River Island plans to expand its menswear market share with a more “sophisticated and luxurious” approach to its autumn 15 collection.
Menswear buying director Fiona Firth told Drapers the collection uses upgraded fabrics to achieve a “smarter and cleaner” look. Menswear makes up approximately 30% of product at the retailer, but Firth would not disclose the percentage of sales.
She said: “We are currently witnessing growth in our market share and we continue to steal market share from our competitors in menswear. Our expectation is to grow this further [following the revamp].
“The marketplace is crowded and we want to stand out from the crowd and offer something that is unique on the high street. Sophistication is the key to autumn 15 menswear and the product has been consciously elevated.”
The retailer said it has included bonded fabrics, natural fibres and technical finishes for autumn, as well as adding more attention to detail with button finishes, different neck shapes and a greater selection of fits across the collection.
An example of the change can be found in a new trouser range, which will drop into stores and online in August. It features slim, skinny and crop fits waith details like turn-ups or military pockets. Entry prices for menswear range from £10 for jersey T-shirts to £175 for an 80% wool suit.
Last week Drapers revealed New Look is planning to open standalone men’s stores this year to further grow its share of the menswear market.