Taking over London: launching a luxury brand in the fashion capital

Fashion


Milan, New York, Paris, Berlin – there are lots of stylish, fashion capitals around the world, but none has quite the same long-lasting appeal or watertight reputation as London.

It’s one of those special and rare places where innovative, modern design and traditional craftsmanship don’t just sit comfortably side-by-side. They collide, work together and inform each other, resulting in fashion that’s in a league of its own.


Just look at the many outstanding designers that London’s given us, from Vivienne Westwood to Christopher Kane, for proof.

Whilst this rich heritage and vibrant scene makes it an exciting city, it also means fashion entrepreneurs looking to break into London have their work cut out making a name for themselves.

Competition is fierce and there’s not a lot of room left for new brands or business, but it’s not impossible to carve out space in Britain’s iconic capital.

Here are a few top tips for successfully launching a fashion startup in London. Take a look.

#1: finding gaps in market
As with any industry, identifying gaps in the market and unfulfilled customer demands is an unbeatable recipe for success in fashion.
And even in the cramped, busy city of London, there are opportunities waiting to be grasped – you just need to do some research and find the one that suits you.

For example, look at the rising demand for British-made cotton and knitwear within the luxury fashion world (the growth potential in this area is huge) and think about how you could capitalise on it. Don’t forget to check out emerging trends, like wearable tech, as well.

#2: securing a brand headquarter
London is a super inspiring place to run a fashion business, but that also means it’s extremely competitive. The biggest challenge for new brands is being noticed ahead of the more well-established names of the British fashion industry.

That’s why it’s essential you find the perfect location and property for launching your startup. Get your shop in the right area, within easy reach of your target customers, and you’ll be able to rival the Oxford Street giants.

Start your search using an online database, like Shop Property, to quickly browse shops for sale in different locations within your price range. Once you’ve narrowed down the results to your top five, arrange viewings and consider which local area would suit your brand the best.

#3: market your brand correctly
Luxury fashion is changing rapidly. Whereas it was once a fairly closed off industry run by an elite group, the rise of online influencers has opened it up to a whole new audience.

Now bloggers and Instagram stars have just as much or even more power than Vogue to win customers and sales for brands. Take advantage of this when marketing your new business.

Figure out which social media channel will resonate most with your target audience (Instagram or a blog, Twitter or Facebook) and focus your attention on growing a following. Create lots of content, drive traffic through PPC and establish relationships with luxury fashion influencers. It won’t happen overnight but you’ll eventually end up with a loud, recognisable brand presence.

Do you have any other top tips for fledgling fashion brands looking to make it in London? Leave a comment and let us know.

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GIGI HADID’S NEW CAMPAIGN, DOUTZEN KROES DESIGNS SWIMWEAR, JESSICA ALBA IN ELLE AUSTRALIA

Fashion

Embracing stripes, Frida Aasen wears Elie Saab dress and Max Mara beltFrida Aasen stars in Tatler Russia. Photo: Alexei Hay
Gigi Hadid models Stuart Weitzman The Supersonic FlatGigi Hadid stars in Stuart Weitzman’s Spring-Summer 2017 campaign
Jessica Alba on ELLE Australia May 2017 CoverJessica Alba on ELLE Australia May 2017 Cover

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EMILY DIDONATO STRIPS DOWN FOR NARCISSE MAGAZINE’S ‘NUDE’ ISSUE

Fashion

Emily DiDonato on Narcisse Magazine Spring-Summer 2017 CoverEmily DiDonato on Narcisse Magazine Spring-Summer 2017 Cover

Emily DiDonato gets her closeup on the Spring-Summer 2017 cover of Narcisse Magazine. In front of the lens of David Roemer (Atelier Management), the brunette stunner wears a dramatic, black lipstick look with wet hair and full eyelashes.

Related: Emily DiDonato Takes on Bridal Beauty for Vogue Paris

Posing for the magazine’s ‘Nude’ issue, Emily strips down for a sizzling spread. The American beauty goes bare with the exception of a few pieces from the likes of Chanel, Agent Provocateur and Roche. Nicolas Eldin worked on hair with makeup by Frankie Boyd and Yuko Wada on nails. 


COVER STORY: EMILY DIDONATO BY DAVID ROEMER FOR NARCISSE MAGAZINE SPRING/SUMMER 2017

Photographed by David Roemer, Emily DiDonato poses toplessPhotographed by David Roemer, Emily DiDonato poses toplessEmily DiDonato models pink Chanel dressEmily DiDonato models pink Chanel dressWearing the wet hair look, Emily DiDonato gets her closeup Wearing the wet hair look, Emily DiDonato gets her closeupFlaunting her body, Emily DiDonato wears Chanel Fine Jewelry ringFlaunting her body, Emily DiDonato wears Chanel Fine Jewelry ringEmily DiDonato shows off a smokey eyed makeup lookEmily DiDonato shows off a smokey eyed makeup lookEmily DiDonato wears Agent Provocateur trench coat and bodysuitEmily DiDonato wears Agent Provocateur trench coat and bodysuit
Model Emily DiDonato shows off her lithe figureModel Emily DiDonato shows off her lithe figureEmily DiDonato poses in Roche jacket and trousers with no topEmily DiDonato poses in Roche jacket and trousers with no topModel Emily DiDonato wears a glistening makeup lookModel Emily DiDonato wears a glistening makeup lookEmily DiDonato flashes a smile in this beauty shotEmily DiDonato flashes a smile in this beauty shotPhotographed in black and white, Emily DiDonato shows off the wet hair lookPhotographed in black and white, Emily DiDonato shows off the wet hair lookEmily DiDonato wears black lipstickEmily DiDonato wears black lipstickEmily DiDonato stuns in this closeup imageEmily DiDonato stuns in this closeup image

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VANESSA MOODY MODELS RED-HOT STYLES FOR VOGUE SPAIN EDITORIAL

Fashion

Model Vanessa Moody poses in Laura Urbinati swimsuitModel Vanessa Moody poses in Laura Urbinati swimsuit

Gracing the pages of Vogue Spain’s May 2017 issue, model Vanessa Moody heads poolside for a glamorous spread. Photographer Benny Horne captures the brunette in red-hot looks from the spring-summer collections. Styled by Sara Fernandez, Vanessa poses in a mix of form-fitting swimwear, breezy dresses and chic separates. The American stunner models the designs of Nina Ricci, Alessandra Rich, Eres and more. For beauty, hairstylist James Rowe worked on her fringed style with makeup by Lottie Stannard.

EDITORIAL: VANESSA MOODY STARS IN VOGUE SPAIN MAY 2017

Posing poolside, Vanessa Moody models Laura Urbinati bikini top, Emporio Armani skirt and Pura Lopez sandalsPosing poolside, Vanessa Moody models Laura Urbinati bikini top, Emporio Armani skirt and Pura Lopez sandalsTaking a dip in the pool, Vanessa Moody wears Eres swimsuitTaking a dip in the pool, Vanessa Moody wears Eres swimsuitVanessa Moody poses in red Nina Ricci dressVanessa Moody poses in red Nina Ricci dressPosing outdoors, Vanessa Moody wears Alessandra Rich belted dress and Aquazzura sandalsPosing outdoors, Vanessa Moody wears Alessandra Rich belted dress and Aquazzura sandalsVanessa Moody takes a dip in Calzedonia swimsuitVanessa Moody takes a dip in Calzedonia swimsuit

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6 WHITE DENIM LOOKS FROM J. CREW

Fashion

J. Crew Polka-Dot Cold-Shoulder Top, Vintage Crop Jean in Destroyed White, Metallic Lace-Up Sandals and Gathered Carnation EarringsJ. Crew Polka-Dot Cold-Shoulder Top, Vintage Crop Jean in Destroyed White, Metallic Lace-Up Sandals and Gathered Carnation Earrings

J. Crew focuses on the spring season’s trend of white denim with a recent style guide. Model Andreea Diaconu appears in the fashion shoot wearing a selection including cropped jeans, fitted jackets and frayed mini skirt. Paired with tailored blazers, off-the-shoulder blouses and casual t-shirts, get ready to wear denim from J. Crew.

J. CREW: WHITE DENIM – 2 WAYS

J. Crew Regent Blazer in Linen, Silk Scarf in Polka Dot and Stripe, Vintage Crop Jean in Destroyed White and Tretorn Canvas T56 SneakersJ. Crew Regent Blazer in Linen, Silk Scarf in Polka Dot and Stripe, Vintage Crop Jean in Destroyed White and Tretorn Canvas T56 SneakersJ. Crew Denim Jacket in White, On Island Time T-Shirt, Ruffle Wrap Skirt in Cotton Poplin, Beaded Rumba Earrings and High-Heel Ankle-Strap SandalsJ. Crew Denim Jacket in White, On Island Time T-Shirt, Ruffle Wrap Skirt in Cotton Poplin, Beaded Rumba Earrings and High-Heel Ankle-Strap SandalsJ. Crew Panama Hat, Denim Jacket in White, Wallace & Barnes Makin Island Garment-Dyed Chino Shirt, 3” Stretch Chino Short and Lottie Glitter SandalsJ. Crew Panama Hat, Denim Jacket in White, Wallace & Barnes Makin Island Garment-Dyed Chino Shirt, 3” Stretch Chino Short and Lottie Glitter SandalsThomas Mason for J. Crew Off-the-Shoulder Striped Top. J. Crew White Denim Skirt with Raw Hem, Leather-Backed Sequin Petal Earrings and Leopard Slide SandalsThomas Mason for J. Crew Off-the-Shoulder Striped Top. J. Crew White Denim Skirt with Raw Hem, Leather-Backed Sequin Petal Earrings and Leopard Slide SandalsJ. Crew Sam Sunglasses, Striped Utility Jacket, Stretch Perfect Shirt in Classic Stripe, White Denim Skirt with Raw Hem, SeaVees for J. Crew Legend Sneakers in SatinJ. Crew Sam Sunglasses, Striped Utility Jacket, Stretch Perfect Shirt in Classic Stripe, White Denim Skirt with Raw Hem and SeaVees for J. Crew Legend Sneakers in Satin

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Sofia Richie Tommy Jeans Spring Ad Campaign

Fashion

Sofia Richie Spring ad Campaign Sofia Richie Tommy Jeans Spring ad Campaign

Sofia Richie posing alongside Anwar Hadid and Lucky Blue Smith spring campaign for 2017 from Hilfiger Denim. Capsule collection of Tommy Jeans feature a design inspired by 90s ranging from basketball mesh tee up torn denim jeans and a pastel-colored. “Lucky Blue Smith, Anwar Hadid and Sofia Richie represent the spirit of the rebel campaign and rebelled, and give a touch a new denim collection.” Sofia Richie Tommy Jeans Spring ad Campaign photographed in Los Angeles by Bryant Eslava.

Sofia Richie Tommy Jeans Spring ad Campaign Sofia Richie Tommy Jeans Spring ad CampaignSofia Richie Anwar Hadid and Lucky Blue Smith Sofia Richie Tommy Jeans Spring ad Campaign

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