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Dagens olika handelsområden visar att olika typer av butiker föredrar att etablera sig inom olika områden. Det är viktigt att välja rätt butiksläge men de mest centrala och attraktivaste lägena är inte optimalt för alla butiker. Därför kan mindre centrala lägen vara ett alternativ. Kluster är en typ av handelsområde som beskrivs som ett geografiskt avgränsat område med etablerade företag inom relaterade branscher som har någon slags relation till varandra. I denna uppsats undersöks Magasinsgatan i Göteborg som ett kluster. Syftet med uppsatsen är att undersöka om den enskilda modebutiken på en affärsgata ges fördelar med tanke på klusterbildning, kundunderlag och geografisk belägenhet. För att kunna uppnå syftet har vi format tre forskningsfrågor att ta hjälp av. Forskningsfrågorna är “Vilken image har det undersökta klustret?”, “Vad gör Magasinsgatan till ett kluster?” och “Vad är positivt med det undersökta klustret?”. Undersökningen består av kvalitativa- och kvantitativa metoder där vi utfört tre intervjuer och delat ut enkäter. Det empiriska materialet analyseras med hjälp av teorin som berör klusterbildning, kommunikation inom kluster, image och konkurrensstrategier. Resultatet vi fick fram bekräftar att Magasinsgatan räknas som ett kluster baserat på de kriterier som måste uppfyllas. Alla tillfrågade respondenter är eniga om att det är positivt att befinna sig på Magasinsgatan och baserat på resultatet dras slutsatsen att det är till en fördel för den enskilda modebutiken att befinna sig i ett kluster. / Today's different trading areas shows that different types of stores prefer to establish themselves in various fields. It is important to choose the right store location but the most central and most attractive locations are not optimal for all stores. Therefore, less central locations may be an option. Clusters are a type of trading area that is described as a geographically defined area with established companies in related industries who have any kind of relationship to each other. This paper examines Magasinsgatan in Gothenburg as a cluster. The purpose of this paper is to examine whether an individual fashion store on a shopping street are given advantages considering the view of clustering, customer base and geographic location. In order to achieve the purpose we have formed three research questions to help us. The research questions are "What image has the investigated cluster?", "What is positive with the investigated cluster?". The survey consists of qualitative- and quantitative methods where we did three interviews, distributed questionnaires and made an observation. The empirical material is analyzed using the theory involving clustering, communication within the cluster, image and competitive strategies. The result we got confirms that Magasinsgatan is seen as a cluster based on the criteria that must be fulfilled. All surveyed respondents agree that it is positive to be located on Magasinsgatan. Based on the results we concluded that there is a benefit to the individual fashion store that are located in a cluster.

Trading Area is a new shopping centre of the Taipei metropolis. Public transportations and the urban plan shaped a comfortable and unique shopping environment, which would be important conditions for consumers that lead to their preference to visit the Xinyi Trading Area. In the last part of this research, after the analysis of consumer behavior, this study proposed concrete suggestions to government authorities to serve as references for planning a trading area to public needs or promoting consumer visiting in a Public-Sector planned trading area in the future. / The goal of this research is to investigate the different development strategies of the Xinyi Planning District planned by the Public-Sector, the effects the public sector has on the formation of the Xinyi Trading Area, and the factors which influence consumer behavior in the Xinyi Trading Area. The study was conducted by questionnaires in the base of documentary analysis. The subjects were drawn by sampling method from consumers in the Xinyi Trading Area, and a total of 505 samples were handed out. The methods of analysis include descriptive statistics, crosstab analysis, and Chi-square tests for data analysis and discussion. Beginning in 1975, the Xinyi Planning District has been designated different functions at different times in the course of the development of the Taipei metropolis. From a local function to an international window, the Xinyi Trading Area is a new shopping centre of the Taipei metropolis. Public transportations and the urban plan shaped a comfortable and unique shopping environment, which would be important conditions for consumers that lead to their preference to visit the Xinyi Trading Area. In the last part of this research, after the analysis of consumer behavior, this study proposed concrete suggestions to government authorities to serve as references for planning a trading area to public needs or promoting consumer visiting in a Public-Sector planned trading area in the future.