This October, British department store Harrods is hosting activities for health, wellness and fashion-focused men in collaboration with Men’s Health magazine. Using the partnership to assert its authority on the topic, the initiative, titled Harrods (Super) Man, taps into the growing trend for department stores affirming their relevance with live, brand-traversing events and social forums. See Next Level Department Store Strategies for more.
It also harnesses the boom in luxury menswear sales, which are up 4.5% year-on-year to reach an estimated $40bn in worldwide sales by 2019 (BFC, 2016), coupled with the $97bn global worth of the athleisure and wellbeing/fitness market (NYT, 2016).
- Adidas Reaction and Agility Challenge: Catering to both mind and body, customers are challenged to move a loop around a circuit without touching the sides to test their speed and steady hand. The concept’s being used to frame an exclusive showcasing of Adidas’ new Z.N.E top, which features a distraction-proof hood to help athletes achieve complete focus and mental alertness.
- Training Sessions: Two-hour personalised in-store training sessions are being run in collaboration with a Master Trainer from Italian fitness company Technogym.
- Ermenegildo Zegna and Maserati Pop-Up: Aside from exclusively debuting the new Maserati Levante SUV in the store’s window, the luxury Italian car manufacturer’s pop-up shop with Italian menswear brand Ermenegildo Zegna showcases a collaborative collection of clothing and accessories. For more on how auto brands are diversifying into lifestyle concepts, see Automotive Flagships Update.
Runs from October 1-27.
See also Contextual Commerce.