Departamento de Exportaciones de Montgomery Ward: paquetería internacional y consumidores latinoamericanos de pedidos por correo, 1890-1930
DOI:
https://doi.org/10.5965/25944630822024e5207Palabras clave:
Barrio Montgomery, Pedido por correo, publicidad de exportación, paquetería internacional, Consumidores latinoamericanosResumen
Nuevo material de fuente primaria documenta la expansión de los pedidos por correo de Montgomery Ward a través de su departamento de exportaciones a los consumidores latinoamericanos desde el final de la Guerra Hispanoamericana en 1898 hasta aproximadamente 1930, y el período de formación de la publicidad de exportaciones y el marketing de pedidos por correo por primera vez. Chicago era el centro del comercio por correo y de la ropa confeccionada; Los trajes confeccionados para mujer constituyen un caso de estudio de mercancías. Un fabricante de ropa de Chicago solicitó una investigación del Departamento de Estado de los Estados Unidos para estudiar la viabilidad de introducir prendas de vestir estadounidenses confeccionadas en América Latina en 1899. Este estudio gubernamental proporciona detalles significativos sobre la ropa confeccionada en América Latina hasta entonces desconocidas para los estudiosos. El envío por correo en Estados Unidos requirió el envío de paquetes internacionales para crecer, y un empleado de Ward defendió su aprobación en 1919. Se han contextualizado nuevas fuentes primarias dentro de los marcos de la historia y la economía política de los negocios, la publicidad, el correo y la vestimenta. Los avances en la publicidad de las exportaciones condujeron al crecimiento, que se ha rastreado utilizando estadísticas de revistas especializadas y un documento interno sobre la historia del departamento de exportaciones. El ensayo finaliza examinando los nombres y direcciones de los consumidores latinoamericanos de los sobres de devolución existentes de Montgomery Ward que han sido mapeados e interpretados digitalmente. Se examinará la teoría del consumo latinoamericana a propósito de los consumidores y el significado de los bienes pedidos por correo.
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