“A high street salon gives you instant status”
“Being a high street salon gives you instant status and puts you at the heart of the local community and you’re surrounded by other businesses, bars, restaurants and offices. The high street is the traditional shopping heartland so good footfall is guaranteed on weekdays and on Saturdays in particular.
Our Wakefield town centre location is a magnet for shoppers. Since the Coronavirus restrictions were relaxed it’s back to being reassuringly busy. Our salon’s premium space, personalised service, prestige products and ethos seduces a broad demographic.
A central location guarantees a ready-made audience. Impressive window displays will entice walk-ins and appointments made on impulse if they’ve been impressed by your business frontage.
Rent and rates are higher on the high street and competition can be fierce, but providing you’ve done your research you’re in the best possible place to thrive. You can charge more because of your prime location and the calibre of your neighbouring retailers. Plus, you’re less likely to have quiet trading periods associated with back street or out of town locations. Transport services are usually at their best in town centres and convenient parking is increasingly a priority for local councils so there’s minimal hassle involved for clients.
The new normal means there’s no room for complacency and providing bespoke hair and beauty experiences has even greater significance. A high street with a buzz gives clients the reassurance they need and will remind them that treating themselves should be their first priority.”
Marcello Moccia, owner, Room 97 Creative salons in Wakefield City Centre, East Ardsley and Leeds
“Clients will go off the beaten track if you make it worth it”
“My experience is that clients will venture off the beaten track if they think your salon is worth the journey. Obviously, being in the Cotswolds is a real bonus. We have gorgeous scenery and a local population willing to drive or bicycle to their appointments come rain or shine.
Our premises, a converted barn in the middle of a field, is a home from home for clients identifying with the subtle décor, exposed beams and wooden floorboards. We market MODE Hair as a destination salon where country luxury meets city sophistication and this ensures the metropolitan second-homer brigade is also attracted to us in high numbers.
The fact we’re not in full view on Chipping Campden’s high street gives us an added kudos and a greater control of our carefully cultivated image.
We don’t have to worry about who or what moves in next door or opposite us and we avoid the blight of boarded up shop fronts.
If online retailing continues to boom and working from home becomes more mainstream, then inevitably the high street will decline further. Plus, there’s always somewhere to park here!
Health farms are located in the heart of the countryside and they have no trouble attracting guests. I think of MODE as a similar sort of sanctuary of pampering without the overnight stay. Our out-of-town location encourages clients to unwind from the moment they lock their vehicle and breathe in the fresh air.
Something we couldn’t have foreseen when we opened is that the ongoing COVID-19 situation makes our exclusive and crowd-free rural setting even more appealing.”
Martin Crean, owner, MODE Hair, Chipping Campden