While the global market is stagnating, fashion players are increasingly turning to men to seek growth. It is undeniable that men are more and more attentive to their look. Are willing to loosen the purse strings more when it comes to dressing up or accessorizing.
Men's jewelry, shoes, clothing...
This trend is particularly noticeable in men's jewelry, a booming market. Here is further proof of the brands' focus on men with the opening of a dedicated Gucci boutique in Beverly Hills, on the famous Rodeo Drive.
Just in time for the Oscars, by the way. The Italian fashion giant has just opened a 325 m² menswear space right next to its flagship store in Beverly Hills. From now on, these gentlemen will have a wider choice in this store reserved for them.
In this new point of sale, you will of course find Gucci men's ready-to-wear, the brand's shoes as well as many accessories, such as men's bracelets , watches, glasses and even leather goods.
The facade of this new store is very masculine, with a huge arch supported by a very industrial steel structure. Inside, the old and the modern come together to offer an explosive decoration (solid wood parquet, vintage carpet, velvet furniture, etc.).
“The city of Los Angeles has always been a source of inspiration for Alessandro Michele. From its beginnings with its very first advertising campaign to collaborations with iconic institutions such as the Château Marmont or the Hollywood Forever Cemetery, it is after all logical that Beverly Hills should be the scene of the total expression of its creativity,» said Susan Chokachi, President and CEO of Gucci North America. "We believe this is the perfect time to leverage Rodeo Drive's iconic character and give it a Gucci Men's store presence to enhance our customer experience and achieve our growth objectives in the male market. On the occasion of the fall 2020 collection, Alessandro has once again put the spotlight on the world of men, and this new space reflects this vision. »
These ambitions for growth were expressed by Gucci in January, notably with a remarkable return to Fashion Week in Milan. The collection presented was largely inspired by Michele's childhood nostalgia.
Before the latter's appointment as creative director of the Italian brand, Gucci already had a strong presence in Los Angeles. In November 2020, the house will notably celebrate the 10th anniversary of its sponsorship of the Los Angeles County Museum of Art ART + Film Gala. With Alessandro Michele's takeover, Gucci is at the forefront of the movement of Hollywood stars embracing a "gender fluid" style. The brand dresses many stars who parade on the red carpets.
This new menswear store is the latest in a long line of Gucci investments on Rodeo Drive. The house does not intend to stop there: it also plans to open a restaurant there in 2020.