Figure 1.--This is part of a page from the 1910 Montgomery ward catalog. There are a range of different styles, but mostly low shoes for girls and children. This means primarily older girls and younger boys and girls.
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Figure 1.--This is part of a page from the 1910 Montgomery ward catalog. There are a range of different styles, but mostly low shoes for girls and children. This means primarily older girls and younger boys and girls. |
We also have a page from the Montgomery Ward catalog showing some of the different styles of footwear offered, referred to as shoes and slippers. A range of footwear are pictured, but most of the footwear shown were styles for girls and children. That means older girls and younger boys and girls. These were mostly low-cut shoes. Most boys at the time wore high-top shoes. Many of these shoes look go be dress shoes. At the time boys might wear high-top shoes, but a range of low-cut shoes for dresswear. This was especially true of younger boys. Included was double-strap sandals, one of the earliest ads we have noted for these sandals. This was more of an informal style, but we notice some children wearing them with dressy outfits as well. We also notice a high-top shoe for boys at the top of the page.
Although the word "consumerism" has a modern ring, it was personal concern for an early consumer movement, the "National Grange of the Patrons of Husbandry," That inspired a young traveling salesman named Aaron Montgomery Ward to start the world's first general merchandise mail-order company in 1872. Aaron Montgomery Ward was born on February 17, 1844, in Chatham, New Jersey, to a family whose forebears had served as officers in the French and Indian Wars as well as in the American Revolution. Looking for something more compatible, Monty left home and followed the river to Lake Michigan and the town of St. Joseph, county seat and market for outlying fruit orchards. Chicago was the center of the wholesale dry goods trade and in the 1860s Ward joined the leading dry goods house, Field Palmer & Leiter. As a retailer, Potter Palmer had previously built a reputation for fair dealing. Ward absorbed these principles while working as a clerk for $5. The Chicago City Directories for 1868 through 1870 listed Ward as a salesman for Wills, Greg & Co. and later for Stetthauers & Wineman, both dry goods houses. In 1870, after canvassing territory in Illinois, Iowa, Missouri, Ward was again footloose. The plan shaping in Ward's mind was to buy goods at low cost for cash. By eliminating intermediaries, with their markups and commissions, and cutting selling costs to the bone, he could offer goods to people, however remote, at appealing prices - for cash. Since its founding in 1872, the company has literally "grown up with America" and has had a major impact on the shopping habits of a nation of consumers. Montgomery Ward & Co. discontinued its catalog operations in 1985 as part of its restructuring effort to change itself into a modern, competitive chain of value-driven specialty stores, a move which for a time saved the company. week.
The Ward's ad shows some of the different styles of footwear offered, referred to as shoes and slippers. I am not sure entirely sure what was meant by slipper, but note that slipper was used wih ankle straps and sandals when the strap was set in the in-step. Here there was no consistency because some of the ankle traps were also called sandals. The term sandal seems to refer to the straps and did not suggest a casual, play shoe. Several of the shoes referred to as sandals were clearly dress shoes.
A range of footwear are pictured, but most of the footwear shown were styles for girls and children. That means older girls and younger boys and girls.
Most boys at the time wore high-top shoes. Many of these shoes look go be dress shoes. At the time boys might wear high-top shoes, but a range of low-cut shoes for dresswear. This was especially true of younger boys.
These were mostly low-cut shoes. We see many dress shies. Note the use of bows on many of the shoes. Included was double-strap sandals, one of the earliest ads we have noted for these sandals. This was more of an informal style, but we notice some children wearing them with dressy outfits as well. We also notice a high-top shoe for boys at the top of the page.
Here is the "barefoot sandal" in the 1910 catalog. Unlike many of the other styles here, this was presented as a casual, play shoe. This was more of an informal style, but we notice some children wearing them with dressy outfits as well. This was one of the earliest ads we have noted for these sandals. Note that the ad says it was the current "rage". I was surprised that men's sizes were not included here. I know they were available in men's sizes at this time in the newspaper ads in Newark,
N.J. Also, we saw men's sizes for this sandal in the 1914 catalog. They were avilable in men's sizes until about 1930, but I have never seen an image of a man actually wearing them at the time. They must have sold them, or why did they advertise men's sizes for so many years. Of course, they could have been the same shoes which never sold--but I don't think so. Men may have prefered to wear them in the house, and may not have worn them for picture taking.
This was a double strap shoe with no center strap. It was decorated with three bows. The ad copy read, "Made from fine tan kid, stylish last, good sole. Weight 4 to 8 ounzes. Wide widths." Some were made with "spring" heels and some wihout heels. The omes with heels were done in sizes 5-8. The ones without heels were done in somewhat smaller size rangs, sizes 2-6. Prices ranges from $0.59-0.70. Wards offered slightly lower prices if you bought three. Presumably you could order them in different sizes if there were three small children.
This ws a dressy one strap shoe with one bow. The ad copy read, "Made from fine black Viel kid, stylish shape. Good soles. Wide with. Weight 4 to 8 ounces." Note the use of the term "Viel". I'm not sure, but it could mean that the leather came fron calves used for viel. Some were made with "spring" heels and some wihout heels. The omes with heels were done in sizes 5-8. The ones without heels were done in somewhat smaller size rangs, sizes 2-6. Prices ranges from $0.49-0.62. Wards offered slightly lower prices if you bought three. Presumably you could order them in different sizes if there were three small children.
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