Oxford Street looking to boost global credentials

New West End Company, the business improvement district behind Oxford Street and Bond Street, is looking to reposition the London shopping streets as a globally unrivalled shopping destinations, following the appointment of a global marketing and representation agency Wasserman to manage all sponsorship opportunities and commercial partnerships.

The appointment coincides with the launch of the new brand positioning, ‘First Seen on Oxford Street’, which will focus on the street being the first choice for shopping in London and the UK to an international audience.

The campaign will focus on Oxford Street’s core pillars of fashion, innovation, technology and entertainment, and will feature a series of high-profile international retail events including “re-imagining Christmas” for 2016, as it looks to boost the shopping area’s international exposure, ahead of the launch of the new Elizabeth Line in 2018. In addition, the street is set to launch a new website by the end of the year.

New West End Company, marketing manager, Luciana Magliocco, said: “Oxford Street is an iconic part of London’s retail heartland and is recognised as the world’s first shopping street. We know it is the first location retailers choose to bring products to market or launch new innovation.

“Recent ‘firsts’ include the launch of Beyoncé’s Ivy Park range, exclusive to Topshop and Selfridges, Uniqlo’s new global flagship store and Dyson’s soon-to-be-launched interactive flagship store, all help to illustrate this.”

More than 200 million people visit the West End every year and Oxford Street’s retail experience is a big draw. Oxford Street stretches 1.5 miles between Tottenham Court Road and Marble Arch, offering more than 4 million square foot of retail space, housing 88 flagship stores.

Image: courtesy of New West End Company