Oxford Street launches new brand identity

New West End Company, which manages Oxford Street, has unveiled a new marketing strategy and brand identity for one of London’s most popular shopping destinations around the proposition ‘It All Starts Here’ to help boost retail growth

and lure shoppers. The branding, designed by brand consultancy Goosebumps is described as “bold and unapologetic”, and focuses on an ‘X’ to mark the spot, and features Europe’s busiest shopping street having its name shortened to ‘Ox St’ alongside the strapline ‘It All Starts Here’.

The rebrand, which will be rolled out over the next five years, was commissioned by NWEC, which represents over 600 retailers in London’s West End including Oxford Street, Bond Street and Regents Street, after research and discussions with the Mayor of London and Westminster City Council about the area.

According to NWEC, Oxford Street currently boasts more visitors, flagship stores and profit per square foot than any other high street in the world, and welcomes 100 million shoppers per year, which accounts to more than 4.9 billion pounds annually.

It is hoped that the new strategy will help secure the area as an “increasingly global marketplace”, and establish Oxford Street as the gateway to London’s West End by offering the world’s best in shopping, high street designs and retail entertainment.

New West End Company unveils new strategy for Oxford Street

Richard Dickinson, chief executive of New West End Company said: “Oxford Street is expected to bring in £5bn 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 percent 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 rebrand is also looking to raise awareness of both the shopping hub and its surrounding area, with a particular focus on the areas 100 metres North and South of Oxford Street that is filled with greenery and holds more than 500 restaurants.

Commenting on the new design and brand strategy, Simon Cotterrell, strategic partner of Goosebumps Brand Consultancy, added: “As well as exposing what shoppers know about Oxford Street, the new research also illustrated what they didn’t know. 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 first major campaign sporting the new identity will take place during London Fashion Week this September, and 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.