Lingerie retailer seeks to save local high street

A lingerie retailer has taken it upon herself to help save her local high street by organising a fashion week in the town.

Pure Mischief owner Gwyneth Tooke is based in Lytham, Lancashire, the home of 24 fashion and accessories shops, 23 of which are independents.

Tooke believes that the Lytham Fashion Week, which will take place on March 26-31 and is supported by the local Business Partnership Group, will help lift her town’s community spirit and aid in the promotion of local businesses.

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All the local fashion and fashion accessories shops have been invited to put on a small event in their stores during the week to help create a buzz around the town and increase footfall to other local businesses, such as cafes and restaurants.

“Like every other town in the UK we are seeing and feeling the effects of the government’s austerity measures,” Tooke said. “The event is designed to get people in the town and find out what brands are out and about near their homes. The town is actually doing quite well, we have no empty shops, but we have to keep it that way.”

“We are within an hour of Manchester and the Trafford centre but we have a beautiful shopping area, as well, which we are proud of. We have about 24 fashion and fashion accessories shops and, between us, we have more brands than the majority of department stores.”

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