On Carneby street basically everybody is a competitor. The store could move to Regent street where there is a larger flux of people passing every day. This would increase the possibility of sales and bring another client segment, the one represented by tourists.
A third recommendation that LA Sugar might take into consideration regards its pricing policy. The store is famous enough to attract clients and its policy regarding the renewal of the collections and the constantly changing interior and windows contributes to making clients loyal. However, this is not enough, considering that an important part of the targeted clients are represented by students. Taking these factors into consideration, LA Sugar might increase its sales periodically through offers such as "buy an item and get a 25% discount for the second one."
The main fashion icons which influence the fashion style promoted by the store include Paris Hilton, Eva Longoria, Cameron Diaz and Lindsay Lohan. All of them are often the heart of the parties and the clothes they are an important part for creating this "party girl" image. Party glam and youthfulness are key words when describing LA Sugar's identity so perhaps the interior design of the store should be considered from this perspective. Colours such as black and gold could be used in order to create an L.A. club like atmosphere.
All in all it can be stated that LA Sugar uses various marketing techniques in order to function efficiently, such as the correlation with the celebrities acting...
There are three major recommendations which it could take into consideration in order to increase its sales. These include changing the location to a more populated area where there are perhaps fewer stores (this would make it easier to stand out, in respect to its current location where it needs to compete with basically every other store). Furthermore, LA Sugar could invest more in the aspect of the store in order to better transmit the Los Angeles, Hollywood glamour with which it wants to be associated. From this point-of-view, it could bring in a specialized designer. In addition, since many of its sales are based on the involuntary "testimonials" of celebrities, the store could show pictures of the celebrities who get the most press coverage at a given time, naturally with them wearing an item that cab ne found in the store. This would contribute to creating the feeling that the customer is also a star or at least can be similar to that star even if he or she lives in London. In this manner, the store would become the place to come when you want to dress as glamorously as an international star.
Bibliography
L.A. Sugar store, viewed 7 November, 2008 http://www.la-sugar.com/index.html
About brands, viewed 7 November, 2008 http://www.dobney.com/Strategies/brands.htm
Marketing Mix, Value-Based Management, viewed 7 November, 2008 http://www.valuebasedmanagement.net/methods_marketing_mix.html
