More than window dressing: visual merchandising and austerity in London’s West End, 1945–50

Bide, Bethan (2018) More than window dressing: visual merchandising and austerity in London’s West End, 1945–50. Business History, 60 (7). pp. 983-1003. ISSN 0007-6791

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Abstract

In the aftermath of the Second World War, the fashion departments of London’s West End department stores were not only challenged by austerity and bomb damage but also by the growth of multiple retailers selling branded ready-to-wear goods. This article investigates how department stores responded by investing in display and visual merchandising to attract custom and rebuild their fashionable reputations. It argues that the difficulties caused by austerity conditions forced department stores to embrace new retail methodologies that helped them adapt to the changed circumstances of post-war fashion retail and compete with multiple retailers.

Item Type: Article
Research Areas: A. > School of Art and Design > Fashion and Interiors
Item ID: 22932
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Business History on 22/11/2017, available online: http://www.tandfonline.com/10.1080/00076791.2017.1400531
Depositing User: Bethan Bide
Date Deposited: 14 Nov 2017 16:16
Last Modified: 11 Jun 2019 14:50
URI: https://eprints.mdx.ac.uk/id/eprint/22932

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