EVERYONE'S heard of the book town as a regeneration engine but over in Ulverston it is looking to fashion to sew up its reputation as a frock town.

Business is booming with all its shops full or committed and due for re-opening. That compares to 36 empty shops seven years ago.

Over the last two years, seven of the new arrivals have been fashion stores and on Friday another one joined the stylish scene in the form of Joanna's Closet on Market Street a boutique touting designer labels including Victoria Beckham jeans, Gas and Replay. The Emporium wedding shop is also due to open soon on Queen Street.

"You have got book towns, now we are a frock town," enthused Ulverston and Low Furness Market Town Initiative project officer Jayne Kendall.

Ms Kendall is now planning to follow in the high-heeled footsteps of Paris, London and Milan and galvanise retailers to stage Ulverston Fashion Week' next year. It follows a sell-out catwalk show at the annual one-night Fashion Festival earlier this month.

Ulverston's growing small-shop economy stands in contrast to a sales slowdown reported by High Street retailers for much of 2005 which has been blamed on higher fuel bills and debt repayments hitting spending.

Ms Kendall said the growth reflected the efforts of traders but also the Market Town Initiative which has been offering business start-up grants through Furness Enterprise and cash for renovating buildings in the town's conservation area.

She added: "Most importantly it's down to entrepreneurial retailers, spotting a gap in the market and going for it and it's local people supporting it.

"People have realised you can't offer the same as the Tescos on the edge of town - you have to offer something different, that gives added value to the shopping scene, something you don't get in the Trafford Centre where you just get the big brands.

"We are getting individual shops, individual fashion, individual service and that's where small market towns will compete in the future."