Saving the High Street or Encouraging it’s Evolution
With a steady decline of the High Street arguably linked with the rise of internet shopping. The question for me is two pronged does the High Street reflect todays habits and interests? Secondly is the High Street declining in all places?
Where and when we talk about the High Street we often describe conserving the High Street store in the form that we all remember sometimes fondly sometimes unsatisfactorily. Now when we think about the High Street has it evolved with the times and does it reflect our modern habits. High Street stores that are thriving have often developed an online offering that is either equally or more so powerful then its brick and mortar store. Or in other cases where it has less of an online presence but is more prominent in our High Streets looking at B&M which has survived and thrived today. Their solution was a reduction in choice targeting more popular products. The alternative stores the innovators like Gymshark has explored alternative forms of marketing and supply. They have focused more so on modern consumerism using influencers which generate content and a “tribe” of sorts. Why does this work consumers have an added value from the product they see someone they admire therefore they want to develop that relationship with the brand as the person who they admire has. Now Gymshark facilitated and nurtured this with events and temporary stores where individuals can meet these influencers and access new and existing lines of products. So this then makes us think should we conserve the existing High Street or should we encourage it’s evolution. When the products can be sourced in a identical format online and offline it offers the consumers nothing. However, if the product or business allows us access to something different or unique which enriches our experiences with the market which should be encouraged in areas such as events, activities, consumption and uniqueness.
My second point was one of particular importance to me I thoroughly enjoy visiting different and diverse places yet often anecdotally tend to avoid areas which are identical. Such as the atypical High Street does nothing to attract me to it and I will often check the cost of a product against its online counterparts when I do go to the typical stores. However, this is not the same in all high streets many are still able to thrive because of unique offerings such as quiet towns like Bakewell in Staffordshire which has famous bakeries which pull in consumers. Or in the case of cities that have thriving tourism attractions which draw in the consumer London being the core example although areas of its high street have suffered due to high rents but specialist stores still thrive. Other towns have changed how they open up their high street Bury St Edmunds offers a dog friendly high street so shoppers are able to take their four legged friends out. It may not be a new product but it is a different experience for the shopper.
So how so do we resolve some of these points promote individuality and uniqueness in our high streets. Offer something which draws in the consumer to spend in stores, provide a unique experience or activity. Ensure that the shops meet local demands as well as other consumers such as butchers, green grocers and bakeries. Offer something different then your online business stand out and be unique within your own brand.
