After years of sharing space with women’s wear in a nearby center, the Dior men’s collection has finally gotten its own home in Honolulu.
On Wednesday, Dior Homme opened its first freestanding boutique in Hawaii at the T Galleria by DFS Waikiki. The store is adjacent to a women’s boutique that opened in the center in January. There is also a dual-gender Christian Dior and Dior Homme store at the Ala Moana Center in Honolulu.
Pamela Baxter, chief executive officer of Christian Dior North America, said that while the men’s store is next door to women’s, it has its own distinct design and a separate entrance inside the Galleria. “We have a lot of shared clients,” she said.
The shop sells all categories of merchandise including ready-to-wear, footwear, eyewear, leather goods, watches, jewelry and fragrance. The made-to-measure “demi-mesure” service will be available upon request.
This marks the sixth stand-alone men’s store in the U.S. for the luxury Paris-based brand. There are two in New York City, one on Rodeo Drive in Los Angeles, one in Union Square in San Francisco and one in the Design District in Miami.
“They do well,” Baxter said, and appeal to both a “fashion-forward” and more-traditional customer. “More and more, we’re attracting a sartorial client with our demi-mesure service,” she said.
Baxter said the popularity of the tailored business — particularly suits and formalwear — has made that a larger percentage of overall sales in the last few years. “We see a lot of tuxedos during award season. They seem to be a favored look and cut” for male celebrities, Baxter noted.
In Hawaii, the mix will skew more toward casualwear. “Because it’s a vacation spot, we’re going to sell more buy-now, wear-now merchandise,” she said. “The store will be more casual- and sportswear-driven.”
And she expects that a large percentage of the shoppers there will be from the Far East.
“The Waikiki market is very tourist-driven,” she said. “And very Japanese-based. But over the past three to four years, the Chinese client has also discovered Dior Homme. The brand is very big in Asia.” She estimated that about 65 percent of the tourists in Hawaii are of Asian descent, but there are also a lot of tourists from Australia, Canada and the U.S. mainland.
Looking ahead, Baxter said the company is still on target to open its first Canadian unit in Vancouver next year. The dual-gender store is expected to open in January, she said.
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