RETAILING: Closing the Doors

When Philadelphia Merchant John Wanamaker branched out to New York in 1896, he soon made his new store as famed an institution as his Philadelphia emporium. A born pressagent, he attracted customers to his store at Broadway and Ninth Street with such gimmicks as concerts and the then-new arc lights. Canny old John Wanamaker also brought along his newfangled merchandising ideas, e.g., the one-price system, the customer-is-always-right policy, honest advertising.

Astors and Vanderbilts traded at Wanamaker's, and the carriage trade adopted the store. It became the center of New York's fashionable shopping area....

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