chapter  9
19 Pages

The department store: the metropolitan flagship in national networks of fashion consumption

ByBRONWEN EDWARDS

This was the rallying cry of Simpson Ltd, a successful, modern, nationallydistributing menswear manufacturer, on the brink of significant change. This family company had recently gained an enthusiastic and innovative new head, Alexander Simpson, and was about to embark on a venture into retail that would transform the company. Within a year, the company had indeed opened a shop in Piccadilly, ‘in the heart of London’s smart West End’. It is this shop that provides a useful case study of the role of the retail flagship within fashionable consumption networks.2