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首页> 外文期刊>Business History >More than window dressing: visual merchandising and austerity in London's West End, 1945-50
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More than window dressing: visual merchandising and austerity in London's West End, 1945-50

机译：不仅仅是橱窗装饰：1945-50年伦敦西区的视觉营销和紧缩措施

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摘要

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.
机译：第二次世界大战后，伦敦西区百货商店的时装部门不仅受到紧缩和炸弹损坏的挑战，而且还受到多家销售品牌成衣商品的零售商的增长的挑战。本文研究了百货公司如何通过投资于展示和视觉商品以吸引风俗习惯并重塑其时尚声誉来做出回应。报告认为，紧缩条件造成的困难迫使百货商店采用新的零售方法，以帮助他们适应战后时尚零售环境的变化并与多家零售商竞争。

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