Abstract

. This article argues that within the retail setting any aesthetic influence employed by the retailer is ultimately going to result in utilitarian outcomes for the clientele of that store. Indeed, that in pursuing such an aesthetic appeal, the retailer can be perceived as akin to an artist with his or her primary responsibility not to the larger society but to the store and the statement that it makes. This argument is re-inforced by the historical experience of department store operators in pre-war Nazi Germany. The article also contemplates Alan Gewirth’s Theory of Justice, and argues that it is only applicable in a retail setting.