Coast flagship opens on Oxford Street

Formalwear fashion retailer Coast has opened a flagship store on London‘s Oxford Street as it eyes expansion.

A key part of the brand‘s strategy, the £1 million store is four times the size of the retailer‘s traditional offerings and aims to be a showcase for the brand to tourists visiting the capital, particularly during the upcoming Olympic Games.

In-store iPads will offer product information in ten languages in order to provide a better service to international visitors to London‘s burgeoning West End.

Margaret McDonald, Managing Director of Coast, said of the opening:“With the eyes of the world on London right now, I can‘t think of a more perfect time to open the doors of our new flagship store on one of the country‘s most iconic shopping streets.”

An exclusive collection of vintage garments will be available at the 6,000 sq ft store and almost a third of its lower level will be dedicated to fitting rooms.

Despite difficult conditions on the high street, research commissioned by the retailer, which is owned by Aurora Fashions, found that 86 per cent of occassionwear shoppers purchase a new outfit for a special occasion, spending an average of £100 on a dress.

As such, Coast has included its bespoke service proposition Coast by Appointment, offering groups of friends the chance to make one-on-one appointments.

McDonald explained the importance of such services to the brand‘s strategy, commenting:” Despite facing ongoing financial pressures, our customers are determined to continue looking great for a big occasion.

“We‘re proud to be responding to this demand with a unique store environment and service experience that turns shopping into an occasion in itself.”


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