The role of store image in the re-branding of Selfridges
2012
Introduction and core concepts
This chapter considers the independent fashion retailer Selfridges & Co. and
how it developed a new branding strategy for a changing consumer market.
Selfridges & Co. are a high quality fashion retailer catering for the upper end
of the market. Together with Harrods department store, which is also based in
the fashionable part of London, these two stores may be considered icons of
British retailing. The following sections track the progress of Selfridges from its
beginnings in 1909 to the start of the expansion programme in 1999. Today, the
product range the store focuses on consists mainly of fashion branded goods.
As these brands are available in their competitor stores, Selfridges had to create
a point of difference in order to secure a profitable market position. We explain
how Selfridges created that difference to compete in the market using three
main areas of their strategy: buying strategy, customer service and creative
services. A fourth and additional factor, store image, emerges as a vital part of
the company’s strategy in its attempt to realign the Selfridges brand.
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