London's West End is polishing up its image in a bid to topple Paris, Milan, New York and Tokyo as the top destination for luxury shopping.
A new campaign called London Luxury has been launched by New West End Company, which clusters together 300 luxury retailers into a new district on Bond Street, Oxford Street and Regent Street.
High-end retailers including Burberry, Cartier and Louis Vuitton will work alongside top five-star hotels, such as The Ritz and The Langham, to enhance the shopping experience of the 200 million visitors each year.
A recent study of key affluent international and domestic markets showed that the most rapidly growing markets of overseas shoppers in the West End were from Brazil (up 70%), followed by Australia (up 40%) and China (up 36%).
The Middle East was identified as the most important market as visitors spend an average of £1,334 while shopping around town.
The other important markets were China and Russia, which spend an average of £879 and £789 respectively.
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