24
Market Context
2. Londoners
‘
Tourists are fine but it would be quite nice if a few London
workers were attracted to Covent Garden as well.
’
Covent Garden trust to the Guardian
There is a considerable opportunity to re attract Londoners to
visit and consume in Covent’ Garden.
Londoners are, as outlined by Sarah Jane Curtis in Retailweek,
the hardest shoppers to please and the past marketing strategies of the area struggled toward that goal.
The new directions in retail offer established since 2006 (*11)
work towards attracting this local crowd back to Covent Garden. As a long-term investment, it is difficult to draw conclusion
on the success of this strategy yet. However, as determined
by a local survey, many Londoners still perceive London as an
unattractive destination because of its large numbers of international visitors. Nevertheless, the arrival of international brands
flagships shops in Covent Garden as well as concept stores is
a positive sign of the repositioning of Covent Garden as a desirable area of London but there is still room for improvement.
Product
Proposal