The purpose of this paper is to analyse the relationship between Leeds Shopping Week and city centre regeneration. It looks at the way in which shoppers and retailers interact with other stakeholders to deliver innovative place marketing by offering a richer more engaging retail experience.
The regional economic development context provides the background against which this case study rests. It draws on shoppers' experiences and puts forward a number of recommendations for future years.
Leeds Shopping Week is a marketing communication tool that can be used to enrich shoppers' experiences and drive forward economic regeneration. It enriches the retail experience, adds a sense of occasion to civic life and acts as an economic stimulant to the local economy.
This paper discusses issues of theoretical and applied policy relevance that can inform and develop retail, city and economic development knowledge and practice.
