Knowing your market, where your customer hangs out and more importantly is likely to shop, is never more important than now. French designer Vanessa Seward opening in the village environment of London’s Notting Hill shows the savvy brand understands this.
This will be just the fifth global standalone store for the business, which was founded in 2014 by its eponymous designer. It follows three openings in Paris and an outpost in Los Angeles. London seemed the most obvious next hotspot for this designer who has plans for one more store in the city in the next three years if trading meets expectations.
Seward dresses a certain type of woman. The customer is not a trend follower or a trendsetter but a woman looking for stylish pieces with longevity. Her famous patrons include former French first lady Carla Bruni, US model Karlie Kloss and have been joined most recently by the Duchess of Cambridge who late last year was spotted wearing a Seward floral dress from autumn’s collection on an official visit, a fillip the soon to open in the UK designer.
The Ledbury Road store sticks closely to the store design imposed by the brand’s French store architects Laurent Deroo. This means a signature midnight blue, marble and dark wood interior that oozes style yet still remains informal in nature, as befits the relatively boutique size of the stores.