London boutiques bucking small shops' downward trend

But it warns that while these stores are bucking the trend, other small shops are struggling in the face of competition from high street chains.

Lisa Ritchie, editor of the Time Out London Shops And Services 2008 guide, said: "Although there has been a lot of publicity surrounding the demise of local specialist shops such as butchers and bakers, independent fashion shops seem to be thriving.

"A huge number of boutiques have opened while we've been researching the guide. Londoners are increasingly design-savvy, probably fed by the celebrity phenomenon.

"Reading about all these celebrities wearing niche labels engenders lust for more unusual fashions which they are not finding in the high street, so people are becoming more interested in boutiques because they are after an individual look."

Fashion chains are trying to cash in on the trend, with firms such as Topshop and New Look hiring quality designers.

Designers themselves are getting in on the act by opening their own stores - Stella McCartney, Marc Jacobs, Matthew Williamson, Alexander McQueen and Miu Miu have all opened in Mayfair in recent months.

Ms Ritchie said this meant true fashionistas had to work harder to dress distinctively and so turned to smaller, little-known shops.

"These are targeted at people who go to a lot of high-profile social events and don't want to be seen wearing the same dress as the next person," she said.

Another trend highlighted by the guide is the rise of lifestyle stores with a café, art and live music, such as Rough Trade's new Brick Lane record shop.

Designer knitwear shop Weardowney's get Up in Marylebone offers knitting and craft classes and has a guest house.

"It's a hip hangout as well as a boutique with its own spectacular line of high-fashion knitted knickers, spats and capes," said Ms Ritchie.

The plight of independent retailers has been highlighted by the Standard's Save Our Small Shops campaign, which achieved a breakthrough last week when Kensington and Chelsea council agreed to provide free half-hour parking slots outside shops so customers can pop in and to make it more difficult for chains to take over small shops.

* Time Out London Shops And Services 2008 is published on 12 November, price £9.99.