著者

近藤 智子

出版者

日本生活学会

雑誌

生活學論叢

巻号頁・発行日

no.13, pp.73-83, 2008-09-30

---

The suburbs of Tokyo had expanded especially after the Great Kanto Earthquake in 1923. Accordingly, the shops had been developed with increasing population of the area, where consisted with shopping arcades. The householders of suburban families were generally salaried workers, and families were so-called "new middle-class" families. Suburban families often went to terminal cities at the center of city for job, shopping, and amusements in those days. But they bought daily foods or daily goods at shops in their living neighborhood as usual. So, the shopping arcades in the suburbs developed their scale bigger and bigger. Therefore, major capitals competed in the shopping arcades in the suburbs. In addition to that, distributor of the major companies, such as Shiseido, Morinaga, etc. opened their voluntary chain stores. Those shops were not chamber of makers, but managed by local merchants. In 1932, Takashimaya department store had started management of flat price shops. Everything in the shop were flatly priced lOsen or 20sen. The shops named "Takashimaya 10sen20sen stores" were well accepted by housewives of suburbia. They had created their life as clever consumers by choosing their possibility among many stores. So the development of suburbs was related to consumption in shopping arcades of suburbs.