For example, the SW3 jean is designed to reflect the classic quality of the King’s Road in Chelsea, while the skinny, rock chic cut of the NW1 is created to capture the bohemian vibe of the Primrose Hill set.
Historically, people have dressed to reflect their culture, social set and environment. However, the names of these jeans highlight how strongly people currently identify a certain style with specific locations. So while some people dress to fit in with the mood and look of their area, I know others, including a colleague of mine who lives in a tracksuit-loving area, who actively resist it.
I wonder what impact these ideas of localised style have on the buying process at independent retailers? Buyers – are you focused on catering to how your local customers dress? Or do you try to direct their style into new areas? Please get in touch and let us know.