There’s been a bit of a rash of Continental retailers invading these shores of late with many of them being what might be termed Scandi brands.
The latest to open a ‘flagship’ is Jack & Jones, a Danish fashion outfit that takes as its logo a denim dog. This particular shop opened at the eastern end of Oxford Street last week with much razzmatazz, media noise and a giant fabric dog parked on the pavement directly outside the shop.
And if small denim dogs are your thing, then there are some hundreds attached to the wall next to the escalator (pictured) in formation. They act as a clue, in case you can’t see the stock, alongside a number of other fairly obvious overhead signposts carrying the word ‘denim’, to the fact that this is a shop that sells jeans and casualwear. As such it joins a very significant number of retailers selling the commodity along the length of the street - think Bik Bok, Bershka or Uniqlo, to name just a handful almost within shouting distance of the Jack & Jones front door.
The store design is different to what has been done elsewhere, although it does seem to target a similar demographic to Inditex format Pull & Bear, further along Oxford Street. It is, however, a fresh approach from a mid-market player whose shops are found all over mainland Europe and which has been signally absent from UK high streets.
Three floors, a lot of high-tech screens with constantly moving pixelated monochrome images and a dark interior that makes you think you are entering a night club is a very good example of what is now being done within the younger mainstream part of the denim arena.
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