Try Something New Thursday - David Jones Department Store
This weeks Try Something New adventure was a day trip to the newly opened David Jones Store in Wellington. You see once upon a time we had a small department store called Kirkaldies in our city. It was filled with lots of grey haired grannies shopping and was deemed an older ladies store, with the young twenty something girls only on the first floor stocking up on MAC and other over priced cosmetics. So as times got tough it was doomed to fail. So they sold up, and David Jones a posh Australian department store bought the store and has spent the past couple of months updating the shop.
Because it has been open for a week the shop was super busy with people going for a look. The downstairs seemed full with expensive cosmetics and overpriced handbags. The crowds were deep so I didn't get to check any prices, but we looked online and saw the the Valentino bags go for between $1000-4000 (US), so not in my budget price range. The middle floor was still the fashion floor, with a variety of high end designers and upstairs had mens fashions, the cafe and the home range.
We looked forward to seeing the home section, but were terribly disappointed as it had a couple of bed linen ranges and some home wares like electric blankets, toasters and mixers. All things that are one off buys, but no design products or artwork which we like to look at.
I do think that the company has misunderstood the NZ market. For we on the whole are a society that cares little about fancy labels and high prices. We like flat shoes and puffer jackets, and think that $50 is pricey for a t-shirt, so think that you might have trouble moving your $300 shirts. The youngsters that love the labels may come to browse, but would be more likely to buy online. The people with rich wallets, are more likely to be on planes buying their fancy clothes and outfits in Sydney, London, Paris and New York.
I do wish you well though - I hope that people not only browse but buy from your store, for you have lots of lovely locals working for you, and your bring some variety and quality to our retail environment. Unfortunately this middle aged lady is unlikely to spend a lot of time shopping with you, as times are tough in our household and I have a bit of a budget to stick to.