Rhetorical Processes in the Sales Relationship in Luxury Retail

We examine the work undertaken by salespersons in the menswear department of a well-known department store in New York City that sells specialized “luxury” clothing by using the theoretical perspective developed by Kenneth Burke, the philosopher of language and communication. He has argued that the most comprehensive way to describe human conduct is to examine what was done, what attitude did it manifest, where was it done, who did it, and how was it done. Burke summarized these questions as act, attitude, scene, agent, agency, and purpose. With these terms comprising a “hexad,” a great deal of complexity can be captured within an organizational context. Indeed, Burke refers to these terms as “the grammar of motives” – that is, the motives of human conduct (1969a, 1968). In the carefully staged menswear environment we find salesmen who negotiate the goals and purposes of the store as well as their individual motives through implicitly defined sequences of acts on the selling floor.