How Your High Street Fashion Business Can Deal With Reduced Footfall

The reduction of footfall in UK town centres has been going on for some time. Visit any provincial town in the UK, and it’s likely you’ll see a parade of boarded-up shops where major brands once stood. There are several reasons for this, including the switch to online shopping and competition from abroad. So, how is high street fashion dealing with the reduced footfall, and what can your business learn from it? 

The Challenges Facing the UK High Street 

A major reduction in footfall is one of the obvious contributing factors to the problems faced by UK high streets. It is estimated that 17,500 chain stores, many of which were fashion brands, closed in 2021. However, aside from competition from online retail, other factors have contributed to this. Transport is one problem, with many rail strikes and cancellations in the United Kingdom damaging access to city centres. Another is that many people no longer commute to work, with a large proportion of the working populace operating from home. 

Another challenge is rising costs. This has impacted everything, from parking for customers to the price of rents and utilities. Even recruitment and staff have risen, making the running of a physical premises a major financial burden. 

The High Street’s New Purpose

With so many empty units, you may think commercial property is not worth very much. The fact is that it’s quite the opposite. Unlike the housing market, commercial property has remained fluid and buoyant. This is largely down to companies like the ones that offer services to ‘sell my commercial property.’ They will sell the building and guide sellers through the whole sales process from start to finish. All of this can let them relocate or free up cash to start an online-only service. 

This market does show one thing: the high street is not yet dead. Many believe it is simply in a state of repurpose. It might not serve the same functions it once did, but it still has use and value. Physical property will always have a face to it, while online businesses do not. In many ways, fashion retail relies on this more than others. 

Dealing with Reduced Footfall

Yes, there is competition from brands like Shein and Temu for fast, cheap clothing. However, people cannot walk into those stores and touch the clothing, see the quality, and try it on. Shopping can still be a social experience, where friends go out and blend it with getting food and entertainment. So, the high street has a new purpose: to be a showcase and touchpoint for brands. 

This switch to a high street store being a face for a company can be seen all around us. They have become places for click and collect, where people can order online and pick up a product. They can be a place where events are exclusively held, such as sales or select customer late-night shopping. 

The high street is not the free ticket it once was, where a great product would be bought as people walked past in their droves. Now, people need a reason to visit your store. However, done right, you can still create brand loyalty that will last a lifetime.