Oxford Street signs agency to talk up its credentials as world's top shopping destination

The business improvement district covering London's Oxford Street has appointed marketing and representation agency Wasserman as it seeks to reposition itself as a globally unrivalled shopping destination.

Oxford Street signs agency to talk up its credentials as world's top shopping destination

The move comes ahead of the 2018 opening of the Elizabeth Line – previously called Crossrail – which will call at the Bond Street and Tottenham Court Road Underground stations, potentially leading to a large increase in shoppers visiting the area.

New West End Company, which represents shops in Oxford Street, Bond Street and Regent Street, is targeting an additional £1bn in sales by 2020. Wasserman will be tasked with widening the area’s sponsorship strategy and making the ‘"First seen on Oxford Street" messaging more prominent.

The recently launched positioning is intended to highlight Oxford Street’s association with launching new flagship stores, product ranges and innovative retail activations. The street features 88 flagship stores along its 1.5 miles, and generates £5bn of the £8.5bn consumer spend in London’s West End.

Luciana Magliocco, marketing manager of New West End Company, 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 first ever physical store, which all help to illustrate this."

Lenah Ueltzen-Gabell, executive vice president EMEA of Wasserman, said: "Both Oxford Street and Bond Street offer commercial partners a unique and powerful platform to engage their audiences and we are incredibly excited to partner with the New West End Company to bring this offering to market."

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