SMU Associate Professor of Marketing Seshan Ramaswami said that the Robinsons makeover "is long overdue". He added that the "Orchard Road belt has seen several new additions, in terms of malls as well as high-profile foreign fashion retailers, in the past few years. The recent launch of new malls in various suburbs of Singapore, such as nex in Serangoon Central and Jem in Jurong East, also means that older residential heartland consumers do not need to visit Orchard Road anymore for their shopping. In Orchard Road, the makeover had to be upscale rather than downscale. I think current customers will appreciate the new vibe... and it might bring back customers who had abandoned the retailer for more glamorous offerings elsewhere or for the convenience of the neighbourhood malls."