DISCUSSION

Mary Queen of Shops Arrives on American TV

October 23, 2009Written by RetailWire Staff

By Bernice Hurst, Contributing Editor, RetailWire

Mary Queen of Shops, a British television import, reached American airwaves in mid-October. The reality show features fashion guru Mary Portas as she attempts to pull back boutiques from the brink of insolvency.

The reviews back when it first appeared on British television eighteen months ago were mixed. No such doubts assailed The New York Times as the series launched on American television. Unlike chef Gordon Ramsay, Ms. Portas has not attempted to replicate her visitations on U.S. soil. Viewers will see the original, unadulterated, U.K. version, warts and all.

Among the retailers on Ms. Portas' resumé are Harrods, Top Shop and Harvey Nichols. Her entry in Wikipedia describes her huge success in each store, specifically in the fashion and beauty departments. Apparently she also "regularly travels around the world advising on retail strategy and frequently lectures on the theme of brands and retail." Ms. Portas' website (www.maryqueenofshops.com) claims "Mary is one of the U.K.'s foremost authorities on retail and brand communication and is credited with turning Harvey Nichols into the modern fashion powerhouse that it is."

On the show, Ms. Portas first visits the featured boutique while the owners are away. Once they return, she delivers an often-scalding verdict on why the owners and staff's choices and even their attitudes are ruining their business. She then guides them through a revamp.

Writing for The New York Times, Ginia Bellafante sneers at both Mary Portas and her victim. She spews vitriol at the celebrity's attitude, appearance ("a razor-thin mouth that never seems to shut and a severely angular haircut that says, 'I look fabulous, and you look like a big, bulbous turnip.'") and self-proclaimed expertise ("What I don't know about shops isn't worth knowing.").

Brian Viner, reviewing the show in The Independent back in June 2008, was more favorably impressed with Ms Portas' influence on small-store owner, Amanda Collins. By the end of that episode, the store's name and inventory were changed along with the proprietor's attitude towards potential customers. Jane Murphy, on orange.co.uk, said the same episode initially made her hate the owner, an opinion she later revised when she realized the woman was simply nervous in front of the camera (and Ms. Portas perhaps?). Despite the accompanying cynicism, Mary Portas did, apparently, initiate improvements.

In another episode, Ms. Portas attempted to make charity stores more commercially aware but was described by one reviewer as "toe-curling" in spite of the increased profit made by the branch on which the episode focused. Expertise and celebrity in this case did have a positive impact even if not every customer approves of the changes.

The show began running in mid-October on BBC America, Wednesday nights at 9, Eastern and Pacific times; 8, Central time.

Discussion Questions: Does a consultant offering store makeover advice make for good entertainment in the U.S.? How much advice does the typical store owner or chain, for that matter, need when it comes to store layout and design?

[Author's commentary] Bearing in mind the time lag, and the recession, it would be interesting to know if any updates have been tagged onto the end of each episode. Or perhaps we will all need to wait until the next series has been commissioned and Ms. Portas has had time to write her next book.

Discussion Thread0