An investigation into fashion retail outlets: a case of downtown kampala

Abstract

Shopping, a phenomenon that has existed since the dawn of time to meet human needs, is one of today's most important social activities. Shopping places have been built according to the physical, economic, and cultural qualities of the area throughout history, and they have evolved over time to meet changing needs. Population growth, changing living conditions, and technological advancements have all had a significant impact on community output and consumption. The African people have traditionally relied on traditional shopping environments to suit their economic, social, and psychological demands. These environments are vital components of African cities, and they form the city's center. People spend their time shopping, talking to each other, and discussing their problems in these shopping environments. Shopping in downtown Kampala malls has often been considered a unique experience. It differs from shopping in more established malls such as Garden City, Acacia and Arena among others. This organic form of trade developed as a result of the history, traditions and trading preferences of consumers in Uganda. Additionally, it has adapted to local consumers’ purchasing habits, purchasing power and product preferences. This research aims to develop our knowledge and understanding of the shopping experience within fashion retail outlets in downtown Kampala. It addresses this through investigating how space is used in existing fashion retail outlets in Nabukeera Plaza, the social experience in these outlets and understanding the people involved in shopping from there.