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Socialism confronted consumerism in the chain State Department Stores (GUM), set up by Lenin in 1921 as a model retail enterprise. It operated stores throughout Russia and targeted consumers across class, gender, and ethnic lines. GUM was designed to advance the Bolsheviks' goals of eliminating private enterprise and rebuilding consumerism along socialist lines, as well as democratizing consumption for workers and peasants nationwide. GUM became a major propaganda purveyor, with advertising and promotional campaigns that taught Russians the goals of the regime and attempted to inculcate new attitudes and behavior. In trying to create a socialist consumer culture from scratch, GUM recast the functions and meanings of buying and selling, turning them into politically charged acts that could either contribute to or delay the march toward utopian communism. By the late 1920s, however, GUM's gandiose goals had proven unrealistic and largely alienated consumers, who instead learned a culture of complaint and entitlement. GUM's main function became one of distributing whatever the factories sent them, regardless of consumer demand or quality.

When did they last establish the organization?
unanswerable