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They were the biggest and best-known stores in the country – but today, they face a very “uncertain future” for a sad reason.
Myer Chief Executive John King will leave the job late next year as the recovery of the department store retailer continues. Mr King joined in 2018 when there was serious conjecture Myer could collapse under the weight of large and onerous leasing commitments.
They dominated the retail sector and became an integral part of Australian life.
But today, these one-time giants face a more uncertain future.
While recent challenges confronting brick-and-mortar stores are well known, they only tell a part of the story. History offers a broader view. And talking to those who have witnessed these long-term shifts first-hand presents an even clearer perspective.
In a major project supported by the Australian Research Council, my colleagues at Macquarie University and I have been interviewing past and current department store staff and shoppers. The aim is to document the history of department stores with a view to casting new light on today’s challenges.
Our interviews to date have certainly offered a unique window into another world.
For more than a century, department stores dominated the Aussie retail sector.
‘Another world’
Both Boomers and gen Xers recount the excitement and experience of visiting department stores in their childhood.
They recall mum dressing them in their best clothes to travel into the city from the suburbs or the country during school holidays. It was the buzz of the city that hit them. And with their towering buildings and spectacular window displays (especially at Christmas), department stores were at the heart of it.
In-store, things were just as exciting.
Shoppers and staff jostled their way through multiple storeys and around beaming counters and immaculate displays. There were old world lifts with lift operators. And then there was lunch at the cafeteria, where pies and chips or frogs in jelly ponds were eagerly guzzled down.
But it was the glamour of the department store that left the deepest impression.
It was not just the grand buildings and opulent displays. It was also the level of service.
Staff were present and they were there to assist.
Shoppers recall how staff were immaculate in their presentation, product knowledge and sales skills.
Department stores were also special places for those who worked there.
Staff recall a supportive environment where they learnt the art of dealing with people.
Many young Australians started their working lives in department stores, transferring these valuable skills to other industries. Others stayed longer, developing interesting and multifaceted careers in the trade.
Faded glamour
So, what can these interviews tell us about today? The insight lies in the contrasts.
Reflecting on their recent experiences, many of our interviewees note the lack of excitement or glamour.
Many no longer travel to the city, and when they do, they are disappointed with the lack of customers in-store. Suburban branches are even quieter and the range on offer is modest.
‘Lack of service’
The perceived lack of service in today’s stores is the most deeply felt issue.
Shoppers and past staff are frustrated by the absence of staff on the floor. And when they do find someone, the level of service and knowledge of products are both limited.
The convenience of online retailing is particularly tempting in this context.
New competition
Department stores no longer have a monopoly on variety or range. Suburban shopping centres now function as giant department stores, where specialist shops collectively offer greater choice and better service. Of course, online offers the ultimate in range and cost.
While memories of the past inform the way that older generations view current department stores, Millennials and Gen Y present a different challenge. Their experience of department stores is very different.
But now, Aussies are turning their backs on iconic retailers. Picture: iStock
Younger generations have grown up with in a world where department stores had already lost much of their former grandeur and magic.
More often than not, their experience has been with the suburban branches which are more modest in range and service.
To these younger shoppers, department stores seem little different to discount department stores like Kmart or Target.
‘Not yet dead’
Of course, the outlook for department stores is not entirely grim.
While David Jones is struggling, recent figures for Myer have shown some upturn in business. The department store model is not yet dead.
But in demonstrating how the past continues to inform the present, we can see the size and complexity of the challenges that confront department stores today.
Robert Crawford is a Professor of Advertising in the School of Media and Communication at RMIT University. His project on the history of department stores is ongoing and he is actively looking for more interviewees. If you would like to contribute to this project or simply learn more about it, click here.
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