Normally, I would not venture out to a Mall on Sunday afternoon (or, any afternoon for that matter – I suffer from Mall-o-mania). But, I was challenged by eldest son to put a fashion edge into my sartorial presence (wardrobe). I always thought that good taste was always in style and that the traditional look (maybe, a little too professorial) was acceptable. Sons, or for that matter, daughters, are not so reassuring, and there is always that generational divide. Being a good sport and with no football on the television, he and I took off to the North Shore Mall, the Emerald City of taste and choice, North of Boston.
Normally, I would not venture out to a Mall on Sunday afternoon (or, any afternoon for that matter – I suffer from Mall-o-mania). But, I was challenged by eldest son to put a fashion edge into my sartorial presence (wardrobe). I always thought that good taste was always in style and that the traditional look (maybe, a little too professorial) was acceptable. Sons, or for that matter, daughters, are not so reassuring, and there is always that generational divide. Being a good sport and with no football on the television, he and I took off to the North Shore Mall, the Emerald City of taste and choice, North of Boston.
Time frame: 12:30pm to 2:30pm. We were on assignment, clothing tasks, noted on his Blackberry. As a Gen X’er, very much in tune with style and trends, he knew where to go – targeted shopping. As a Boomer, I just tried to keep up with his stride – no window shopping here, no casual look-sees. Just retail business – get Dad squared away, updated, cool. A couple of observations: The only store with a buzz of activity was the Apple Store; literally all the others had more salespersons than customers. In a number of stores, they unlocked the dressing rooms before use. Everything seemed to be on sale. Lastly, men of my age, were not shopping alone. They were typically in tow with their better half, looking bored as can be, seeking an out. There were few escapes. A Mall with no activity is like a cavern or a crypt. Even the kiosks were deathly quiet.
We hit several stores: Banana Republic, Brooks Brothers, Macy’s, some footwear shops and a few stylish boutiques. We were done shopping with some time for a sandwich at Au Bon Pain within two hours. I was exhausted, and eldest son had a 5:30pm flight to the coast, destination La La Land. But, I had some new duds, looking sharp, feeling good, watch out society.
I was not impressed with the Customer Experience. Shop Keepers and sales staff were bored, and it is incredibly difficult to keep a sense of interest and attention with no activity. In the larger emporiums, you could not find a sales associate. The more hip outlets had some music, which was helpful to create an atmosphere. I found the displays and merchandising mundane – everything so bland, no jazz, no buzz. In most of the stores, we were only greeted when we went to the counter, and, even then, the welcome was more perfunctory than engaging. I was typically the one to start a conversation. So, even with all the store sales and a son with a pocket full of disposable income, I have no urge to return. Shopping by mail or on-line is actually more fun! But, at least now, I am a fashion plate thanks to Nathaniel.
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