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Skopes relaunches with new concept store in Westfield London

Lauretta Roberts
29 November 2018

Family-led heritage suiting brand Skopes is relaunching with a new brand identity and an experience-led concept store in Westfield London in a bid to attract a new generation of consumer.

The company, which was established in the heart of Leeds' textiles industry in 1948, has partnered with design and experience agency Dalziel & Pow on its new store (opening 6 December) and identity, which includes the introduction of a bold new colour palette, an innovative online and in-store experience and a new collection which combines heritage tailoring and modern, every-day dressing.

Skopes focuses on offering an exclusive range of styles and fits and ensuring the highest levels of innovation in design across its collections in tailoring, casualwear and accessories. The bespoke offering includes performance, classic fit and 100% luxury wool suiting, available in chest sizes up to 62 inches and trousers up to 48 inches.

The brand's mantra for the past 70 years has been "The Suit – being the foundation of any man’s wardrobe" and in response to changing shopping trends the new store and website will be laid out by look, such as "The Best First Impression" or "Dressed Down Friday", as opposed to category.

The in-store experience will provide distinct zones dedicated to key looks and styles with digital motion-sensor screens that activate key campaign styles on the perimeter walls.

Staff will carry out all transactions digitally in the cashless store, which also features a lounge, chill-out area, fully stocked fridge and a relaxed seating areas where customers can browse the latest styles on iPads.

Fitting rooms are decorated with Skopes’ signature brand pattern and each fitted with a light control system – the first of its kind in the UK – that can create six light scenarios to recreate every suiting scenario. The store will be part of the new extension of Westfield White City, located on the ground floor and situated alongside the likes of premium luggage brand, Samsonite, and luxury multi-brand retailer Flannels.

Simon Cope, Managing Director and Chairman of Skopes said: “We are all very excited to launch our new brand concept, retailing can be challenging but exhilarating at the same time. As a brand with strong heritage we are constantly looking to evolve and stay relevant for our consumers, our focus is the quality and fit and always providing the highest level of experience and knowledge across our collections both in store and online. The new store is truly ‘experiential’, evoking all the senses.”


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