Redevelopment plans were rejected by John Prescott
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Oxford must improve its shopping or lose out to other towns in the region, a new report has warned.
The city centre manager says it means all traders in the city should get behind proposals to redevelop the Westgate Shopping Centre.
A decision to reject the plans was successfully appealed in 2002.
Bill McArdle says he supports the conclusion of the Retail Needs study that more high street stores will benefit the whole economy.
He denied that the development could be bad news for smaller businesses and traders.
"One of the goals of the Westgate is to generate business for other parts of the city," said Mr McArdle, head of city management company OX1.
"Oxford's got a historic retail sector, independent traders - and those two sides of the city must work together."
The Retail Needs study was carried out by Oxford City Council.