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Appendix
Appendix
Map source http://wikitravel.org/upload/shared//thumb/1/16/
Covent_Garden_OSM_map.png/340px-Covent_Garden_OSM_
map.png
Context Research
1. According to Forbes magazine in 2012, London was the most
visited city of 2012.
2.
- The Piazza and Apple Market – South of Long Acre - Vibrant
pedestrian square, home to an artisanal market and stage to
many street entertainers. The unique mixed offer of spectacle
and up-market retailers attract large crowds of tourists, families
and groups to this part of Covent Garden.
- 7 dials - North of Long Acre – Semi pedestrian borough formed
by 7 streets of independent retailers, coffee houses and studios.
The seven dials offer a spirit of small and trendy village and is
consequently well appreciated by locals. It is also a unique destination for tourist in the know.
3.
Data by Shaftesbury PLC
4. Stated in Mintel Clothing retailing October 2013
5. According to Mintel Fashion retailing report, Londoners represent the highest spenders within the overall UK average shopper:
« Geographic location is also a determining factor, with Londoners tending to be high spenders, while those in the South East/
East Anglia, East and West Midlands, Yorkshire and Humberside
are low spenders. »
MINTEL FASHION RETAIL
2013
6. There is a visible lack of youth market consideration throughout Covent Garden Retail offer. Considering Mintel report on the
Youth market (16-25) top retailers, only 3 are represented in the
neighbourhood (H&M , Zara and TK Maxx).
7. I undertook a survey in the street of Covent Garden on
Tuesday 21st of October to help me establish the strengths and
weaknesses of the area accordingly to its visitors. The survey
consisted in two open answered questions: “What do you like
about Covent Garden” and “What do you dislike about Covent
Garden”. 60 people were questioned across different locations of
the neighbourhood as an attempt to collect opinions from a varied
crowd (commuters, tourists, students, youth and eldery).
It was evident that a large majority of people visiting the site were
satisfied with the retail offer and its varied mix. The one of a kind
atmosphere was also praised as a reason for visiting at an equal
number with the bar and restaurants offer.
People also enjoyed the environment and space of the area with
a particular appreciation for the pedestrian street settings. A more
mature crowd was quick to outline the historical value of the site
that has mostly remained untouched through the centuries.
A few sample of the questionee particularly approved of the spectacle aspect with the street artists and royal opera house nearby
as a reason for visiting. Interestingly 5% didn’t find anything to
their likes while 3% enjoyed everything in the area.
Londoners were also inclined to dislike to large amount of tourists
as well as equally dislike to out-dates tube station which become
overcrowded over peak time. A handful of questionee also outlined their deception for the loss of value the neighbourhood is
suffering since its revamp with the arrival of international brands
turning it into a commercial area rather than a historical landmark.
A fewer sample sated their dislikes for the apple market sellers
which are perceived as out-dated and dull in the up-market surroundings. Small shop size was quick to be outlined by Asian
visitors questioned. Limited parking space was a main dislike to
a out of town visitor while another resident of the community particularly dislike the out-dated performers and the noise at night.
Covent Garden Map
A clear majority of the people questioned disliked the overcrowdMintel
ing of the area especially during congestion time in the weekend
and the holiday period. These answers mostly came from Londoners questioned. Another majority seems to find nothing to dislike about the neighbourhood, especially tourists who appeared
charmed by the offer of the borough.
The average age of the surveyed was 29 years old.
8. According to Retail Week in 2012, Covent Garden stands as
13th retail location in the UK in regards to the area’s financial
result.
Retail week