s figure 6 illustrates, Liberty identifies its primary competitors as established Londonbased department stores including Selfridges, Harrods, John Lewis and Harvey Nichols (Gill, 2013). Liberty aims to differentiate its brand identity by drawing on the historical and traditional in-store aesthetic and stocking a more specialist range of merchandise. Whilst brands such as Selfridges and John Lewis tend to push their personal branding at their customers, Liberty is more reserved in doing so and thrives off the element of exclusivity (Gill, 2013). Written by Rachel Eades
As personalization continues to be an important factor in retail branding (Pollack, 2014) it is clear that all major department stores are asking their consumers to participate in the development of their products, shopping and online experiences. In terms of loyalty schemes, most stores provide a â€˜reward schemeâ€™ card, such as Harrods Rewards and My John Lewis. Resembling Libertyâ€™s current loyalty card, each scheme shares similar factors including earning points for every pound you spend, being informed of promotions and events in advance and entry into prize draws.