More Evidence for the Brand As An Experience?

More Evidence for the Brand As An Experience?

October 01, 2009

2010 Luxury Preview: Just for Men


Come February, the French fashion house Hermès will open its first shop devoted entirely to men. The Hermès Men’s Boutique will occupy 6,000 square feet of Madison Avenue retail space across the street from the company’s Manhattan flagship store and not far from its Broad Street shop in the Wall Street area, which serves a largely—but not exclusively—male clientele. At the new establishment, the lack of women’s oversize handbags and silk shawls will make room for Hermès designer Véronique Nichanian’s ever-expanding ready-to-wear collection, as well as for the company’s accessories and lifestyle items. Bespoke and made-to-measure tailored clothing will be the focus of an entire floor. Wine tastings, lectures, and other special events will be held at the time of the store’s opening to welcome clients to the club.


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