarah Nouri SS22 collection

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Video: Sarah Nouri SS22 collection

In this video, fashion label Sareh Nouri has presented its SS22
collection at New York Bridal Fashion Week (NYFW).

Watch the video below.

Do you want to see more clothing collections? Click here to view the FashionUnited Marketplace.

Video: VRAI Magazine via YouTube

Photo credit: VRAI Magazine, YouTube

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VF posts revenue and earnings growth, raises outlook

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Image: Supreme

Revenue at VF Corporation increased 23 percent or 21 percent in constant dollars to 3.2 billion dollars. Excluding the impact of acquisitions, the company said in a release, revenue increased 19 percent or 17 percent in constant dollars, driven by the EMEA and North American regions, which experienced a negative impact from Covid-19 in the prior year period.

VF’s wholesale business continues to be materially impacted by the timing of shipments due to port delays and logistics challenges.

“While the recovery has been impacted by further pandemic-related disruptions, we continue to see accelerating demand signals across our business, and our ability to reaffirm our fiscal 2022 revenue and earnings outlook is a clear testament to the resiliency and optionality of our model,” said Steve Rendle, VF’s chairman, president and CEO.

VF reports earnings growth in Q2

Gross margin for the quarter increased 290 basis points to 53.7 percent, and on an adjusted basis, gross margin increased 300 basis points, including a 20 basis point positive impact from acquisitions, to 53.9 percent.

Operating income on a reported basis was 558 million dollars and on an adjusted basis, operating income increased 56 percent or 53 percent in constant dollars to 534 million dollars, including an 8 million dollars contribution from acquisitions. Operating margin on a reported basis was 17.5 percent, while adjusted operating margin increased 360 basis points, including a 30 basis point negative impact from acquisitions, to 16.7 percent.

The company added that earnings per share were 1.18 dollars on a reported basis and on an adjusted basis, earnings per share increased 66 percent or 63 percent in constant dollars to 1.11 dollars, including a 2 cents contribution from acquisitions.

VF raises full year outlook, expects 30 percent revenue growth

VF added that for the full year revenue is expected to be approximately 12 billion dollars, reflecting growth of around 30 percent, including an approximate 600 million dollars contribution from the Supreme brand.

By segment, revenue for outdoor is now expected to increase between 25 percent and 27 percent versus the previous expectation of a 24 to 26 percent increase; revenue for active is now expected to increase between 35 percent and 37 percent versus the previous expectation of a 37 to 39 percent increase; revenue for work is now expected to increase between 19 and 21 percent versus the previous expectation of a 16 to 18 percent increase. International revenue is expected to increase between 24 percent and 26 percent.
By geographic region, in the EMEA region, revenue is expected to increase between 30 percent and 32 percent. In the Asia Pacific region, revenue is expected to increase between 12 percent and 14 percent. And, in the Americas (non-U.S.) region, revenue is expected to increase between 30 percent and 32 percent.

Direct-to-consumer revenue is now expected to increase between 34 percent and 36 percent versus the previous expectation of 39 percent and 41 percent, including Digital revenue growth of about 20 percent versus the previous expectation of 29 and 31 percent.

Adjusted gross margin is expected to be around 56 percent, which represents an estimated increase of around 270 basis points. Adjusted operating margin is expected to increase around 500 basis points to around 13 percent. VF further said that adjusted earnings per share is expected to be around 3.20 dollars, including an approximate 25 cents contribution from the Supreme brand.

VF’s board of directors declared a quarterly dividend of 50 cents per share, payable on December 20, 2021, to shareholders of record on December 10, 2021.

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