Luke1977

I have been watching the increased success of Luke1977 for some years now as far as the brand image, designs and products but what about their business in respect to their sales outlets? If you see standalone stores popping up then the brand feels it's brand, and range are strong enough - and well known enough - with a loyal following of customers to have a Luke shop. This has been the downfall of labels in the past and can make or break a brand. Opening a store moves swiftly away from the art which is seen in the design of the clothes to a science, it's all formulas, calculations, costings and square feet when it comes to making the retail side of a label such as Luke 1977 work. Rails and shelves are positioned at an average high for customers eye level. Each square foot of retail spaces has to pay it's way and the window has to invite people into the shop. Sales staff are trained in closing the deal on the sale of a shirt and how to provide a great experience for the customer so they return again.

In 2009 Luke - who were started by Luke Roper who is from Wallsal but did most of his work in and around Birmingham and the midlands - opened their first standalone store in Bristol. A long glass fronted shop in a smart part of town, broadmead, Bristol created a big impact. Large branding and comments on the opening day from customers about the easy layout of the store backs up the earlier points in this blog. The second store was opened at the beginning of 2010 in Cardiff at the st Davids shopping center. The latest was opened in the Arndale center in the center of Manchester. Not only are each of these stores equally impressive but the speed at which they are opening is increasing. Already there is talk of a massive store opening in the center of Birmingham: the home of Luke 1977 as many see it.

With each of these openings comes the party! I can tell you this from experience; on the 4th of November 2010 I went to the launch party of the Manchester store. The red carpet was out with a guest list only entry. The pay desk was set up as a bar with staff serving drinks. The store was laid out with all the latest AW10 stock for all to see. The windows had live models wearing Luke. There were celebrities from football teams such as Tim Howard from Everton and members of the Shameless cast. After the opening of the store there was an after party at deansgate locks which went on into the night.

The business side of Luke 1977 must be good: the brand is increasing it's presence on the street which is the main factor in success. You can have a wonderful product and be as exclusive as you want but if you don't sell enough clothes you won't be able to do what Luke are doing. It's impressive alright and it will be interesting to see how they move on with Birmingham.

Bristol

Cardiff 2010

Manchester 2010