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From the great department store with love: Window display and the transfer of commercial knowledge in early twentieth-century Sweden
Stockholm University, Faculty of Social Sciences, Department of Economic History and International Relations.ORCID iD: 0000-0002-4807-600X
2018 (English)In: History of Retailing and Consumption, ISSN 2373-518X, E-ISSN 2373-5171, Vol. 4, no 2, p. 126-155Article in journal (Refereed) Published
Abstract [en]

This article highlights the transfers and practical uses of thecommercial knowledge of window dressing in early twentieth-century Sweden through the analysis of the professional careerand family business of Oscar Lundkvist, Swedish display pioneerand former window dresser in chief of the largest and firstSwedish department store,Nordiska Kompaniet. Building on richsource material including unique written and photographicdocuments from the Lundkvist family, educational material andtrade journals, we show how the innovative and spectacularbecame ordinary and mundane in retail praxis. We argue that theemergence and professionalization of window display broughtwith it the dissemination and trivialization of the same practice.By focusing on not only the most conspicuous aspects andcultural meanings of window displays but also on the materialsand competences involved, we explain how setting up thedisplays became an everyday commercial practice and how it waspositioned between advertising and retail as well as between theartistic and the commercial.

Place, publisher, year, edition, pages
2018. Vol. 4, no 2, p. 126-155
Keywords [en]
Window display, retail, advertising, commercial practices, education, knowledge transfer
National Category
Economic History
Research subject
Economic History
Identifiers
URN: urn:nbn:se:su:diva-155041DOI: 10.1080/2373518X.2018.1449922OAI: oai:DiVA.org:su-155041DiVA, id: diva2:1196630
Available from: 2018-04-10 Created: 2018-04-10 Last updated: 2018-09-04Bibliographically approved

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Arnberg, KlaraHusz, Orsi
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  • Other style
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  • de-DE
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  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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