So I've done some more research and I think I'm heading in the right direction. The only men's store that focuses on denim in London that I can find is http://www.sonofastag.com/. The store delivers the customer service, product knowledge and product mix that I'm thinking of. The website's pretty under developed and the premium denim offering is pretty small but I think we're on the same wavelength.
I want to develop a men's store that provides the same level of service and knowledge as Son of a Stag, with a premium denim range closer to the department stores. What I want is to actually make Trilogy but for men, so that's what I've decided to do. Instead of creating a whole new store and new brand, I'm going to work on a brand extension for Trilogy... TFM - Trilogy For Men. Catchy, no?!
So how far have I got in this new plan? I've comp shopped all the best men's denim stores in London and decided to axe the designer diffusion lines. Trilogy doesn't stock them for women so TFM won't be stocking them for men. I want to focus on denim specialist brands, to provide high quality products and a real focus on the denim industry. I think this will give the store legitimacy and a strong point of difference. I'll be bringing trends and fashion into the store through the collections that run alongside the denim brands.
Work wise so far I've written a biography of Trilogy to give an introduction to my idea (to follow later) and started my customer research. I've still got a lot to do! Mood boards a plenty, a range plan, sales plan, sourcing strategy, and I've decided to develop an exclusive line of British produced t shirts for the store. Nothing like making things hard for yourself... my favourite past time!!!
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