Selfridges

Selfridges didn't really have the clothes I'd imagined would be in there. Mostly there is more high street shops in there, like All Saints, American Apparel and Jack Wills. Again this shop felt like its floors dictated what kind of customer you were, a young teen, 15/16 on the lower floors, with a more adult feeling, perhaps 30+, on top floor, with Vivienne Westwood and Maison Martin Margiela. On this top floor it felt a bit sparse, with not many people up there and not a lot of interesting things going on to catch your eye, literally just sections of different designers. There wasn't anything interesting going on with the decor, so it wasn't a grand visual experience, much like in Liberty. I think that Selfridges is actually a lot like Liberty, keeping their customer through all ages by having a bit for all of the family, and being able to purchase small things and getting that classic yellow bag.

I think that maybe Selfridges will have suffered via shops Matches which are a bit more contemporary but stock goods for an older consumer, because there is less of that feeling of luxury when you can get more unusal choices elsewhere in shops that don't stock a bit of everything, and maybe they stretch themselves a bit thin trying to reach out to more people.