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For most men, clothes shopping is a chore. For some, it’s torture.
John Lewis, who this week opened the doors on a completely transformed menswear floor at its Oxford Street flagship, is on a mission to make the whole experience more tolerable. Enjoyable even.
As part of the redesign of the 20,000 sq. ft. space, the high street retailer has built a tucked-away VIP shopping space called The Speak Easy, accessed by a concealed doorway behind a shelving unit.
While compact in size, the Speak Easy comes well equipped, with slick interiors, comfy seating and even its own fully stocked bar. If James Bond were shopping in John Lewis, this is where you’d find him.
Book a two-hour personal styling session for £75 (£50 of which is redeemable against purchase) and not only will staff do the clothes trawling for you, but you’ll be able to quaff a complimentary dram of whiskey (or whatever tipple tickles your fancy) and choose from a selection of snacks.
It’s also possible to tailor your appointment to receive additional advice on fragrance and skincare purchases and even have a mini treatment. Get a brow shape courtesy of Blink brow bar for £23, The Ele-ssential + Ele-vator Elemis 45-minute Facial for £30 or a 30-minute ‘Pamper MAN-icure’ for £24. All in the privacy of the world’s tiniest clubhouse.
Don’t fancy splashing out on style advice? John Lewis has made the shop floor more man-friendly too. It’s added a roving team of ‘dedicated, approachable “Walk and Talk” Style Advisors,’ on hand to offer in-the-moment style advice hints and tips while you browse.
For a little more style attention, appointments can also be made in the main fitting rooms, which have been renovated to look more “luxurious and masculine” in aesthetic.
Pick from one of the five mission focused styling sessions on offer, that focus on scenarios from ‘Modern Office’; a seasonal workwear update, to ‘Event Decode’, which helps customers dress for special occasions ranging from weddings to black tie parties. The fragrance and skin care advice can also be tied into these bookable appointments.
“We know that as a rule, men shop quite differently to women so we have created a space and a service with men in mind,” Peter Cross, Customer Experience Director at John Lewis & Partners explains. “This could range from a handpicked edit of seasonal must haves, a trusted second opinion in our walk in wardrobes or a luxurious Speak Easy appointment. Or it could be a lifestyle event in store where they might learn a new skill or the chance to get advice from our new suite of styling & VIP services. Whatever the service our customers choose, we believe we’ve taken the pain out of shopping for menswear and made it something they will enjoy.”
Alongside the styling room, “The Pitch” is a new 1,000 sq. ft. event space at the heart of the menswear floor, with an evolving schedule of exciting workshops and interactive events. This ranges from life hacks including learning latte art, finding the best tech to suit a customer’s lifestyle to changing a scent that may have outstayed its welcome with a curated scent experience.
Scroll the gallery above for images of the new space.
