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Hit or Miss - Liverpool

Graeme Moran

The £1bn Liverpool One retail development changed the face of shopping in Liverpool.

And we don’t just mean concrete and glass, although the shiny shopping centre and sprucing up of the area still impresses almost four years since it opened. Rather, the entire city’s retail offer seriously stepped up its game, drawing in bigger names and better brands.

Liverpool’s high street has now become a shopping destination, particularly for footwear, and shoppers are taking to the streets in droves.

For this Hit or Miss we visited Liverpool’s key footwear multiples, of which there are now many. Analysing what these stores had to offer, we judged them on three categories: product, scrutinising the spring 12 deliveries and seeking out key trends suitable for their customer; value, balancing a suitable price point with a certain level of quality; and experience, looking at the store environment and overall atmosphere.

On the whole, Liverpool impressed. Stores now fill their shoe racks with more trend-led product (once reserved for just a few stores outside London) and clearly spend time creating engaging visual merchandising and exciting store environments.

Interestingly, with the Grand National on the horizon at the time of Drapers’ visit, smart stores had reacted to this regional factor by bringing dressier stiletto styles and smarter brogues to the front of the store

(River Island even installed a life-size horse model into the front of its store), which is a great way to catch customers and get them to part with their cash.

Take a look to see which retailers put their best foot forward this season.

Stores visited on April 4 and 5.

View the full report here

Readers' comments (2)

  • what is the point of this feature? it follows the same multiple trails in each centre. what a waste of space.

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  • as the comment above, it's a mystery to me too as they are all pretty much the same town to town, mall to mall.

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