Initial success: Whistles adopts luxury tactics

Customers at the Dover Street store can now have their initials monogrammed on to the oversized clutch, available in slick black or bright pink, for an additional charge of £40 ($60, €46), on top of the bag’s £55 ($83, €64) price tag. The initials can be monogrammed in a range of colours, including aquamarine, lavender and lime.

Fashion-lovers Olivia Palermo, Gloria Baume, Sarah Mower and Caroline Issa have all been seen wielding their personalised clutch bags, showing how Whistles is also imitating luxury brands’ use of product placements with celebrities. There is a growing trend for retailers to turn towards Lo-Hi collaborations, with high-street and designer practices merging and luxury shoppers trading down. For more, read our Lo-Hi Retail insight.