Theories on retail location have evolved towards the development of dissimilar shop clusters. This paper reviews relevant theories of retail location and highlights an increasingly important retail store paradigm: a shopping area comprised of same-product retail-store clusters. Exploratory research was undertaken to interview storeowners within a new mega complex of over 1,500 clothing stores as to their experiences in order to learn more about the benefits and drawbacks of competing within a retail cluster. Future research will interview customers to explore their views on the benefits and drawbacks of shopping in such a cluster, as well as their motivations.
Authors: Shannon, R. & Mandhachitar, R.
This paper is presented in Oxford University Said Business School's 5th Conference on Retailing in the Asia Pacific, Hong Kong, August 25-27, 2009