Walpole launches campaign to create ‘virtual Bond Street’

Trade body for the British luxury industry, Walpole has launched a campaign in which it will work collaboratively with more than 250 of its luxury members to establish a ‘virtual Bond Street.’

The trade body has taken this step to help high-end brands increase online sales amid the Coronavirus outbreak in the UK.

The campaign promotes luxury retailer’s online stores across its platforms, as well as providing an online directory of members’ virtual shops on its website and Instagram, it will also be showcasing brand activities on its digital newsletter.

Walpole said in a document: “By working together, we will have a bigger platform to cut through the uncertainty, with the message being: you may not be able to get to the shops, but you can still support your favourite brands online,”

Walpole has also dedicated a hashtag, #BuyOnlineLuxury for its members and brands to use on social media stories, which can be shared via Instagram Highlights.

To take part, retailers are being asked to send a variety of images, information on any special offers they are currently featuring such as free delivery, and key messages.

High-end retailers such as Harrods, Selfridges, Gieves & Hawkes, Dunhill, Fortnum & Mason, Smythson, BurberryNet-A-Porter and Estee Lauder are some of its members.

Fashion retailers and brands worldwide facing temporary closures due to the global health are rapidly seeking new ways of operating and engaging with customers. As a result, a number of fashion businesses are adopting digital and virtual solutions including the Fondazione Prada in Milan, which revealed it will be welcoming the public into its institution digitally.