Retail Therapy
There was a story in the papers couple of days back about 4 new shopping malls springing up on our tiny island.
Actually, I shouldn't say shopping mall, because unless it's named Something-city, the rest hardly constitute as MALLS.
Well, it hasn't gotten me very excited because after visiting Vivocity twice (excluding the rest of the times I was there for work), I realised that lest for this Spanish corner, you can't not find the rest of the shops elsewhere in town. Do people really appreciate having all their "favourite" shops brought under one roof? Perhaps for people living in the vicinity, it's like bringing Taka-Wisma-Tangs-PS to their doorstep. But for the rest of us, Vivocity just provides alternative outlets if we can't find that right outfit in the right size in town.
So with the launch of the 4 new extensions, what is in for the consumers? Is it simply a case of relocation? Like Harvey Normal moving from Milennia Walk to Central.
While Square 2 aims to hike on the Korean theme, how different are these shops from Far East Plaza, Heeren, Bugis Village, The Edge (Bugis) and the "almost dead" Icon (Bugis)?
Speaking of Icon, how many people actually know where it is?
I finally stepped into Icon , located next to Ritz Apple Strudel opposite Bugis Junction) for the very first time since it opened more than a year ago (gosh, did you know that?). It promised 6 floors of exciting shops, but it's really a dismal "Shibuya 109" flop copy. Most of the tenants on the top floor have moved out, (I heard to relocate at Central) and the rest of the tenants are well, hanging on. Most of the empty shop spaces (it's really tiny!) don't seem to have impending developments. There was one abandoned-like nail bar with the walls half painted and an A4 handwritten notice asking for experienced manicurist to apply, stuck haphazardly on the glass door. Some shops looked promising, but aren't open; others shut their doors at 5 pm.
While most shops try to be different, it's really hard to tell with the limited window display and cheesy shop names. I spoke to one shop owner, a 26-year-old girl who invested about S$30-S$40K to start her own business of fashion buying and retail management but is now throwing in the towel. Manning the shop only on weekends (she holds a proper job on weekdays), she laments at the lousy marketing people of Icon (whom she said are wasting their resources on free balloon giveaways at the ground floor) and long working hours. She traveled to Hong Kong, Taiwan and Bangkok to buy things at wholesale prices, but said that it was also very exhausting because of the labourious task of price labelling and packing after that. She has found a job at a headhunter firm and is happy to end the business after breaking even. At least she's been there and done that.
I'm quite sad for the tenants, because none of them seemed happy or interested in what they're selling or doing. They seem to have lost all fervour (which I'm sure they had intially) and merely whiling their time away until they decide what to do with their goods. Most of the them don't seem to be very exprienced or know very much about the latest fashion trends, or work very hard to push their goods.
Maybe they're just tired.
While we can blame the marketing people for not doing a good job selling the idea of Icon, shop owners themselves also have to take the initiative. There had been some publicity and write-ups on Icon but obviously the shops themselves aren't happening enough. I mean look at Comme de Garcon! They can rent a shop at a heartland area, shut down and move again, and people still patronise them! The truth is, if you're good, word spreads and that's good for reputation and consumer loyalty.
There's a lot more that shop owners can do to spruce up their shop front. By that I don't mean renovating the shop. It's about being convincing fashion consultants, being on the forefront of fashion, providing cheaper alternatives to high-end fashion items, sussing out a customer and recommending items based on their preference and blah blah. I may not know how to run an apparel business, but if I were a customer, these are ways to win me over.
The whole culture of Icon has to change. Everyone should either pack up their bags or change their style. Play less cheap, wannabe-cool music, slap a rule on shop owners to at least dress up a bit more, carry out promotion for the whole building and motivate tenants to do a better job.
It's a pity because Icon has great potential. Like everything else, it just needs to find the right direction.
Actually, I shouldn't say shopping mall, because unless it's named Something-city, the rest hardly constitute as MALLS.
Well, it hasn't gotten me very excited because after visiting Vivocity twice (excluding the rest of the times I was there for work), I realised that lest for this Spanish corner, you can't not find the rest of the shops elsewhere in town. Do people really appreciate having all their "favourite" shops brought under one roof? Perhaps for people living in the vicinity, it's like bringing Taka-Wisma-Tangs-PS to their doorstep. But for the rest of us, Vivocity just provides alternative outlets if we can't find that right outfit in the right size in town.
So with the launch of the 4 new extensions, what is in for the consumers? Is it simply a case of relocation? Like Harvey Normal moving from Milennia Walk to Central.
While Square 2 aims to hike on the Korean theme, how different are these shops from Far East Plaza, Heeren, Bugis Village, The Edge (Bugis) and the "almost dead" Icon (Bugis)?
Speaking of Icon, how many people actually know where it is?
I finally stepped into Icon , located next to Ritz Apple Strudel opposite Bugis Junction) for the very first time since it opened more than a year ago (gosh, did you know that?). It promised 6 floors of exciting shops, but it's really a dismal "Shibuya 109" flop copy. Most of the tenants on the top floor have moved out, (I heard to relocate at Central) and the rest of the tenants are well, hanging on. Most of the empty shop spaces (it's really tiny!) don't seem to have impending developments. There was one abandoned-like nail bar with the walls half painted and an A4 handwritten notice asking for experienced manicurist to apply, stuck haphazardly on the glass door. Some shops looked promising, but aren't open; others shut their doors at 5 pm.
While most shops try to be different, it's really hard to tell with the limited window display and cheesy shop names. I spoke to one shop owner, a 26-year-old girl who invested about S$30-S$40K to start her own business of fashion buying and retail management but is now throwing in the towel. Manning the shop only on weekends (she holds a proper job on weekdays), she laments at the lousy marketing people of Icon (whom she said are wasting their resources on free balloon giveaways at the ground floor) and long working hours. She traveled to Hong Kong, Taiwan and Bangkok to buy things at wholesale prices, but said that it was also very exhausting because of the labourious task of price labelling and packing after that. She has found a job at a headhunter firm and is happy to end the business after breaking even. At least she's been there and done that.
I'm quite sad for the tenants, because none of them seemed happy or interested in what they're selling or doing. They seem to have lost all fervour (which I'm sure they had intially) and merely whiling their time away until they decide what to do with their goods. Most of the them don't seem to be very exprienced or know very much about the latest fashion trends, or work very hard to push their goods.
Maybe they're just tired.
While we can blame the marketing people for not doing a good job selling the idea of Icon, shop owners themselves also have to take the initiative. There had been some publicity and write-ups on Icon but obviously the shops themselves aren't happening enough. I mean look at Comme de Garcon! They can rent a shop at a heartland area, shut down and move again, and people still patronise them! The truth is, if you're good, word spreads and that's good for reputation and consumer loyalty.
There's a lot more that shop owners can do to spruce up their shop front. By that I don't mean renovating the shop. It's about being convincing fashion consultants, being on the forefront of fashion, providing cheaper alternatives to high-end fashion items, sussing out a customer and recommending items based on their preference and blah blah. I may not know how to run an apparel business, but if I were a customer, these are ways to win me over.
The whole culture of Icon has to change. Everyone should either pack up their bags or change their style. Play less cheap, wannabe-cool music, slap a rule on shop owners to at least dress up a bit more, carry out promotion for the whole building and motivate tenants to do a better job.
It's a pity because Icon has great potential. Like everything else, it just needs to find the right direction.
posted by Me at 8:01 AM
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