London offers the best deals for European shoppers as the pound dives against the Euro, according to department store Selfridges.
Research commissioned by Selfridges showed that shoppers from the Euro zone can save more than 20% by shopping in London over Paris or Milan, because the pound has fallen to an all-time low against the Euro.
The research, conducted in Paris and Milan and in Selfridges London by the European School of Management, showed that prices were lower in London.
The price of 80 womenswear and menswear items including footwear, handbags, separates, coats in stores in Milan and Paris were compared with prices of the same items in Selfridges.
On average products in Selfridges were 10% per cent cheaper than those in Paris and Italy, with some items as much as 19% less.
In Paris, D&G's Lily bag worked out at £863 but it is £695 in Selfridges.
Around 65% of the products were cheaper in Selfridges than in the European test stores which included Galeries Lafayette in Paris and La Rinascente in Milan. The research also included specialist fashion stores and smaller own-brand boutiques both in Paris and Milan.
New West End Company chief executive Richard Dickinson says: "We expect to see 10 million overseas shoppers come into the West End during the festive weeks to snap up the Christmas bargains."
Dickenson added: "The West End has already seen a significant increase in the average spend from Europeans but also growing markets such as the United Arab Emirates whose spend has increased by 83% - they are all looking to buy their favourite brands at the best possible prices."