OUGD503 - D&AD - Monotype - Street Market - Further Research

Independant - Street markets 'more powerful than supermarkets'
Maxine Frith, Social Affairs Correspondent
Sunday 21 May 2006

Frith's article raises the issue of markets being dominated by supermarkets which was evident at Kirkgate market.

According to Frith, market stalls generate twice as many jobs as leading supermarkets. 'Planning decisions that favour the building of huge outlets over established smaller markets could result in fewer jobs and less choice for local communities, a report by the think-tank the New Economics Foundation (NEF) warned.

Independent traders are being forced out of business by unethical practices.

Guy Rubin, author of the NEF report, said: "The irony is that planning decisions are being taken which are undermining the small enterprises that can prevent us from becoming a nation of clone towns. Perhaps my solution would raise awareness by showing how each market has its own unique characteristics.

There have been accusations that the big supermarkets are abusing their power by selling goods below cost. The "big four" in Britain - Asda, Sainsbury, Tesco and Morrisons - control 75 per cent of the sector.

The NEF report focused on Queen's Market in east London, which is also the subject of the film Wal-Mart: The High Cost of Low Price. The film, which premiered last week, highlights the struggle of Queen's Market against plans to demolish it and build a giant Asda store on the same site. This would be a useful film to help inform a solution.

Wal-Mart is the American owner of Asda and has been accused of bullying communities and exploiting staff to keep prices down. The big supermarkets and their supporters have always claimed that they create more jobs, offer consumers more choice and keep food prices down.

But the NEF report found that an average basket of goods bought at Queen's Market was 53% cheaper than at the nearest Asda supermarket.

Low-income customers could also haggle prices down, and people from ethnic minorities in the area said they had better access to specialist foods such as halal meat and Afro-Caribbean fruit and vegetables.

Market Facts:

• £1.3 billion a year industry

•  Markets represent our oldest and most successful form of exchange and are the reason why many towns exist. Some date back to medieval times and were established by royal charter.

• Markets provide twice as many jobs per square foot of retail space as the food superstore and generates £13m a year for the local economy, the report found.

• The "big four" in Britain - Asda, Sainsbury, Tesco and Morrisons - control 75 per cent of the sector.

• There are more than 1,700 markets in the UK

• Borough Market, established in 1756, is London's oldest fresh produce market and still trades from its original site

• New Covent Garden Market is the largest wholesale market in the UK with over 250 companies on site employing more than 2,500 people

• A farmers' market is one in which farmers, growers or producers sell their own produce, direct to the public. This is a current issue today as farmers are losing money as supermarkets are selling the milk cheaper than water. Although there have been protests and some supermarkets have tried to help, farmers are still struggling to make money. Markets are a great way to encourage people to buy milk from local producers. 

• More recently, there has been a trend for Christmas markets with stalls offering locally produced hams and chutneys as well as presents and decorations. This demonstrates the diversity of markets. 

Frith's article is backed up by official research which can be used to make people more aware of market culture in the UK. I am starting to see more of a concept developing, however I will consider the decision after I have spoken to Andrew Cotton about UK surf culture.

What big 4? We've got 17,000 of them

Adjectives to describe market culture:

• Raw
• Direct
• Economical
• Immersive
• Vibrant
• Traditional

ASOS - Marketplace

ASOS now provide a platform to support emerging and established boutique businesses. This ultimately supports small businesses selling their own label or vintage collections. 

The small icon for a clothing tag acts to label the work to its original brand. This has inspired me to look further into the price tags that markets use in order to inspire composition.