Selfridges

Selfridges; London, Oxford Street; built 1909

While browsing around in Selfridges last week, I chanced upon 'Shopping, Seduction & Mr Selfridge' by Lindy Woodhead (2007) which started me pondering about Selfridges.

In many ways, that conspicuous yellow bag symbolizes a part of the fashion revolution that took place in the late 1800s to early 1900s. It was a time when people bought specific items from specific stores and Victorian women could not be seen roaming the streets window-shopping or using public lavatories. Yet, Le Bon Marche happened in Paris, followed by Macy's in New York and it was against this backdrop that American retailer, Harry Gordon Selfridge introduced London to Selfridges.


Selfridges transformed shopping from a necessity to a form of entertainment. Going to Selfridges was the girls' day out. Clever floor layout attracted shoppers to move seamlessly from one hall to the other, complemented by impeccable service; even if not shopping, the window displays were an art form to be admired; and of course, a dining room and ladies' room meant you could stay in consumerism's playground for the day. The concept was novel and brilliant - then.


A century later, I walk into Selfridges without even questioning its presence. And no, it's not a day out for me, I was just there to pick up some cosmetics because it was a convenient location. I stop by the Louboutin window display for a split second because it catches my eye and witness a few Chinese tourists take pictures at the entrance of Selfridges. But does the modern day Selfridges shopper know its history, much less appreciate it? Probably not. In fact, had it not been for an overhaul in 1994, Selfridges might have just been left behind by time. The truth is that while the modern day consumer still craves the shopping experience, this experience is now provided by the rows of luxury houses along Fifth Avenue, Regent Street or Champs-Elysees. These are single-brand department stores combining to provide a shopping experience richer than what Selfridges can give. And the need for a one stop shop? Let's try Westfield instead.


Yet, there is still an inveritable 'coolness' about toting that yellow shopping bag around - perhaps because it is steeped in history or because it is a tourist attraction or simply because of excellent marketing and branding to revamp its image. Whatever it is, I think that though the sun is not shining atop what was once the Mecca of retail, it has not yet set.