Luxury Department Stores Catering to New Middle Class: A Response to Differentiation Trends in Consumption
Luxury department stores have always been a symbol of taste and luxury in Western countries. The surplus space in these stores, such as reading rooms, exhibition halls, and galleries, represents a certain level of culture and sophistication. However, it is not just the physical space of these stores that exudes luxury, but also the space itself. As urbanization increases, the abundance of space in cities can highlight the differences between social classes. Space becomes a display of class power.
During the 19th century and early 20th century, department stores did not focus solely on profit, but rather on creating spaces that showcased aristocratic cultural tastes. This provided a source for the bourgeoisie to learn about refined tastes. Taste is not inherent, but rather constructed over time. Through the use of symbolic power, objects are transformed from continuous distribution into distinct opposing relationships. This creates various symbolic orders that position higher cultural tastes in a higher social classification structure.
In modern densely populated cities, space becomes a luxury commodity. The more spacious and open the space in a department store, the more it symbolizes luxury. However, it is important to note that space should not be left empty. Instead, it should be designed and curated to create an atmosphere that reflects cultural capital. This process of encoding and decoding space represents a display of taste and sophistication.
Space is considered a rare commodity, and its size is related to the culture to which individuals belong. The size of personal space varies based on cultural norms and social positioning. This spatial size is closely linked to the social orientation and values associated with an individual’s position in society.
In the modern era, department stores have evolved to cater to the new middle class. They have adapted their space configurations and relationships between employees, consumers, and products to reflect the changing trends in society. Open displays and interactive spaces have become prominent features in department stores, allowing consumers to engage with products more freely.
Furthermore, the concept of open displays in department stores poses certain risks for retailers, such as increased shoplifting rates, especially during discount periods. To mitigate this, many department stores have implemented security measures and storage lockers for customers to store their belongings while shopping.
Moreover, the emergence of luxury department stores in Taiwan reflects the evolving tastes and preferences of the middle class. By incorporating cultural spaces, such as art galleries and cultural centers, within department stores, retailers aim to enhance the overall shopping experience and attract a more discerning clientele.
In conclusion, the transformation of department stores into cultural hubs catering to the new middle class signifies a shift in consumer behavior and preferences. By creating curated spaces and offering unique experiences, luxury department stores have successfully differentiated themselves in a competitive market. The integration of cultural elements and sophisticated design has allowed these stores to appeal to a more refined consumer base, highlighting the intersection of culture, taste, and luxury in the retail industry.
