The Big Stores of London

One of the features of London is the number of big stores, most of which are to be found in or near the West End. These stores are the mixture of tradition and modernity.

They developed in the nineteenth century; they maintain the dignity of that century, yet there are always ready to follow new trends.

The big stores of London are vast big buildings, many stories high, equipped with speedy lifts and escalators, with well-planned lighting, ventilation and heating.

Departments are carefully named; “1Budget Dresses” are really cheap dresses- but no customer likes to be thought of as a “cheap” shopper. The same applies to “Ready-to-wear”; it is used to be used for the garments that were not made-to-measure, though now of-the-peg clothes are the rule rather than the exception. “Mother-to-be” or “Lady-in-Waiting” will often be found instead of the conventional “Maternity wear”. Then there are newer words for the new trend of fashion- “Mix-and-Match”, “Unisex”, “Millinery”, “Gowns”, and sometimes still the words derived from the French- “Mantles” for coats, “Layette” for baby-wear. Another feature of London's shopping life is the chain-stores, in which the goods are displayed on open counters. A wide variety of goods is offered- chiefly foodstuffs, household goods, clothing and stationery. These chain-stores have branches in most British towns of importance.

One very well-known firm of chemists has shops in many parts of London, too, and in these you may buy not only dairy produce but also groceries, soap and household articles.

Most of the food stores, called supermarkets, operate on the self-service system: you go in, puck up a basket, walk round the shop and choose what you want. At the exit there is a check- out point, a cash-desk where you pay for all your goods together.