Doll News Fall 2016 - 143
The primary business of Dennison was founded upon jewelry boxes,
tissue and tags which began in 1840 when Aaron Dennison was in
need of boxes for the pocket watches he made.
The "Uses of Tissue Paper" booklet was published in 1870.
their first pamphlet entitled "The Uses of Tissue
Paper" and offered it to the public. Prior to 1881
they sold only to retailers who would then re-sell
the paper products to retail consumers. This new
approach of advertising and direct sales targeting
the end-user changed the way Dennison marketed
its products. The pamphlet was the first to focus on
the consumer and explained the creation of flowers,
lampshades, doll costumes, and other items that
could be made from the crinkled paper which was
called - "crepe." Completed arts and craft creations
were added to storefront window displays and
thus began a completely new method of marketing
that was directed toward the consumer. By 1911
Selfridge's claimed that 20% of its sales came from
fashions that were displayed and featured in their
store-front windows.
With a focus on their tissue and crepe paper
Dennison chartered the "Art and Quality" and
"Design" departments so as to not overlook
the many benefits and uses of a well-decorated
window display. As documented in a 1911 issue
A Dennison store front circa 1925 displays an elegant garden party
dress of crepe. Window displays were a specialty of this company.
of The "Round Robin" a newsletter for Dennison salesmen,
it states that as a result of detailed studies they declared that
the "children of today will become Dennison's patrons in the
years to come." Consequently, a place for children should be
found at the Dennison stores. In the 1800s Dennison had stores
in most major cities. By the turn of the next century, they had
opened separate spaces located inside large department stores
in as many cities as possible. These stores were elaborately
decorated and trained store employees would facilitate weekly
demonstrations to potential customers on the various uses of
Dennison products. Here consumers would find gorgeous kites
with tails, flowers, sealing wax, and gorgeous dolls costumed
with complete wardrobes in the latest fashions all made of
DOLL NEWS * UFDC.ORG
143
http://www.ufdc.org
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http://www.brightcopy.net/allen/doln/70-04
http://www.brightcopy.net/allen/doln/70-03
http://www.brightcopy.net/allen/doln/70-02
http://www.brightcopy.net/allen/doln/70-01
http://www.brightcopy.net/allen/doln/69-04
http://www.brightcopy.net/allen/doln/69-03
http://www.brightcopy.net/allen/doln/69-02
http://www.brightcopy.net/allen/doln/69-01
http://www.brightcopy.net/allen/doln/68-04
http://www.brightcopy.net/allen/doln/68-03
http://www.brightcopy.net/allen/doln/68-02
http://www.brightcopy.net/allen/doln/68-01
http://www.brightcopy.net/allen/doln/67-4
http://www.brightcopy.net/allen/doln/67-3
http://www.brightcopy.net/allen/doln/67-2
http://www.brightcopy.net/allen/doln/67-1
http://www.brightcopy.net/allen/doln/66-4
http://www.brightcopy.net/allen/doln/66-3
http://www.brightcopy.net/allen/doln/66-2
http://www.brightcopy.net/allen/doln/66-1
http://www.brightcopy.net/allen/doln/65-4
http://www.brightcopy.net/allen/doln/65-3
http://www.brightcopy.net/allen/doln/65-2
http://www.brightcopy.net/allen/doln/65-1
https://www.nxtbook.com/allen/doln/64-4
https://www.nxtbook.com/allen/doln/64-3
https://www.nxtbook.com/allen/doln/64-2
https://www.nxtbook.com/allen/doln/64-1
https://www.nxtbook.com/allen/doln/63-4
https://www.nxtbook.com/allen/doln/63-3
https://www.nxtbookmedia.com