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Edikted is the new kid in town, having opened on Carnaby Street earlier this year.<\/p>\n
The new flagship spans 4,800 square feet and offers a range of street-style and runway inspired womenswear and accessories.<\/p>\n
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.<\/p>\n
Sunata explains that they received an \u201coverwhelming\u201d 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.<\/p>\n
The brand picked Carnaby Street as its location due to its prestige and cultural relevance.<\/p>\n
Sunata says: \u201cThe 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\u2019 understanding of the brand and the world we are creating.\u201d<\/p>\n
She believes that marketing is an \u201cessential\u201d tool to build the retailers presence within the UK market.<\/p>\n
Its audience is primarily Gen Z, who are \u201chighly engaged online\u201d which means the brand needs to meet them in the spaces they are already using.<\/p>\n
However, even with advanced algorithms, the retailer still has to market in a way that reaches customers and \u201cgets her to stop and engage with content\u201d. 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.<\/p>\n
And, it is much the same for Shaftesbury Capital. Riccomini explains that Carnaby Street and its wider Soho portfolio is focused on giving visitors \u201csomething they can\u2019t find elsewhere\u201d.<\/p>\n
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 \u201cexclusivity\u201d and its online following means it has the brand recognition to generate \u201creal buzz\u201d.<\/p>\n
Sunata explains: \u201cEvery market is completely unique and customers in each market consume and engage with content differently, have localised trends, references and cultural nuances.<\/p>\n
\u201cCustomers 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.\u201d<\/p>\n
Riccomini\u00a0adds: \u201cEdikted 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.<\/p>\n
\u201cOffering something distinctive is essential for long-term success. Importantly, it strengthens Carnaby Street\u2019s appeal to a younger, digitally engaged audience that already knows and connects with the brand through social media.\u201d<\/p>\n
Sunata adds: \u201cOur 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.\u201d<\/p>\n
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 \u201crelatable and aspirational\u201d.<\/p>\n
She says: \u201cOur campaigns are meant to create scenes that our consumer could see herself and her friends in.\u201d<\/p>\n
For Shaftesbury Capital, selecting the right brands is a nuanced process as it shapes the \u201ccharacter of the destination\u201d. It is important that each one complements the existing line-up \u201cseamlessly\u201d and the company makes sure to continuously assess category performance and shopper demand to ensure its offering remains relevant and complementary.<\/p>\n
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.<\/p>\n
She says: \u201cLocations like Carnaby Street act as a strong global platform for these brands, enabling them to translate their online presence into physical retail effectively.<\/p>\n
\u201cWe 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.\u201d<\/p>\n
The firm also tends to avoid oversaturating any one category.<\/p>\n
It\u2019s store openings are a key moment for the property investment firm, so it is essential that they maximise virtual and in person engagement.<\/p>\n
She says: \u201cThe most successful openings create anticipation online and then deliver a genuinely memorable physical experience.\u201d<\/p>\n
The focus was to build momentum on social media ahead of Edikted\u2019s launch. This approach worked out well for them as the store had \u201cstrong queues\u201d on launch day.<\/p>\n
She adds that their social media strategy is relevant to all their openings, particularly on Carnaby Street, commenting: \u201cUltimately, it\u2019s 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.\u201d<\/p>\n
\u201cCarnaby Street is recognised globally as an iconic destination. That said, in today\u2019s market, reputation alone isn\u2019t 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.\u201d<\/p>\n
According to Riccomini, for Carnaby to keep its status as an \u201ciconic shopping destination\u201d, it needs to celebrate the areas creativity and cultural relevance by curating \u201ciconic moments\u201d and staying on top of emerging trends.<\/p>\n
She notes: \u201cBy capitalising on these moments, we keep the story evolving and ensure the destination remains front of mind.\u201d<\/p>\n
Marketing a destination such as Carnaby Street is all about \u201cstriking the right balance\u201d.<\/p>\n
\u201cIt 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.\u201d<\/p>\n
Strategic storytelling through brand partnerships and activations has also proven effective for Shaftesbury Capital when it comes to marketing the destination.<\/p>\n
She says: \u201cCreating authentic, experience-led narratives allows us to connect with today\u2019s consumer in a more meaningful way, engaging our existing audience while continuing to attract new ones, and ensuring Carnaby Street remains relevant and unique.\u201d<\/p>\n
The firm also wants to maintain its momentum by expanding its offering to keep the destination exciting for consumers.<\/p>\n
Its goal is to \u201ccurate a strong mix of brands\u201d 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.<\/p>\n
The company aims to make use of its flexible space for pop-ups and activations to maximise customer engagement and draw in new audiences.<\/p>\n
One pop-up Shaftesbury Capital have helped launched is PleasingLand for Harry Styles\u2019 Pleasing brand. Riccomini explains that this experience reflects its approach perfect, combining a globally recognised name with a physical retail experience.<\/p>\n
Another example is the firm\u2019s Oasis Pop-up which \u201cdemonstrates how retail knits into broader cultural moments across the national landscape.\u201d<\/p>\n
She comments: \u201cThese activations allow us to test concepts, attract new audiences and continually refresh the destination.\u201d<\/p>\n
\u201cBy 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.\u201d<\/p>\n
Sunata says: \u201cOur biggest opportunity is in continuing to widen and strengthen our community and create meaningful experiences for our customers, both online and in-person.<\/p>\n
\u201cOur 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\u2019s through a brand campaign, a community event or a physical store.\u201d<\/p>\n