Contents | Executive Summary

RETAIL STRATEGY

THE VISION

  • To establish Regent Street as a significant and distinct quality retail destination comprising approximately 2 million sq ft of the West End by way of innovative marketing, strong branding and quality control.
  • To establish and maintain research led, customer focused management and letting policies.
  • To provide accommodation and occupier/consumer services identified through comprehensive market research.
  • To establish a potent and co-ordinated marketing programme.
  • To achieve above average growth in all the key success measures from consumer behaviour to property values and monitor year on year.

THE STRATEGY

THE PRODUCT – Build the image of Regent Street as a world class, quality retail destination by:

  • Focusing the retail mix around the existing and new quality British and international flagship anchor stores which are distinctive within the West End retail market.
  • Providing a supportive environment for the flagship anchor stores through asset management and development consistent with The Crown Estate’s financial targets.
  • Developing an anchor-centric merchandising strategy of strong quality retailer clusters which complement the anchor stores and are distinctive within the West End. All retailers will be expected to exhibit appropriate merchandising characteristics that complement the Regent Street brand of "Quality, Heritage, Style and Success" and to provide their national flagship branch within Regent Street.
  • Evolving appropriate merchandising characteristics to Regent Street’s junctions with Oxford Circus, Piccadilly Circus and within Regent Street North.
  • Strengthening the retail attractions to local workers and shoppers.

MARKETING – Maintain and evolve Regent Street’s distinctive identity through:

  • Continuing to build a strong research based Regent Street marketing platform.
  • Building and sustaining a targeted marketing campaign to secure appropriate quality national and international retailers.
  • Focusing the consumer marketing strategy to optimise the widest spectrum of appeal from local shoppers to national/international visitors.
  • The continuing development and promotion of a strong Regent Street brand.
  • Effective working relationships with intermediate landlords.
  • Maintaining a comprehensive programme of communication and co-operation with all key stakeholders in the West End retail market.

MANAGEMENT - Deliver through its management and letting agent:

  • A quality, research led, customer focused service to support retailers and consumers and deliver the brand vision.
  • The development of challenging, quality bencharks for the delivery of key services which contribute Regent Street’s points of difference as a retail location.
  • Flexible and commercial leases and leasing negotiations in support of the tenant mix objectives and a customer focused behaviour programme. Support for the Lease Code of Practice.
  • The maintenance of practical guidelines for design, works and shopfront protocols, balancing stewardship and heritage with modern trading requirements.
  • Supporting the Regent Street Association as a tenant forum and developing partnerships with other key stakeholders to support The Crown Estate’s strategic objectives to enhance the shopping experience in the West End.

16.06.03