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We notice a J.C. Penny's advertisements in the Mason Globe-Gazette newspaper (August 11, 1936). Thry had ads on several pages. This one is for boy's shirts. All these ads seem to be aimed at mother outfitting their children for school, which begins "in 28 days". The ad offered long sleeve shirts with standard collsrs, both dress shirts and school shirts.
Penny's came to have a major catalog business, but in the 1930s it was primarily a chain store. JC Penney was founded by James Cash Penney. He called his first stores Golden Rule Store. He opened the first one in 1902. It was located in Kemmerer, Wyoming. The company grew to be one of the most important retailer in America. Penny had a major impact on American retailing. Merchants in the19th century did not commonly stand behind their merchandise. Penney called his store, the Golden Rule Store to emphasize his approach to retailing. He offered innovations such as money-back returns, standardized pricing, high quality merchandise, and friendly customer service. These were approached that were not very common at the time. Penney began with stores, but eventually began catalog sales, competing with Montgomery Ward and Sears. Penny now offers American consumers three different shopping channels (stores, catalogs, and internet channels). JC Penney in 2003 operated 1,050 JCPenney department stores in all the U.S. states (except Hawaii) and in Puerto Rico. In addition Penney operates 50 Renner department stores in Brazil.
Newspaper and magazine advertisments like mail order catalogs are very useful fashion items because they are dates. This is something that available photographs are often not. Thus these ads are very helpful in devekoping information on chronological fashion trends. They also provide information on conventioins, ages, gender, material, color, and other topics associated with clothing and fashion. Penney's Store, in the Mason City Globe-Gazette, Mason City, Iowa (August 11, 1936). I thought it was a bit unusual to have ads for boys' and girls' school clothes as early as the August 11. But the ad says "Mothers! Choose what your Boy or Girl will need for School, EARLY, when the stocks are new. Only 28 Days til School". Indicative of the Great Depression, Penney's offers even relatively inexpensive items on its "Penney's Lay-Away Plan."
W e notice a J.C. Penny's advertisements in the Mason Globe-Gazette newspaper (August 11, 1936). Thry had ads on several pages. This one is for boy's shirts. All these ads seem to be aimed at mother outfitting their children for school, which begins "in 28 days". The ad offered long sleeve shirts with standard collsrs, both dress shirts and school shirts.
The ad copy read, "Boys' "True-Blue" Dress Shirts, 69 cents. Long wearing, fabrics in smart patterns and solids. Fast color!"
The ad copy read, "Blue Chambray School Shirts, 39 cents. Full cut, heavy stitching. Steel buttons. Sizes 6 to 14. Also gray coverts." I'm not sure what grey coverts were.
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