WOULD DEPARTMENT STORES BE MISSED?
Gen Zs may be the last generation to experience heartland department stores, but I’m not sure they’ll miss them. My teenage girls never insisted on going to Isetan for anything specific. Their fashion go-tos are Uniqlo, Cotton On or simply online shopping.
For some older folks, though, department stores probably still hold meaning. My parents, now in their 70s, are less tech-savvy and not keen on browsing boutiques or online shops. They often think of Isetan Nex – their nearest department store – or OG, when they need clothes or shoes for festive occasions or wedding dinners. To them, department stores still promise better variety and quality, as they did in the past.
As department stores exit heartland malls, suburban malls feel increasingly cookie-cutter. Walk into any of them and you’ll see the same fashion lineups and fast food chains. The distinctiveness and sense of nostalgia that department stores once brought to malls has slowly faded away.
Perhaps the survival of department stores in Singapore lies in exiting the heartlands and concentrating in shopping belts, where they can cater to less price-sensitive shoppers and carve out niches – much like their counterparts in Japan with vibrant food halls and curated brand mixes.
The difference between the department stores in Orchard Road and suburban malls is clear. The food halls and specialty offerings of Isetan Scotts and Takashimaya set them apart from heartland stores.
I remember visiting Isetan Scotts during a family staycation in the city a couple of years ago. While sampling Japanese food stalls and browsing adorable stationery, I remarked to my kids: “Why don’t we have these at Isetan Nex?” The experience felt distinct, almost elevated.
I’ll miss the convenience and nostalgia of having a department store in my neighbourhood. But I know nostalgia alone isn’t enough to keep them alive in the heartlands. When the mood strikes, I’ll make a trip to Orchard Road instead to rediscover the joy of department store shopping.
Vivian Teo is a freelance writer, children’s book author and mum-of-two who blogs at vivianteo.com.
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