Advertisement for a Clearance Sale of fur trimmings in Islington
Medium: Print on paper
When Aristide Boucicaut opened the highly successful Bon Marché drapery store in Paris in 1852, his profitable marketing ideas were soon widely adopted. One of his most innovative tactics was to announce the periodic sale of goods at reduced prices. Following his example, many department stores held clothing sales to advertise their range of stock, which by the 1880s included both ready-to-wear and made-to-measure ranges. Many stores did not want to sell their good quality clothing at greatly reduced prices, so they offered instead the sale of stock bought from a bankrupt business or damaged by flood or fire. The proprietor of this store at 32 Upper Street, Islington probably bought his consignment of fur trimmings, fur boas, fur capes, and mackintoshes from such a source. By offering these goods for sale at less than half price, he hoped to tempt customers into his shop where they might perhaps be tempted by his other, more expensive, ranges.