Location- plays an integral role in defining the success and sales of a brand. Each brand are all respectively placed on various position on the fashion marketing hierarchy, whether it be high-end, high street or couture brands, most of these brands are placed accordingly in the same areas- also known as Designer Clustering. Designer Clustering is defined as the ‘subconscious grouping of homogenous brands in similar locations’. Brand’s retail destinations are extremely important, as the location of the store is able to portray a certain image to their target consumers, as various locations in London attract different types of clientele.
Depending on their position on the fashion market hierarchy, brands will place their stores appropriately. An example of this would be Covent Garden, a renowned shopping destination filled with luxury fashion and beauty brands. Covent Garden has a range of both high-end and high street brands all clustered together in the same area- luxury jewellery brands like Tiffany & Co., Carat* London, are located in the same vicinity as high street brands like Accessorize.
On the contrary, Shoreditch High Street, a indie, alternative shopping districted located on the East end of London. Scattered all throughout the area are various independent artisan brands, vintage clothing stores and pop-ups. All of these stores at Shoreditch High Street are all considered to be on the same level on the Fashion Market Hierarchy- high-street (mass production), and most of these brands’ target consumers, are younger teenagers that would be likely to be shopping in an area.
Lastly, New Bond Street- located at the heart of London, between Mayfair and Soho- is the prime retail destination for haute couture and luxury brands. Home to the world’s biggest luxury brands like Chanel, Burberry, Chloe, Fendi, Gucci, Cartier the list goes on; retailing in fashion, beauty, jewellery, fragrances, all these brands are strategically placed closed to each other to attract their shared target consumer.
References
Coventgarden.london. (2018). Jewellery and Watches | Covent Garden London. [online] Available at: https://www.coventgarden.london/womens/jewellery-and-watches [Accessed 28 Nov. 2018].
Davis, S. (2016). The Top 9 Independent Shops in Shoreditch, London. [online] Aconsideredlife.co.uk. Available at: https://www.aconsideredlife.co.uk/2016/02/the-top-9-independent-shops-in-shoreditch.html [Accessed 28 Nov. 2018].
Man, P. and Geoghegan, J. (2018). New Bond Street among world’s most expensive streets. [online] Drapers. Available at: https://www.drapersonline.com/news/new-bond-street-among-worlds-most-expensive-streets/7027533.article [Accessed 28 Nov. 2018].
McGann, E. (2018). Tiffany & Co opens flagship store in London. [online] Bqlive.co.uk. Available at: http://www.bqlive.co.uk/london-the-south/2018/07/10/news/tiffany-co-opens-flagship-store-in-london-32980/ [Accessed 28 Nov. 2018].
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