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The empty premises on Camden High Street where H&M will open a new store next month |
H&M on the High Street, but what’s in store for old market?
Fears for character of area as fashion giant moves in
FASHION giant H&M has confirmed it will move into Camden High Street next month, sparking fears its arrival could threaten Camden Town’s vintage market scene.
Apart from American superbrand Gap, which has a store in Parkway, Hennes (H&M) is the first global manufacturer to move into the area.
Business leaders said the change could have a knock-on effect on market traders while Camden’s politicians warned it could be a sign of things to come.
Hennes, which employs 60,000 people worldwide and has outlets in every major city, confirmed this week it will dedicate the branch to its youth-focused line Divided when it moves into the empty premises on April 14.
A spokeswoman said: “It’s a young-focus store. We do feel our target customer is within the Camden area so it would do really well. Divided is aimed at 15-25; it’s more trend-led, denim, fun fashion.”
Marketing expert Dr Caroline Wiertz of City University said that Hennes did not have a place in Camden Town and could potentially kill trade in the market.
“I want to believe Hennes will not be successful, but I know that as consumers we always want to buy the cheapest things,” she said.
“I’m afraid they might succeed and that might open the door – a Zara really wouldn’t fit in. Camden is supposed to be edgy. It’s not a good idea.
“You go to Camden because you want something that is original, authentic London, something you can’t get anywhere else – and H&M is everywhere. Is that really what people want to buy there?”
Simon Pitkeathley, chief executive of business group Camden Town Unlimited, said he would watch the impact of Hennes on traders with “concern”, and called on consumers to rekindle their love affair with the market.
“We’re concerned Londoners aren’t using Camden Town as much as they used to,” he said.
“It’s become more of a tourist destination.
“There’s a broader point for CTU which is how can we engage middle-class and working-class residents and the working population more in the high street.
“There’s limited space for [clothing chains] to come up this end of the High Street, but it is something we watch with concern because Camden is an independent area.”
Camden Town ward councillor Pat Callaghan said the arrival of Hennes had received mixed reactions in her household.
“My children have said ‘brilliant’ but I’m concerned it is setting a precedent for the new development [due to be built in Stables market],” she said.
“We must keep a close eye on that. If the units are big enough then obviously the chains will follow, then we won’t have Camden Town, we’ll have Clone Town and it’s going to kill the market.”
However, not everyone feels the whole of Camden Town should be chain free.
Evening Standard fashion editor Laura Craik, who lives in Queens Crescent, said: “I have to say I don’t really care about the character of the shops on Camden High Street – the area by the Tube is full of chains, and the damage was done long ago.
“However, I feel very strongly that the rot shouldn’t spread right up Chalk Farm Road.
“The unique character of the Stables Market should be preserved at all costs.
“If the new development houses nothing more than Starbucks and Carphone Warehouses, it will be a tragedy.” |
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