Historical Library
Reference RoomThe Third Reference Room(2)
A store entrance in the Edo period
(from "Settu Meisho Zue")
Daimaru Kimono Store/ in front of New Annex
(A picture postcard)
The building was modernized but most people were still in Kimono.
Window-shoppers had to be courageous enough to enter Daimaru Kimono Store in the Edo period because of their imposing “no-shoe” policy. The customers had to take off their shoes at the entrance and this tradition continued even after Daimaru and Sogo were redecorated to be modern carpeted department stores.
On May 15, 1916 (Taisho 5), Daimaru department store discontinued this tradition and customers were allowed to enter the store with their shoes on. This change was truly successful. According to "Daimaru History of 250 years," 3 times more customers came to the store and the sales doubled after the new policy was issued. The old shoe policy may have driven many potential customers away.
On May 15, 1916 (Taisho 5), Daimaru department store discontinued this tradition and customers were allowed to enter the store with their shoes on. This change was truly successful. According to "Daimaru History of 250 years," 3 times more customers came to the store and the sales doubled after the new policy was issued. The old shoe policy may have driven many potential customers away.