Glasgow city centre is launching a £300,000 marketing initiative in a bid to fight off competition from out of town shopping centres.
The Style Mile initiative will target tourists, as over a quarter of visitors to the city come mainly to shop. The city’s 37 community enforcement officers will act as ambassadors and visitors will receive a handbag-sized shopping guide that highlights shops, cafes and services as well as recommendations of where to go from local residents.
The scheme is being supported by retailers including John Lewis and Marks & Spencer.
The initiative is an expansion of the Scotland with Style campaign, involving Glasgow City Council, Glasgow City Marketing Bureau, and Glasgow Chamber of Commerce. It covers a square mile of the city centre spread across the traditional ‘Golden Z’ of streets, as well as other popular venues such as Ingram Street, Queen Street and Royal Exchange Square.
Chief executive of the marketing bureau Scott Taylor said: “Glasgow has been pro-active in creating one of the greatest retail streets in the world, Buchanan Street. Style Mile is about expanding the retail centre and upping the ante against the competition - both cities in Europe and from the rest of Scotland.”