Why High Street Shopping Will Never Die

The high street is dead. Well, not quite. Many foresee the end of our current shopping culture as more choice, convenience and cheaper options move to online. Businesses encourage this as its cheaper than running a shop. More and more small shops close with escalating rent and cheaper consumer options online. In their place come coffee chains and little of particular interest.

However, how far will this trend go? We all still go shopping even if we don’t need anything. We need to go out and the high street provides a space for exercise, culture and stimulation more than just a park. Surely without high street shops we would be unsatisfied by the cold online alternative. Diversification is certain, but the end is not.

 

Experience

The High Street is a social space. In London we have a variety of examples, arguably one for every area. Oxford Street and Regent Street remain ultimate bastions of consumerism. But around these we have Berwick and Carnaby Streets in Soho (arguably shadows of their former selves), the whole shopping district of Mayfair and the mesh of establishments in Covent Garden. In further flung shopping centres we all enjoy a trip to Westfield even though we may not buy anything. These are always full of consumers. What are the features we enjoy when shopping that online will never surpass?

We like to explore and discover. Let’s face it, we don’t need 80% of what we buy. But we enjoy finding something we want that we didn’t know existed. Online is far more direct- all you have is the image of a fashion model. You have no sense of fabric, fit and how it looks on you. Go to Selfridges and see the vast quantity of, let’s face it, random crap no one needs. Large ‘mantique’ model aircraft and boats- things you didn’t think existed. Anyone with cash to spash loves this ‘discovery’ that you simply wouldn’t think to search online.

Specialisms

Besides the personal enjoyment of the shopping experience, there are some very practical reasons a real shop has to be experienced. Expert advice is available when are where you need it. Tools and experience are there for adjustments. Look at jewellery or tailoring. Both are strong London professions and both require physical interaction between expert and buyer. An expensive jewel or suit has to fit, feel and look right. These matters of what seem personal taste also need an expert to guide- should a ring fit tight or loose? Whatever the result, help is on hand to then alter items to fit. Various online businesses offer the same sort of service, but it is slow, tedious and not personal. Ultimately with luxury items comes the desire for luxury service.

So could it be that with the so-called death of the high street all we really see is a cull of cheaper consumer goods?  Leaving behind a stronger market for craftsman? The real sufferers are the supply markets- fabric shops, art materials and more. These are what supply the grassroots artisans of the city- hobbyists and professionals alike. These also require personal experience of touch and sensation. While the number may drop, we must hope that the vast creative industries and students of London will be the loyal following to allow these causes to continue. But in the city of so many historic movements from the YBA to the Pre-Raphaelites to Alexander McQueen, we can be assured they will.

The post Why High Street Shopping Will Never Die appeared first on Felix Magazine.