{"title":"Department stores as retail innovations in Germany: a historical-geographical perspective on the period 1870 to 1914","authors":"T. Coles","doi":"10.4324/9780429026249-3","DOIUrl":"https://doi.org/10.4324/9780429026249-3","url":null,"abstract":"","PeriodicalId":371278,"journal":{"name":"Cathedrals of Consumption","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132403618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The world of the department store: distribution, culture and social change 1","authors":"Serge Jaumain","doi":"10.4324/9780429026249-1","DOIUrl":"https://doi.org/10.4324/9780429026249-1","url":null,"abstract":"","PeriodicalId":371278,"journal":{"name":"Cathedrals of Consumption","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116508382","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
As argued above, the specific historical role of the grands magasins follows directly out of their capacity to fuse modernist bourgeois culture and commercial mass production into a dream marriage. The commercialization of modernism took place in the heyday of the department store, the last decades of the nineteenth century. From the 1920s on, a major change was taking place. As consumption was on the rise, paralleling the welfare society coming into being, the department stores, with a high concentration of capital in their hands, were not to remain indifferent. Following the prix uniques principle, expansion was to take place on three levels. Geographically webs of ever more local branches were created; commercially the emphasis upon fashionable goods faded away as basic products like food stuff were taken in; and finally socially the department stores were to come out of their bourgeois background, addressing themselves to a much broader stratum of the population. By 1960 the transformation of the former grands magasins had become irreversible, destroying most of the historical identity of the stores, and leading them into a confrontation with the maisons a succursales. Still, as contrasted with the end of the nineteenth century, during this second phase of the development of a consumer society from the 1920s on, the grands magasins were no longer fore-runners, merely good followers as stores in general were making way for brand-names on the publicity market. Still, paying a last tribute to their social and cultural roots, the grands magasins found a compromise in an advertising style of their own, convincing through low prices and seducing through genteel images.
如上所述，大杂志的特殊历史作用直接源于他们将现代资产阶级文化与商业大规模生产融合成梦幻婚姻的能力。现代主义的商业化发生在百货公司的全盛时期，也就是19世纪的最后几十年。从20世纪20年代开始，一个重大的变化正在发生。随着消费的增加和福利社会的形成，资本高度集中的百货公司也不会无动于衷。按照独特原则，扩展将在三个层面上进行。越来越多的地方分支组成了地理网络;商业上，对时尚商品的重视随着食品等基本产品的发展而逐渐消失;最后，在社会层面上，百货公司走出了资产阶级的背景，面向更广泛的人口阶层。到1960年，前大杂志店的转型已经变得不可逆转，摧毁了大多数商店的历史身份，并导致它们与maisons a succursales发生冲突。然而，与19世纪末相比，从20世纪20年代开始，在消费社会发展的第二阶段，大杂志商不再是领跑者，而只是好的跟随者，因为商店一般都在宣传市场上让位给名牌。尽管如此，为了向自己的社会和文化根源作最后的致敬，这些大杂志在自己的广告风格上找到了一种妥协，通过低廉的价格来说服读者，通过优雅的形象来吸引读者。
{"title":"Selling dreams: advertising strategies from grands magasins to supermarkets in Ghent, 1900-1960","authors":"Donald Weber","doi":"10.4324/9780429026249-7","DOIUrl":"https://doi.org/10.4324/9780429026249-7","url":null,"abstract":"As argued above, the specific historical role of the grands magasins follows directly out of their capacity to fuse modernist bourgeois culture and commercial mass production into a dream marriage. The commercialization of modernism took place in the heyday of the department store, the last decades of the nineteenth century. From the 1920s on, a major change was taking place. As consumption was on the rise, paralleling the welfare society coming into being, the department stores, with a high concentration of capital in their hands, were not to remain indifferent. Following the prix uniques principle, expansion was to take place on three levels. Geographically webs of ever more local branches were created; commercially the emphasis upon fashionable goods faded away as basic products like food stuff were taken in; and finally socially the department stores were to come out of their bourgeois background, addressing themselves to a much broader stratum of the population. By 1960 the transformation of the former grands magasins had become irreversible, destroying most of the historical identity of the stores, and leading them into a confrontation with the maisons a succursales. Still, as contrasted with the end of the nineteenth century, during this second phase of the development of a consumer society from the 1920s on, the grands magasins were no longer fore-runners, merely good followers as stores in general were making way for brand-names on the publicity market. Still, paying a last tribute to their social and cultural roots, the grands magasins found a compromise in an advertising style of their own, convincing through low prices and seducing through genteel images.","PeriodicalId":371278,"journal":{"name":"Cathedrals of Consumption","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124810580","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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