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Physical stores: do they still make sense in 2021? | Vogue Spain LargeChevron Menu Close Facebook Instagram Twitter YouTube Pinterest Facebook Twitter Pinterest Gallery Facebook Instagram Twitter YouTube Pinterest LargeChevron
In Pretty Woman, one of the film's most memorable scenes sees Julia Roberts strolling down Rodeo Drive carrying bags after a salesgirl screwed up "up to her neck." Beverly Hills was already a flagship of luxury retail at that time, but from that scene, the streets of the angelina golden mile became an icon of pilgrimage, aspiration and, of course, consumption.
Of course all that was in 1989. A year in which we said goodbye to the Berlin wall and watched the first episode of Seinfeld, but in which we also enjoyed the calm and analog life that simple romantic comedies, crowds and the absence of internet.
In the middle of 2021 and with the pandemic still hot, however, not only have our cinematographic tastes changed -although there will always be a little corner for Julia and Seinfeld-, but also our consumption habits: we buy online, we try on clothes in closets virtual (or directly at home) and check our cart again and again without having to subject ourselves to the inquisitive glances of clerks who wonder what we are doing again here. Bottom line: We prefer Click to Rodeo Drive or, for that matter, any other golden mile. And, given such a panorama, the question is forced: do physical stores make sense today?
