Successful branding for an entry into Stockholm's celebrated contemporary fashion retail market will require a strong identity which differentiates itself from competitors while still demonstrating a shared point of view.
A careful edit of product will ensure that WHISTLES stands out from the crowd and maximises it's potential. While many local competitors embrace a simple, paired down approach to high quality and design, few do so with a product as fashion forward as WHISTLES. The clean lines, strong sillouettes and modern detailing set WHISTLES apart from the relaxed aesthetic of contemporary brands such as Hope and Fillipa K. This distinction should be recognised and marketed to consumers. By editing the buy to showcase it's more directional product like WHISTLES Limited Edition range, the Stockholm store could act as a high profile fashion flagship for the brand, securing excellent product positioning and elevating it's profile.
By then marketing the product as full and cohesive collection sold by skilled stylists who not only act as brand ambassadors but also focus on customer service and embrace brand identity, WHISTLES can offer clients a shopping experience which stands out from the high concentration of local contemporary and multi-brand designer concept stores.
A relationship with a carefully selected local platform such as Acne or Style by Kling would further this directional image and support the WHISTLES expansion into the Stockholm's cutting edge fashion scene as an interesting and relevant competitor.
