Fashion by mail
The nostalgia! "Fashion by Mail" was a popular concept in the mid-20th century, where customers could order clothing and accessories through the mail, often through catalogs or mail-order catalogs. Here's a brief history:
Early beginnings: The concept of mail-order shopping dates back to the late 19th century, when companies like Sears, Roebuck and Co. and Montgomery Ward began selling goods through catalogs. However, fashion-specific mail-order catalogs emerged in the early 20th century.
Golden Age: The 1920s to the 1950s are often referred to as the "Golden Age" of mail-order fashion. During this period, companies like J.C. Penney, Sears, and Montgomery Ward offered extensive fashion catalogs, featuring a wide range of clothing, shoes, and accessories for men, women, and children. These catalogs often included illustrations, photographs, and detailed descriptions of the products.
Popular fashion mail-order catalogs: Some notable fashion mail-order catalogs from this era include:
- Sears, Roebuck and Co. (founded in 1893) - Known for their extensive catalog offerings, Sears was a pioneer in mail-order fashion.
- J.C. Penney (founded in 1902) - Penney's catalog featured a wide range of fashion items, including clothing, shoes, and accessories.
- Montgomery Ward (founded in 1872) - Montgomery Ward's catalog was famous for its detailed descriptions and illustrations of products.
- L.L.Bean (founded in 1912) - While not exclusively a fashion catalog, L.L.Bean's outdoor-focused catalog often featured fashionable clothing and accessories.
- Talbots (founded in 1947) - Talbots' catalog was known for its classic, preppy style and offered a range of women's clothing and accessories.
Decline and resurgence: As department stores and specialty boutiques became more prevalent, the demand for mail-order fashion catalogs began to decline. However, with the rise of e-commerce and online shopping, mail-order fashion has experienced a resurgence. Many fashion brands now offer online shopping options, and some have even revived their mail-order catalogs as a nostalgic nod to the past.
Modern mail-order fashion: Today, mail-order fashion is more about online shopping and e-commerce than traditional paper catalogs. Many fashion brands offer online shopping options, and some have even introduced subscription services, where customers can receive regular shipments of curated fashion items.