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UAL Research Online

The Rise of the World's Largest Sports and Athletic Outfitter: A Study of Gamage's of Holborn, 1878-1913

Biddle-Perry, Geraldine (2014) The Rise of the World's Largest Sports and Athletic Outfitter: A Study of Gamage's of Holborn, 1878-1913. Sport in History, 34 (2). pp. 295-314. ISSN 1746-0263

Type of Research: Article
Creators: Biddle-Perry, Geraldine

This essay explores the evolution of modern sporting goods retailing through the development of Gamage's (A.W. Gamage Holborn Ltd.) before the First World War. The essay examines how Gamage's exploited new models of fashionable consumerism to create a unique retail environment that directly targeted young male consumers enjoying modern forms of sporting and recreational activities. By the end of the nineteenth century, the so-called ‘People's Popular Emporium’ purported to be the ‘world's largest sport and athletic outfitter’. The essay considers Gamage's rise to prominence in a crucial period in the development of commodity culture. It examines the changing cultural form of shops and shopping in relation to the desires of a burgeoning mass market that sought to express and visibly display its economic, sporting, and social status.

Official Website: http://www.tandfonline.com/doi/abs/10.1080/17460263.2014.924667
Additional Information (Publicly available):

This article was runner up in JSH Article of the Year 2014/15

Publisher/Broadcaster/Company: Published by Taylor & Francis (Routledge) for The British Society of Sports History
Your affiliations with UAL: Colleges > Central Saint Martins
Date: 30 June 2014
Digital Object Identifier: 10.1080/17460263.2014.924667
Related Websites: http://www.sportinhistory.org/
Related Websites:
Date Deposited: 10 Nov 2015 17:37
Last Modified: 18 Mar 2021 20:40
Item ID: 8832
URI: https://ualresearchonline.arts.ac.uk/id/eprint/8832

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