Is Retail Dead?

Is retail dead?

Svitlana Lavrenchuk Design Study IDIA 495 Paulo Moreira

Q1 2013

AIU London

Is retail dead?

The question is being asked multiple times, yet the answer is still pending; probably the answer simply does not exist. Being one of the most relevant questions today, it raises lots of discussions between pro- fessionals, academics, politicians and philosophers. Retail can be seen from so many different sides that it is impossible to give one clear answer to set this question straight. However, if the question addresses the concept of retail and its issues, a solution might be formulated and translated from theory into practice.

It can be said that consumerism is the religion of XXI century. After industrial revolution the technological progress began to melt the boundaries between countries. A century after, the borders have become a formality, i.e. Schengen Agreement; foreign countries are now closer than ever, with the longest flight on the planet being only around 16 hours. Retail is not limited to the local goods and services; it is wide open to everyone. Although, it is certainly positive, the drawback is standardisation of retail along with small independent brands fading away and not being able to compete with gigantic conglomerates. We risk ending up with the same retail environment all over the globe and not being able to recognise one country from another. It is already happening to the hospitality environment: chain hotels use standard design in all hotels ignoring the context and local culture. The result is predictable rooms and lack of individuality. By questioning the concept of retail, we can generate new scenarios and open retail to the new possibilities.

When recent recession hit the market, the consequences were astonishing. Many businesses did not make it through the financial crisis. Nevertheless, the extremely difficult financial climate triggered the businesses to find new ways of selling, to rethink the existing order and offer...