Sitting in a crowded and undignified shoe department of New York's Lord & Taylor, it astounded me that the designs of Ralph Lauren and Anne Klein were being discarded and treated in the same manner as if they had been found in a Century 21 or TK Maxx. Aren't these names supposed to be up-market? How have these prestigious labels been displayed so shambolic considering their high price tag?
Surrounding me are millions of uncoordinated shoe boxes, stuffing, pop-socks and abandoned shoes littering the shop floor. It is quite acceptable for a shoe sale of this size to attract so much excitement, and in turn disarray, but when it is DKNY shoe boxes in question, you have to ask yourself if the market is really segmented? After all, I think you will all agree that environment is emblematic of your standard high-street retailer which accompanies economy-class service. You really would expect more when you are buying a bit of First Class footwear.
Shoe shopping experiences offered within New York has been a varied. Saks 5th Avenue had their breath-taking Eighth Floor devoted entirely to the biggest and most successful names within shoe design; Christian Dior, Manolo Blahnik, Christian Laboutin...a total shoe haven. Given its spacious allowance of space per designer, immaculately presented displays and perfectly positioned shoes, it was a welcome change from the hustle and bustle of the mid-market stores.
Most identifiable is the change in pace that I, as the consumer, experienced from store to store which emphasised the significance of the shopping environment on the feeling of ease or unease from being present there. The calm atmosphere created by light, space and pleasant music meant that I was automatically at ease (despite the high prices!) The highest number of shoppers was around the sale section on Saks' Eighth Floor (not surprisingly) but this was displayed respectfully on glass shelves and tables. No metal racks would dare show their face in this store.
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