Shanghai Lady Fashion Department Store, a fixture of the city’s retail scene since 1956, reopened last month under a new name and modernized look. Now called “Lady淮海” (Lady Huáihǎi), the revamped store has embraced its location on the bustling Huaihai Road by integrating the street’s name into its own. However, the changes, including the name and its contemporary direction, have left some long-time customers feeling disconnected from the once-beloved shopping destination.
The renovation has sparked debates among its loyal patrons, especially the older generation, who have cherished the store for decades. Many are unsure how the new identity fits with their cherished memories, raising questions about the store’s future success in balancing tradition with modernity.
Name Change Sparks Debate Among Long-Time Patrons
The most controversial change to the store is its new name. Formerly known as Shanghai Lady Fashion Department Store, the business has rebranded itself as Lady淮海, a blend of English and Chinese reflecting its Huaihai Road location.
For older patrons, this shift is more than just cosmetic. The original name’s use of 妇女 (fùnǚ), which means “women” in Chinese, carried feminist connotations and a sense of empowerment. However, the use of “Lady” in the new name feels, to some, like a step backward, conjuring an image shaped by the male gaze.
- The new name reflects its Huaihai Road location, aligning with other nearby malls.
- Long-time customers express discomfort with the new branding.
- The shift from 妇女 to “Lady” sparks generational and cultural concerns.
For these older shoppers, many of whom grew up visiting the store, this change seems to represent a disconnect from the progressive, inclusive values they associated with the original store. While younger consumers may appreciate the updated branding, the generational divide has led to mixed reactions about whether the new name will resonate with all.
Trendy Merchandise Divides Generations
Inside, Lady淮海 has also shifted focus to appeal to younger shoppers. Brands like Spain’s Desigual and the American outdoor brand Gramicci have replaced some of the traditional clothing lines. The store now features several trendy, youth-oriented brands, leaving some older patrons struggling to find the familiar fashion items they used to love.
- The store now offers unisex fashion lines and a mix of international brands.
- Older shoppers express confusion, especially about men’s clothing being sold in a traditionally women’s store.
- Prices now range from 600 to 3,000 RMB, which has raised concerns about affordability.
One memorable incident captured by local media illustrates this confusion. A middle-aged woman, confused by the presence of men’s clothing in a department store historically geared toward women, was met with an explanation about unisex fashion by a sales assistant. This interaction highlights the shift in target demographics and customer expectations, as older patrons find themselves adjusting to fashion concepts that may feel foreign to them.
Modernization Meets Tradition: Mixed-Use Spaces and Livestreaming
The transformation of Lady淮hai hasn’t been all about merchandise and branding. The store is making efforts to modernize its engagement with customers by incorporating mixed-use spaces and adopting new technologies. Even before the renovation, the store had experimented with using its window displays to host art exhibitions. Now, those same windows will serve as backdrops for livestreams promoting beauty products—an approach aimed at younger, tech-savvy shoppers.
| Old Store Elements | New Modern Additions |
|---|---|
| Traditional retail | Livestreaming for beauty product sales |
| Classic window displays | Mixed-use spaces for exhibitions |
| Older fashion brands | Unisex, trendy brands |
Despite these efforts, the store’s modernization attempts haven’t gone unnoticed by older shoppers, who have voiced their concerns over the sensory changes, including complaints about the strong café aromas wafting through the building. With four cafés now inside the store, some longtime customers feel overwhelmed by the shift in atmosphere.
Can Lady淮海 Balance the Past and the Future?
Lady淮海 is striving to attract a new wave of customers, while also trying to hold on to its loyal, older clientele. Yet, this balancing act might prove challenging. As the department store redefines itself, it will need to tread carefully, ensuring that it doesn’t alienate the very customers who helped make it an iconic part of Shanghai’s retail landscape.
On the one hand, the department store has positioned itself as a modern, versatile space that embraces the future of retail. But on the other hand, the older generation, who still hold dear their memories of a more traditional shopping experience, may feel left behind. How Lady淮海 navigates these competing demands will ultimately determine its success in Shanghai’s fast-paced retail market.
