Browns has a similar customer identity to Liberty although the shop itself comes across as more edgy. This customer wants to build up an understanding of fashion and brands, but does not want to feel like he/she is chasing fashion, unlike Selfridges. These customers choose staple pieces whereas the typical Selfridges customer would shop for pieces from the current season. A Browns customer will always shop at Browns whereas a Selfridges customer will not be devoted to that store.
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