WORCESTER is surging ahead of the competition as a choice shopping centre, according to new research.

The news comes 24 hours after city councillors heard that Worcester needed to become more competitive to challenge other Midlands towns and cities.

Researchers, who surveyed 500 visitors earlier this summer, discovered 21 per cent were using the Lychgate Centre more frequently than in the last survey in 1998.

Eighty-four per cent returned to the city centre once a month or more frequently.

But visits to neighbouring Birmingham had fallen by 11 per cent as more people flocked to the Faithful City's stores.

The news also comes as retail giant Arcadia plans to open a new Burton and Dorothy Perkins store in the city later this year.

Visitors said other shopping destinations they headed for included Cheltenham, Merry Hill in Dudley and London.

In the last survey, 42 per cent of shoppers said they would visit Bristol's new Cribbs Causeway, but only 14 per cent had made the trip.

Researchers also discovered that more than half of shoppers read the Evening News on a regular basis - nine per cent above other towns surveyed.

"We're very pleased that our loyal and enthusiastic customers are happy with the centre," said Lychgate manager John Couzens.

"We're keen to ensure that we offer visitors to Lychgate the widest selection of shops and services possible and the cleanest and friendliest shopping environment.

"It now boasts of being the only Worcester shopping centre 100 per cent let."

Howard Dorrell, managing director of department store Russell & Dorrell, said the results of the survey were testament to Worcester's attraction.

"It's more than just a shopping centre," he said.

"People come here because they have a traditional high street with shops located in one area and a beautiful cathedral."

In a retailing equivalent of musical chairs, clothes retailers Burton and Dorothy Perkins are to move into a joint site currently occupied by Wallis in High Street.

Wallis will move into Principles for Women, which is moving out of the city, while the current Dorothy Perkins store in CrownGate, High Street, will be closed.

Alan Hobbs, of the Arcadia group, said the move was part of its "brand max" strategy, which involved moving stores around to get the optimum space for leading brands.

The nationwide strategy has involved the closure of 400 stores announced in April.