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Department stores and the beginnings of consumerism in interwar Czechoslovakia
Pauli, Barbora ; Herza, Filip (advisor) ; Čapská, Veronika (referee)
Authorˈs name: Barbora Pauli School: Charles University in Prague, Faculty of Humanities, Pátkova 2137/5, 182 00 Praha 8 - Libeň Programme: General Anthropology Title: Department stores and the beginnings of consumerism in interwar Czechoslovakia Consultant: Mgr. Filip Herza, Ph.D. Number of characters: 152.574 Year: 2021 Key words: Department store, retail, Brouk and Babka, Bílá labuť, interwar Czechoslovakia, consumerism, consumer, marketing theories The thesis deals with developement of department stores in interwar Czechoslovakia, from the end of the first World War, until the end of the 1930s. Focucing on example of company Brouk a Babka, it describes important aspects of their practice, which in many ways differ from the traditional concept of retail sales. Sales and advertising strategies, which included a variety of methods and tools, usually completely new or significantly modified in practice of department stores, aimed to gain a large number of customers and buyers, shape their consumer behavior in the spirit of modernity and progress, and keep their trust in a long term. At the same time, experts in marketing and retail encouraged specific efficiency to increase the efficiency of the whole interwar economy, including the retail practices. The thesis focuses on how these recommendations...
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