Columbus: The Silicon Valley of Retail?

The New York Times: “A combination of demographics, geography and luck turned Columbus into the nation’s consumer laboratory. This Rust Belt city has historically been a microcosm of the national population’s age and ethnicity, ranking fourth among metropolitan areas in its resemblance to the United States over all, according to data compiled by WalletHub.”

“Ohio State University’s 65,000 students mean young shoppers are always on hand. Columbus is within a day’s drive of nearly half of the United States population, making it a convenient hub for distribution. The city’s relatively small size and contained media market make it affordable for companies to run advertising campaigns and measure their effectiveness. And its relatively low profile allows brands to try something and fail — without the scrutiny they would draw in New York or Los Angeles.”

“Perhaps most important, a robust network of retailers and service providers — from big brands like Abercrombie & Fitch to small design firms that focus on store layouts — has taken root in Columbus. Today there are more fashion designers in Columbus than in any other American city besides New York and Los Angeles.”

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