• The Reserved store in London generated over £10 m of revenue, selling more than 700,000 pieces of clothing during the year.
• On average, customers purchased 54,000 products in the store every month.
• One year after its debut on Oxford Street, LPP established cooperation with Vogue magazine. This is yet another step towards building global recognition of the Reserved brand.
– In order to expand into different areas of the world, we need to make foreign customers, who visit the most important shopping streets of Europe, aware of our brand in the first place. For us, London is one of these significant locations. The results achieved during the first year of opening the store in the capital city of the United Kingdom are in line with our expectations. In places like Oxford Street, the competition is fierce, and it is difficult to instantly achieve spectacular results. We wanted the Reserved brand to be noticed and we have certainly accomplished that. Last year’s debut was a breakthrough moment that has allowed us to be much bolder when choosing new locations for our stores – Przemysław Lutkiewicz, Vice President of the LPP Board.
Since its opening in the autumn of 2017 to the end of September this year, the store generated over £10 m of income. At the same time, the Gdańsk-based manufacturer has launched an online store for its flagship brand on the British market. – Thanks to our presence on Oxford Street, we get an insight into the preferences of international customers. During the course of this year, online sales were another important source of knowledge about customer experiences and expectations. In comparison to other markets, this one exhibits a higher interest in premium lines, as well as capsule collections – Przemysław Lutkiewicz Vice President of the LPP Board.
The debut of Reserved on one of the most important shopping streets in Europe attracted crowds of customers. A year after this event, the Polish company’s premier store in Britain still continues to arouse interest among Oxford Street shoppers. One of the reasons for that is the launch of its latest collection, co-created with the British editors of Vogue magazine.
– It is not enough for a brand to simply appear on such a demanding market to attract the customers’ attention. Yet, we have been noticed by customers from the very first step, due to the grand opening with Kate Moss, as well as the spring campaign with Cindy Crawford. A whole year of hard work on making our brand more recognisable on the British market is behind us. We have set the bar very high and we are doing our best to maintain this level of quality. We like new challenges and as such, 2018, our first year on Oxford Street will culminate in a joint collection with Vogue magazine, a source of inspiration for our customers around the world – Monika Kapłan, Reserved Marketing Director.
In recent months, the editors of Vogue have been working on our unique New Year collection – ‘Curated by British Vogue’ – together with designers from the Reserved studio in Warsaw. The collection was launched on 6th December this year, and it is available in selected brand stores, as well as the online store. The project itself met with great interest even before its launch, including in places outside the UK and Poland. This was made possible thanks to a wide-ranging marketing campaign carried out in both traditional media as well as online, and also thanks to promotional events advertising the collection, that were organised in Warsaw, London and Hamburg.
One of the key elements of the strategy to increase the recognition of the Reserved brand is international campaigns with the participation of well-known personalities from the world of fashion and art. In the autumn and winter seasons, a Polish/French duo, consisting of the Polish actress Joanna Kulig and the French influencer and model Jeanne Damas, have become the faces of our collection. The ‘I Can Boogie’ campaign and its dancing mood have also appeared in London – the Reserved store has attracted the attention of many Oxford Street shoppers thanks to its original combination of art and fashion. Instead of the usual static mannequins, a dynamic composition referring to the aesthetics of the collection and the themes of the campaign has been created.
Building a recognisable brand is vital, but the appropriate arrangement of the space within the store is equally important. The Oxford Street store exceeds 3,000 sq. metres. The entire display is located on one floor, and thanks to the ‘Open to Public’ concept of Reserved stores, everything is in the line of sight, as well as in reach of the customer. Considering the expectations of customers, such a store is a ‘must have’, not only in Western Europe but in all key locations, such as the Złote Tarasy shopping centre in Warsaw. The sales network of all LPP brands, as of today, includes more than 1,700 stores. The one located on Oxford Street has proven to be the best place to test new concepts. – The solutions that work in intercultural and vibrant cities such as London, tells us how we should change and what would be worth implementing in our stores, both when it comes to Reserved, as well all other LPP brand stores in the world – Przemysław Lutkiewicz, Vice President of the LPP Board.
Today, the flagship brand of LPP – Reserved – is present in 23 countries. In 2019, the Polish company will expand into Bosnia and Herzegovina, as well as Finland. During the next year, LPP also plans to make its collection available through the Internet to customers from all European Union member states.
LPP SA is one of the fastest growing clothing companies in the region of Central and Eastern Europe. For over 25 years, the Company has consistently carried out its operations in Poland and abroad, being successful on the demanding clothing market. LPP SA manages five fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has a chain of 1,700 stores with the total area of over 1 million sq.m. and operates online stores in 11 European countries. LPP employs over 25 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. LPP SA is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.