... the result of the synergy of consumer and cultural forces. In the history of goods, exchange and consumption, modern consumer culture was different from what had been seen previously.1 Contemporary consumer culture now showed consumption as a construction of our self and social identities. Introduced and developed in the late 1870s department stores played a pivotal role in the demands of the people and economic capital markets that were being oriented. The relationship between comodification and identify was also recognised, as a new emerged identity for "women as consumers" forged through the dimensions of domestic space and emancipation. This conceptualised the advancement of the department stores as a fundamental part in the "shaping of modern consumer culture."2 There have been many ideologies on the formation of consumer society, Neil McKendrick and the Birth of a Consumer Society accounts for explaining this consumer revolution, in creating a demand side in relation to ...

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