Oxford Street is undergoing a brand “transformation” to encourage retail growth and investment.
The new brand identity, “Ox St.” and strapline “It all starts here” will appear across all marketing for Oxford Street from September, including a “refreshed” website.
The first campaign sporting the new identity will take place during London Fashion Week this September.
The revamp was spearheaded by New West End Company, which represents over 600 retailers in London’s West End, and is part of a £25m five year plan to maintain a “world class shopping environment”.
The positioning will be the “backbone” of the retail strategy for East Oxford Street. Property consultant David Kenningham has been tasked by New West End Company to attract brands from the US to the area, with the aim of having “all properties occupied” ahead of the arrival of Crossrail in 2018.
Richard Dickinson, chief executive of New West End Company said: “More retail brands begin their European expansion here- American Apparel and Urban Outfitters for example - and 79% of shoppers told us that visiting Oxford Street was a part of the London experience. As our new strapline says – it all start here.”