This is the less frenetic third of Oxford Street, with the glamorous Selfridges providing a shoppers’ paradise of must-see labels, pop up shops and chic refreshment areas, and slightly quieter flagship branches for high street brands like River Island. That is until you get to the positively gigantic Primark store – the Marble Arch monster of cheap clothing, where sometimes the crowds make it difficult to even get in the door.
360 Oxford Street, W1C 1AB
This US chainstore arrived in Oxford Street in 2011, hoping to give Topshop a run for its money. The bright white lighting and tightly-packed rails of cheap and cheerful clothing mean it’s aimed squarely at the late teens/early twenties market (no-one else looks good in polyester under a fluorescent light). While competition for those monthly allowances is stiff on Oxford Street (Topshop, H&M, Miss Selfridge already do a good job of servicing the young with skinny jeans and R&B) Forever 21 has been a hit.