Regarding Catherine's post about Macy's "Shop for a Cause" ads (for a charity day held Sept. 16), and the accompanying slogan "give a little; get a lot" -- is it me, or does that ad campaign sound a lot like how some pastors solicit tithes and offerings? "Give and God will give you everything you want!!"
(It makes the Luke 6:38 passage, "Give, and it will be given to you: good measure, pressed down, shaken together, and running over, will be given to you...," a little too much the way we think God's giving back to us should look ... Whenever I hear that, I just think, "No, just give. And then forget about it. What happens next, if anything, is up to God and shouldn't be our concern -- and certainly not our motivation for obedience." Nor should mere obedience be our motivation to tithe and give offerings; faith and gratitude should be.)
But it also reminded me of Catherine Seipp's book review of Service and Style: How the American Department Store Fashioned the Middle Class by Jan Whitaker, in which she rightfully laments the demise of the department store:
Two decades ago, a friend told me about a fight she'd had with her husband at the inconvenient hour of 9:30 a.m., leaving her with nowhere to go as she stalked out of the house: "Bullock's wasn't even open!" My friend's marriage is still happily intact, but the Bullock's department store in Los Angeles, alas, is not.
It's long gone, as are all of the city's other locally owned and distinct department stores. The phenomenon has been repeated across the country, of course. A Fortune magazine article from the 1940s quoted a Chicago matron exclaiming in shock about Pearl Harbor: "Nothing is left anymore -- except, thank God, Marshall Field's." Except that Marshall Field's isn't left anymore either. It was recently absorbed by Federated Department Stores' bland national Macy's brand.
And yes, "bland" Macy's is. It's one big monochrome, indistinct swath that has blanketed the country's shopping districts. No longer is there that social hub:
As Ms. Whitaker notes, in their heyday -- roughly the 1920s to the mid-1930s -- "a big store's population in daytime hours was greater than most of the towns in the United States."
nor that department store of yesteryear that oozed class, at least in the movies (but I suspect they reflected reality at the time):
Ms. Whitaker mentions only in passing the movie "Miracle on 34th Street," the 1947 Christmas classic about the real Santa Claus visiting Macy's. And she strangely ignores how often Hollywood used the department store, in its prime, as an arbiter of class.
Joan Crawford was a conniving perfume countergirl who tried to steal Norma Shearer's husband in "The Women" (1939). Ginger Rogers played an unmarried department-store clerk who adopts an abandoned baby in "Bachelor Mother" (1939). Bette Davis was the down-on-her-luck movie star forced to take a job at the May Co. in "The Star" (1952).
There was something unifying about the urban department store that moved people of all classes to aspire to a higher standard. (I know, we're talking about a store here.) Sadly, today we're just left with what Seipp calls "the vast Federated maw," where we can all clip our newspaper coupons, drive 30 to 45 minutes from home, and fight a thousand people we don't know for a badly designed sweater that everyone across America is already wearing. Some aspiration. Some community. And that's what Seipp gets at -- what the Macy's monolith has destroyed:
I found myself, while reading "Service and Style," more melancholy over the fate of the classic department store than I had expected. As it happens, the last two great department stores of my Southern California youth -- Robinson's and the May Co. -- will also soon vanish into the vast Federated maw, and I have realized that my sadness over the news is just part of a generalized regret that middle-class urban Americans are now almost an endangered species. Oh, we can still be found scattered in mixed-income pockets of impossibly expensive big cities. But our habitat is fast disappearing.
Not to mention the culture the classic department store once modeled and nurtured (yeah, I couldn't picture that either, as I imagined our shopping malls and their hub department stores today), as Whitaker writes:
Museums in the 1920s looked to department stores as models. At a style forum at Kaufmann's Department Store in Pittsburgh, Stewart Culin of the Brooklyn Museum declared, "The department store stands for the greatest influences for culture and taste that exist today in America." The director of the Newark Museum, John Cotton Dana, acknowledged that a first-class department store was more like a good museum than any of the actual museums of 1928. The stores were judged far more skillful at display, less intimidating to the public, and better overall at drawing crowds to view art works and exhibits of modern industrial design. They attracted thousands to symposiums on style, such as Macy's 1927 Art in Trade show that presented a weeklong program of talks by designers, scholars, and museum curators. ...
By the 1960s, a large US middle class took it for granted that local department stores were reliable links to the mores, manners, and material accoutrements of mainstream American life. But, despite success as social arbiters, the big stores' high cost of distribution -- due in part to special events and lavish services -- undermined profits. In city after city they closed or were consolidated in buyouts.
The department store represented a historic confluence of merchandising creativity and social aspirations that may be impossible to replace.
So today, the last thing we can imagine in department stores is creativity and high culture (or any culture other than maybe pop, as manifested in those charming message t-shirts touting the "hotness" of the one duped into buying and wearing them). They're now all about the consumer (think Macy's "Way to Shop" slogan) who's being encouraged to aspire to nothing more than "Dancing in the Streets." The way all department stores are going though, I would much rather dance in the streets than shop among their uninspiring racks. And I have it on good word that shoppers feel the same way -- apparently, Macy's has been failing to meet goals across the board, and across the country.
Thus, I'm not surprised that even Macy's ad campaign for its charity shopping day ended up being all about the individual again, and not so much about the communities it aspired to help. I'd say it fits into the narcissistic trend Kim mentions.