2 0 0 0 OA 「デパートガール」の登場 -震災後東京の百貨店を中心に-
- 著者
- 近藤 智子
- 出版者
- 経営史学会
- 雑誌
- 経営史学 (ISSN:03869113)
- 巻号頁・発行日
- vol.40, no.3, pp.27-43,98, 2005-12-25 (Released:2009-11-06)
In 1902, two girls were employed by Mitsukoshi department store. Since then, the number of salesgirls increased. The girls were called department store girl. Before the WW I, most of the salesgirls were true meaning girls, about 12-15 years old. They had started working right after graduating only primary school. They worked long long time every day. So they were considered very miserable.In the 1920's, department stores had changed their customer target. Since then, customers of middle classes increased. Many of them were families. At the same time, the salesgirls with decent images grew an important factor at department stores. They were thought to be well-educated and beautiful girls, so sometimes they were heroin of modern city. Many of salesgirls were from middle classes, and retired from their job by marriage. But they came back to department stores again with their family (her husband and children) as customers. It is so called reproduction of clients. The salesgirls were not only representative of modern culture, but also assisted with development of Japanese department stores. So department stores had become modern consumer's culture, and they also became women's workplace.
1 0 0 0 近代における大都市近郊の消費生活 : 新中間層世帯を中心に
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.