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Navigating the Department Store Menswear Makeover Madness

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Photo via WWD

From added shop-in-shops at Saks Fifth Avenue to doubling the square footage at Lord & Taylor and knocking down walls—literally and figuratively—at Barneys' Madison Avenue flagship, just about every Manhattan department store is showing their menswear departments some love. The problem they're all trying to solve? How to keep their loyal customers (read: old guys with money) while attracting the new generation fashion-hungry shoppers (youngsters on the street style battlegrounds).

We've distilled all of the major upgrades and additions at five of the city's biggest department stores to highlight what's new and what's next.

Photo via WWD

Bergdorf Goodman Men
Quote: "We want men to say they're going to Goodman's the way women will say they're going to Bergdorf's."—Joshua Schulman, president.
Space: 41,500 square-foot standalone store. Originally opened in 1990 as a way to "free up space for the more-productive women's merchandise."
What's new: Facelifts for the front of the main floor and the tailored department.
Design notes: Warm, residential, historical references.
What's next: The center of the second floor is next in line for renovation, with new homes for Berluti and a one-of-a-kind Ralph Lauren shop. The first Goyard men's accessories shop outside of Paris will open within Bergdorf Goodman Man in January.

Photo via WWD

Barneys Madison Avenue
Quote: "We're trying to break away from the old notion of classic or designer brands. The boundaries between classic and fashion are not relevant today."—Mark Lee, chief executive officer.
Space: Once completed, the store will have an eight-level men's store.
What's new: European brands have been added to the mostly-American sixth floor, including Zegna, Brioni, and Giorgio Armani. The men's accessories store received an overhaul, as well. Walls between the men's and women's sides of the ground, fifth, sixth, and eighth floors have been torn down.
Design notes: Clean and modern, purposely avoiding dark wood, leather, and other men's store stereotypes.
What's next: Contemporary on the seventh floor will be renovated, followed by sportswear on the fourth floor.

Photo via WWD

Lord & Taylor
Quote: "We are actively in the brand-acquisition mode. We have the ability to be a specialty store in a department store setting."—Wayne Drummond, senior vice president and general merchandise manager of men's wear for Lord & Taylor and Hudson's Bay.
Space: Doubled—now a total of 100,000 square feet over two floors.
What's New: L&T added the ninth floor, which was previously home goods and offices, to the menswear real estate. They have expanded the presence of their in-house line, Black Brown 1826, as well as their Hugo Boss department, shoe area, and tailored clothing selection. There are 22 brands new to the men's department, and triple the mannequins (including some lime green ones).
Design notes: Loftlike, open, airy.
What's next: Part of a larger, two-year store renovation.

Photo via WWD

Saks Fifth Avenue
Quote: "It's our plan to make the product assortment timely and youthful. We've found that old guys want to look young and young guys want to look cool."—Tom Ott, senior vice president and general merchandise manager of men's wear.
Space: Adding shop-in-shops to existing space.
What's new: The store has expanded its in-house line with shop-in-shops. Copenhagen-based Sand has also gained a new shop-in-shop.

Photo by Brian Harkin

Space: Once completed, men will have 200,000 square feet of shopping space spread over seven floors.
What's new: Renovations include adding an Art of Shaving shop and a footwear-focused Finish Line shop.
Design notes: Windows along Seventh Avenue will be opened up to allow a view of the selling floor.
What's Next: A continuation of the $400 million flagship renovation.
· Bergdorf Goodman Men Remodels [WWD]
· All men's coverage [Racked NY]
· All makeover coverage [Racked NY]

Ralph Lauren - Rhinelander Mansion

867 Madison Avenue, New York, NY 10021 Visit Website

Barneys New York, Madison

660 Madison Avenue, Manhattan, NY 10065 (212) 826-8900 Visit Website