As every retailer is looking for levers to generate traffic amid fierce competition of new pure players selling directly to customers and advertising on social media, ultra-localised fashion is gaining momentum as an unprecedented phenomenon. Poland’s fashion retailer LPP (sales of €630 million in 2016), which opened its first British boutique under the Reserved brand (covering 3,200 sq.m GLA on Oxford Street, London) will be offering a collection specially designed for the U.K.
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