Fashion: FALL ISSUE : IN REVIEW : From the Inside Out--a One-Stop Shop for Men

The new Bullock’s Men’s Store at South Coast Plaza obviously has its mind set on men. But it’s too soon to tell if men will see it as filling a shopping niche.

By all accounts the store is deluxe, with services ranging from personal shoppers and a full-service alterations department to shoeshines, a newsstand, a fragrance bar and even a by-appointment conference room. But, despite the wealth of offerings--the 80,000-square-foot free-standing shop replaced a 30,000-square-foot men’s department--bigger is not always better.

For a store to stand out, it must take chances. Bullock’s took a tremendous risk in devoting so much space to menswear. There is plenty of room, however, for a more adventurous approach to merchandising.

A perusal of the three selling floors reveals a well-researched selection of fashions, but it might prove to be too conservative and tightly edited. The store might attract a clothes-conscious audience, but it’s current assortment isn’t likely to lure cutting-edge style-setters.

To wit, the ground-level denim department features some of the top labels; Diesel, Guess, Z. Cavaricci, Girbaud, each in its own nicely manicured space. But with denim’s status as a hot fashion commodity, there might be room for more diverse products in a greater price range.

In the designer sportswear departments, clothes by Giorgio Armani, Perry Ellis, Andrew Fezza, Tommy Hilfiger, Jhane Barnes and Bill Robinson make for an appealing selection, even if those labels are available elsewhere in the mall, and in town.

“Menswear has always been a priority at (Bullock’s), and there seems to be some major changes occurring with this business today. Just look at all the conversational neckwear and dress shirt assortments, look at how much of tailored clothing is double-breasted,” says Leslie Ball, executive vice president of men’s merchandising for Macy’s South/Bullock’s.

Yet for all the merchandise on the selling floor, it is the departments, each with its own unique club atmosphere, that are the most effective feature. Cases in point: The suit department offers homey leather sofas and club chairs; young men’s has hip displays and music videos; collections are customized for individual designers. A men’s fragrance bar across from the designer boutiques is a bonus.

Ball says the idea was to make the store comfortable and conducive to shopping, “instead of looking like a museum.” In that regard, Bullock’s has certainly succeeded.