Title: Zahn's Department Store Records
Inclusive Dates: 1921-1950

Creator:

• Zahn's Department Store (Racine, Wis.)

Call Number: Parkside Mss 62; PH 3642

Quantity: 4.4 c.f. (12 archives boxes) and 22 photographs

Repository:

Housed at the Archives & Area Research Center, Library/Learning Center, University of Wisconsin-Parkside; owned by the Wisconsin Historical Society, Division of Library, Archives, and Museum Collections

Archival Locations:

COLLECTION MAY BE STORED OFF-SITE: see catalog entry to request materials and for additional information.

UW-Parkside Library / Parkside Area Research Ctr. (Map)

Wisconsin Historical Society (Map)

Abstract:

Records of a Racine, Wisconsin, department store established in 1898 and closed in 1982. Most materials date from the 1920's and 1930's and are significant for their documentation of advertising and marketing techniques, and as a representation of the designs and cultural values of those decades. Included are materials used in merchandising studies conducted in conjunction with the University of Michigan's Bureau of Business Research; advertising and promotional materials, including 66 monthly issues of Zahnettes, 1921-1928, and other direct mail advertising; blueprints and plans of the store; materials concerning store supplies and fixtures; and suppliers' catalogs and fliers. Also included are a small number of personal papers of the store's founder, Edward Zahn and one of his sons, Russell Victor Zahn.

Language: English

URL to cite for this finding aid: http://digital.library.wisc.edu/1711.dl/wiarchives.uw-whs-pks0062

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Zahn's Department Store was established in 1898 by Edward Zahn. Born on April 3, 1865 in the village of Vienna, Wisconsin, Zahn was the son of a German miller who had immigrated to the United States in 1841 and had settled in Vienna in 1845. At the age of fifteen Edward Zahn moved to the city of Racine, where he found work as a clerk in the store of Joseph Schroeder. At Schroeder's, Zahn advanced from working the five-cent counter to being the buyer of silk thread and twist, and eventually headed each of the store's departments. In 1895 he married Hattie Easson, the daughter of Racine pioneer Captain James Easson. The couple had two sons, Edward James, born in 1896, and Russell Victor, born in 1901. The sons eventually joined in their father's business and continued its operation after his death in 1930.

Edward Zahn opened Zahn's Dry Goods Company on September 15, 1898. Located on Racine's Main Street, Zahn's began business with 8,000 dollars in capital and 3 clerks. Zahn soon added a second floor to his store and increased the quality and variety of his stock. In 1916 the store relocated to a double two-story building on South Main Street, and six years later Zahn acquired a second building. Finally, on October 6, 1925, Zahn's moved to its last location, 506-508 Monument Square.

The store's proprietors took a sophisticated approach to marketing. During the 1920's they published a monthly advertising brochure titled Zahnettes, and here they highlighted seasonal fashions, accessories, and other merchandise. In the late 1920's and 1930's the store used scientific merchandising studies and market research combined with direct-mail promotions. From 1929 through 1931 Zahn's contracted with the John Service, Inc. of New York. This marketing firm analyzed groups of the store's account customers and mailed to customers personalized letters. In the years 1934-1936 Zahn's participated in retail marketing studies conducted by the University of Michigan's Bureau of Business Research. The Bureau had begun collecting data on department store merchandising in 1926. Researchers used these statistics to establish standards of departmental performance with respect to relative sales volume, mark-ups, and discounts. Zahn's, as one of a group of non-competing, independently owned stores, submitted to the Bureau monthly departmental statistics. In return the Bureau sent each participating store a monthly report of the group's merchandising figures. All of these sophisticated tactics helped to boost sales and to make Zahn's one of the leading merchandisers in Racine.

By 1950 Zahn's employed 160 people and was reported to be the largest retail operation in Racine County. But by 1960, due to increased competition from Racine, Milwaukee, and outlaying areas, the store's business began to decline and its staff was reduced to 116. Zahn's closed its doors in April, 1982.

The records of Zahn's Department Store date mostly from the 1920's and 1930's. They provide documentation on the operations of a large urban retailer during that period. Of particular interest are those records representing Zahn's scientific approach to marketing. Also of note are advertising and promotional materials, along with catalogs for store fixtures, all of which document the designs and cultural values of the 1920's and 1930's. The collection is arranged in eleven series: Family Papers, Business Correspondence, Merchandising Studies, Advertising and Promotion, Blueprints and Plans, Maintenance and Supplies, Suppliers Catalogs and Fliers, Business Forms, Contracts, Insurance Records, and Miscellany.

Most of the FAMILY PAPERS (1924-1941) consist of Russell Zahn's personal correspondence and papers relating to his professional activities. Included here are materials concerning the Racine Rotary Club and the Racine YMCA. Documenting Russell Zahn's participation in retailers' associations are two speeches he delivered at conventions of the National Retailers' Dry Goods Association (NRDGA).

The BUSINESS CORRESPONDENCE (1935-1949) includes both general correspondence and files devoted to specific topics: taxes, trademark infringements, and customer mail orders. The general business correspondence dates from the years 1937 and 1938 and pertains largely to routine business such as supply orders and personnel matters. Both incoming and outgoing letters are included, and the materials are arranged by name of correspondent and thereunder in reverse chronological order.

The series MERCHANDISING STUDIES (1926-1936) contains primarily records of the study conducted by the University of Michigan's Bureau of Business Research. This series includes monthly reports of merchandising figures from Research Group B. The Michigan Business Studies included in this series present findings based upon statistics gathered by the Bureau. None of the included volumes dates from the years of Zahn's participation (1934-1936), but these materials illustrate the study's basic methodology.

The series ADVERTISING AND PROMOTION (1921-1948) documents a variety of direct mail campaigns, the most sophisticated of which was one conducted by the John Service company of New York from 1929 to 1931. Items associated with this project include analyses of accounts, sample letters, and reports on mailings and resulting sales. This series also contains advertising fliers, envelope stuffers, and other direct mail pieces. Included are 66 issues of Zahnettes, a monthly illustrated advertising brochure which reflects the fashions, designs, and attitudes of the 1920's.

BLUEPRINTS AND PLANS (1927-1937) date from Zahn's first decade of occupancy at the Monument Square store. Among the firms represented here are the Grand Rapids Designing Service and C.A. Wheeler of Chicago. Blueprints are arranged alphabetically by name of firm. Where possible, the contents list below notes the name of firm, brief description of blueprint, name of designer or draughtsman, and date.

MAINTENANCE AND SUPPLIES (1930-1950) contains alphabetically arranged subject files and correspondence, contracts, clippings, catalogs and samples. Topics represented include display and supply fixtures, lighting, heating, maintenance, marking, and wrapping.

SUPPLIERS' CATALOGS AND FLIERS are alphabetically arranged by name of firm. This series overlaps somewhat with MAINTENANCE AND SUPPLIES.

The series BUSINESS FORMS includes two sets of forms: ditto forms used exclusively by Zahn's, and printed forms. The folder of ditto forms contains a descriptive list of the forms.

Acquisition Information

Presented by Michael Strand, Racine, Wisconsin, February 5, 1982. Accession Number: M82-292

Processing Information

Processed by Sheila Ryan (FGH intern), 1983; and Geoffrey Wexler, 1986.

Parkside Mss 62	Series: Family Papers, 1924-1930
Box   1 Folder   1	Edward Zahn (1865-1930) -- Correspondence re: Mortgages, 26 February 1924 - 17 January 1930.
	Russell Victor Zahn (1896- )
	Correspondence
Box   1 Folder   2	German Estate of Mrs. August Bulgrin (Mother-in-Law), 1927
Box   1 Folder   3	Oklahoma Property of August Bulgrin (Father-in-Law), 29 September 1927 - 17 August 1936
Box   1 Folder   4	Racine Rotary Club Business, 1941
	Speeches
Box   1 Folder   5	“The Problem of Sales Promotion Planning,” National Retail Dry Goods Association Convention (NRDGA), June 1935, Chicago
Box   1 Folder   6	“Have We Over-Sectionalized and Departmentalized Our Stores for Good Operating Results?” NRDGA Mid-year Convention, 1940, Chicago
	Home Construction
Box   1 Folder   7	Correspondence, Bids, and Contracts, 10 May 1928 - 7 February 1929; , undated
Box   1 Folder   8	Porch and Fireplace Sketches, undated
Box   1 Folder   9	Miscellaneous Financial Records, 12 November 1928 - 20 September 1935
Box   1 Folder   10	Allied Stores Corporation (Hahn Department Stores, Inc.) -- Stockholders' notices and annual reports, 31 January 1930 - 31 January 1937
Box   1 Folder   11	Racine YMCA: Treasurer's Statements, December 1930 - 12 May 1936; Miscellaneous YMCA Records, , undated
Box   1 Folder   12	Property Tax Receipts, 1931
Box   1 Folder   13	Life Insurance Policies -- Correspondence and Related Materials, 1932-1935
Box   1 Folder   14	Russell Victor Zahn and Edward James Zahn (1901- ) -- Christmas Cards, 1937; , undated
	Series: Business Correspondence, 1935-1949	⇧
	General
Box   1 Folder   15-16	1937, A-L
Box   2 Folder   1-2	1937, M-Z
Box   2 Folder   3-5	1938, A-Z
Box   2 Folder   6	Taxes, 1935-1936
Box   2 Folder   7-8	Customer mail orders, 1937-1940
Box   3 Folder   1	Trademarks, 1941-1949
Box   3 Folder   2	Amos Parrish and Company Departmental Study: Correspondence, Instructions, and Forms, 1927-1934
Box   3 Folder   3	Miscellaneous Departmental Merchandising Figures, 1928-1931
	University of Michigan Performance Standards Study
Box   3 Folder   4	Instructions and Forms, 1931-1936
	Departmental Merchandising Figures (Research Group B)
Box   3 Folder   5-9	1934-1935, December
Box   4 Folder   1-5	1935-1936, October
Box   4 Folder   6	Summary of Replies to Group B Questionnaire, 1935
Box   4 Folder   7	Departmental Reports, 1936
Box   4 Folder   8	Promotions Reports (selected stores), 1936
Box   4 Folder   9	Report on Salaries of Non-Selling Employees, 1936
Box   4 Folder   10	Miscellaneous Reports, fiscal year 1935
Box   4 Folder   11-13	Michigan Business Studies -- List of Publications, 1926-1929; Vol. I, No. 4 (, 1928 January)- Vol. V, No. 3
	Series: Advertising and Promotion, 1921-1948	⇧
Box   5 Folder   1	Correspondence, 1933; , undated
	Direct Mail Promotions
Box   5 Folder   2-3	Zahnettes Fliers, 1921-1928
Box   5 Folder   4	Miscellaneous Direct Mail Pieces, 1926-1948; , undated
	The John Service, Inc.
Box   5 Folder   5	Introductory Portfolio, 1928
Box   5 Folder   6	Analyses of Zahn's Accounts, 1929-1931
Box   5 Folder   7	Reports on Mailings and Associated Sales, 1929-1931
Box   5 Folder   8	Sample Copy for Direct Mail Campaigns, 1930-1931
Box   5 Folder   9	Notes on Analyzed Accounts, undated
Box   6 Folder   1-3	Letters and Cards, 1931-1933
Box   6 Folder   4	Letters, 1937-1938
Box   6 Folder   5	Trend Fliers (Women's fashions), 1938-1939
	Envelope Stuffers
Box   6 Folder   6-7	1945-1946
Box   7 Folder   1	1947-1948
Box   7 Folder   2	Sales Volume Averages, 1926-1928; Sales/Advertising Ratios, , 1927 (by department)
Box   7 Folder   3	Mailing List Sources, 1933-1943; , undated
Box   7 Folder   4	Postal Regulations Governing Direct Mail Advertising, 1928-1949; , undated
Box   7 Folder   5	“Baby's First Christmas” Snapshot Contest, 1947 (application forms)
	Photographs of Window Displays, Lunch Counter, Lingerie Dept. and a Children's Fashion Show, undated
Box   7 Folder   6	Photocopies
PH 3642	Originals
Parkside Mss 62	Series: Blueprints and Plans, 1927-1937	⇧
Box   7 Folder   7	Decorators Supply Corporation -- Beauty Salon, M.E. Barnet, 1935
	The Grand Rapids Designing Service
Box   7 Folder   8	First and Third Floor Plans, Tenhoor, 1927
Box   7 Folder   8	Sketch Showing Drawers in Regular Cabinets, B. Lyon, 1927
Box   7 Folder   9	Drawing of Cornice and Plaster, 1931
Box   7 Folder   10	Zeromatic Display for Ice Cream Molds, 1931
	Howard H. Hickman (designer)
Box   7 Folder   11	Front Elevation, 1927
Box   7 Folder   12	Second Floor Plan (2 sheets), 1937
Box   7 Folder   13	The Milwaukee Electric Railway and Light Company, Illuminated Engineering Division -- Proposed Luminous Display, 1934
	C.A. Wheeler, Inc.
Box   7 Folder   14	Correspondence, 1931
Box   7 Folder   15-16	First Floor Fixtures, A.W. Dressier, 1931
Box   7 Folder   17	Electric and Plumbing, A.W. Dressler, 1931
Box   7 Folder   18	Specifications for Grocery Section, A.W. Dressler, 1931
	Series: Maintenance and Supplies, 1930-1950	⇧
	Display
Box   8 Folder   1	Display Fixtures, 1930-1932
Box   8 Folder   2	Miscellaneous Display Supplies, undated
Box   8 Folder   3	Window Fixtures, 1931
Box   8 Folder   4	Lighting, 1935-1936; , undated
	Maintenance
Box   8 Folder   5	Automatic Controls on Boiler, 1936
Box   8 Folder   6	Carpet Dyeing Service, 1935
Box   8 Folder   7	Heating, 1931-1935; undated
Box   8 Folder   8	Miscellaneous Maintenance Supplies, 1935-1936; undated
Box   8 Folder   9	Quotation on Painting Exterior Windows, 1936
Box   8 Folder   10	Woodworking Tools, undated
	Marking
Box   8 Folder   11	Miscellaneous Marking Supplies, undated
Box   8 Folder   12	Woven Labels, 1936
Box   8 Folder   13	Salespeople's Supplies, 1935
Box   8 Folder   14	Soda Grill Supplies, 1935-1936; undated
	Store Fixtures
Box   8 Folder   15	Miscellaneous Store Fixtures and Supplies, 1936-1937; undated
Box   8 Folder   16	Notion Bins, undated
Box   8 Folder   17	Steel Shelving and Lockers, undated
Box   9 Folder   1	Store and Showcase Lighting, undated
Box   9 Folder   2	Ventilation and Fans, 1936-1940; undated
Box   9 Folder   3	Waste Baskets, 1922-1927
Box   9 Folder   4-5	Tabulating Machines, undated
	Wrapping
Box   9 Folder   6	Adhesives, undated
Box   9 Folder   7-8	Gift Boxes and Folders, 1935-1950; undated
Box   9 Folder   9	Miscellaneous Wrapping Supplies, 1936-1937; undated
Box   9 Folder   10	Package Sealers, 1937-1938; undated
Box   9 Folder   11	Wrapping Paper, 1935-1936
	Series: Suppliers' Catalogs and Fliers (Filed Alphabetically)	⇧
Box   9 Folder   12	Addressograph Company
Box   10 Folder   1-5	American Expansion Bolt and Manufacturing Company - Grand Rapids Store Equipment Company
Box   11 Folder   1-4	Hammermill Paper Company - United States Plywood Company
	Series: Business Forms	⇧
Box   11 Folder   5	Ditto Forms (folder includes descriptive list of forms)
Box   11 Folder   6	Printed Forms
Box   11 Folder   7-8	Series: Contracts and Related Correspondence, 1925-1949	⇧
	Series: Insurance Records, 1928-1936	⇧
Box   12 Folder   2	Building and Fixture Costs, undated
Box   12 Folder   3	Corporation Insurance -- Life Insurance Transfers, 1932-1936; undated
	Fire Insurance
Box   12 Folder   3	Wisconsin Inspection Bureau -- Fire Insurance Rating, 1928-1929
Box   12 Folder   4	Annual Statements of Fire Insurance Companies, 1934
Box   12 Folder   5	Use and Occupancy Insurance, 1933-1934
	Series: Miscellany	⇧
Box   12 Folder   6	Address List, undated
Box   12 Folder   7	Automobile Certificates of Title and Registration, 1929-1933
Box   12 Folder   8	Budgeting and Recording Procedures, undated
Box   12 Folder   9	Central States Department Stores Association -- By-Laws and Agreements, 1928-1930; undated
Box   12 Folder   10	Operating Statements, 1936-1937
Box   12 Folder   11	Records of Fixed Expenses, undated