vienna

“Urban planning, architecture and design make our surroundings seem like
staged ‘environments’ in which individuals and groups clad in changing ‘outfits’
exhibit themselves and their ‘lifestyles’. ‘Shopping’ becomes an adventure in
which the buyer moves about like an actor in the different scenes designed by
clever marketing strategists.” 345
The skills of marketing are indisputable. But we do not think that the seasonal
sale window here is done in a totally rational way. And if it is, we must be
truly frightened because the term control is not foreign to the retail business:
“Display takes place predominantly within the windows of large department
stores. These are generally fully enclosed, offering the display artist total control
of the environment. […] Clever displays manage to create a spectacle as well
as providing information.” 346
MEIDLINGER HAUPTSTRASSE
Several years ago, this shopping street was very popular among middle
class customers. Later, the big brands moved to Mariahilfer Straße or to
shopping centres on the outskirts of the town. This shows that the street is
increasingly losing its social status. Stores like to call themselves “Trend
Outlet Stores” but in reality, the goods are not trendy. Here, too, the seasonal
sale has reached the final phase:
This small store has only one show window and the entrance door is to its left.
Numerous Posters are attached to the glass façade. On top of the window is a
sticker listing the names of the fashion cities: “Wien – Mailand – Paris – Florenz
– London – Rom – New York”. The window is covered with cheap brown paper,
from the ceiling down to knee level. Written on the brown paper are the words:
“LAGER VERKAUF”. 347 When we look into the store, we find that it really looks
like a warehouse. The word, “AuSVerKauf” is written on yellow paper. Each letter
is printed on letter-size paper. It looks like a blackmail letter for which the characters
345 Fischer-Lichte (2002:291)*.
346 Din (2000:95).
347 ”Warehouse sale”
The
Death
of
Fashion 141