Integration

Partnerships with successful local retailers would help to smooth WHISTLES International transition into the American marketplace, ideally providing support and promotion between both venues. It would increase exposure, encourage cross selling and brand recognition to help reduce pressure and cost. The most effective strategy would be a concession relationship with a carefully chosen department store in addition to a popular online retailer.

Bloomingdales is a well-known upscale American department store associated with the top fashion destinations in America. Founded over 150 years ago in New York City, Bloomingdales still only operates from 40 different locations in the world giving it an edge of exclusivity and specialness over highly saturated competitors such as Nordstroms and Macy's. Bloomingdales is known for it's emphasis on contemporary style and focus on fresh, intelligent products and designs. They've recently launched a very successful line of scaled down, super chic Bloomingdales Soho concept stores named after the famous fashion destination which stock many up and coming contemporary lines such as Maje, Kitsune, the Kooples and Elizabeth and James.

Bloomingdales' well-established credibility, massive American client base and emphasis on intelligent, contemporary brands make it an excellent choice for possible WHISTLES concession partnership.

Shopbop.com is the contemporary online boutique for the intelligent, fashion-forward American shopper. With an unbelievable, ever-changing stocklist and an amazing reputation for edit, style advice and customer service, shopbop.com could provide fantastic exposure to American (and further International) customers. Though their selection of local competitors such as Vince and Theory is already strong, the representation from International brands in this niche is minimal, giving WHISTLES a clear competitive edge to attract new customers after the fresh, unique style of contemporary British fashion.