DESIGNER CLUSTERING
If you have ever been shopping in London then you most definitely have been to Selfridges, Harrods or Carnaby Street.
What you may have noticed is that when in these destinations you are only a couple of steps away from one brand to the next. This is known as clustering.
It means that that an environment is created that is specific to that type of consumer that the brands are targeting.
This will attract the right audience that the brand wants driving more sales and making it suit its target audience.
So when you are walking along Southend High-street wondering why all the stores are 'mass production' it's because it is a location that consists of middle class consumers who like to shop in stores such as Top-shop, Primark and H&M. Meaning that if there were to be High end Chain retailers located there then the sales would be very low.
In conclusion, competitor stores cluster together to create an environment that will benefit their sales and be a hotspot for their target consumer.
Harrods, Selfridges, Covent Garden, and Carnaby Street are very much high end chain retailer hotspots that create an environment that you would want to be within if you had high disposable income.
Covent Garden has become a hotspot for high end / luxury makeup brands and even got its own name 'The Beauty Quarter'.
The concept consists of beauty stores from luxury brands Chanel, Dior, Burberry, Clinique, Bobbi Brown and 3INA who have clustered together and created a destination targeted at the wealthy consumer.
This has come along way in the past two years considering it used to be a vegetable market.
The fact that it is more of a open public space has also allowed younger buyers to feel less intimidated as they don't have to enter luxury flagship stores.
Covent Garden has become a hotspot for high end / luxury makeup brands and even got its own name 'The Beauty Quarter'.
The concept consists of beauty stores from luxury brands Chanel, Dior, Burberry, Clinique, Bobbi Brown and 3INA who have clustered together and created a destination targeted at the wealthy consumer.
This has come along way in the past two years considering it used to be a vegetable market.
The fact that it is more of a open public space has also allowed younger buyers to feel less intimidated as they don't have to enter luxury flagship stores.