Art-themed merchandise is ubiquitous in contemporary culture, yet it remains significantly understudied through a historical lens. While the field of art economics has expanded, it frequently overlooks the nuanced history of objects that straddle the boundary between aesthetic value and commercial commodity. This paper addresses this gap by advocating for a historically informed study of art-related merchandise, utilizing the eighteenth-century pottery manufacturer Josiah Wedgwood (1730–1795) as a case study. It argues that while Wedgwood operated as a private entrepreneur, his strategic commercialization of the "Antique" established the intellectual and operational blueprint for what is now understood as museum retail.
The perspective adopted here is rooted in both cultural and business history, bridging economic analysis with the sociology of culture. By examining Wedgwood’s strategies, this paper situates Wedgwood as a pioneering figure in the creation of "brand equity." It illustrates how his partnership with collectors and his engagement with the early British Museum enabled the transformation of curated artifacts into domestic status symbols.
Ultimately, this paper argues for a robust investigation into museum merchandise - not merely as kitsch or a trivial revenue stream, but as a revealing lens into the socio-cultural frameworks of modern capitalism. By drawing parallels between the emulative consumption of the eighteenth century and the post-war rise of cultural capital, the study demonstrates how merchandise functions as a democratic tool for heritage dissemination and a powerful marker of social distinction. As cultural institutions increasingly rely on retail as a public-facing strategy, understanding these historical roots becomes essential for analyzing how value, identity, and desire are constructed and circulated.
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- Maddalena Alvi (Autor), 2016, Josiah Wedgwood (1730-1795): the Forerunner of Museum Merchandise? A historical Case Study on Consumer Cultures, Museums, Growth, Innovation, and Taste, Múnich, GRIN Verlag, https://www.grin.com/document/1719828
