![]() One should try to remember the following: exactly at that time, the department store, with its attractive displays of different brands, was created as we know it today and with it came fashion-specific mechanisms such as the compulsion and even system-inherent necessity for innovation, on the one hand, and the emergence of standard sizes, and thus the longing for the ideal figure, on the other – along with a capitalist logic of growth that resulted in the concept of the clearance sale. He condensed his observations into his epochal novel The Ladies’ Paradise (originally: Au Bonheur des Dames). The author, famous for his socio-critical studies of society, became, from the late 1870s, increasingly interested in the ambivalent meaning of public or semi-public spaces such as the department store. ![]() In 1883, Émile Zola (1840–1902) – at that time barely known beyond the borders of France – described in a surprising manner what we now call shopping fever or impulse buying. There, in the diffused light, stood a bright, gaily coloured display which made a delightful effect’. ![]() ![]() ‘However, when she was going through the silk scarves and glove departments, her will weakened once more. ![]()
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