Uniforms are one of life’s easy options. Fashion houses blaze their brands on male clothing to make it easy for us to buy – at some expense – an appropriate uniform without the need for much imagination.

If you have ever been to a point-to-point, you will witness what I call a ghost fashion house – a collective of labels which blend into one unwritten house code. It is similar at a race meet. The tweed, hacking jackets, waxed jackets, hunters, pink cords on elderly men. But it the matching children’s outfits which make me giggle. I think they must be bought from a site called MummyandDaddyIdentikits.com. Why do miniature anythings makes us laugh? Near here is a Model Village – in Bourton on Water. It is a tourist attraction because it is miniature. Wouldn’t you rather a village you can visit than peer over? Then there are, or at least were, the circus dwarfs. Funny only because of size. A 6′ performer would far easier to see! Bonsai trees, miniature pigs, knomes, poodles… Maybe it is a power thing. Anyway, I digress.

I needed to buy some clothes, in particular a pair of shoes, and instead of paying an extortionate amount in Cheltenham’s town centre (and that is just for parking!) I diverted to the out of town Next shop. I parked outside and within ten minutes I bought a pair of shorts, trousers, two pairs of shoes, polo shorts, T-shirts, 10 pairs of funky socks and briefs. Good clothes and very good value! A lot for not a lot. Non uniform too (by which I mean there was sufficient choice to buy colours and fits and fashions that I like, not just a label). Probably the same factory and by past experience I suspect no worse quality!

What I bought there is available across most mainline high street fashion multiples. Little is different bar the label. But it was incredibly convenient. And so said many calling in to the (immensely capable) Radio Two host, Jeremy Vine I listened to on my return. He was leading a discussion on the future of Britain’s High Streets in light of the closure of a number of chains and outlets. Callers were actually damning the high streets for being too expensive and were claiming they have no need nor wish to visit them, preferring to do ALL their shopping in these out of town centres.

Let’s admit it. High streets can hardly compete on value and convenience. And to illustrate their other threat, let me tell you I visited JJB Sports shop (again, out of town centre) to buy some running kit and tennis balls for Inca (my lab). They were out of stock of my sizes so on realising of course they have a website, I purchased for next day delivery on getting home.

So what future for the High Street? They have already become clones of each other. Different architecture dressing the same shops. But these retailers are now transferring to out of town or majoring online (or going bust) and leaving gaping holes in our High Streets. They came, they conquered, and are now leaving.

Therein, I believe, lies the answer. Town centres must regain their soul and become their very own identities by detaching from the mainstream. Hay-on-Wye is an international mecca for books. It is brimming with booksellers. Even these second had sellers now compete (or take advantage of and rely on) internet sales but such is the draw of Hay, supported by its festival, it pays to open shop there. How poor would the street’s footfall be outside the tourist season without the books? Similarly, other larger towns should now consider majoring their centres towards a particular retail segment.

For example, Winchcombe, where I live, sits on an apex of long distance walks and the Borough Council should consider inducements and support to encourage walking related shops to open up, supported by the Walking Festival.

Cheltenham could provide incentives to encourage independent boutiques and outfitters so it becomes a fashion centre of independents. I would have shooped there today if it was.

Town council strategists need to consider their USPs and instead of watching their town centres become an umbrella of declining and cloned miscellany, have the courage to be different and stand out from the crowd of same.

Clustering is apparent in any town centre, but I am arguing they encourage a great cluster so the town as whole is a unique draw, allowing the imaginative independents to return and fill those holes.

Uniforms are very convenient but until the high street drops its retail uniform and each offers its own creative diffence, their demise will continue.

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