The traditional department store model with endless racks, crowded floors, and an overwhelming assortment of merchandise was built for a different era. A time when shopping was a primary leisure activity. Where neither online shopping nor social media existed. Shoppers relied heavily on department stores to discover what was on offer and “in”, and that’s where they bought most of their wardrobe items, beauty products, and other things. With everything under one roof, it was an easy one-stop-shop for the family.

Today, closures, bankruptcies and quiet shopping malls makes it look like department stores might be on their last legs. The ease of online shopping has led to a collapse of mall traffic in many city centers. Operating costs have risen and leases have become unaffordable. Today’s shoppers are more informed, more intentional, more selective, and shop with purpose. They don’t want to be overwhelmed, they want to be understood and have their very specific needs satisfied. The ease and abundance of online shopping has made all brick ’n mortar stores suffer.

All that said, department stores still have some advantages. It’s hard to beat having easy access to a wide variety of items and brands in one place that you can see, touch, feel, and try on right away. When I take clients in-person shopping for jeans and shoes, we usually begin in a department store because it’s efficient, effective and practical. Clients are usually overwhelmed by the amount of merchandise, and are all too happy for me to take charge finding the needle in the haystack. We might not find what we’re looking for in a department store, but it helps us narrow our focus so that we can find the perfect items elsewhere.

The question is whether department stores can adapt to our new shopping realities while retaining the in-person advantages that they still enjoy. Can they build on their customer service, provide a better experience through more curation, and offer better integration with online shopping options. 

Bloomingdales in the US has opened up a much smaller, curated store concept called “Bloomies” that seems to be a move in this direction. It was designed to bring the Bloomingdale’s aesthetic to more casual or everyday shopping occasions, often with personalized services and a boutique-like feel. We have a Bloomies in Seattle, and so far the concept has been well received. Makes me wonder whether Nordstrom will consider opening their version. I definitely have room for a “Nordies” in my life.

Department stores in countries like Japan are thriving. And if you’ve visited and shopped in a Japanese department store you’ll understand why. They are vibrant, interesting, and aspirational. Collections are carefully curated and not overwhelming. They focus on the experience as much as the product. They offer beautiful food halls, grocery shopping opportunities, florists, gathering spaces, and other convenient support services. There is an emphasis on quality, excellent customer service, and storytelling. My favourite place to shop is a Japanese department store.

Personally, I’m a diehard department store fan. I love the variety, the convenience, and the shopping experience in general. I also like the modern Bloomies concept, and hope that this type of evolution helps traditional department stores successfully pivot into the new retail landscape.

Over to you. What do you think? Do you still shop in department stores? Is there a place for them in the future of retail?