It has become a familiar experience for us all, you visit a town that was once a thriving place once with all the well know…
News that high streets are dying with shops lying empty and imminent collapse of major retailers would suggest that local authorities are unaware of what is happening in their towns. The reality is that many councils up and down country are already creatively leading on the revitalisation of their town centres, working closely with stakeholders.
As customers we now have the convenience to shop, bank and live our lives online and this will not change, therefore shopping centres, town centres and high streets are each facing their own pressures from the radical changes. In this post we're exploring the opportunities for traditional shopping centres, as in the past they easily attracted well-known retailers and are now struggling to retain businesses and keep the consumer interested; these centres cannot fail as they are the core of activity in many towns.
In the past decade shopping habits have changed immeasurably as we're all too aware of; the latest high street casualties becoming a regular weekly headline. Last week we discovered that Toys R Us and Maplin were two further retailers to be leaving the high street and joining the growing number that have already joined the retail graveyard. All of these companies have something in common, the fact that they have not developed their online presence and refurbished their stores to enhance the customer experience and expectations.
Place brands are often complex unlike your favourite fashion brand for example, people care so deeply about their place whether they live, work, play, move away and then hopefully one day come back again! A strong place brand should be simple and successfully convey the message of your place including its location, history, strengths, future growth aspirations and community expectations.