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Brand Bible by Debbie Millman

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BRAND BIBLE178
(Text)
1 3
Industrial Revolution,
a new consumer value surfaced: self-indulgence.
Retail brands and marketers raced to encourage
this new value in consumers, responding with
more styles of clothing, more variety at the local
grocers, as well as nonessential items like chil-
dren’s toys and entertainment products for adults,
too. Consumers were now inundated with choice
and with it, the recognition of the power of their
spending dollars. With the boom of new products
and competing brands, came many more “rules”
to follow. Increasingly, retail shopping developed
into a game—some might say “a war”—of competi-
tive pricing.

One of the earliest examples of xed pricing in
the United States came with the 1846 opening of
A.T. Stewart, the countrys rst department store.
Located in lower Manhattan, the store oered
European retail merchandise and the rst set
prices on many dry goodsin the past, consumers
the evoLution
of Branding
retaiL
environments

Choose me

Photographs show-
ing an early store of
the Great Atlantic &
Pacic Tea Company
Photo: ChipPix / Shutterstock.com
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could haggle with shop proprietors about prices.
But while setting the standard for all future retail
stores with its xed prices, A. T. Stewart also
oered an experience of shopping unlike any other.
The store embodied sheer immensity, as shop-
pers made their way from the clothing department
to shoes to housewares within the largest retail
space in the city. It was an experience of luxury,
a treat, to be in the store’s sublime setting of
expensive marble, Italian architecture, and light
streaming light from French plate glass windows.
Women were especially drawn to the in-store
fashion shows, and soon enough, a number of
imitation stores sprang up on the same strip of
Broadway, all of them becoming popular among
the citys fashionable elite.
Choose Me: The Evolution of Branding Retail Environments
Photo: ChipPix / Shutterstock.com
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Photo: Dmitrijs Dmitrijevs/Shutterstock.com
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