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Eating brioches by the light of the moon, a promotional card for the Bon Marche Department
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Eating brioches by the light of the moon, a promotional card for the Bon Marche Department
488417 Eating brioches by the light of the moon, a promotional card for the Bon MarcheDepartment Stores in Paris, c.1890 (colour litho) by French School, (19th century); Private Collection; (add.info.: Humorous variant of the French popular traditional folk song " Au Clair de la Lune" ; the Bon MarcheDepartment stores in Paris were the creation of the French entrepreneur, Aristide Boucicaut (1810-77); after 1852 he and later with his wife, Marguerite (1826-87), revolutionised shopping and retailing in France; they developed the first department store ( Grand Magasin ) in Paris, by 1877 the largest in the world with 1788 employees; the Boucicauts were responsible for introducing the concept of shopping as an enjoyable experience with glamorous interiors; innovations included fixed prices, home delivery, large choice of goods, guarantees allowing exchanges or returns, catalogues, mail order and advertising; families were targeted by providing reading rooms for husbands while their wives made purchases and by giving balloons and attractively produced cards for children; the cards, usually in a series of six and published weekly were extremely popular and acted as an inducement to return frequently to the shops; the development of department stores was a major force in democratising consumption and making society more egalitarian by giving women the freedom and ability to shop on their own); French, out of copyright
Media ID 23256974
© Bridgeman Images
Bon Marche Boucicaut Brioche Carte Reclame Chanson Childrens Chromo Chromo Publicitaire Columbine Department Store Enticement Inducement Innovation Innovatory Marketing Moon Patisserie Pierrot Promotion Promotional Publicitaire Publicity Reclame Retail Retailing Sales Song Store Target Targeting Trade Card Vintage Card
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This print titled "Eating brioches by the light of the moon" showcases a promotional card for the renowned Bon Marche Department Stores in Paris, dating back to around 1890. Created by an anonymous French School artist from the 19th century, this colorful lithograph is now part of a private collection. The image depicts a whimsical scene inspired by the popular traditional folk song "Au Clair de la Lune". It humorously portrays individuals enjoying delicious brioches under the enchanting glow of the moon. The Bon MarcheDepartment stores were established by Aristide Boucicaut, a visionary French entrepreneur who revolutionized shopping and retailing in France during his time. Boucicaut's innovative approach transformed shopping into an enjoyable experience with glamorous interiors and introduced various groundbreaking concepts such as fixed prices, home delivery, large product selections, guarantees on exchanges or returns, catalogs, mail order services, and advertising. The department stores also catered to families by providing reading rooms for husbands while their wives shopped and offering balloons and beautifully designed cards for children. These attractive cards were published weekly in sets of six and became immensely popular among customers. They served as incentives for frequent visits to the store. Overall, Boucicaut's pioneering efforts democratized consumption and empowered women to shop independently – making society more egalitarian. This delightful photograph not only captures a moment in history but also symbolizes how one man's vision forever changed retail culture in France.
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