Where The Streets Have No Names
I cannot tell you how refreshing it is to walk around a city without a Starbucks, KFCor McDonalds on every corner. One or two is OK but, coming from a country raped by major brands, Serbia is uplifting. To enjoy shopping in markets or at small to medium sized local chains where the joy of discovery can still be found on the shelves, where browsing remains a pleasure and not a robotic chore, is a rare treat.
That Serbia remains a place of homegrown brands and independent traders is something that should be cherished and protected, else it goes the way of their EU neighbours, where many national retailers have been swallowed by the big boys. Anyone who has travelled has seen how countries brutally sacrifice many of their traders in favour of the glossy global giants. Now it is happening closer to home.
Notable among these are EU-member Slovenia and its keen-to-be-loved neighbour Croatia, where the big brand take-over is already in full swing – with prices rising and range falling accordingly. Strolling around the indoor malls cropping up on the outskirts of virtually every Croatian town is a pretty lifeless experience, with wall-to-wall international brands offering the same stock as can be found across the continent and beyond.
Thankfully, until now the spread has been bound by certain national and trading borders, with economic uncertainty and a diverse commercial landscape in some countries keeping it from spilling over to contaminate national retail identity in small towns and cities.
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| Credit: Globalization by Guille3691 |
Undoubtedly, news that US clothing giants Gap and Banana Republic are moving into Serbia has been greeted with excitement among many shoppers. But take heed, the onslaught this could signal should be welcomed but controlled, if Serbia is to retain its unique retail identity.
While trade and commerce chiefs must be rubbing their hands in glee at having reeled in such big fish, it would do the country good to look at the homogenised streets of Britain, Germany and especially the US, to see how the impact of globalisation can wreck many city centres. In those countries and many more across the EU, we have seen that greater consumerisation of our towns and cities has led to the disintegration of many High Streets and pushed a lot of independent retailers out of business. Sadly, once they are gone, they are gone for good.
Belgrade is a haven for quality independent traders selling original products at reasonable prices. The streets present a feast of stores with heritage and heart, run by people who know their products and understand their customers. I love that Belgrade and many cities in non-EU states still give breathing space to locals brands familiar at home but obscure to outsiders. It gives a city and a country an individual identity. Coming from a brand-heavy shoppers paradise like the UK, this can be incredibly liberating.
Progress is a right of any society and people want more choice at better prices. Simple economics shows that the more you make, the cheaper the items become, helping bigger brands keep costs and prices low. Quality and choice have become expected by many and nobody is saying that these should be withheld or hindered in any way. Just remember, be careful what you wish for – or you might soon regret it.
Marcus Agar been commissioned by Wannabe Magazine to write a series of reports. Click for Serbian or for an interview in English or Serbian.
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