Liberty is a heritage brand. Although it provides a traditional shopping experience it is not a touristy shop and is slightly quieter than Selfridges yet it is still clever and cutting edge. Customers shop here because they imagine a woman of a certain persona, typically a well-dressed woman in her 30's. This shop is successful simply because it is not Selfridges. Although there is a slight cross-over with Selfridges in terms of brands and customers, ultimately Selfridges sells to everybody whereas Liberty has a certain audience.