The world famous bespoke tailoring district of Savile Row and the Harley Street medical quarter are among five historic London addresses given special protection with new rules aimed at preserving the distinct personality of each neighbourhood. They will prohibit new stores if they aim to replace bespoke tailoring services, don't sell limited-edition or unique goods, or aren't complementary to the area. New planning rules introduced by Westminster council will make it far harder for developers and landlords to dilute their distinctive character by allowing "clone" chain stores to force out smaller independent businesses.