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Menswear shines as boys hit the shops

The spotlight has been well and truly thrown on menswear this year, particularly in London with London Collections: Men giving menswear designers the recognition they deserve.

It therefore makes total sense that Burberry, perhaps one of the most established and highly regarded British brands, decides to launch a menswear store in the capital this year.

The shop, which is due to open next to the luxury brand’s current Knightsbridge store in the autumn, could even be part of a new concept for Burberry, something which is bound to help it continue the impressive momentum seen over the last few years.

Burberry’s Regent Street flagship, which is set to open later this year, will be the brand’s largest store and has been billed as “the most digitally advanced”. Boys love their toys and so it would make sense that the menswear store boasts ipads, the latest gadgets and be filled with digital wonders galore, but we shall wait with bated breath until later this year.

Burberry’s move into men’s stores comes on the back of accelerated growth in this area. In its latest results Burberry reported significant growth across menswear with a 26% rise in sales last year.

It’s not just Burberry seeing growth from the boy’s side. Etailer Asos reported that menswear has also seen an uplift increasing 60% across the year. And despite the tough climate men still seem keen to shop with like-for-like sales at menswear group Moss Bros growing 8.8% in its latest results released this week.

With men still flashing the cash at the tills retailers should take advantage of this and tailor their shops to suit their male customers. Moss Bros’ latest refit with its emphasis on heritage and masculinity has already helped to drive sales. Creating an environment in which men feel comfortable in, whether it be having football on TV, beers in the fridge or sofas in the changing rooms, could encourage customers to part with their money a little more easily.

Victoria Gallagher, News Reporter, Drapers
victoria.gallagher@emap.com

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