New Look has unveiled the first phase of its Oxford Street store refresh, giving it the same treatment as Westfield London, Brighton and Southampton.
The retailer is rolling the fitout – which includes greater use of videos, the introduction of more playful elements in the 915 section for younger customers and an improved menswear department – to all 20 of its larger ‘tier one’ stores, with the next to be Westfield Stratford in a few weeks.
In the Oxford Street store, a video screen has been installed above the front entrance and smaller screens display campaign imagery inside.
There is also a large video wall on the ground floor where the till used to be, which has now been moved to the back to encourage shoppers to view more of the range before making a purchase.
The four-storey 26,000 sq ft store is 300 sq ft larger than it was, after New Look built over one of the mezzanine spaces to “improve its flow”.
Phase two of the refresh will see the retailer move its menswear department into what is now a Starbucks – a space thought to be around 2,000 sq ft – in spring 2015.
New Look’s group marketing director Gill Moore told Drapers a new design concept for the menswear section would also be unveiled at this time. “We have done a lot of work looking at how men shop,” she explained.
Product comes first in the Oxford Street store, which has more mannequins than any other New Look, reflecting the fact that it also houses its biggest range.
In the 915 department, mannequins have iPads instead of heads and there is a ‘selfie chair’ as seen in the Westfield London store.