Mail Order Catalogs and Advertisements for Boys Clothings: Validity as an Indicator of Popular Fashion


Figure 1.--Camp shorts routinely appeared in American clothing catalogs during the 1960s, 70s, and 80s. This duration in a major mass-market catalog like Sears is stong evidencevthat they were a opopular style and widely worn. This Sears ad was in the Summer catalog. The only major difference we notice over time in camp shirts was the hem length.

HBC has collected information on clothing catalogs primarily as they provide both images and information on clothing that can be specifically dated. A HBC reader, however, points out that these catalogs may not necesarily be good relections of what boys were actually wearing. This is a good point as we have seen items offered in catalogs that definitely were not actually popular at the time. On the whole, however, we believe that catalogs are much better fashion indicators than many other sources such as fashion magazines which often portray fashion ideas, not what people actually wore. The reason we believe that fashion catalogs are very useful indicators of popular fashion is that money is involved. This relates to the standard assessment in many investigative efforts--follow the money. We are not saying that every item in a catalog demostrates that the item was popular or widely worn. We are saying that items that appear year and a year almost certainly were widely worn. In addition, catalog companies which issues catalogs for many years, in some cases decades, more than likely were successfully offering items desired by clients, suggesting they were in touch with fashion trends. We believe there may have been differences among countries. Mass marketing catalogs first appeared in America. The long experience with catalog purchases sand popularity of catalogs suggest that American catalogs did repflect popular styles--although even in America there are limitations to using catalogs as guides to popular fashions. A British reader tells us that catalogs there even in the 1960s were not a good indicator of popular fashion. A British reader tells us that in the 1960s and 70s, "I'm sure English clothes were mainly bought instore by most people." [HBC note: The big American catalog companies (Pennys, Sears, and Wads) also were the major bricks and mortor retailers. Thus the fashions shown in the catalogs were also being sold in stores.] We are unsure about France and Germany as well as other countries. Interestingly during the Soviet era in Russia, there were no clothing catalogs and fashion magazines advised readers not to disturb the editors with orders or inquiries as to wear the fshions showed could be purchased. HBC does not maintain that these catalogs are a perfect source of information. We do believe that they are an important source. The more sources the better picture you get. Every source has weakeneses. Films are "costumed" and may not reflect the period. Family photos are taken with children dressed in their best clothes, at least in older times when even taking a photo was an event. In addition mothers in the 19th century were not as constrained by fashion trends as modern mothers.

Important Chronological Source Source

HBC has collected information on clothing catalogs primarily as they provide both images and information on clothing that can be specifically dated. Many of the photographs we have aquired are not dated and we have had to estimate the dates. Thus this limits their use as we attempt to assess chronolgical trends.

Validity

A HBC reader, however, points out that these catalogs may not necesarily be good relections of what boys were actually wearing. This is a good point as we have seen items offered in catalogs that definitely were not actually popular at the time. On the whole, however, we believe that catalogs are much better fashion indicators than many other sources such as fashion magazines which often portray fashion ideas, not what people actually wore. The reason we believe that fashion catalogs are very useful indicators of popular fashion is that money is involved. This relates to the standard assessment in many investigative efforts--follow the money. We are not saying that every item in a catalog demostrates that the item was popular or widely worn. Wechave seen itemns like coon-skins and Capri pants that were fads or items that never caught on. We are saying that items that appear year and a year almost certainly were widely worn. Items like sailor sits, knicjkers, jeans, "T"-shirts, camp shorts, and now baggy shorts that appeared year after year are a strong indicator rhatt they were a popular widely wirn style. In addition, catalog companies which issues catalogs for many years, in some cases decades, more than likely were successfully offering items desired by clients, suggesting they were in touch with fashion trends.

Country Trends

We believe there may have been differences among countries. Mass marketing catalogs first appeared in America. The long experience with catalog purchases sand popularity of catalogs suggest that American catalogs did repflect popular styles--although even in America there are limitations to using catalogs as guides to popular fashions. A British reader tells us that catalogs there even in the 1960s were not a good indicator of popular fashion. A British reader tells us that in the 1960s and 70s, "I'm sure English clothes were mainly bought instore by most people." [HBC note: The big American catalog companies (Pennys, Sears, and Wads) also were the major bricks and mortor retailers. Thus the fashions shown in the catalogs were also being sold in stores.] We are unsure about France and Germany as well as other countries. Interestingly during the Soviet era in Russia, there were no clothing catalogs and fashion magazines advised readers not to disturb the editors with orders or inquiries as to wear the fshions showed could be purchased.

Limitations

HBC does not maintain that these catalogs are a perfect source of information. We do believe that they are an important source. The more sources the better picture you get. Every source has weakeneses. Films are "costumed" and may not reflect the period. Family photos are taken with children dressed in their best clothes, at least in older times when even taking a photo was an event. In addition mothers in the 19th century were not as constrained by fashion trends as modern mothers.





HBC






Navigate the Boys' Historical Clothing catalog/magazine pages:
[Return to the Main store page]
[Main photo/publishing page] [Store and mailorder catalogs and advertisements] [Fashion magazines]



Navigate the Boys' Historical Clothing Web Site:
[Introduction] [Activities] [Biographies] [Chronology] [Clothing styles] [Countries] [Topics]
[Bibliographies] [Contributions] [FAQs] [Glossaries] [Satellite sites] [Tools]
[Boys' Clothing Home]




Navigate the Boys' Historical Clothing Web Site:
[Sailor suits] [Sailor hats] [Buster Brown suits]
[Eton suits] [Rompers] [Tunics] [Smocks] [Pinafores]



Created: March 5, 2004
Last updated: March 5, 2004