The Dover Street Market customer is buying into a concept; it is a lifestyle choice. This store understands the relationship between fashion, the runway and art. Out of the list of shops this is the most particular in audience; they definately know who their customer base is. Unlike say Selfridges and Liberty or Harrods and Harvey Nichols, Dover Street Market has no competitors, at least not in London. Its only possible competition is Colette in Paris.
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