yes, we can save our high street how we can all take action
Our favourite shops are closing down at such a fast rate that we need to take action, one shopping spree at a time, says laura Craik
“There’s a growing trend of prioritising leisure spending, and a preference for experiences over stuff ”
Ican measure every milestone in my life by the trips to M&s. a few particularly memorable ones: my first bra, and the embarrassment of being fitted for a 30aa. My first visit with a newborn, navigating the food aisles with a pram while arguing with my mother over how many ready-meals to buy. My daughters’ delight at going up and down the travelator at the Camden town branch. any number of Christmases, filling my trolley with prawn cocktail, stilton, brandy snaps and cranberry-topped pork pie. so forgive me if I take it personally that “my M&s” is to close 100 stores – almost a third of its total – by 2022, and more than 600 employees face losing their jobs.
so is our great british high street doomed? Earlier this year, Poundworld entered administration, announcing it would close 355 stores, with 5,300 jobs threatened. Mothercare is to close 50 stores – one third of its UK operation – after claiming it’s in a “perilous” financial position. New look is to close 60 stores, after revealing an 11.7% fall in Uk sales and a worrying £234m annual loss.
Meanwhile trusted retailers including House of Fraser, Carpetright, Maplin, toys R us and Homebase closed or scaled back drastically this year. “Noooo! I loved toys R us!” cried my eight-year-old, on hearing the news that her trips to ogle littlest Pet shop figurines would be no more.
Closing for business
If it could be powered by love alone, M&s would be thriving. of all british retailers, the 134-year-old chain occupies a special place in people’s hearts. It’s not just a brand but a way of life – and when we think it’s failed we take it as a personal affront.
but if goodwill, sentimentality and brand loyalty aren't the answer, what is? britain used to be a nation of shopkeepers, and our high street fashion emporia were the envy of the world. yet in 2017, the UK high street suffered 5,855 store closures – that’s 16 stores a day that closed their doors, with fashion and footwear retailers the hardest hit. How can this be?
blame the rise of festivals, kitesurfing and the mini-break. Kate ormrod, lead retail analyst at GlobalData, explains: “there’s a growing trend of prioritising leisure spending, and a preference for experiences over ‘stuff’.”
thrift also plays a part. “Consumers have been shopping from within their existing wardrobes more, using what they already have, and only buying items that they can justify spending money on.” this, combined with the rise of online shopping, has meant closures of underperforming stores and a slowdown when it comes to opening new branches.
Fast fashion
Fast fashion has a lot to answer for. these days – if you can overlook the thorny questions of where your clothes were manufactured, and how much the
worker got paid – if you want a white t-shirt for £2.99, you can find one.
Primark is on course to overtake Next as the uK’s second most popular clothing retailer. M&s fans will be happy to note that it still holds the number one spot, but it’s a position that is becoming increasingly difficult to retain.
It’s those in the middle – Next, Debenhams and House of Fraser – who are suffering most. If they can’t offer either a bonanza or a bargain, they risk being lost – if you can’t be the cheapest, then you had better do your damnedest to be the most exciting.
“Whether you’re a small business or a big one, the role of your store has to be about experience, knowledge and service,” says Mary “Queen of shops” Portas, whose agency, Portas, advises global brands. “It’s about bringing joy to the customer. From the service, to how they find you online, to your mix of products, it’s all got to be about delight and surprise. If you’re not doing that, you won’t be here in the next few years.”
A bright future
but the future isn’t all doom and gloom. John lewis is embarking on a big refresh with a new fashion offering and refurbished stores. some local high streets are thriving, such as Darwen street in blackburn, lancashire, which plays host to a string of independent shops offering specialised services such as watchmaking, optometry and wedding attire. the market town of Malton has also done much to rejuvenate itself by rebranding as “yorkshire’s Food Capital”, and hosting farmers’ markets that drive consumers into local shops.
More cheeringly still, with a bit of imagination, any retailer can “bring joy” to the customer: VIP events, personal ordering and even stellar customer service can make all the difference between success and failure.
“there are plenty of retailers still doing well, but it’s the ones with a compelling offer,” says Kate ormrod, citing Mountain Warehouse, lush, tK Maxx and Zara as positive examples. “there have been a number of casualties, but the high street is not dead.”