Pomo marketing: Shopping entertainment

Selfridges nearly went out of business (as so many department stores have done) in the 1990s. But it reinvented itself by dismissing the order, formality and stillness of the old stores. Every brand was given its head and allowed to do what it wanted. Uniforms are out, as is standard decor, shelving and presentation. There is no hierarchy of goods; watches compete with perfume, luggage with high fashion, cafés with fast food. Shows, action and stunts break up the day. Selfridges calls it “shopping entertainment”. So successful is it that two years ago a panel of style gurus voted it Britain's “coolest brand”.