Entertainment retailer HMV is diversifying into fashionwear, with a new range of clothing and accessories going on sale across its stores from, September 1st.
HMV is partnering with a small number of select fashion brands that share its passion and affinity for music, including Boxfresh, Lee Jeans, FLY53 and Eastpak. HMV’s Oxford Circus flagship store will additionally stock designs by Rocawear – the label founded by Hip Hop icon Jay-Z.
The ranges, which will predominantly feature men’s clothing, such as tops, t-shirts, shirts, jackets and jeans as well as accessories including bags, hats, belts, wallets and sunglasses, will go into 38 larger HMV stores, including in London’s Oxford Street, Leeds, Manchester, Liverpool, Birmingham, Southampton, Cardiff, Glasgow, Belfast and Dublin. The ranges will be merchandised in a dedicated instore department branded The Studio, which will also carry related and licensed entertainment products. Smaller HMVs will stock a more limited selection of Amplified and other t-shirts and accessories to ensure that the majority of HMV’s 280 stores have some kind of fashion offer.
HMV has been transforming itself in recent years to become a broad-based entertainment brand that gives access to much of today’s popular culture – whether in the home, through its stores and online shop, on the move via its new hmvdigital downloads site and, following the acquisition earlier this year of MAMA Group concert venues and festivals, via the ‘live‘ experience as well. HMV’s move into fashionwear represents a natural progression for the company, which has already been successfully stocking licensed merchandise, such as artist t-shirts supplied by leading manufacturer Bravado, for some years.
The growing cross-over between music and fashion in recent years has led to a number of discernible street styles, giving rise to such terms as festival chic, and it’s this mainly younger audience that HMV is primarily targeting. HMV’s new fashionwear range will be launched with a number of instore events that celebrate the relationship between music and fashion. These will include live performances and fan signings presented in association with Lee Jeans by hot new band Everything Everything, who will appear at HMV 150 Oxford Street (3rd Sep) to promote their debut album Man Alive. During the same period Brit-rapper Kano, who is a brand ambassador for Boxfresh and notably wore their street-gear to great effect onstage with Gorillaz at this year’s Glastonbury festival, will visit HMV stores in Southampton (2nd Sep) and Leeds (3rd Sep) to meet fans and perform tracks from his much-anticipated new album Method To The Maadness.
HMV Fashion Manager Richard Stockwell, comments: ”We’re absolutely delighted to be partnering with such great fashion brands that fully share our own passion for music. I can see so many opportunities for us to work together in future, whether it’s collaborating jointly with artists and labels or even running complementary activity at gigs and festivals.”