AN ANALYSIS OF THE CLUSTERING EFFECTS ON RETAIL WITHIN GEYLANG (PAYA LEBAR CENTRAL)

Abstract

This research paper focuses on Paya Lebar Central, a mixed-use development that comprises three sizeable retail malls that lie within close proximity to each other- Paya Lebar Quarter, SingPost Centre, and Paya Lebar Square. Since the opening of Paya Lebar Quarter in 2019, Paya Lebar Central has gained much attention and popularity for being a vibrant and busy lifestyle and business hub with great connectivity to other parts of Singapore. Along with the development of Paya Lebar Quarter, Paya Lebar Square and SingPost Centre have also been newly renovated and further contributed to the vibrant atmosphere of the city fringe commercial hub. The study aims to investigate the impacts and competitive dynamics between the three main malls in Paya Lebar Central. Site visits at each mall were conducted to gain a comprehensive analysis of the tenant mix in the cluster, as well as the layout and other properties that are likely to contribute to the performance of each development. As part of the research study, a survey was also disseminated to members of the public. The survey hopes to provide insight into the taste and preferences of consumers and their thoughts on the mall cluster in Paya Lebar Central. Findings show that the mall cluster in Paya Lebar Central has displayed relatively good synergy and collaboration between each other. However, there are a few lacking properties in certain developments that have led to the overshadow and slight domination of an individual mall over others.