The most common question asked at a PoundWorld?…”How much is this?”
With this we are introduced to new documentary series looking into the world of Pound shops. Anyone who has paid even the most casual attention to the range of shops on the high street could not have helped notice the emergence of these brand of uber discounters.
Poundland, PoundWorld, PoundStretcher and even in this ultra-discounted sector there is is a sub sector for those who find £1 a bit of a stretch, the 99p stores
Today we introduced to the £1 bra (accompanied by a raft of the inevitable and incredibly dreary puns!). PoundWorld launched these as a new product range and two questions immediately spring to mind, will anyone buy it or how did they make it so cheap.
To answer the first question we have to take a segway to the 1989 film Field of Dream, where the hero is inspired build a baseball park by his belief that build it and they shall come and in the film against all odds he built it and they came.
The world of pound shops is somewhat similar, price it cheap enough and they will come to buy it. In the case of the £1 bra, with the help of some publicity from the titillating tabloid press involving a trampoline, PoundWorld sold an incredible 100,000 in ten days and over the rest of the summer sold over 700,000.
So how do they do it? The answer is China. Cheap materials, cheap manufacturing costs and all that is left is to price them low and stack them high is the formula the propels this phenomenon.
It is a somewhat sad indictment of what our society has become, so resolutely consumerist, consuming because it is there and cheap not because we have to. If the consumerism is our new religion these shops may not be the cathedrals of the religion they are more like the missionaries pushing and spreading the consumerism deep into the furthest reaches of society.