RETAILERS in Oxford's "forgotten" shopping centre are to spruce up their 1960s concrete precinct to combat a fall in trade.

Traders in the West Way Shopping Centre at Botley say they are feeling the pinch because shoppers dislike the appearance of the "dated" 1969-built precinct.

The Vale of White Horse District Council, which runs the centre, said it would have to put up service charges if it made any improvements - so local businesses are looking to take matters into their own hands.

Kate El-Barhdadi, who runs Rococo Italian brasserie and bar, said: "The centre looks like it belongs in the 1970s. It's a shame because we have spent an awful lot of money on the restaurant, but the shopping centre has been forgotten about.

"It's time for a change. Our customers love coming to our restaurant - but they hate the shopping centre."

Jayesh Soni, of Westway Jewellers, said: "Something needs to be done. We don't have any passing trade.

"Other shopping centres have got life in it, but here it's completely dead.

"Rents have gone up about 25 per cent in the last six years, but trade keeps going down."

West Way retailers are now looking to gang together to see if the centre can hold local farmers markets and art exhibitions at weekends, as well as attracting corporate sponsorship for flower beds and hanging baskets to liven up the area.

Shopkeepers say the fact that the former Video Hall DVD outlet remains empty, almost 18 months after closing, points to the unattractiveness of the precinct.

Wendy Atkinson, assistant manager of the West Way Sue Ryder care charity shop, said: "It's very drab and dull. People come and grab what they want and just shoot off."

Shopper Melanie Magee, 37, who works in Botley said: "It is just a big mass of concrete. It's not exactly enticing people in, is it?"

Amber Wing, 23, from Witney, added: "There are lots of solicitors, surveyors and banks nearby but the centre is a bit trampy."

A spokesman for the Vale District Council said: "The shopping centre is owned as an investment for the council and therefore must be operated commercially in order to generate the best return for the benefit of the whole of the Vale. The council has improved the two car parks and put in new fascias.

"However, any improvements to the West Way have to be recovered through service charges, similar to any other landlord."

Mrs El-Barhardi said: "If the Vale's not going to be forthcoming with investment we need to get some of the bigger businesses to sponsor improvements. The shopping centre could look really pretty."