Geographical space, social space, and the realm of the department store

Abstract

Over the past decade a number of scholars have examined the rise of the mass production and distribution of goods, and the concurrent emergence of a nineteenth- and twentieth-century consumer society or ‘culture of consumption’. This body of work has featured the department store prominently in several roles: as a venue for the distribution of consumer goods; as a material fantasyland in which women were encouraged to play out their dreams of conspicuous consumption; and as a place of white-collar employment for working-class clerks. Whatever their focus, these accounts generally view all department stores as homogeneous middle-class institutions, located in a similarly consistent ‘downtown’ in any (and all) large American and European cities. There are serious flaws in such a portrayal. Very real distinctions between department stores in a given city and the social implications of these differences in terms of social status and class are not addressed. Further, the contribution of the built environment and urban topography to the shaping of these status and class distinctions and, ultimately, women's shopping experience, is likewise overlooked. This article examines a set of surveys and marketing reports prepared in 1932 for the Higbee Company of Cleveland, Ohio, in order to situate more precisely one department store within its urban context. These sources document the relationship of the Higbee Company to the city's other department stores and in so doing reveal some of the ways in which stratification between and among classes was interpreted in terms of geographical and social space. Examination of the hierarchy of stores that existed in what was at the time the nation's sixth largest city provides a corrective to the image of the department store as a homogeneous democratic phenomenon, and thus provides an invaluable basis for a reinterpretation of the department store as an urban institution in early twentieth- century America.