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The luxurymarket takes a huge percentage of the world’s merchandise. Luxury market givesexclusive and gives the customers an experience and status as well as areputation rather than just another product. Most consumers today are moreaware of brand names and designer names seem to be more important than theproduct itself. Luxury items are not purchased because the customer need it,but rather the customer maybe also be looking for something else, as forexample an experience, good quality products, or to get a boost for theirsocial status and for appearance.Selfridgeshas been existing since 1909, and still stands today as one of London’s bestluxury department stores. Selfridges have developed to be one of the greatestdepartment stores in the world. Harry Gordon Selfridge born in 1856 in USA,moved to London from Chicago, he saw a gap in the market in the United Kingdomwhen no one else have. Harry Gordon Selfridge always thought London would be agreat place to open a department store and wanted to seize the opportunity whenfinding the gap in the UK market.

Gordon Selfridge started to investigate themarket and what does the London stores offered. After investigating GordonSelfridges found that there was huge pressure on customers to buy, just lookingin stores was not acceptable, store staff expected the customers to know whatthey wanted when they came in. There also were some stores who even had guards,called floorwalkers, they used to deal with timewasters. Selfridge found thisway of shopping very wrong and wanted to chance this in opening his owndepartment store. He wanted the customers to feel free browsing and not to beashamed, as well as making the customers not buy anything until being able tosee it themselves in store, and then to purchase it.He gave thecustomers the opportunity to feel the products by themselves, which wassomething very new to the customers, it was a very new idea and exciting at thesame time.Which madethe customers desire the products even more.

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