A recent visit to Urban Outfitters, Oxford Street revealed an interesting development in the American invasion (see earlier posts). Not content with offering great service, super-soft cotton AND vast shopping landscapes, they are now commandeering our nasal passages! Like A&F down the road off Bond Street - whose perfume you can being to smell as soon as you cross into Zone 1, Urban was pumping a distinctive scent straight through the air con. I suspect it's somewhere approximating the odeur released by Alexa Chung as she decides which vintage/high street combo she will throw on that day, while chatting to Noel Fielding on her blackberry.
Whatever it is, it works. Suddenly the store had a 360 degree 'identity', exciting all our senses and making us BUY BUY BUY! Mmm, the sweet smell of success.