LONDON'S SHOPS                   

From stunningly unique fashion and bespoke suits to low-cost everyday wear, from exquisite hand-made jewellery to cheap souvenirs, from things to make the connoisseurs drool to a strange selection of bric-a-brac, London is the shopping centre for Europe, if not the world.  Here we have the captital's main shopping areas, its specialist shops and its street and trade markets, all of which make London a uniquely exciting place to shop.

The city of London has surprisingly few famous shops - the capital's well-known shopping areas are mostly in the West End, with such world-famous names as Oxford Street, Regent Street, Bond Street, Piccadilly and Knightsbridge.  In some cases, shops along a particular road specialise in certain types of goods, as in Charing Cross Road and Edgware Road.  Other rods have a more general mixture of shops, where, in a short distance, almost anything can be purchased.  London also boasts a  wide range of specialist shops.

OXFORD STREET
Justifiably famous, Oxford Street is the backbone of London's shopping area.  There are no particular specialities, but it is the home of many of London's big department stores and has many clothes, shoe and fashion shops.

The busiest stretch is between Marble Arch and Oxford Circus, and not far from Marble Arch is Marks & Spencer's largest branch, a favourite with shoppers from all over the world for reasonably-priced good quality clothing and other goods.  Nearby is Selfridges, London's second-largest department store and especially popular for its food hall, restaurants, kitchenware and cosmetics departments.  Other department stores along Oxford Street include D H Evans, Debenhams, Bournes and John Lewis, which has a slogan  'never knowingly undersold',  and has a reputation for competitively priced household goods and fabrics.

Other inexpensive clothing stores include British Home Stores and C & A, while nearly every fashion and shoe store chain has at least one branch in Oxford Street.  The HMV record shop with its four floors of records and tapes is the largest in Europe, and an interesting shop just outside Oxford Circus Underground station is the Goldsmiths & Silversmiths Association, displaying Wedgwood pottery, glass and other gifts.

REGENT STREET
More department stores and fashion shops are to be found in Regent Street, which crosses Oxford Street at Oxford Circus.  The department stores include Dickins & Jones, Swan & Edgar, Liberty & Co, world-famous for its fabrics, and Waring & Gillow, renowned for beautiful furniture and furnishings.  Classic British-style clothing will be found at shops such as Jaeger, Austin Reed and Aquascutum.  Also on Regent Street is the well-known Hamleys toy store and Garrard, the Queen's jeweller, which is responsible for the upkeep of the Crown Jewels.

BOND STREET
New Bond Street runs down from Oxford Street to Burlington Gardens, where it becomes Old Bond Street, and continues to Piccadilly.  This is one of London's most expensive streets, where leading names in fashion, jewellery and beauty salon alternate with premises of famous art dealers.  Fashion shops such as Yves Saint Laurent, Ted Lapidus, Gucci, Kurt Geiger and Magli are the sort of establishment where anyone who has to ask the price can't afford it.  Asprey & Co specialises in the fine, rare, and beautiful in leather, gold, silver, jewellery and antiques, and there is one department store - Fenwick - which sells mainly women's fashions.  Elizabeth Arden, Max Factor and Yardley each have a beauty salon and there are a number of photographic shops in New Bond Street, notably Dixons and Wallace Heaton.

PICCADILLY
There seem to be more airlines and tourist boards repressented in Piccadilly than shops, but those that are here are some of the most important names in London.  On the opposite side of Piccadilly Circus from Swan & Edgar is the old-established clothes and sportswear store of Lillywhites.

Piccadilly itself was a fashionable area in the 19th-century, and the shops here reflect it.  Almost opposite the Royal Academy is Fortnun & Mason which stocks the finest food and drink as well as a variety of other goods.  Swaine, Ardeney, Brigg & Sons nearby is the place to go for high-quality leather goods, umbrellas and riding equipment.  Burlington Arcade, off Piccadilly, has some of the most elegant small shops in London. where ties, woollen goods, and antique and modern jewellery can be bought.

Simpson is a first-class tailor and outfitter in Piccadilly, but the well-heeled gentleman will buy his clothing in streets off either side of Piccadilly.  He will have his shirts hand-made in Jermyn Street, and his suits supplied from a Savile Row or Sackville Street tailor.  Those who can't afford such things will go to Moss Brothers, on King Street off the Strand, where men's and women's dress clothing for any occasion can be hired or bought.

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