The Role of Salesgirls of Japanese Department Stores in the 1920-30's

概要

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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.
経営史学会の論文