London's fashion stores reopen tomorrow. This is how one store is doing it.
Until 2020 came along nothing in its 111-year history had forced Selfridges to shut its doors, except for World War II. Even then, however, the London department store shuttered for only one day in 1940 due to bomb damage. This March 18, before mandatory government edict required it, the management of Selfridges took the decision to turn off the lights. “Going home that day was very emotional, very hard,” says Sebastian Manes: “it hit me in the guts.
Manes joined Selfridges in 2003 and is now the company’s buying and merchandising director. Today we’re meeting up for a pre-reopening tour. The first big surprise is that the Food Hall is open to customers and has been for six weeks already as an “essential service.” What? This means I could have been eating London’s best Reubens all along! “We kept pretty quiet about it,” says Manes. “We opened to serve the local community and find out how best to operate.
We swoosh up one of them and regard something wonderful: an item of beautiful clothing—a fringed Comme des Garçons biker. Manes observes that the “the only silver lining” of lockdown has been the performance of digital—sales have doubled year on year compared to 2019—but there is still plenty of spring 2020 left in the inventory.
Usually this is the week Selfridges puts these collections on sale, but that has been deferred until July 8. “There is a sustainability element to that decision,” says Manes. “You know the manifesto from Dries Van Noten? Well Selfridges was part of that. There is something interesting about the idea of being more aligned with the season. You would have a longer time to sell on the shop floor, which is good for the designers—there’s something healthy about it.
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