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A tale of two cities, two Isetans and a retail conundrum
Why is Isetan thriving in Tokyo while consolidating in Singapore? Its story holds lessons for all department stores.
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After Isetan Serangoon Central (pictured) at NEX shopping mall closes in April, Isetan Scotts will be the brand's sole Singapore outlet.
ST PHOTO: KUA CHEE SIONG
Dianna Chang
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A wealthy, impeccably groomed woman steps into an ultra-prestigious department store in an upmarket shopping district. Renowned as the trendiest retailer in the country, the store offers the finest in fashion, accessories, homeware and food – so aspirational that many office ladies regard the ability to shop freely at its supermarket as a life milestone.
At another department store operated by the same Japanese parent company and located, like the other, in an upmarket shopping area, it attracts a slightly above-mass-market clientele who, reflecting the tropical climate, are typically dressed in a more casual style.
