Oxford Street plots brand overhaul in fightback against Westfield

Oxford Street: brand image overahaul
Oxford Street: brand image overahaul

The New West End Company, the marketing body for London's West End, intends to create a consumer-facing brand for Oxford Street to help set it apart from the Westfield shopping centres.

Under pressure from Westfield, with its sites in Shepherd’s Bush, West London, and Stratford, East London, and heavy investment in above-the-line advertising, the New West End Company wants to reassert Oxford Street’s credentials as the top shopping destination in the capital.

Following a five-way pitch, it has appointed brand consultancy Goosebumps to help -develop a brand that will portray the benefits of the Oxford Street experience, compared with shopping in a mall. 

Research is being carried out to help define the Oxford Street brand, while the eventual roll-out of the brand identity will be supported by press and outdoor advertising.

The New West End Company currently promotes Oxford Street as a shopping destination only via online and PR activity.

It is undecided whether a logo will be created to replace the current ‘Oxford Street London W1’ street-sign image.

Jen Chassels, marketing manager at the New West End Company, said the group of retailers needs to create a ‘dynamic’ brand to reflect the fast-moving development of Oxford Street.

The brand is being put in place to capitalise on the arrival of Crossrail, which is due to open in 2018, and the launch of flagship sites for retailers including Primark.

The revamp comes at a time of big changes on the high street. Traditional retailers such as HMV are struggling to continue operating flagship stores, while other brands, such as Burberry, seek to create the ‘store of the future’.

Software company Microsoft is preparing to open high-street stores in the UK to showcase its software and hardware products, while Google is rumoured to be weighing up the launch of a bricks-and-mortar presence.  


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer