Selfridges recently launched a new designer streetwear department at its London flagship location and with it, the only free wooden indoor skate bowl in the UK.
The high-end department store included The Designer Street Room on its menswear floor, although Selfridges has made it clear that the space is gender-neutral and female shoppers are welcome to explore the fashion for men. The indoor skate bowl is fully enclosed yet provides a great view that overlooks the Oxford and Duke streets.
By introducing this new street style-focused department and an accompanying indoor skate bowl, Selfridges is aiming to improve consumer experiences and boost foot traffic. Many high street retailers across the UK are being forced to shutter their doors or innovate and adapt in order to better compete with online rivals.
Key Themes Behind This Trend
- Designer Streetwear
- The rise of designer streetwear has blurred the line between high-end fashion and mainstream trends, presenting opportunities for collaborations and unique consumer experiences.
- Gender-neutral Fashion
- By making its streetwear department gender-neutral, Selfridges is tapping into a growing trend towards inclusivity and diversity in fashion.
- In-store Entertainment
- Selfridges' introduction of an indoor skate bowl demonstrates the potential for in-store entertainment and experiential retail to improve consumer experiences and drive foot traffic.
Where This Applies
- Fashion Retail
- Fashion retailers have the opportunity to innovate and adapt to changing consumer preferences, such as the rise of streetwear and inclusivity in fashion.
- Sports Retail
- Sports retailers can explore the potential for in-store entertainment and activities, such as skateboarding, to engage consumers and differentiate from online competitors.
- Entertainment
- Entertainment companies can partner with retailers to create unique in-store experiences and activations, such as installing skate bowls and other recreational facilities.
