The Major Shop – Retail Clothing Part Nine

The big retail shop – Coleworths, Flyers, Getar, Big Letter, etc. exist in every major Australian city – indeed they have branches in multiple locations downtown and at shopping centres. In addition to white goods, manchester, and bargain bins full of toilet brushes, they sell clothing. A lot of it.

Many people stock their wardrobes exclusively from these stores, and can live comfortably by doing so. The goods they buy are generally reasonably well-made, reasonably well-fitting, and reasonably priced. But there is one disadvantage for the shopper: they will look like 250,000 other Australians each season. If they are frugal shoppers they will look like this more cheaply, but one season out of synch.

I can sympathise with this – I am equally well dressed, but in many cases the season is Winter, 1962.

The buyers for the big stores wield tremendous economic power in the clothing business, as they have very big purses indeed. And they are canny – they are always trying to achieve the perfect purchase…the garment that sells out completely on the last day of the season, leaving room on the shelves for the next attraction. But with this skill comes ┬áresponsibility. They are going to make the country look the way they buy for at least the next year.

Sometimes they get it right, and we all look decent. Sometimes they get it wrong and we all look like prats. And sometimes they get it disastrously wrong and we look like grubby, smelly prats. If you doubt me, I mention two words: nylon shirts.

I do not mind the clothing from the big stores, inasmuch as I buy anything. Their underwear does not chafe and their sweatshirts are good for at least a year. But I always pray that the designers and buyers will have done their job whilst sober. We have had far too many years when every garment has a logo printed on it somewhere and cannot be worn decently outside of a football stadium or tractor pull.

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