The 7 P’s of Promotion

• Product

• Price

• Place

• Promotion

• People

• Process

• Physical evidence

Store Placements

Next I headed to the home of Madame De Pompadour’s home, the mistress of Louis XIV; now home to the Wallace Collection which is a house which burst of Paris, from the huge staircase to the ‘Gold Room’, it not only developed my understanding of Vivienne Westwood’s inspirations for a lot of her designs, but it made me incredibly excited for Paris; which was exactly one month on Sunday! Around the Wallace exhibition is home to a lot of wealthy Londoners, which suits the exhibition perfectly. 

Walking back along Oxford Street, we now walked the entire street of Bond Street; both old and new. This was one of the main sections of the whole day which really stood out to be, and made an impact on my understanding of the placement within the fashion clustering. Old Bond Street is full of luxury fashion houses, such as Tiffany, Chanel, Dior and Louis Vuitton. Like Balenciaga, Louis Vuitton has tried to create a unique experience for the customers, and another unique selling point to the brand. This store has been redesigned to feel like you, as the consumer, are inside a jewellery box! This strange idea, is actually incredibly effective, as the tall ceilings and the sectioned store allows the store to have something extra in comparison. However, there is one more important factor which I noticed about Bond Street, There is a large Chanel store opposite to Vuitton, however, there is now a Dior being built right next door to Chanel; this push of competitiveness is key to keeping up to date with what the other is planning, and will help both to develop and continue to cluster together to re-enforce their position amongst rivals.

Positioning between DIOR and CHANEL

The positioning between Dior and Chanel shops, boutiques, perfume and cosmetic stores in Central London. This is vital to understanding both companies and the competitive market which they face. The placements are to re-enforce the Couture element of both brands; and having them so close can cause a lot of friction, but it also allows both to become the better brand as they’re so close to the competition, they’re able to work side by side to push one another, as well as uniquely improve and challenge not only the other brand, but the customers choice.