Market

Across the boroughs of England, a network of chartered markets sprang up between the 12th and 16th centuries, giving consumers reasonable choice in the markets they preferred to patronise.  However, as the number of charters granted increased, competition between market towns also increased. In response to competitive pressures, towns invested in a reputation for quality produce, efficient market regulation and good amenities for visitors such as covered accommodation. By the thirteenth century, counties with important textile industries were investing in purpose built halls for the sale of cloth. London's Blackwell Hall became a centre for cloth, Bristol became associated with a particular type of cloth known as Brisol red, Stroud was known for producing fine woollen cloth, the town of Worsted became synonymous with a type of yarn; Banbury and Essex were strongly associated with cheeses.

A sixteenth century commentator, John Leland, described particular markets as “celebrate,” “very good and quik,” and, conversely, as “poore,” “meane,” and “of no price." Over time, some products became associated with particular places, providing customers with valuable information about the types of goods, their quality and their region of origin. In this way, markets helped to provide an early form of product branding. Gradually, certain market towns earned a reputation for providing quality produce. Today, traders and showmen jealously guard the reputation of these historic chartered markets. An 18th century commentator, Daniel Defoe visited Sturbridge fair in 1723 and wrote a lengthy description which paints a picture of a highly organised, vibrant operation which attracted large number of visitors from some distance away. "As for the people in the fair, they all universally eat, drink and sleep in their booths, and tents; and the said booths are so intermingled with taverns, coffee-houses, drinking-houses, eating-houses, cookshops &c, and all tents too, and so many butchers and higglers from all the neighbouring counties come in to the fair every morning, with beef, mutton, fowls, bread, cheese, eggs and such things; and go with them from tent to tent and from door to door, that there is no want of provision of any kind, either dress'd or undress'd."

In the Middle East, prior to the 10th century, market places were situated on the perimeter of the city. However, when the market place began to become integrated into city structures, it becomes a covered area where traders could buy and sell with some protection from the elements. Markets at Mecca and Medina were known to be sigificant trade centres in the 3rd century (CE) and the nomadic communities were highly dependent on them for both trade and social interactions.  The Grand Bazaar in Istanbul is often cited as the world's oldest continuously-operating, purpose-built market; its construction began in 1455.

In the Americas, the Spanish conquerers commented on the impressive nature of the local markets in the 15th century. The Mexica (Aztec) market of Tlatelolco was the largest in all the Americas and said to be superior to those in Europe.