BRAND BACKGROUND Liberty London is a store with heritage, class and a loyal customer base, which is demonstrated through the British, rich structure founded in 1875 by Arthur Lasenby Liberty. The Liberty brand continues to stand for integrity, value, quality and most importantly, a beautifully designed product. Arthur travelled the world, bringing back products from Japan and the East to then sell to his clientele. Lasenby strongly believed his well-cultured and educated personality could bring something innovative and exciting to fashion and home ware in the 1800’s (Callaway, 1992). Arthur Lasenby took his inspiration and began building an emporium of goods with a £2000 loan and only three staff in 1875. Soon Liberty London was a success and within 18 months all loans had been repaid (Limited, 2014). The historical department store is described by staff in the Liberty London documentary as being ‘an emporium of luxury goods,’ consisting of four floors, showcasing quality products from around the world. To this day Liberty London continues to grow in providing a unique and high quality service, whilst keeping its heritage at the forefront of the brand. (Channel 4, 2013) Secret staircases and complex elevators provide shoppers with a continuation of the Liberty experience as they make their transition from floor to floor, going through the journey of men and women’s fashion, accessories, fragrance, home ware and stationary. But above all of these departments, Liberty is ultimately renowned for their printed fabrics and haberdashery. The store layout allows the brand to showcase its historical background. However due to the small size, Liberty store must only display what they deem to be perfect for their consumer. In order to keep up with its competitors the Liberty brand now needs to provide customers with a journey that extends past the point of purchase, in the hope of keeping them loyal.
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