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Viewing the evolution of business through the unique perspective of the student of fashion behavior, this essay recasts many traditional generalizations and seeks a meeting ground for fashion study and business history.

In a review of a recent play by T. S. Eliot, the critic sums up the action as “a tragedy of non-communication between parent and child.” We may be sure the reviewer did not intend to raise a doubt in the reader's mind as to whether the father or son in question had difficulty in getting to a telephone, finding a telegraph office or deciphering one another's handwriting. The level of communication he must have had in mind lies deep in the human dependency on expressive symbols. These primary factors of human experience—primary in the sense that nothing stands between them and the raw sensations and impulses—are made up of words, gestures, and images which are, in turn, invariably organized in systems or complexes. These we call by such names as aims, standards and ideals or, more generally, attitudes.

In the manner of the Creole tradesmen of Louisiana, whose lagniappe to their patrons is legendary, the Editor offers a similar bonus to readers of the Review. Instead of trifling presents added to a purchase, however, our lagniappe will be notes and documents illustrative of the evolution of business enterprise.