The iconic London department store launches it’s re-imagined children’s department, including an updated kids fashion offer, gifts, and the store’s seasonal Toy pop-up.
Opening 20 August 2012, the department is expanding in size in response to increasing customer demand and will sit at 16,000 square feet. For the first time, Kidswear and Toys will sit together in one space to provide one comprehensive offer to children’s products.
Lynne Crook, Buying Manager for Childrenswear & Toys comments: “Ensuring that the whole family is happy is crucial to the success of a department store. With heavy investment in rejuvenations across the store, we’re thrilled to be able to update our Kids and Toys offer in a really exciting way. We’re expanding the department’s footprint by over 20 per cent and adding new brands to present an authoritative edit of what we believe to be the most innovative, covetable and extraordinary labels in the marketplace. Our customers come to us expecting to find something they’ve never seen before, and which they can’t find anywhere else. The new department will absolutely deliver that.”
Key trends which Selfridges’ buying team have focused on for the AW12 season include:
Shades of Pale, featuring a muted colour palette of greys and nudes from brands including Armani and Chloe.
Sixties Pop in vibrant colours of purple, pinks, reds and blue. Drop waist dresses, colour blocking and fun prints all play a part, from brands including Little Marc by Marc Jacobs and Ralph Lauren girls.
Varsity Influence – Tommy Hilfiger and Hackett channel the look in varsity jackets, track pants, college style t-shirts and crest badges.
Rock & Roll details in leather and PVC trims, animal prints and skull motifs.
Glitz & Glam in the form of glitter and sequins galore from Juicy Couture and Scotch R’Belle.
Over forty brands will feature in the new space on the department store’s 4th floor. The space will be anchored by flagships from labels which have shown strong growth for Selfridges in recent seasons: Ralph Lauren, Burberry, Bonpoint and Gucci. The department will also boast a strong contemporary fashion offer from brands including Supertrash, Little Marc by Marc Jacobs and Wildfox.
Introducing three new brands to store for AW12: Zadig & Voltaire, Supertrash and Hackett.
Ensuring the product selection encompasses a whole lifestyle offer, a focus is placed on an inclusive range of price points, sizing options and directional fashion collections. The department boasts the largest concepts in Europe for both Bonpoint and Burberry, as well as the largest children’s UGG concept in the world.
Lynne Crook comments: “Both our international and domestic customers look to us for an authoritative offering of designer and contemporary kids’ fashion. In light of our new department this season we’ve placed a real focus on a cool and colourful edit, from leading international brands like Gucci and Ralph Lauren to our new fashion brands Supertrash and Zadig & Voltaire.”
An interactive and playful environment is central to the creative vision for the space. Featuring wallpaper which can be coloured in, reading areas complete with beanbags, Xbox Kinect gaming stations and chalkboards, the experience is designed to encourage kids to see the department as a home away from home.