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We notice a mail order ad for a boy's navy blue corduroy, sheep-lined winter coat. It appeared in The Youth's Companion for November, 1928, p. 609. It was offered by the Elmer Richard company, a company we know nothing about. The total price is $9.95--expensive for 1928--but the ad encourages only a $1.00 down payment with six months to pay the balance. This is an interesting example of a delayed-payment scheme in American merchandizing. Note that the boy wears a flat cap and a full suit with shirt and tie underneath the coat. The coat is quite sporty by the standards of 1928, but standards of formality are nevertheless maintained.
We know nothing about Elmer Richard other than the ad here. The interesting commercial aspect here is that you could make a $1,00 deposit and pay monthly over a 6 months period. Stores of course did this, but it was rare to do this by mail.
The Youth's Companion described itself as "An Illustrated Weekly Paper For Young People and the Family, Established in 1827." It was published in Boston, Massachusetts, by the Perry Mason Company, 201 Columbus Avenue. We are not sure how lon it was publised, but we notice that it was still being published into
the 1910s. The magazine catered to teen-age boys and girls especially, containing articles on sports, on hobbies, and on various literary and cultural interests. But it was really a family magazine and had many advertisements for clothing, both adult and children's.
We notice a mail order ad for a boy's navy blue corduroy, sheep-lined winter coat. It appeared in The Youth's Companion for November, 1928, p. 609. The total price is $9.95--expensive for 1928--but the ad encourages only a $1.00 down payment with six months to pay the balance. This is an interesting example of a delayed-payment scheme in American merchandizing. Note that the boy wears a flat cap and a full suit with shirt
and tie underneath the coat. The coat is quite sporty by the standards of 1928, but standards of formality are nevertheless maintained. The ad copy read, ""Warm Sheep Lined Navy Blue Corduroy Coat for Boys. Only 1.00 Deposit! No C.O.D. to Pay. Has Large Beaverized Lamb Collar. Send only $1.00 deposit now. See this extra fine quality sheep-lined coat on approval. Coat is made of handsome blue corduroy--will stand the hardest wear. Has wide beaverized lamb collar. Double breasted belted style,
fastened with loops. Pocket corners reinforced with leather tips. Four warm pockets. Sleeves warmly lined. Knitted wristlets. A real bargain value. Sizes 8 to 18. Order by No. B-6F. Terms $1.00 with coupon. Then, if satisfied, only $1.50 a month. Total price, only $9.85. 6 Months to Pay! Terms so easy you'll never miss the money. All you send is $1.50 a month for
6 months. Send only $1.00 deposit now. No risk (see coupon). No C.O.D. to pay. See if it isn't just exactly what your boy wants. See how warm and well made it is. Then, if satisfied take 5 months to pay the special price. Send only $1.00 Now! Sent on Approval.
Elmer Richards Co., Dept. 4578 W. 35th Street, Chicago. I enclose $1 deposit. Send Corduroy Coat No. B-6 F. If I am not satisfied, I can return it and get my money back. Otherwise I will pay $1.50 a month until I have paid $9.95 in all. [Buyers sign name and address, and mark what size is desired.] If you want our Free Catalog check here [another box]."
The coat here was doine in cordury. Corduroy was one of thge most populasr material for schoolwear. The ad placed in a November issue of The Youth's Companion allowed parents to buy a Winter coat for their boys just as the cold weather was setting in, even if they didn't have the full price. Other school garments were done in ciorduroy. Corduroy was a very popular material for school children. Many boys in particular had corduroy knickers, but other garments such as shorts were also made in corduroy. Here we have a corduroy coat. The lining was done in sheep fleece, The company refers to a collar done in "beaverized lamb". I'm not sure what that meant. We suspect that it may refer to beaver cloth.
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