Opinion By George F. Will: Why even the preppy look is preferable to egalitarian shabbiness
,” the third volume in his trilogy on the nation’s trajectory. He noted that whereas Europeans went shopping to get what they want, Americans went to discover what they want. Before the internet brought the marketplace to consumers’ fingertips, mailed catalogues did: In the 1980s, Americans were pelted by an estimated 13.6 billion of them.
When J. Crew’s catalogues arrived, Americans had long since outgrown tangible shopping — buying goods they could touch from shopkeepers they knew. In 1884, Montgomery Ward’s 240-page catalogue listed almost 10,000 items. In 1893, the Sears catalogue exceeded 500 pages; in 1907, more than 3 million of them were distributed, thanks to the federal government: RFD . The social soil was being prepared for Amazon.com: the market for.
Advertising has generally stimulated consumption. J. Crew refined the process of turning consumption into advertising. This process was not new: Detroit had already taught Americans that to Chevrolet to Pontiac to Oldsmobile to Buick to Cadillac was to announce your ascent up consumption’s status ladder.in the Manhattan Institute’s City Journal, of which he is a contributing editor, said the “democratization of dress” in recent decades has produced “the rapid casualization of American life.” But this has calcified into an unattractive norm.
Clarke, who confesses a “slightly antique sense of propriety,” writes “few things are more heartening than to see a man or woman of advanced age very well dressed.” Such muted rebellion against what Clarke calls the “dubious new catechism of perpetual leisure” is not, as some might censoriously insist, the sin of asserting “privilege” in violation of the ethic of “inclusiveness.
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