Clever branding will be essential to a successful expansion into the American market. Only so much can be done at a shop level, as new brands need to create hype and excitement about their product before even opening their doors.
For WHISTLES to reach it's full potential in the American market, it would do best to position itself amongst other upper, mid level contemporary fashion brands such as Tibi, Theory and Vince. Each of these lines offers it's own unique take on high design product at an accessible price and appeals to a similar demographic. Choosing a shop location in the same area will not only position WHISTLES next to them physically, but also make an association in customer's minds to expect a similar quality and price. A relationship with Bloomingdales and Shopbop, two of the strongest contemporary fashion destinations in the market, with reaffirm this. The product offer at each location will need to be carefully edited to account for variations in demographic, competitors and image. While the boutique will want to play up it's unique British style to set itself apart in the market, the product offer to wholesalers would need to be specifically selected so as not to compete with the boutique and also keep host companies happy.
Lastly, WHISTLES woud do well to take advantage of the American social media. Programs such as Facebook, Twitter and Instagram have revolutionised the way modern customers interact with and form opinions about a brand. Much of the client's relationship with current fashion now occurs remotely via mobile phones and the internet. Reaching out to clients on these platforms (introducing new items, advertising events, etc) would greatly increase WHISTLES chances of success.
