Departamento de Exportação da Montgomery Ward: encomendas internacionais e consumidores de vendas por correspondência na América Latina, 1890-1930
DOI:
https://doi.org/10.5965/25944630822024e5207Palavras-chave:
Montgomery Ward, encomenda por correio, publicidade de exportação, encomendas postais internacionais, consumidores latino-americanosResumo
Novo material de fonte primária documenta a expansão das vendas por correspondência da Montgomery Ward através de seu departamento de exportação para consumidores latino-americanos desde o final da Guerra Hispano-Americana em 1898 até cerca de 1930, e o período de formação da publicidade de exportação e marketing de venda por correio pela primeira vez. Chicago era o centro da venda por correspondência e da indústria Prêt-à-porter; a confecção de ternos femeninos fornecem um estudo de caso de merchandise. Um fabricante de roupas de Chicago solicitou uma investigação do Departamento de Estado dos EUA para estudar a viabilidade da introdução da indústria Prêt-à-porter americana na América Latina em 1899. Este estudo do governo fornece detalhes significativos sobre a indústria Prêt-à-porter na América Latina, até então desconhecida dos estudiosos. As vendas por correspondência nos EUA precisavam de encomendas internacionais para crescer e um funcionário da Ward defendeu sua aprovação em 1919. Novas fontes primárias foram contextualizadas dentro das estruturas da história dos negócios, da publicidade, dos correios, do vestuário e da economia política. Os avanços na publicidade de exportação levaram ao crescimento, que foi traçado por meio de estatísticas de revistas especializadas e de um documento interno sobre a história do departamento de exportação. O ensaio termina examinando os nomes e endereços dos consumidores latino-americanos contidos nos envelopes de devolução existentes da Montgomery Ward que foram mapeados e interpretados digitalmente. A teoria do consumo latino-americana será examinada a propósito dos consumidores e do significado dos bens vendidos pelo correio.
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