Primark concession in Selfridges!
Holy cow, whatever next – Pound Stretcher in Harrods? At least that was my first thought… but actually this is not the first time Selfridges have put High Street next to Luxury or Topshop next to Burberry.
I have to say in my opinion it’s actually both brave and very clever; with the caveat that it will work if Selfridges exercise an element of control over stock choices.
The initial roll-out is no where near London (interesting choice) but Birmingham (Bullring – image above) today and Manchester mid November – I have yet to receive feedback from any ex-colleagues at Burberry or contacts at Paul Smith about their impressions (I say this because Selfridges have limited it to just menswear initially and with a starting price point of £2.50…). And how will it work in the window display… visual merchandising with Jeans at £10 and Jacket at £675?
What do you think, is this good for business?
Is this good for Selfridges brand association?