Oxford Street has developed a new brand identity as it aims to create a ‘world class shopping environment.’
The New West End Company (NWEC) is leading the £25m, five-year business rebrand to drive extra custom to the high-street.
The new brand name ‘Ox St.’ and strapline ‘It all starts here’ is to appear across all marketing content for Oxford Street from September, including a revamped website
East Oxford Street, which has historically suffered from a disappointing retail offer, will be supervised by Retail managing director David Kenningham who has been nicknamed ‘Mr Oxford Street.’
The first marketing under the new identity will take place during London Fashion Week this September. The rebrand also aims to increase awareness of the shopping hub’s surrounding area which boasts more than 500 restaurants within 100 metres.
Retailers such as Gap and J.Crew have decided to expand and open new stores in the West End this year
NWEC hopes to have all properties occupied ahead of the arrival of Crossrail in 2018.
Richard Dickinson, NWEC chief executive, 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.”