Hong Kong has seen a rise in menswear boutiques, largely due to the trendsetting Landmark shopping mall.
The increase in the opening of stores catering specifically to men began a few years ago when Landmark rebranded its basement into an exclusively men’s section, reports South China Morning Post. Brands such as Valentino, Kiehls, and Joyce Beauty have stores there, and Dior is set to open a men’s store in the near future.
On Pedder opened a 1,500 square foot men’s-only boutique, the brand’s first, in Landmark, which was designed to resemble a sophisticated urban apartment. One half of the store is a stylish living room featuring British brands such as Church’s, shoemaker George Cleverley, and leather goods maker Swaine Adeney. The other half feels more like a gallery space and will house new brands, pop-up stores, and special projects.
“Men want to have their own discoveries. They are looking for places where they can develop a relationship with the store, where information becomes reciprocal. They want to know why a product has been chosen, and how it fits into their seasonal choices,” said Pedder Group president Peter Harris.
Overall, the store houses more than 50 brands, including Balenciaga, Guiseppe Zanotti, and Lanvin, as well as brand exclusives from London-based shoemaker Mr. Hare and Lock & Co Hatters.
International brands looking to expand into greater China, especially Italian brands, have also jumped on the menswear trend in Hong Kong. Italian leather shoemaker Santoni opened a store in the city, and tie maker E. Marinella opened its first store in the region in the Landmark. Another Italian brand, Isaia, a suit and casual wear brand, also has a store in the Landmark.
“Hong Kong, in particular throws together menswear influences from Europe, Asia, and North America. I think the Hong Kong man has become less brand driven. He is interested in expressing a more individual look, and impressed with refinement, attitude and detail,” said Harris.
Overall, Chinese men are increasingly willing to invest in their stylish appearances, especially as young Chinese continually rely on their appearances to stay ahead of the pack.
image source: jcrew menswear hk