Retail and Distribution

Because of the perceived importance of working with retailers and distributors, DCA/22 was originally a very active series. Key file sequences associated with this series (for example DCA/2/2/1866, 1654 and 1764) show that it represents approximately 10% of the original quantity of files. Those that have survived go some way towards indicating the range and number of liaison activities, provincial displays and publications directed towards this group.

There was a long established view among design reformers that retailers represented a crucial weak spot in the supply-demand equation, and one that required concerted attention if changes were to be effected in British buying habits. It was believed that retailers" appreciation of the characteristics of modern, well-designed goods needed enhancing, so that they would both stock and promote better British products. In addition, they were perceived as the means by which manufacturers and wholesalers could be better informed of shoppers" requirements. This area of activity therefore became a significant one for the Council. Names associated with this aspect of Council work are Jean Stewart (Head, Retail Section 1947-1962) and her successor Joyce Mackrell.

The surviving files have been retained in their original numeric order as allocated by the Council's Registry. This means that records in a series do not necessarily have consecutive file numbers, and may not be located together.

Record created by Lesley Whitworth, with minor amendments by Sue Breakell, 10 August 2010.

Files concerning courses and conferences for retail interests are located in DCA/19. Material on the annual "Shopping in Britain" displays held at the London Design Centre may be found in DCA/10 and DCA/14, in file numbers beginning 1568. Information about exhibitions held overseas, some of which were in retail settings, may be found in files numbered 1005.