Amazing insight into modern life-essential reading | The Ladies' Paradise

The Epitome of Consumer Culture | The Ladies' Paradise | Ãmile Zola

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	• The Ladies' Paradise Ãmile Zola University of California Press, 1991 - 383 pages average customer review:based on 16 reviews view larger image
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highly recommended

The Ladies Paradise

After reading the book for an art class I was suprized to find out that I actually enjoyed the book, it had quite a twist to the department store/love story. I think Zola's description of the scenes were wonderful and helped me use my inmagination better. I would reccomend this book to anyone who likes learning about Paris bourgeous life and the mechanical system of the department stores. Definitly a good read.

Amazing insight into modern life-essential reading

any one who has started a business or has worked in a business should read this book. It clearly outlines all marketing principles, sales psychology and the benefits of being in distribution rather then production. Amazing. Grow your mind and read.

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The Epitome of Consumer Culture

Zola's The Ladies Paradise is a fine translation from the French original. The author is right on target when it comes to consumer culture in nineteenth century France. He predicted well, how big businesses would swallow up the mom-and-pop shops, and create a need for material possessions. The character of Denise was one of strong ambition in a time when women had less than half a chance of leading an independent life outside of an andro-centric culture. Denise is a young heroine in her own right, rising up from poverty to become a strong voice in the world of the department stores. She has to fight vicious rumours and unwanted affections to make it to the top with out sacrificing her own beliefs. I highly recommend Zola's The Ladies Paradise.

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Under the Wheels of the Juggernaut

THE LADIES' PARADISE is a sequel to POT LUCK (POT-BUILLE), which I read last year. Both have Octave Mouret as a central character. In the earlier novel, he was a young salesman on the make, both in his profession and with the young women in his apartment building. At the end of POT LUCK, he marries the owner of a successful drapery establishment. At the start of PARADISE, his wife has died; and Octave has entered on an expansion program from drapery into a department store named the Ladies' Paradise that threatens all the other shopkeepers selling clothing and accessories in the area.

Enter Denise Baudu, a country girl from Normandy, who moves to Paris with her two brothers after one of them has gotten in trouble back home. Her uncle runs a store called Au Vieil Elbeuf, selling drapery and flannels, but is unable to give her room or a job because business is threatened by the presence of the Ladies' Paradise across the street. Denise finds a job at the Paradise at the risk of angering her relatives.

Salesgirls at the Paradise live in a dormitory on the top floor of the department store. Room and board is part of the job, plus a token wage and commissions on sales over quota. Little does Denise know she had entered into a whirlwind of gossip and backbiting. She is made fun of by her fellow workers, but Mouret resists getting rid of her because he is drawn to her. At one point, however, two of Mouret's "spies" in management come upon Denise and a young salesman from her region who has sheepishly fallen in love with her and kisses her hand as head axe-wielder Bourdoncle watches. Denise is promptly dismissed.

As Denise finds another position in a less profitable store than the Paradise, the focus turns more to Mouret, who did not know of her dismissal. Mouret plans a large-scale expansion of the store and calls upon Baron Hartman (in real life, Baron Haussmann) to allow him frontage on the new boulevard being cut through the neighborhood.

One day, Mouret runs into Denise on the street and asks her to consider returning to the Paradise, which is just as well as the store where Denise had started to work was going under. To sweeten the offer, Mouret makes her an assistant buyer in the new children's wear department. With her enhanced status, Denise is now winning admiration from her co-workers, though some backbiters remain. In the meantime, Mouret's passion for her is growing -- despite Denise not encouraging it in any way.

There are several set pieces in the novel which are a feature of Zola's fiction. They come under the heading of giant mechanisms that grind people down. In GERMINAL, it was a coal mine; in POT LUCK, an apartment building; in HUMAN BEAST, railroads; and in THE BELLY OF PARIS, the food market at Les Halles. In every Zola novel, there are scenes showing off some giant mechanism at work crushing people under it like the wheels of a Juggernaut. In PARADISE, these scenes are highly successful sales which show a crush of frenetically spending customers and overwhelmed sales clerks as Mouret keeps "pushing the envelope" of what is possible in the apparel business. Even wealthy shoppers who came "just to look" are caught up in the frenzy and leave the store having committed themselves to buy more than what they could afford.

The owners of neighboring shops feel that the Paradise is like a hungry beast that strives to devour their businesses and put them out in the street. Which is exactly what happens. Denise's cousin Genevieve dies of consumption after her lover Colomban -- the main hope of Au Vieil Elbeuf -- runs away to chase a slutty Paradise shopgirl who is one of Mouret's cast-offs, and who doesn't even want him. Aunt Baudu follows her daughter soon after. When as the result of a series of sharp moves, Mouret buys their properties, the shopkeepers are evicted; and Uncle Baudu goes to a nursing home, completely dazed and broken.

Eventually, Denise and Mouret do hook up, but on Denise's terms. The novel ends as they announce their upcoming marriage.

I have found that the ten or so Zola novels I have read have been of a uniform high quality, such that I have difficulty recommending one over the other (though I have a particular fondness for NANA). THE LADIES' PARADISE is an excellent read and paints a fascinating picture of life in the emerging Paris department stores of the late 19th century.

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Classic novel for this century

The Ladies Paradise written in the nineteenth century rings true of today's consumerism. Emile Zola examines in this socialistic novel the effects of consumerism on customers and employees. The customers who are women are drawn to the items that are displayed on the tables. Octave Mouret, the storeowner, knows what women desire and sets forth to use it to bring in profits. The lace, stockings, velvet are feminine fabrics that entice women to spend money, even if they don't have it.

As a retail employee, I have dealt with customers who don't have the money to buy the items but want to get it. I am a customer who buys what is displayed because I think it is going to be an investment. I can relate to small stores like Uncle Baudu's. Businesses like his struggle to stay afloat amongst corporate expansion. They entice clients with their sales and bargains--things that I look for when I shop. Small stores can provide what the big stores don't have. One way or the other, the consumer can get some sort of balance. Working at both a community store and a corporate store, one thing that matters most to customers is service. Customers want to be treated with respect and they expect sales associate to be enthused and answer their questions; even if it is trivial.

Denise Baudu, a simple country girl, arrives in Paris to get a job at her uncle's drapery shop. To her disappointment he doesn't have a job for her because his store is losing customers to the Ladies Paradise. The mall provides goods that are cheaper than the small shops and have a selection of fabrics not only from the mother country, but imported from Asia. He suggests to his niece that she get a job there.

The store fascinates her but she does feel some betrayal towards her uncle. Her uncle's business, along with the small stores, are struggling to stay afloat. With the expansion of the mall, these stores are forced to close because they can't compete with them. Uncle Baudu's hopes of his business staying for the long haul are shattered.

Denise is at first, shy and awkward. She is the target of cruel and malicious slander from the employees including assistant buyer Madame Aurelie. Zola unfolds the lives of the sales employees. The money they make in retail isn't sufficient to support them. The women take to prostitution. Claire has three men supporting her material needs. Pauline befriends Denise and suggests that she get herself a lover to support her financially. Denise doesn't take that advice because it is not in her interest to be a prostitute. She is determined to keep herself and her family together without falling apart which makes the women envious of her.

The novel is centered around an actual person Aristide Boucicaut who founded Le Bon Marche which remains today at the center of Parisian culture. Denise is believed to be the model of his wife Marguerite. Zola puts into a social perspective that exists til this day.

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Zola's prophetic celebration of unbridled commerce and consumerism, The Ladies' Paradise (Au bonheur des dames, 1883) recounts the frenzied transformations that made late nineteenth-century Paris the fashion capital of the world. The novel's capitalist hero, Octave Mouret, creates a giant department store that devours the dusty, outmoded boutiques surrounding it. Paralleling the story of commercial triumph is the love story between Mouret and the innocent Denise Baudu, who comes to work in The Ladies' Paradise. She provides the crucial link between Mouret and the three essential social groups in the novel: the female clientele, the shopgirls, and the petit bourgeois shopkeepers of the neighborhood.
But the store itself plays the leading role. Zola celebrates capitalism, commerce, and consumerism with a kind of prophetic optimism, calling this novel "a poem of modern activity." The work's interest for readers in feminist, cultural, and social history and theory is made abundantly clear in the introduction by Kristin Ross, and the fiction is reproduced in its colorful, 1886 English translation.

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