Brand values in a globalised retail marketplace

摘要

Touch down in any major world city these days and there will be many recognisable brands. Whether it is Starbucks, Nike, Adidas, Zara or Louis Vuitton, the chances are that each will have retail representation. Brands are increasingly global and consumers expect a measure of retail familiarity wherever they happen to be. That said, some cities are more important than others and London is currently a destination of choice for any brand that harbours global aspirations.