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Oxford Street gets new brand identity

London’s Oxford Street has been rebranded 'Ox St.' as part of new marketing and brand strategy for the world-famous shopping district.


Oxford Street gets new brand identity

London’s Oxford Street has been rebranded 'Ox St.' as part of new marketing and brand strategy for the world-famous shopping district.

New West End Company, which represents retailers in Bond Street, Oxford Street and Regent Street, said the new strategy had been built around the proposition “It all starts here” as seeks to establish Oxford Street as the gateway to London’s West End and as offering “the world’s best in shopping, high street designs and ‘retailment’”.

According to New West End Company, Oxford Street boasts more visitors, flagship stores and profit per square foot than any other high street in the world. It also welcomes 100 million shoppers per year, turning over £4.9 billion annually.

Simon Cotterrell, strategic partner at Goosebumps, the branding agency responsible for the new design and brand strategy, explained the thinking behind the new identity: “The new identity, which focuses on an iconic ‘X’, literally aims to ‘mark the spot’ where known strengths like the street’s multitude of flagships collide with less obvious facts like the food offer of over 500 restaurants within a block or two of the street. The new brand is bold and unapologetic, befitting of the world’s most important shopping street at the heart of the world’s most exciting city.”

The new positioning will be the backbone of all future brand and consumer attraction strategies, including the retail strategy for East Oxford Street. This part of the street has historically suffered from a disappointing retail offer, but is now under the guardianship of retail property expert David Kenningham, and is set for an entire overhaul in terms of new stores.

Dubbed ‘Mr Oxford Street’, Kenningham has been tasked by New West End Company to implement a strategy that will attract brands from the US to invest in the area. This is the largest amount of retail space that has ever been available on the street, and New West End Company is aiming to have all properties occupied ahead of the arrival of Crossrail in 2018.

Richard Dickinson, chief executive of New West End Company said: “Oxford Street is expected to bring in £5 billion a year in 2013 in retail sales alone, the scale of its economic value as the country’s high street is unsurpassed.

“We want to make sure that worldwide, it’s understood that for shoppers or shops, Oxford Street is the place to be. More retail brands begin their European expansion here- American Apparel and Urban Outfitters for example and 79 per cent of shoppers told us that visiting Oxford Street was a part of the London experience. As our new strapline says – it all start here!”

The first major campaign sporting the new identity will take place during London Fashion Week this September. The new brand positioning, ‘It all starts here’ will appear across all future marketing campaigns for Oxford Street from this autumn including a refreshed website. 

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