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Fashion and commerce: a historical perspective on Australian fashion retailing 1880‐1920

Dale Miller (Lecturer at the School of Marketing and Management, Griffith University, Gold Coast Campus, Bundall, Australia)
Bill Merrilees (Head, at the School of Marketing and Management, Griffith University, Gold Coast Campus, Bundall, Australia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 August 2004

Abstract

Fashion retailing has evolved in response to opportunities and market pressures. It has been both reactive and proactive. For example, Palmer, in 2001, analyses what might be called a partnership between Canadian department stores and European couture houses in the 1950s. Her work affords a rare overview of retailing's fit with fashion design and commercial delivery systems, and is a point of departure for closely examining an earlier period (1880‐1920) in Australia. The current paper studies the leading role that department stores played in shaping the Australian fashion scene and the marketing techniques they used. A context, period and country, where a set of major retailers formed the predominant influence on fashion trends, and styles and diffusion throughout the community have been identified. Findings suggest that for the 1880‐1920 period the department store retailers were market‐driving rather than simply market‐driven, implying a more proactive and innovative role for the department stores.

Keywords

Citation

Miller, D. and Merrilees, B. (2004), "Fashion and commerce: a historical perspective on Australian fashion retailing 1880‐1920", International Journal of Retail & Distribution Management, Vol. 32 No. 8, pp. 394-402. https://doi.org/10.1108/09590550410546214

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited