Retail Fantasy Over as Reality Bites David Jones
Australians share fond memories and sharp opinions as the iconic department store faces its sad end.
For nearly 188 years, David Jones was one of Australia's most beloved department stores. It sold everything from clothes and food to furniture and Christmas decorations. Now the store is closing, and Australians are sharing their memories and opinions about what went wrong.
Many readers remember dressing up just to visit David Jones as children. One man recalled going 'into town to DJs' at age six, wearing a suit and short pants. Others remembered the store's famous food hall, its hair salon, and a beautiful café called the Lacquer Room where shoppers could enjoy tea and scones.
June Scott from Terrigal said David Jones made a big mistake by turning into a luxury store with very high prices. A plain T-shirt could cost more than $100. She said this pushed regular shoppers away and let rival store Myer win over the middle ground.
Customer service also became a serious problem. Peter Fleming asked a store assistant where to find business shirts with a top pocket. The assistant barely looked up from his phone and said those shirts no longer existed — but Fleming found three of them on his own.
Some readers blamed outside ownership for the store's decline. After a South African company bought David Jones, many felt the store lost its special feeling. One former employee said it had become little more than a 'bazaar,' which means a crowded, disorganized marketplace.
Jacqueline Tuck pointed out that online shopping is partly to blame too. While many people enjoy the ease of shopping online, up to 6,000 David Jones workers could lose their jobs before Christmas. She said people don't always think about how their choices affect others.
The store's legacy also lives on in Australian culture. The film 'Ladies in Black' was partly filmed inside the David Jones store on Elizabeth Street. Producer Sue Milliken said the film is 'spiritually a tribute to David Jones.' Margaret Johnston added that the store brought joy to many people for nearly two centuries, and she still remembers the thrill of Boxing Day shoe sales.
David Jones lost its No. 1 asset: customer service.
Comprehension quiz preview
1. How many years had David Jones been in business before facing closure?
2. What did Peter Fleming find after the store assistant told him certain shirts no longer existed?
3. According to the article, what company took over David Jones and contributed to its decline?