Category: retail store

Retail store interiors

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The National Cash Register Company published a series of booklets for the trade that reprinted chapters from Better Retailing, a handbook on modern retailing.

This eight-page one from 1939 shows photos and tells shopkeepers how to increase sales by displaying the goods to their best advantage. Here are some examples of the advice:

“The first impression your store makes may determine whether or not they buy from you then or come back to buy at some other time.”

“Appearance of a store is much more important today than it was a few years ago. The majority of people like to trade in stores which are clean, convenient, comfortable and attractive.”

“‘Dealer Helps’ cover a great variety of things furnished by manufacturers to help sell goods: packages that open into counter displays; show cases designed for the manufacturers goods only; window displays; counter displays; booklets; and many others.”

Excerpts and images from Interior Displays and Store Fixtures, The National Cash Register Company.

I. Magnin department store

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“I. Magnin opened its Wilshire store in 1939.  The new high end department store was located just three blocks west of Bullock’s Wilshire and became a formidable competitor.”

“The stunning, all-marble I. Magnin was designed by Myron Hunt, architect of the Ambassador Hotel. Hunt experimented with gleaming white marble over steel, putting black granite trim at sidewalk level. The result, said one reviewer, was ‘a symphony of beauty.'”

“Built at a cost of $3,000,000, the building was operated entirely by electricity and completely air-conditioned. The bottom floor is faced with black marble.”

Excerpts and image from http://waterandpower.org/museum/Early_LA_Buildings%20(1925%20+)_6_of_8.html .