Is This the End of an Australian Fashion Icon
or the Start of Something New?
For generations of Australians, a trip to David Jones was something of a shopping ritual. Whether it was browsing the latest designer collections, picking up a special occasion outfit or enjoying a little window shopping, DJ’s was part of our fashion landscape.
So the news that the 188-year-old department store has collapsed into voluntary administration has certainly sent shockwaves through the Australian retail and fashion industries. But how did David Jones, a retailer that until now has been the pinnacle of Australian shopping find itself in this position?
From Fashion Favourite to Financial Fiasco
David Jones has been struggling for some time. Years of financial losses, rising operating costs, changing shopping habits and increasing competition from online retailers and specialist stores have all taken their toll.
The retailer has also faced the challenge of trying to be all things to all shoppers. Maintaining its premium fashion reputation while expanding into suburban shopping centres and competing with more affordable retailers was always a tricky gig.
Most of its famous gourmet food basements disappeared a long time ago, as did in-home pianists, product demos and a focus on customer service. Corporate profits and junkets for executives became the order of the day, rather than listening to its core demographic customer base. Deaf executive arrogance ignored thousands of social media suggestions by its fashion savvy shoppers, any and alI of whom offered no end of creative and mostly worthwhile suggestions. (Pity David Jones Store wasn’t in the business of listening. Comments and references on social media could have been an incredible tool beyond simply promotions.) So, while it ignored its key customer base, it moved from owning its buildings to selling them off and then not being able to pay the rent. Seems like there is a cost, after all, of exorbitant corporate bonuses and international junkets, while losing sight of what the customer wants. And so, David Jones entered administration just a few days ago.
What Does This mean for Australian Fashion Designers?
This is where things get interesting for our local fashion industry. David Jones has traditionally provided Australian designers with something incredibly valuable: access to a national retail audience, physical shopfronts and the credibility that comes with being stocked alongside international labels.
For designers with concessions or products supplied to the retailer, there are now genuine concerns about unpaid invoices, stock arrangements and what happens to their retail presence if stores close.
Smaller labels could be particularly vulnerable, as losing a major retail outlet can mean losing an important sales channel.
But perhaps there is another way of looking at this.
Could There Be a Silver Lining?
With the traditional department store model under pressure, there may be an opportunity for independent Australian designers to rethink how they reach shoppers. We could see more designers embracing their own online stores, collaborative retail spaces, pop-up shops, local fashion events and direct-to-consumer sales. There’s no doubt that shoppers are increasingly interested in discovering something different!
Specialty retailers focussing on independent Australian fashion labels might just become a thing!
A New Chapter for Australian Fashion?
For shoppers, the immediate task at hand is to spend David Jones gift cards! It’s still uncertain whether the remaining stores will survive.
We hope that the biggest opportunity here is that Australian fashion doesn’t need to rely on one department store to thrive.
Our designers have creativity, originality and plenty to offer. Maybe it’s time we gave them a little more of the spotlight and made discovering Australian fashion part of our next shopping adventure!
See more: A New Wave In Streetwear
