Imagining consumers : design and innovation from Wedgwood to Corning
Author(s)
Bibliographic Information
Imagining consumers : design and innovation from Wedgwood to Corning
(Studies in industry and society)
Johns Hopkins University Press, c2000
Available at 25 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
-
Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
338.4-337081000094480
Note
Includes bibliographical references (p.283-343) and index
Description and Table of Contents
Description
This volume tells the story of American consumer society from the perspective of mass-market manufacturers and retailers. It relates the trials and tribulations of china and glassware producers in their contest for the hearts of working- and middle-class women, who made up more than 80 per cent of those buying mass-manufactured goods by the 1920s. Following a model pioneered by Josiah Wedgwood during Britain's 18th-century industrial revolution, successful American manufacturers closely collaborated with retailers to sort out consumer priorities and tailored their products accordingly. These firms cast aside elitist notions of good taste to generate the stylistic variety that suited the nation's diverse working population, which frequented chain stores such as F.W. Woolworth & Company. In contrast, companies which tried to stimulate desire, reshape taste and encourage profligate spending using mass advertising, extravagant styling and instalment selling found their efforts thwarted by consumers, who refused to buy products that they did not really want.
Based on research in corporate archives, this work seeks to shed new light on the history of American business, culture and consumerism. Case studies illuminate the actions of decision-makers in key firms, including the Homer Laughlin China Company, the Kohler Company and Corning Glass Works, and consider the design and development of ubiquitous lines such as Fiesta tableware and Pyrex Ovenware.
Table of Contents
Acknowledgements
Introduction
Chapter 1. Cinderella Stories
Chapter 2. China Mania
Chapter 3. Beauty for a Dime
Chapter 4. Fiesta!
Chapter 5. Better Products for Better Homes
Chapter 6. Pyrex Pioneers
Chapter 7. Easier Living?
Conclusion
List of Abbreviations
Notes
Essay on Sources
Index
by "Nielsen BookData"