Selling Stroud by the pound (From Stroud News and Journal)

Selling Stroud by the pound

As you walk down the high street, it's becoming increasingly difficult to tell whether you're shopping in Stroud or Sunderland. Corporate branding is an unusually apt snippet of marketing jargon, for the big chains have certainly left their mark on our town centres. But is it possible to strike a balance between their identity and ours, or will we have to live with our identikit high streets? Alli Pyrah investigates.

STROUD has always been proud of its individuality, but as more and more corporate logos appear in the town centre, our district councillors admit that current rules are failing to prevent big names from taking over.

Planners insist their hands are tied by national standards and the local plan - which determines what can and cannot be built.

Now, some politicians are suggesting the local plan be changed to improve the look of the town centre.

"They have their corporate image and that is what they want," said Cllr Paul Smith (Lib Dem, Wotton-Under-Edge), who sits on the Stroud District Council's development control panel.

"These companies are just not flexible enough. It seems to be totally beyond their comprehension to do something in keeping with the surroundings.

"As a local authority, we need to look at our local plan and tighten it up."

The Stroud Green Party is among the most vociferous of those urging changes to protect our identity.

"If we really believe in regeneration we have to have some standards," said Cllr John Marjoram (Green, Trinity), another member of the committee, which considers planning applications.

"Do we really want these signs blazing at night?

"I have already drawn the officers' attention to two places that have this brass lighting and have been told they do need planning permission."

In some places, large chains have altered their shopfronts to take local surroundings into account.

McDonald's, for example, has toned down its trademark read and yellow plastic in Windsor, Stratford-Upon-Avon and Shrewsbury.

"Other towns fight for their signs and the chains are susceptible to reasoned arguments," said Cllr Janet Wood (Independent, Coaley and Uley), who is also on the committee.

"I know there are parts of Stroud that aren't so good, but we have got some very nice stone buildings."

The debate was sparked by an application by Woolworths for permission to erect an illuminated sign above its store in Rowcroft, Stroud.

The branch will be refurbished at the end of September, with new signage, fixtures, tills, and departments.

Four weeks ago, the new Stroud Kebab House, on the corner of John Street and London Road, sparked anger with its vivid shop front, complete with 10 spotlights.

The takeaway is in a conservation area and had not applied for planning permission - a requirement for illuminated signs.

Consumer pressure been exerted in Stroud on several occasions in the past, with varying degrees of success.

In 1980, the High Street was closed after 25 protesters staged a roof top protest on four Georgian buildings to prevent shoe chain Milwards demolishing them.

And in February 2002, there were demonstrations against McDonald's plans to move into Stroud.

In their defence, the corporations argue they offer employment, convenience and value for money, as bulk purchasing power means they can often undercut smaller competitors.

But are we trading in our identity for a good deal?

THE SNJ asked a couple of the big chains to respond to the concerns.

McDonald's

" McDonald's takes sincere consideration of the needs and desires of the community within which we operate.

Although we generally adopt a corporate, standard style in many of our Drive Thru restaurants, within the UK high streets many of our restaurants are constructed to accommodate the individual location of a particular town or city.

We take a sensitive approach to the built environment of a local town, working closely with planning and conservation officers to preserve buildings of architectural merit and to improve the townscape.

McDonald's has successfully integrated into many listed buildings and conservation areas including Windsor, Stratford-Upon-Avon and Shrewsbury.

Our restaurant in Stroud is not located within the High Street, however were Stroud councillors to pursue a change in the local plan for the area, McDonald's would certainly consider altering the appearance of our restaurant to integrate with the rest of the town.

Woolworths

"The Woolworths store in Stroud is due for a complete refurbishment at the end of September.

Woolworths has been on UK high streets since 1909.

We believe the reason we are almost a century old and that over seven million people shop with us every week is because we deliver an excellent offer to our customers.

If a shop offers the right products, at the right price, and with excellent customer service, it will survive and prosper on the high street, regardless of whether it is a chain store or independently owned."