Bournemouth Town Centre: A ‘Clone Town’ or a potential fashion destination?

Conference: The Centre for the History of Retailing and Distribution (CHORD)

Dates: 10-11 September 2008

Abstract:

Bournemouth, like many other towns in the UK, has appeared to have fallen victim to what the New Economics Foundation (NEF) are calling ‘clone town Britain’. High rents have put space at a premium, and in a bid to provide much needed High Street brands the town has begun to overlook the independent market, who now cannot afford to trade there. It may be the case that the shoppers actually only want to see large, recognisable High Street brands, but secondary research suggests that the consumer is looking for a 'different' shopping experience. The research considers the development of Independent store destinations, and in particular fashion destinations, and whether they are what the Bournemouth consumer actually wants. Destinations like this across the UK have recently seen somewhat of resurgence, with such examples as Manchester's Afflecks Palace and Triangle, and Covent Garden's Seven Dials. The research aims to either prove or disprove that the Bournemouth consumer would welcome a destination that provides an alternative shopping experience, in terms of providing unique independent retail outlets. If there is a market for this sort of destination, the researcher plans to investigate the options available for creating this type of destination by considering similar success stories across the UK. The research will take the form of questionnaires distributed to potential consumers (locals and visitors) and consumer focus groups, both conducted in conjunction with Bournemouth Council’s ‘Town Centre Vision’ scheme. This will establish whether a need exists. In-depth interviews with key industry personnel are also planned, to determine what is viable, in terms of creating such a destination. This study is a work in progress. The author has a particular interest in this topic, as they themselves were a Bournemouth town centre independent retailer until 2005, when the environment urged them to move trade solely online.

http://home.wlv.ac.uk/~in6086/clones.html

Source: Manual