'Who Do You Think You Are' was a commercial and critical success, with Melanie Chisholm's vocals receiving praise from pop music critics.
A video with the Sugar Lumps-a satirical version of the group-was released to help raise money for charitable causes and donated all the proceedings from the single.
'Who Do You Think You Are' became the official single of the 1997 Comic Relief. The Union Jack dress that Geri Halliwell wore during the performance made the front page of various newspapers, and is now remembered as one of the most iconic symbols of Cool Britannia. In February 1997, the group opened the BRIT Awards with 'Who Do You Think You Are'. Its lyrics are about the superstar life, and how someone can get trapped in the world of fame. The song is heavily influenced by early 1990s dance-pop, and has a nu-disco-style beat that resembles the music of the late 1970s. It was written by the group members with Paul Wilson and Andy Watkins-also known as Absolute-for the group's debut album Spice, released in November 1996. 'Who Do You Think You Are' is a song performed by British pop group Spice Girls.
