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Market Context
Market Context
STRATEGY
The marketing strategy of Covent Garden focus on setting itself
apart from other successful retail centres in London (such as
both Westfield or Oxford Street). Covent Garden market positioning is defined as an entry-level luxury retail mix (4*), with a
lower luxury offer than Bond Street but superior to the one of
Oxford Street and Regent Street.
‘
’
“ It’s about Loy ty”
al
Sarah Jane Curtis, Director of Covent Garden
To anticipate the ever-moving trends in consumers’ behaviours,
a team of professionals have been assigned to redesign the
neighbourhood marketing strategy. Their work consists in reassessing Covent Garden offer in shopping, entertainment and
lifestyle to suit the versatile and diverse crowd who visit Covent
Garden but also to attract Londoners – the biggest spender in
the UK (5*) - back into the borough.
‘
“We want to bring new brands
to the UK or we want to ha
ve
an eclectic p
art of a brand.
The retail mix needs to be
diverse”
’
Sarah Jane Curtis, Director of Covent Garden
By consequence, the area has underwent a offer revamp since
2006, marked with the arrival of technology giant Apple that set
up its UK flagship store in the historical landmark of the Piazza.
Other giant retailers has largely been established since 2006,
mainly on Long Acre as well as niche shops were introduced
surrounding the central Piazza, particularly on King Street and
Floral Street.
UNIQUE
OFFER
ENCOURAGE
LOYALTY
ATTRACT
LOCAL
CONSUMERS
EDGINESS
UP MARKET
POSITIONING
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