Fashion Clustering

From walking around Central London on street just off Oxford Circus, I got an understanding of the visual presence on the high street and individual brands, developing and conception of market level clustering.

Luxury brands; Donna Karan, Vivienne Westwood, Mochino, Belstaff and the iconic SKETCH, the old fashion house of Dior which is now converted into a artistic restaurant are situated on Conduit street. Japanese designers, Miyake and Yamamoto, are also on this street. 

The experience from walking around Louis Vuitton was judgemental and elite. I felt as if the sales assistance courtesy was forced and not genuine, because I did not fit the correct audience. Although it was noticeable and recognisable that the interior design was Louis Vuitton, I did not feel as if I was in a jewellery box in which it was well-known for. However, the store was very grand, suited to the gold contrast.

Compared to my experience in Louis Vuitton, in Belstaff the music was relaxing and felt encouraging to shop and look around. The best experience I had was walking around Fendi. The sales associate gave us a guide of the whole store, explaining each collection and material right down to the price range and animal of the fur. She also explained the different sections in detail, with the history of the brand.

Further down is New Bond st. and Old Bond st. displaying haute couture and luxury brands; Dior, Chanel, Louis Vuitton, Hérmes, Stella McCartney and more, plus the diffusion brand, Miu Miu. 

Following on from Bond st. we moved towards Saville Row, the home of tailoring, famous throughout the world for its craftsmanship and skill. Each tailored garment is made to the finest quality and perfect fit, to which fashion designers come to seek technical knowledge and skill. shops located on this street are Henry Poole (the oldest tailor on the row), Norton and Sons, Kilgour, Richard James, and Lavin Boutique.

 Norton & Sons

      Henry Poole

All these haute couture and luxury brands are located in the same area and clustered together as each brand has a similar market, targeting those who earn a high income with expensive and top quality taste within this niche market. For example, Chanel would not be placed next to an economy brand, such as Primark, due to the different target market and the overall brand image itself. Chanel is in a much higher market level to Primark, thereby it would affect the perception of the brand as well as its reputation.