Le Bon Marché Department Store of Paris
Marketing Innovations Mall Stores Brought into Modern Business
Le Bon Marché marketing strategies gradually led towards the formation of a consumer culture, which transformed into a nationwide culture of consumption over time.
The new selling practices, such as rapid turnover, democratization of luxury, and mass marketing, differentiated the emerging department stores from ordinary shops. In addition, Le Bon Marché used architectural design to give customers extraordinary experiences, to attract and impress them. In such a way this mall store made middle-class consumers assume the consumer mentality.
Le Bon Marché on the Way to Success
The road to success wasn’t easy. New ethical and practical problems developed as the culture of department stores was developing.
Le Bon Marché department store was growing in the period when women were officially allowed to work. Hiring women raised the issue of immoral behavior. The mall store was accused of being a source of inappropriate social trends.
A high number of thefts and occurrences of kleptomania were observed at the department store. This evoked a question about how such kleptomaniac behavior should be treated. Since most people stole at department stores only, the stores were accused of creating favorable conditions for stealing.
As a result, there was a theory that the bourgeois failed to uphold the moral order of society, and were threatening it through department stores.
Le Bon Marché in the Economy
With time department stores came to control not only the cultural life of society, but some economic aspects as well. Department stores stimulated the development of new industries, and influenced production processes.
Buying at Le Bon Marché became popular. Small shops could not compete with large department stores. Their owners could not hold their positions against the popularity of mall shopping. Though they were a part of the bourgeois society, they became the victims of their strata’s movements.
Le Bon Marché in Social Life
Le Bon Marché differed from the other stores because it held public events in its premises. Presenting the store as a national institution was a part of Le Bon Marché’s public relations strategy. Therefore, the mall store was taking part in major national events, was publishing pamphlets and illustrated cards, was performing immense self-promotion campaigns. Besides, the store’s employees presented to the customers a new and higher level of service.
By means of promotional campaigns, Le Bon Marché was giving society a new image of itself. In such a way the store was making people buy things that were considered to be proper for them.
Le Bon Marché Sells Culture
The store’s policy was to make its goods a fundamental part of everyone’s life. Le Bon Marché promoted a model of a proper way of living: a specific self-image, a lifestyle, vital values, household principles, and so on. The store was selling a bourgeoisie culture, and tended to have an image of the most virtuous establishment. So, for middle class people, buying at Le Bon Marché meant coming closer to the bourgeoisie society.
Le Bon Marché department store managed to create a harmonious union of old traditions and new tendencies the new century was about to introduce. By means of internal socialization the store had shaped a culture that was accepted by society.
Bon Marché, Paris
|
What do you think about this article?
More in Business & Finance
Latest Articles