Initial success: Whistles adopts luxury tactics

28 : 02 : 2013 Customisation : Whistles : Dover Street

International – Womenswear brand Whistles is giving consumers the option of personalising its Delilah clutch bag, imitating the behaviour of luxury brands in making products customisable.

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.

You have 1 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more