‘Cool Britannia’ Lures International Shoppers To UK High Streets

July 18, 2011 - PRLog -- Ten weeks since the Royal Wedding, Global Blue can confirm the positive effects of ‘Cool Britannia’ on the UK economy as foreign shoppers ‘discover’ the UK High Street.

The tourism and spending experts have today reported a significant 38% rise in international shoppers to the UK during the month of June and evidence shows that now more than ever, these shoppers are buying into iconic British High Street brands such as Hackett, Hobbs, Topshop, Ted Baker and Dune in a bid to acquire a slice of British identity. Compared to this last year, Global Blue have witnessed a continual increase in transactions and sales in stores across all nationalities.


Global Blue forecasts that as a result of this trend, month on month sales in Q3 and Q4, including Christmas 2011 will be up 25% on the same period during 2010. In order to benefit from the effects of ‘Cool Britannia’, retailers are increasingly looking to integrate quintessential British elements into their merchandise and marketing strategy.

Nigel Dasler, Vice President UK of Global Blue, which manages in excess of 38,000 shopper transactions each day across 40 markets, says, “With an average monthly international spend increase of 60% since the Royal wedding and an increased international interest in London, host city of 2012 Olympic games, British High Street brands now have an unprecedented opportunity to maximise their marketing to increase their international sales market share. International shoppers are currently attracted by quintessentially British brands, and there is an opportunity for retailers to capitalise on their enthusiasm for British products.”

Ellie Hawkes, Marketing Manager of Hobbs says, “Hobbs have observed an influx of female international shoppers, particularly from Russia. We are embracing this discovery of the UK High Street and of the contemporary British look that Hobbs is renowned for. Having launched our first store in London back in 1981, it is great to see that the appeal of our brand in coinciding with a revived interest in all things British.”





Nationalities Shopping Grid
   Country   Why are they here?   What are they buying?
1   China   Visiting children studying in the UK and love sales   Essentially British brands
2   Middle East   Ramadan         Established names and big brands
3   Russian Federation   Family holidays   Affordable High Street fashion
4   India   One of the emerging BRIC nations   British heritage products
5   Nigeria   Key shopping period   Men’s shirts and women’s accessories
6   United States   Most regular international visitors   Value for money
7   Malaysia   School holidays   Latest designer clothes and accessories
8   Thailand   Lured by the UK sales season   Attracted to words including ‘royal’
9   Hong Kong   VAT reclaim is a real attraction   British names
10   Singapore   School holidays   UK branded goods and accessories,

Jace Tyrrell, New West End Company, which represents 600 retailers in London’s West End says, “As London’s top shopping destination, the West End has noticed a notable surge in footfall and spend from international shoppers on the High Street. June saw a continued interest in British brands, particularly from Middle Eastern shoppers who are heading to London’s West End in their droves ahead of Ramadan, this year in August.”

Simon Fowler, Managing Director John Lewis Oxford Street said: "International shoppers, particularly those from the Kuwait, Nigeria and Russia are seeking out UK retail brands that rank highly amongst local British shoppers.  John Lewis Oxford Street, with a Royal Warrant to the Queen and nearly 150 years of history as a landmark London retailer, has really benefitted from this trend to shop where the locals shop, and we have capitalised on this interest further by celebrating our British heritage product assortments which are significant amongst our 350,000 product ranges.”





Mary Homer, Managing Director of Topshop says, "With a rich heritage in street culture, Topshop is a cultural icon and has become synonymous with British fashion offering up-to-the-minute affordable style and encouraging our customer to create their own individual look. Our Oxford Circus flagship is considered to be the world's largest fashion store and we're embracing the surge of interest from international shoppers across all of our stores particularly from the Middle East and America. We have found our most trend-led and statement pieces across dresses, jackets, shoes and accessories to be very popular with these customers."

Rachel Slaney, Head of Marketing for The Dune Group says, “The Dune Group have observed a notable increased interest in international shoppers from the Middle East and our embellished strappy sandals, both heeled and flat, are proving popular with this market.”

Georgia Farey, PR Manager for Hackett says, “Hackett is renowned for providing men with a quintessentially British sense of style. Our stores have seen a notable increase in male international shoppers, particularly from Japan. Currently our tailored suits and jackets are popular choices with them. Such interest endorses our worldwide reputation for quality, luxury designer clothing and we are delighted to see our vision adopted by an international audience who appear to have ‘discovered’ the High Street.”

Sophie Flinder, Retail Marketing Liaison, Ted Baker, “In the last year Ted Baker has seen a surge in spend from its customers from the Russian Federation. Their spend at Ted Baker has nearly doubled between July 2010 and June 2011, a healthy 21% above market average. We have found a vast majority of this activity is in our central London stores, where tourism and shopping go hand in hand. Russian spend, along with other international customer bases such as Australia, China and Kuwait, bode well for Ted's international expansion.”



-Ends-

For further information and interviews with Nigel Dasler – please contact

Fiona McKenzie or Katie Blake at Rain Communications

Fiona McKenzie – 0207 828 0118 or fiona.mckenzie@raincommunications.com
Katie Blake – 0207 828 0118 or katie.blake@raincommunications.com



About Global Blue
Global Blue is a financial services company that makes retail transactions between merchants and their foreign customers, easier and more rewarding for everyone. Having introduced the concept of Tax Free Shopping thirty years ago, Global Blue now offers a wide range of services that help consumers shop and spend wisely when they are in foreign countries, and merchants and banks increase their revenues from the lucrative traveller market.

Global Blue works with over 270,000 of the world’s favourite retailers, shopping brands and hotels in over 40 countries and serves in excess of 38,000 travellers each and every day. The company’s ambition is to become the beacon for international shopping and spending across the globe.

Global Blue’s headquarters are in Nyon, close to Geneva, Switzerland. More information about Global Blue is available at www.global-blue.com