Spring brings a rethink for David Jones

Seasonal realignment and reduced sales periods are on trend for the department store

Allanah Walton and Billy Jean at Sydney’s David Jones as it launches its flower show to usher in the spring season. Picture: Jane Dempster

Spring has arrived, and from this season that will mean two things at David Jones.

First, its annual flower show is again in bloom at its now-­renovated Sydney CBD Elizabeth Street flagship.

Second, new season spring/summer fashion will hit the floor.

While the latter may sound logical, keen observers will note that spring’s floral dresses usually arrive while we are swaddled in winter’s coats and cashmere.

This realignment of the fashion season with the actual season is part of a rethinking of the department store’s fashion business.

It is in part the result of the COVID-19 pandemic, which at its beginning saw collections delayed because of supply chain ­issues and renegotiations of ­orders and delivery dates.

It is also in line with a global rethink of the traditional fashion industry model, deemed for years to be “broken” and wasteful.

As well, the retailer intends to reduce the length of its sales seasons by almost half.

“The intention and plan is to reduce all of our sales events to allow full price to stay for longer,” Bridget Veals, general manager women’s wear, said. “We’re clear on that commitment.”

While it will continue to have the same amount of sales — two mid-season sales, Boxing Day and June sales — their length of time will be reduced. For example, the mid-season sales that usually last for five weeks will go down to three.

“We’re certainly buying less in view of the fact that we don’t want to buy to discount,” Veals said.

While the retailer would not divulge by what percentage it has reduced its buy, Veals said: “It’s significant, but not drastic.”

She says the next six months especially will be a “learning season for everyone” as brands find their equilibrium and recover from the economic and supply chain impacts of the pandemic.

Several brands have taken matters into their own hands with regards to seasonal schedules, some even dropping new product each month. This makes the situation “more fluid” than in the past, Veals said.

The pandemic pushed online sales up 100.7 per cent in the second half of the last financial year, making 18.4 per cent of total sales.

For those who need a little colour in their lives, the department store will for the first time offer on its website a virtual tour of the spring flower show, the culmination of over 4000 work hours for 15 florists and horticulturalists.