Resumo

CRUSCO, Eugenia. Gath & Chaves and the evolution of comercial spaces in Tucumán during the first decades of the 20th century. Travesía (San Miguel de Tucumán) [online]. 2020, vol.22, n.1, pp.27-55. ISSN 2314-2707.

During the last decades of the 19th century and the beginning of the 20th century, social and economic transformations began in the city of Tucumán closely linked to the development of the local sugar industry. In this context, we are interested in investigating how the formation of a commercial circuit took place in the center of the city, for which we will analyze its progressive evolution and functioning. We will focus on Gath & Chaves (1911), the first department store. We believe that the introduction of a store of this type brought with it sales and innovative production, consumption, and advertising strategies. At the same time, we argue that this made it possible for some women to leave the domestic sphere, allowing them to make decisions, choose and buy new products, as well as participate in new sociability spaces. We intend to look into these topics in order to understand how it was that this particular store established and strengthened its links with society, becoming a true commercial landmark of the city.

Palavras-chave : Commerce; Consumption; Gath & Chaves; Tucumán; Women.

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