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Lane Crawford: A Creative Lab for Menswear

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  • BoF Team

HONG KONG, China — Once a retailer catering to colonial elites in British-governed Hong Kong, Lane Crawford has grown into a market-leading department store group with additional stores in Beijing, Shanghai, Chengdu and online, known for setting global luxury industry standards with its bold product assortment, store concepts, visual merchandising and omni-channel "connected commerce" strategy. Often acting as a conduit between East and West, Lane Crawford regularly hosts international menswear figures as part of its regular programme of events and has found success in tapping China's male luxury consumers, who typically spend more than their female counterparts in the region.

We spoke to Adrian Ward-Rees, Lane Crawford’s director of menswear, to learn more.

BoF: What makes Lane Crawford's menswear offering unique?

AWR: We start with Lane Crawford’s foundation in creativity, then assess the global marketplace and edit for the very creative region of Asia. We have a great balance within the business, from runway to tailored, with a great casual edit for the weekend. We ensure that there are different experiences for our customers, from buying special runway pieces to made-to-measure and fun, exciting, contemporary shopping.

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BoF: Who is your target consumer?

AWR: Our customers are very well travelled and have a passion for everything from unique pieces to luxury basics. We have many different types of customers from young energetic creatives to dedicated followers of fashion to those with exquisite classical tastes. Every brand we buy is servicing a type of customer, so by the edit of brands we ensure all of our customers are getting the best edit from around the world.

BoF: What sells best? Which are your key product categories?

AWR: As we have stores in both Hong Kong and mainland China, the best-sellers do tend to vary. The designer category is very important to our customers when they look for something special. However, wardrobing perfect staples for the man that strives for quality and luxury is very important. Within Asia there is also a strong following for avant-garde contemporary labels which provide unique trouser silhouettes. At the moment, the designer t-shirt is a very strong category; statement tees and sweatshirts have been trending within the fashion world. But the most consistent category for us over the last 10 years has to be the blazer. From classic Italian luxury to contemporary proportions, it has been an enduring wardrobe staple.

BoF: Have you seen men's attitude to style develop over the last 10 to 15 years?

AWR: Very much so. Ten to fifteen years ago there was very little interest in men looking after themselves from grooming to dressing to fitness. Now, the industry is catching up with women in understanding the importance of having a point of view in representing oneself and its ability to display good character. Men are more expressive with both colour and accessories. You only have to look at how comfortable men are with bright colours now in summer and have evolved from a traditional briefcase or rucksack to many forms of bags. Men now understand proportion and fit far better than they used to and it informs their judgment far more on purchase these days.

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