The New West End Company is launching the London Luxury campaign to attract wealthy, overseas shoppers — and push those shoppers away from other stylish metropolises like New York, Paris, Tokyo and Milan.

Marketing luxury fashion brands can be cutthroat; in the midst of recovering from economic lag and eager to make a mark on emerging luxury markets, English brands have decided to come together — at least for the time being.

The New West End Company is focusing on highlighting the shopping and luxury experiences found in London’s West End and on Bond Street, Oxford Street and Regent Street. Burberry, Louis Vuitton, Cartier and The Ritz are among the 600 retailers participating.

The campaign is based on the spending habits of overseas travelers. Currently, the West End attracts about 200 million visitors every year, and hopes to attract more in the future.

Dame Judith Mayhew Jonas, who is chairman of New West End Company, said:

“London’s West End needs to be seen to be at the top of the global luxury league table. It is the sheer density of the luxury retail and accommodation within our newly established London Luxury Quarter, spanning over three miles, which ensures our proposition as a world leader for the luxury retail and hospitality sector is strong.”

What consumer demographics are the hungry luxury brands hoping to attract?

Brazilian Visitors.  The West End draws the South American elite; the number of West End shoppers from Brazil has increased 70%.

Chinese Visitors.  Everyone is aware of the growing power of Chinese consumers; Chinese travelers visiting the West End have increased 36%.

Australian Visitors.  While a relatively small country, Australians are members of Commonwealth and are drawn to London’s culture and influence. Australian travelers’ exploration of the West End have increased 40%.

Middle Eastern Visitors.  The Middle East is another target market. Middle Eastern visitors tend to spend an average of 1,334 pounds on the West End.

Will the West End’s courting of international spenders work? Maybe. While the UK lags behind other countries in mobile marketing, a concentrated push coupled with increased mobile and online awareness could really make the West End THE place to be when it comes to luxury shopping for affluent travelers.

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