History of Departmental Store

In the second half of the 19th century, the so-called Second Industrial Revolution took place in Europe. It is related to mass production, which is possible thanks to the conveyor, electric bulb, automotive, telephone, telegraph. Businesses evolve in its modern meaning – huge means of advertising, reinvestment and the pursuit of a closed cycle of production, competition and marketing aimed at widespread consumption. Until now, the center of production has been single customers, usually aristocrats or wealthy people, for whom the exclusivity of goods has been a sign of social prestige and position. In this environment, particularly striking in France and the UK, and later in the United States and Germany, there is a phenomenon that will forever change the urban society, the so-called Universal Store.

The first department store, which is different from everything before, and is close to the concept of a department store, is Bennett’s of Irongate, discovered in the far 1734 in the English city of Derby. As the English tradition demands, it still exists today. This innovative store offers for the first time a wider range of goods that can be found in small, separate shops so far. This saves at least the time for choosing and choosing, but much more. Soon his example is followed by numerous other stores because the English have a sense of profitable trade. In 1824. in the heart of Victorian England doors open Harrods – well known to this day, in those times it causes a real boom. In a large, beautiful building full of crystal chandeliers, velvet and beautiful wooden ornaments, are housed on several floors, on open stalls, unheard of abundance of goods delivered from all over the British Empire, which is in its prime. The incredible luxury and sense of exclusivity soon make the store a fashionable place for meetings and public appearance – besides personalities such as Oscar Wilde, Sigmund Freud, Lawrence Olivier and others, there are often mixed with the people of the royal family. Harrods reaps and unprecedented profits that are being invested in advertising, more convenience for customers, and enriching and expanding the assortment – as is the case today. The incredible luxury and sense of exclusivity soon make the store a fashionable place for meetings and public appearance – besides personalities such as Oscar Wilde, Sigmund Freud, Lawrence Olivier and others, there are often mixed with the people of the royal family. Harrods reaps and unprecedented profits that are being invested in advertising, more convenience for customers, and enriching and expanding the assortment – as is the case today. The incredible luxury and sense of exclusivity soon make the store a fashionable place for meetings and public appearance – besides personalities such as Oscar Wilde, Sigmund Freud, Lawrence Olivier and others, there are often mixed with the people of the royal family. Harrods reaps and unprecedented profits that are being invested in advertising, more convenience for customers, and enriching and expanding the assortment – as is the case today.

And if there is trade in Good Old England, the emphasis in France is on the luxury, fashion and personal attitude of each client. In 1852. little shop “Le bon marches” moved into a huge building in central Paris, designed by Gustave Eiffel. Yes, he first department store, but what impresses him, and makes it legendary, and today is the spread, which he managed and developed. Besides the usual clothes, shoes, bags, accessories, household goods and home decoration, gifts, there are offered products for baby and child, pet. Yes, this is possible in every major store, but “Le bon marches” enters the market with something new – billboards on busy central streets, advertising in newspapers, catalogs, discounts on a certain day of the week. For today’s malls, this is quite a matter of course, but for a 19th-century man this is a revolution in marketing. Every client is courted, lying to him for every little thing like wearing the shopping, taking care of the puppy or simply taking off a coat, offering a chair. The goal is to keep the client as long as possible, so after a tiring look, trial, selection, he can drink a coffee while he can hang up. For the first time entertainment is available for children and men. during which time it can engage. For the first time entertainment is available for children and men. during which time it can engage. For the first time entertainment is available for children and men.

Why for them? Because the Departmental store targets one image – the woman from the nascent middle class . It is precisely this revolution of the Departmental store – with which it permanently changes the role of the woman in society and the family.

What is it so far? The woman in the nineteenth century was adopted in the following way – emotional, pious, virtuous, submissive, committed to the family and household, sexually and morally immaculate. Its sphere of action is home, family. The world was with pants then – the men ruled the public territory, produced the food and the goods, they were in the public space. But for women, the universal store is overwhelmingly attractive – there you can shop without a child and in peace, have coffee and discuss the other clients, and without having to buy anything but get respectful attitude and annoyance. A small detail played a decisive role in the woman’s coming out of the house and her appearance in the public space – the public toilet. Until this time for the middle and upper class ladies, of course, there was no such place, it was not decent. Imagine carriage rides or shopping, soothers, and mattins in long squeezing. Well, women just could not go out for a long time. They’ve been at home. The other option was a bunch of gynecological disorders, cystitis and all kinds of urinary tract irritation, which made it even more uncomfortable to go out for more than an hour. So, in the middle of the nineteenth century, the woman dared to go out more and more frequently. And that brings with it other consequences – going to the cafes that met friends for a walk or a joint market in the Universal store where she could dive into a completely different world from the usual world, wherever they paid unimaginable attention and honor. He neglects his duties at home and demands more and more freedom and independence. No wonder men start worrying about this still unconscious emancipation. The directors of the department stores prevent a possible problem even in the germ – jealousy. Until then, most of the sales staff were male – their women were, if not forbidden, highly recommended to work. That is why, in the large department stores, almost all women were hired, except for the leadership positions that the two genders shared. The directors of the department stores prevent a possible problem even in the germ – jealousy. Until then, most of the sales staff were male – their women were, if not forbidden, highly recommended to work. That is why, in the large department stores, almost all women were hired, except for the leadership positions that the two genders shared. The directors of the department stores prevent a possible problem even in the germ – jealousy. Until then, most of the sales staff were male – their women were, if not forbidden, highly recommended to work. That is why, in the large department stores, almost all women were hired, except for the leadership positions that the two genders shared.

This is the second direction with which UDepartmental store change the place of the woman in society – turn it into a workforce, and on an unimaginable scale that can impress every manager of today’s mall. In the major stores – Harrods in the UK, Macy’s, Marble Palace in the US, Gallery Laffayette, Le Bon Marche, La Semaritaine in France, KaDeWe, Karstadt in Germany – hired from 3,000 to 10,000 people doing like bees in the huge beehive , deployed over thousands of square meters, on several floors, these were mostly young girls from the lower strata of urban society. The only advantage – a decent look, good manners and … obedience. Regardless of miserable pay, they were grateful that they were getting away from their much poorer homes and had the opportunity to touch a higher class. Often they rose in the hierarchy and even had the opportunity for marriage. But their financial independence was their most important asset. Not only the middle-class representatives, but also those of the working class, touched the public life, and the differences were gradually overcome. Because it is commonplace for regular employees to become trusted guards and even make friends.

Departmental store forever change the place and importance of the female figure in society – it becomes a more fulfilling element. The woman becomes a consumer, a market factor, she leaves her home, starts to show up and declares her presence in a very male world. On the other hand, she is independent of working and living, regardless of whether she is married or not, her primary duty is not only to attract a lucrative party and provide a decent life.