Drapers reports from Gdynia and Gdańsk in Poland to find out what fast fashion label Reserved has to offer, ahead of its debut on London’s Oxford Street next week.
Reserved, the flagship brand of Polish clothing retail group LPP, is gearing up to launch on Oxford Street on 6 September, as it strives to conquer the European market.
Its high-profile campaign featuring Kate Moss is a splashy statement from the retailer. However, its domestic offering in the city of Gdynia is anything but.
Womenswear at the Reserved store in the Riviera shopping centre, Gdynia
At the Riviera shopping centre, its two-level store is neatly split into three sections. Womenswear sits to the front of the ground floor – shoes, accessories, underwear and markdowns are to the back. Menswear and kidswear divide the upstairs floor.
The shop is a tidy and simple affair. The monochrome approach of the label’s logo is replicated in the interior décor, while wooden shelving units against the walls give the displays a warmer dynamic.
Reserved store at the Riviera shopping centre, Gdynia
As far as store concepts go, it is hardly the most striking. It is just as well, then, that the design of the London store is set to look very different, featuring a concept called “Open to Public”.
Speaking to Drapers at its Gdańsk headquarters, Reserved stressed that its Gdynia store is based on an old concept and the retailer promises a more accessible, “light, elegant and fresh” feel to its Oxford Street flagship. It will make greater use of technology, and will have wide, transparent storefronts.
The division between the menswear, womenswear and kidswear sections will be weakened, and all zones will share one floor.
Gdynia store manager Magda Arciszewska said: “The London store will be more similar to our new flagship in Berlin. Here, we are keen to draw in a younger crowd, so we place our younger and more ‘rebellious’ ranges closer to the front.”
Menswear at the Reserved store in the Riviera shopping centre
Reserved’s autumn 17 collection has seeped into its displays as the summer collection is being phased out, offering a sneak peek at what’s in store for London customers.
The womenswear section hosted an influx of leather jackets and floral printed dresses, alongside everyday cardigan staples and heavy checked outerwear.
For men, outerwear inspired by US “college” styles dominate the displays to woo the back-to-school customer, alongside a more streetwear-orientated range, which includes graffiti-printed T-shirts and shirts with slogans.
Prices range from around £5 for a T-shirt to upwards of £100 for a leather jacket, putting its offering on a par with fast fashion stalwart H&M.
Womenswear at the Reserved store
Childrenswear at the Reserved store
The Drapers Verdict
Reserved’s store in Gdynia, one of more than 450 globally, delivers a solid fast fashion offering. However, as retailers strive to become more experiential, it is vital that Reserved’s London flagship makes a substantial effort to create a unique retail space so that it can hold its ground in the UK market.