A POPULAR shopping destination has enjoyed a bumper year.

Dukes Lane in Brighton has undergone a major rebranding and regeneration.

The result is a huge increase in the number of customers.

Its summer campaign saw a 31.2 per cent year-on-year increase in footfall, while 2018’s winter campaign saw a 32.5 per cent year-on-year rise.

This comes at a time when many shops in the high street are struggling.

Marketing agency DS.Emotion led on the projects.

MD Laura Chadwick said: “We’re really pleased to see our work with Dukes Lane returning such successful results.

“Our tenant liaison and place activation work has generated a real sense of community and pride amongst the brands on the lane.

“We have encouraged businesses to connect and work together to promote the place, events and community activities – and it is having a fantastic impact.

“One of our target occupiers even reached out to us to ask if we had space for them on Dukes Lane.

“The impact of our brand positioning and marketing strategy has proved to be highly effective.

“The Lane is now standing up and being counted as a top-class retail and leisure experience.

“It plays a pivotal role in the fabric of Brighton.”

Dukes Lane has a mix of independent retailers and High Street heavyweights.

Tenants include Ted Baker, Farah, Toast, Kiehl’s and Kuoni.

Ms Chadwick said: “The shopping district had previously often been overlooked – and it was time for a transformation.

“We saw the opportunity to bring a tenant community together.

“The team’s strategy made sure to engage tenants at every level to ensure activity on the Lane was promoted as a collective.

“This rejuvenated sense of tenant community has helped to enticed British brand Camden Watch Co to launch its first UK store outside London on Dukes Lane.

“Successful tenant liaison has been complemented by a multi-channel marketing and place activation strategy.

“As a direct result of this new strategy, the Lane has celebrated achievements such as a record day of sales for independent café and long-term tenant, Holly’s Kitchen.

“Meanwhile, bareMinerals reported an impressive 14 per cent increase in sales in August, year-on-year.”

She said that social media engagement has also been key.

“We have cultivated a strong brand image and sense of place.

“Through creative branding and place activation, Dukes Lane is now successfully positioned as a hidden gem in Brighton’s thriving fashion and culture scene.

“The use of bold colour schemes throughout the courtyard has established a strong sense of identity, while utilising empty unit space for a series of pop-up initiatives gives visitors an opportunity to taste the culture on their doorstep.

“This ranges from photography collectives to the much-loved muralist Sinna One, whose famous work has coloured the streets of Brighton for more than a decade,

“Dukes Lane extends beyond retail and reflects the creativity and spirit of the wider Brighton community.

“Dukes Lane now has a strong brand identity and presence.

“We’ve seen it transform from a relatively unknown selection of shops to a united collection of top brands.

“It’s a must-visit destination for locals and visitors.”