
About a month ago, we mentioned that Club Monaco had engaged Michael Williams of the much admired style blog A Continuous Lean to add some juice to its men's departments by bringing in third party artisinal and heritage brands to complement it's own line. At the time, we expressed that this would have been a more novel idea if J.Crew hadn't been doing this exact thing for the past few years and getting quite a bit of positive feedback from the public and press. Club Monaco, welcome to 2007.
Honestly, we hadn't been paying much attention to Club Monaco's menswear for quite a while, except for that time we noted that they were ripping off Thom Browne in a particularly blatant way. When they opened in New York in the 90s, the Canadian chain was noted for being a great resource for popularly priced interpretations of designer trends. At its best, you could find a great outfit that might have evoked Prada or Marc Jacobs or maybe even Jil Sander without slavishly copying them. The same held true in the men's department, making it a nice, youthful and trendy counterpoint to the Gaps and J.Crews of the city. We wondered how it would change once it was purchased several years ago by Polo Ralph Lauren Corp., and while the women's lines appear to continue looking trendy, the men's lines have gotten bland, basic and boring—and smaller. The two Club Monaco stores on the Upper West side no longer carry menswear at all, and though we haven't done a full survey, we wouldn't be surprised if other branches have followed suit..
It's no wonder the chain is looking for outside help. Though Mr. Williams' efforts are not expected to be seen until September —and then only in the Flatiron District location— We stopped by the store a couple of times this month to see what state the men'd department was in, and what we found was lots of khakis, denim, checked shirts and chambray, chambray, chambray. In short, it looked like they spent the afternoon at J.Crew and took notes. See the mannequins pictured above which look like they could have been plucked out of a J.Crew store. One small vitrine showed a selection of Timex watches and classic Ray-Ban sunglasses that also looked suspiciously familiar (above left), as both brands have been featured at J.Crew for seasons.
Then everything from the belt fixtures to the label on a plaid shirt (at right) started looking like they had been adapted from an obvious source. There were Filson-esque accessories from a local producer and, instead of Alden's classic shoes, there was a selection of rubber-soled bucks from Mark McNairy's English made line. Actually we have to admit that both of these resources were welcome sight to The Shophound, particularly McNairy whose shoes we love, but in the context of the shop, they didn't add much to the argument that the merchandising concept wasn't heavily cribbed from a competitor. That doesn't mean that there are not some nice things there. We have been J.Crew fans for a while, so naturally there was lots of stuff there we liked, it just wasn't particularly original looking. Creatively, the concepts we saw were bankrupt.
Of course, the point of this is not so say, "Look who's copying whom!", although that's always fun. We would have thought that with backing from America's (and arguably the world's) most popular designer, Club Monaco would have, at the worst, started looking like another one of Ralph Lauren's various recognizable divisions. This could have become a default strategy in the men's areas in particular, where Lauren is strongest, but instead, like some kind of fashion snake eating its tail, Club Monaco has chosen to ape J.Crew, a stronger competitor which, though widely admired at the moment, has, at times, itself been accused of taking a few pages from Lauren's book.
Our point —and we do have one— is that Club Monaco is clearly trying to avoid becoming just another of its parent company's recognizable American classic labels. Instead of developing its own identity, however, it seems able to do no better than blatantly copying one of its most successful rivals. Given the coany's resources, they should have been able to come up with at least a few original ideas
Previously:
Club Monaco To Enliven Its Men's Department With Third Party Brands.Wonder Where They Got That Idea?
Club Monaco Does Thom Browne