Top Drawer unveils new brand story for S/S18

“Defining a clear brand story is essential for retailer success.” That is the theme of the new Spring/Summer 2018 campaign for London trade show Top Drawer.

The exhibition, which will be held at Olympia from January 14 to January 16, will showcase thousands of design-led products across four categories of Home, Gift, Fashion and Craft.

Event director Alejandra Campos said: “Brand identity is increasingly important – so a differentiated offer, with clear brand values, is vital for retailers. The store concept, the brand: these are the stories you tell the world, hoping to create resonance with customers and generate a desire to associate with your brand.”

Show organiser Clarion Events added: Gone are the days when retailers simply stocked products. Now stores – online and physical – are lifestyle partners; entities with which consumers can build relationships. ‘Creating an in-store experience that reflects your brand identity and brings it to life are significant steps in telling your story and enabling customers to connect with it and to live it.

‘By providing access to the latest trends and an expertly curated selection of over 1,500 design-led lifestyle brands from the UK and abroad, Top Drawer is the perfect platform for retailers to create and define those stories.’

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