How London Department Store Liberty Is Reinventing Itself and Expanding into the US Market

The pandemic has accelerated the demise of many luxury names — including Neiman Marcus, which filed for bankruptcy last month. However, London’s historic Liberty department store has risen to the challenging circumstances. The team has used the enforced hiatus of lockdown to reinvent itself as a more commercially viable proposition to move forward into a post pandemic future. In advance of the U.K.’s physical retail reopening for business on Monday, the heritage store has announced the launch of a new-look branding and logo concept, reimagined digital platform complete with dedicated shopping experience for U.S. customers and continued structural restoration. Liberty store front. CREDIT: Liberty The London landmark, originally built from the timbers of two ancient battleships, looked to its archive to inspire its updated identity. The retailer worked with design studio Pentagram, and new logo features the original typeface used in the historic sign that has swung above the store’s Great Marlborough Street entrance since it was established in 1925. The new website, which launches today, will be the first place to display the new branding. The debut also sets out its U.S. expansion with a dedicated experience for American customers in addition to enhanced treatment of delivery, duties and payments for all other markets.

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