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Promotional card for the Parisian Department Store Au Bon Marche
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Promotional card for the Parisian Department Store Au Bon Marche
488396 Promotional card for the Parisian Department Store Au Bon MarchA©, depicting cooks dancing on the Bridge at Avignon, c.1895 (colour lithograph) by French School, (19th century); Private Collection; (add.info.: Humorous variant of the traditional French childrens song, Sur Le Pont d Avignon ; the Bon MarcheDepartment stores in Paris were the creation of the French entrepreneur, Aristide Boucicaut (1810-77); after 1852 he and later with his wife, Marguerite (1826-87), revolutionised shopping and retailing in France; they developed the first department store ( Grand Magasin ) in Paris, by 1877 the largest in the world with 1788 employees; the Boucicauts were responsible for introducing the concept of shopping as an enjoyable experience with glamorous interiors; innovations included fixed prices, home delivery, large choice of goods, guarantees allowing exchanges or returns, catalogues, mail order and advertising; families were targeted by providing reading rooms for husbands while their wives made purchases and by giving balloons and attractively produced cards for children; the cards, usually in a series of six and published weekly were extremely popular and acted as an inducement to return frequently to the shops; the development of department stores was a major force in democratising consumption and making society more egalitarian by giving women the freedom and ability to shop on their own; ); French, out of copyright
Media ID 22403086
© Bridgeman Images
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EDITORS COMMENTS
This vibrant and whimsical promotional card captures the essence of the Parisian Department Store Au Bon Marché in the late 19th century. Depicting a scene from the famous French children's song, "Sur Le Pont d'Avignon" this colour lithograph showcases cooks dancing on the Bridge at Avignon. The creation of Aristide Boucicaut, a visionary French entrepreneur, and his wife Marguerite, Au Bon Marché revolutionized shopping and retailing in France. This department store was not just a place to purchase goods; it aimed to provide an enjoyable experience for customers with its glamorous interiors. Innovations such as fixed prices, home delivery, large choice of goods, guarantees allowing exchanges or returns, catalogues, mail order services, and advertising made Au Bon Marché stand out among other stores. The Boucicauts specifically targeted families by providing reading rooms for husbands while their wives shopped and offering balloons and attractively produced cards for children. These weekly published cards became extremely popular among customers as they acted as an inducement to return frequently to the shops. They played a significant role in democratizing consumption by giving women the freedom and ability to shop independently. This particular print is part of a private collection but serves as a reminder of how department stores like Au Bon Marché transformed society by making shopping more egalitarian while also bringing joy through artful promotions like these charming cards.
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