Service and Style - How the American Department Store Fashioned the Middle Class

Jan Whitaker

St. Martin's Press

2006

352 páginas

11h 44m

ISBN-10: 0312326351

Downtown department stores were once the heart and soul of America's pulsing Broadways and Main Streets. With names such as City of Paris, Penn Traffic, The Maze, Maison Blanche, or The Popular, they suggested spheres far beyond mundane shopping. Nicknames reflected the affection customers felt for their favorites, whether Woodie's, Wanny's, Stek's, O.T.'s, Herp's, or Bam's.
The history of downtown department stores is as fascinating as their names and as diverse as their merchandise. Their stories encompass many themes: the rise of decorative design, new career paths for women, the growth of consumerism, and the technological ingenuity of escalators and pneumatic tubes. Just as the big stores made up their own small universes, their stories are microcosmic narratives of American culture and society.
The big stores were much more than mere businesses. They were local institutions where shoppers could listen to concerts, see fashion shows and art exhibits, learn golf or bridge, pay electric bills, and plan vacations - all while their children played in the store's nursery under the eye of a uniformed nursemaid.
From Boston to San Diego and Miami to Seattle, department stores symbolized a city's spirit, wealth, and progressiveness. Show More Service and Style recreates the days of downtown department stores in their prime, from the 1890s through the 1960s. Exploring in detail the wide range of merchandise they sold, particularly style goods such as clothing and home furnishings, it examines how they displayed, promoted, and sometimes produced goods. It reveals how the stores grew, why they declined, and how they responded to and shaped the society around them.