Retail Stores Handling Boys' Clothing: GUM (Russia)

GUM department store
Figure 1.-- Here is a window display at the GUM Department Store on Red Square during December 2008. It shows a holiday display made to look like the 1960s. Of course at that time it would not have been a Christmas display.--despite the festive tree. The Russian family is dressed in their best. The little girl in her dress and black shoews. The boy has a grey shirt and blue short pants. Notice the strap across his shoulder. He also has navy blue long stockings and matching black shoes.

The GUM Department Store is the most famous store in Russia. It has a prestigious location on Red Square. It was particilarly notable during the Soviet era because it was reasonably well stocked at a time when retail stores in the Soviet Union were very poorly stocked and quality consumer goods were not widel;y available. Today GYM is still a lengend in modern Russia, but there are a wide variety of retail stores in the major cities and modern shopping malls. GUM seems a little different than Western Deparment stores in which the different stores are all run by the same centeal management. CUM actually has different stores operating within the building. Most of the stores in Gum are now multinational ones selling in imported goods. There are only a few stores thatt sell Russian-made producrs. The fur coats and other fur items, for example, are almost entirely Russian made. stuff. There was a Russian shop tucked away in a corner away from the prime shopping mall.







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Created: 8:07 AM 12/20/2008
Last updated: 8:07 AM 12/20/2008