Spurred by predictions that menswear sales will outstrip womenswear worldwide by 2020 (Euromonitor, 2017), a new wave of lifestyle-focused flagship destinations are being dedicated solely to men. Most are characterised by a community-driven ambience and bespoke experiences over a hard sell.
- Lululemon’s Community-Centric Store: Canadian athleisure label Lululemon has opened its first solo men’s space in Toronto. Referred to internally as The Local, the 2,200 sq ft store emphasises running rather than its usual headline sport, yoga. A touchscreen provides local running routes and related amenities such as coffee shops, plus options for connecting to the store’s local brand ambassadors.
Furthering the brand’s long-running focus on community, there’s also a long coffee bar and communal table for running meet-ups or freelancers who wish to work in-store, while a series of rotating pop-ups introduce affiliations with local brands, such as grooming line Way of Will. Aesthetically, the store tallies with Lululemon’s standard look – whitewashed brick walls, reclaimed wood and factory-style metal lighting.
See also Local Matters: New Glocalisation Strategies.