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Fashion Brands, 3rd Edition by Mark Tungate

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05

The store is the star

Customers today expect shopping to be a brand experience.

In London’s New Bond Street, on a chilly November afternoon, the Asprey store is dressed for Christmas. Thousands of fairy-lights twinkle enticingly around its windows, and in the central atrium a splendid Christmas tree (could it actually be in British Racing Green?) soars almost to the ceiling. But there is nothing tacky about the festive décor because, along with the aromas of pine and scented candles, Asprey exudes class.

‘Good afternoon sir, can I help you?’ enquires a smartly suited doorman, seconds after I’ve stepped into the fragrant trap. I reply that I am just browsing, thank you, and he discreetly retires with a faint sketch of a bow, as if he is my ...

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