03.01.23

I kept them because of the memory, the experience, the unique store. That is what we are missing in SO many shops here in the U.S. The ultimate experience. And because that element is missing, I find that the connection to the purchase is missing as well.

Let me impress upon you the experience I am referencing while shopping in Paris: you are usually drawn to store front because of the amazing exterior (cool color, painted or mosaic windows, or just beautiful flowers around the door welcoming you). You are then greeted by the smell of a uniquely French signature candle and an employee who is just so effortlessly casual. You are at ease and feel so fully immersed in French culture and lifestyle. They ask about you, what are you looking for, where are you from, what is your event, this is our new collection, would you like some water, or even better, champagne??

After selecting the beautiful item you want to purchase, it is wrapped in scented tissue paper, closed with a logo seal, placed in a beautiful (and sturdy!) shopping bag. Even unwrapping it at when you are home, you can still smell the store. You have taken a piece of the store home with you, which sounds crazy, but it is so true! And that’s not just at the high street shops. That’s just the general status quo for buying things in Paris. The experience.

It is not to say that you can’t get a memorable shopping experience in the u.S., but it is rare. It is seemingly only in designer or high-end boutiques where you are dropping the $$$$. The everyday person looking for an affordable dress for a special occasion at their local main street stores or suburban shopping mall would never get that sort of experience. They buy the dress, go to the event, and then probably decide they don’t like it or regret spending the money on it. Next is the return process (tags in or out even). You feel glum. No connection to the item. The excitement of a new purchase is gone as quick as the card swipe. No fancy smells, no cool bag.

Shopping here is something that has to be fast and cheap like the food. Every corner has the same 5 stores – like the food. It is just an errand. No lasting memories to make you want to keep the thing you got. It goes into the abyss of your closet or drawer and you might think to wear it again one day, but you don’t. Maybe that’s what our retail world here needs…an upgrade. Maybe we need to feel special about the things we buy. Why is it when I leave lululemon after spending $100 on leggings, (and getting guided by a sales person who knows about every fiber of the leggings, why they stretch in every direction, why I must have them), do they feel like something I can only wear on special gym occasions. Yes, a special gym occasion, those now exist because of this leggings purchase. Why do I cherish that damn lululemon shopping bag and use it until it falls apart? So, why can’t someone buying similar leggings for $20 get an experience too? I bet if they did, those retailers would sell a whole lot more and have returning clients who are looking to make a saturday afternoon a good one.

We need shopping in the U.S. To be uniquely special, memorable and magically scented.