Edikted is the new kid in town, having opened on Carnaby Street earlier this year.

The new flagship spans 4,800 square feet and offers a range of street-style and runway inspired womenswear and accessories.

Catherine Riccomini, director of marketing and communications at Shaftesbury Capital and Kiko Sunata, senior director of PR and partnerships at Edikted, broke down their marketing strategy for the new opening.

Sunata explains that they received an “overwhelming” turnout to a pop-up event they hosted in London which led to the fashion retailer opening its first warehouse in the UK. Based on the demand, it also knew that bringing a physical store was its next move.

The brand picked Carnaby Street as its location due to its prestige and cultural relevance.

Sunata says: “The Carnaby Street location is a physical destination where our UK customers can visit, experience and understand the brand in real life. Our physical presence deepens our customers’ understanding of the brand and the world we are creating.”

She believes that marketing is an “essential” tool to build the retailers presence within the UK market.

Its audience is primarily Gen Z, who are “highly engaged online” which means the brand needs to meet them in the spaces they are already using.

However, even with advanced algorithms, the retailer still has to market in a way that reaches customers and “gets her to stop and engage with content”. One of the ways Edikted does this is by culturally relevant campaigns, such as its recent Barbie collaboration, community-first activations and digital first storytelling.

And, it is much the same for Shaftesbury Capital. Riccomini explains that Carnaby Street and its wider Soho portfolio is focused on giving visitors “something they can’t find elsewhere”.

She explains that Edikted delivers on that. It is the first store the brand has opened outside of the US, which brings a sense of “exclusivity” and its online following means it has the brand recognition to generate “real buzz”.

Sunata explains: “Every market is completely unique and customers in each market consume and engage with content differently, have localised trends, references and cultural nuances.

“Customers shop, discover and engage with brands differently in different places. Localised market strategies are essential to connecting with each audience in an authentic way. Our brand identity and core values remain the same on a global level, but how they are executed at a local level will look different in each market.”

Riccomini adds: “Edikted has a clear brand identity that is reflected across its website, social media and now its bricks-and-mortar store, helping it stand out in an increasingly competitive market.

“Offering something distinctive is essential for long-term success. Importantly, it strengthens Carnaby Street’s appeal to a younger, digitally engaged audience that already knows and connects with the brand through social media.”

Sunata adds: “Our brand identity is rooted in confident self-expression, unique style and individuality. Our customer has always resonated with those brand pillars so our campaigns will always reflect them.”

She explains that it is able to connect with its consumer as its listens to them and stays ahead of trends. Its campaigns are therefore able to find a balance between “relatable and aspirational”.

She says: “Our campaigns are meant to create scenes that our consumer could see herself and her friends in.”

For Shaftesbury Capital, selecting the right brands is a nuanced process as it shapes the “character of the destination”. It is important that each one complements the existing line-up “seamlessly” and the company makes sure to continuously assess category performance and shopper demand to ensure its offering remains relevant and complementary.

Riccomini believes that brands such as Edikted are a strong fit for the destination due to proven brand loyalty and success in the American market.

She says: “Locations like Carnaby Street act as a strong global platform for these brands, enabling them to translate their online presence into physical retail effectively.

“We therefore take a considered approach to understanding our audiences, ensuring any new addition is well aligned with what our visitors desire. At the same time, we look closely at long-term potential. Not every trending brand has the longevity we are looking for.”

The firm also tends to avoid oversaturating any one category.

It’s store openings are a key moment for the property investment firm, so it is essential that they maximise virtual and in person engagement.

She says: “The most successful openings create anticipation online and then deliver a genuinely memorable physical experience.”

The focus was to build momentum on social media ahead of Edikted’s launch. This approach worked out well for them as the store had “strong queues” on launch day.

She adds that their social media strategy is relevant to all their openings, particularly on Carnaby Street, commenting: “Ultimately, it’s about evolving in line with how audiences engage with content, adapting the style to suit each brand, while pairing online traction with unique, on-the-ground experiences that drive consistent footfall.”

“Carnaby Street is recognised globally as an iconic destination. That said, in today’s market, reputation alone isn’t enough to stand out. Marketing plays a critical role in driving visitation, supporting customer performance and maintaining relevance in an increasingly competitive retail landscape, with changing consumer expectations.”

According to Riccomini, for Carnaby to keep its status as an “iconic shopping destination”, it needs to celebrate the areas creativity and cultural relevance by curating “iconic moments” and staying on top of emerging trends.

She notes: “By capitalising on these moments, we keep the story evolving and ensure the destination remains front of mind.”

Marketing a destination such as Carnaby Street is all about “striking the right balance”.

“It has a natural pull for both brands and consumers but consistent, well-executed marketing is essential to maintain momentum, drive engagement and build loyalty, which is increasingly important in encouraging repeat visits.”

Strategic storytelling through brand partnerships and activations has also proven effective for Shaftesbury Capital when it comes to marketing the destination.

She says: “Creating authentic, experience-led narratives allows us to connect with today’s consumer in a more meaningful way, engaging our existing audience while continuing to attract new ones, and ensuring Carnaby Street remains relevant and unique.”

The firm also wants to maintain its momentum by expanding its offering to keep the destination exciting for consumers.

Its goal is to “curate a strong mix of brands” that reflect both established names and emerging retailers. Shaftesbury Capital believes it is about staying connected to how shoppers are discovering and engaging with physical retail and understanding what they want when they shop in-store.

The company aims to make use of its flexible space for pop-ups and activations to maximise customer engagement and draw in new audiences.

One pop-up Shaftesbury Capital have helped launched is PleasingLand for Harry Styles’ Pleasing brand. Riccomini explains that this experience reflects its approach perfect, combining a globally recognised name with a physical retail experience.

Another example is the firm’s Oasis Pop-up which “demonstrates how retail knits into broader cultural moments across the national landscape.”

She comments: “These activations allow us to test concepts, attract new audiences and continually refresh the destination.”

“By maintaining this balance and consistently introducing something new, we can ensure Carnaby Street continues to attract both leading brands and an engaged audience. This mix of strong long-term customers and engaging activations helps create a dynamic environment that supports that sustained growth.”

Sunata says: “Our biggest opportunity is in continuing to widen and strengthen our community and create meaningful experiences for our customers, both online and in-person.

“Our customers come to us and stay with us because we are authentic, culturally connected and relatable. We want to continue to find ways to connect directly with our customers and continue to invite them to discover and explore the world of Edikted, whether that’s through a brand campaign, a community event or a physical store.”

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