Assortments - 237 'Vital and Viable' Factors

As part of our series on vital and viable high streets, the High Streets Task Force is presenting 'evidence on a page' summaries of over 200 factors that influence the success of high streets. Here we address assortments: assortments refer to the breadth and depth of merchandise available in the high street or centre. In other words, assortments refer to merchandise mix.

Date added 10 November 2021
Last updated 10 November 2021

The breadth and depth of merchandise available in the high street and/or centre influence the experience and visitor satisfaction of stores (Hart et al., 2013; Teller and Reutterer, 2008). Assortments are largely what attracts people to visit stores and can cause spending leakage if the breadth and depth of merchandise do not meet the needs of the catchment area.

The assortments on offer within the high street or centre implicates on the centre image and identity of the centre, as places with many speciality shops, for example, will have a narrower product range. This is not to say that the depth of assortments is poor, and consumers may not always prefer larger assortments (Chernev, 2006). However, consideration should be given to how the assortments cater for the catchment area. Therefore, it is important to attract retailers with assortments that meet the needs of the customer groups coming to the area.

Assortments is one of 237 factors that have been identified as influencing the vitality and viability of the high street.

For more information and further reading, download the pdf 'evidence on a page'. The page contains information about this factors place within the 237 factors identified and: whether it is a component factor of one of 25 'vital and viable' priorities; how the factor scores in terms of influence, place management control, and priority.

To read more about vital and viable high streets, see