LONDON – In a constantly changing fashion landscape, brown has been look beyond its main fashion purchases and extends its offer to sports, interior design, children’s clothing and, most recently, beauty and wellness services.
What started out as a response to the lockdown – over the past few months clients could take online training sessions with Naomi Campbell’s personal trainer or a digital styling session with Rihanna’s stylist – is emerging. become an essential part of the company’s service strategy.
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“We are already developing a strategy for the evolution of our residences in 2022. Fashion is a lifestyle beyond the product we offer in stores. Services and residences are now at the forefront of our plans and [we want to] make sure they are indicative of everything from our purchase to our values and fundamentally to our people, ”said Lee Whittle, director of customer experience at brown in London.
The latest residences offer bespoke and bespoke services from Italian brand Ermenegildo Zegna and many independent jewelers, an evolution also in line with the retailer’s growing supply of conscious consumption.
As part of the service, customers can schedule an appointment to get a bespoke Zegna suit, as well as personalized or bespoke jewelry at the retailer’s stores in Mayfair or East London. Jewelry labels involved include Suzanne Kalan, Yvonne Leon, Foundrae, Lizzie Mandler, Marla Aaron and the brand of laboratory-grown diamonds Kimai.
The Restory is also moving to Browns as part of the same initiative, offering luxury product tracking services that help extend the product lifecycle.
“When we look at changing customer buying habits and our [approach] we believe that services such as bespoke and bespoke support our conscious pillar and enable our customers to access the kind of product that can become a family heirloom, ”added Whittle.
Along with slow fashion, demand for beauty is on the rise and Browns is dipping its toes into the category by partnering with Haeckels, a UK-based natural skin care brand. coastal town of Margate.
For the next six weeks, the brand, which uses seaweed harvested at Margate for its products, will take over the show from Browns new store in Mayfair, offering a series of treatments, including facials or “olfactory experiences”. Haeckels founder Dom Bridges also created a bespoke fragrance for the store, aptly named 39 Brook Street after its new address.
“Imogen Davis [cofounder of Native at Browns, our restaurant] and I was asked to cut a variety of plants and flowers from our yard. Tulips, fern, cherry blossom, spring snowflakes, hellebore and English ivy were then used as inspiration for our own scent, ”said Whittle.
As demand grows, the retailer has said it will look to offer longer term residences and bring in experts from a variety of fields, depending on the needs of customers at any given time. it is nail art, tattoos or a hypnotherapy session.
“We expect beauty to be in demand in the future and, as always, we will continue to mix it up,” Whittle added.