The Feminized Retail Landscape essays

The Feminized Retail Landscape essays In this article, the author, Mona Domosh, argues that the relationship between gender ideology and the development of modern consumer culture develops the cultural landscape of retailing. She examined the development of the new retailing space in mid-nineteenth-century New York City, focusing on the major department stores, to demonstrate the significance between gender roles and consumption. In nineteenth century, shopping was the most frequent activity for middle-class women in New York City. Therefore women were targeted as the new consumers, and this became an important factor of reshaping American downtowns at that time. The introduction of ready-to-wear clothing had sweeping impacts on industrial growth and retailing trade, merchants had spent years using advertising and many sales techniques to convince women that factory-purchased clothing was better, cheaper and more modern than home-made clothing. By the end of the nineteenth century, food, clothing and home furnishing had all become commodities. The work of middle and upper-class women shifted from domestic production to public consumption. Fashion and constant consumption became important indicators of social status because the choice of styles represents ones taste and also reflect ones social status, and constant consumption served as reflections of womens role as mother and wife. The author also points out that the production and consumption are ideologically separated because the values of production are self-denial, hard work, utilitarianism, which are distinct from those of consumption, self-indulgence, leisure time, playfulness. These two value systems can be maintained without undermining each other because men work hard to support womens self-indulgence. The actual place of purchase is as important as the goods consumed, the first department store in New York in 1846, Stewarts, was constructed of brick and wood in Italianat...