Figure 1.-- A Montgomery Ward ad that appeared in Saturday Evening Post in October 1929, the year of the great stock market crash. This ad for underwear that addresses the needs of the entire family. At the bottom left, we have waist union suits in two styles for girls and boys, although only girl models are shown. |
A Montgomery Ward ad that appeared in Saturday Evening Post in October 1929, the year of the great stock market crash. This ad for underwear that addresses the needs of the entire family. At the bottom left, we have waist union suits in two styles for girls
and boys, although only girl models are shown. One is trunk length, the other ankle-length. Both have short sleeves. These suits have reinforcement straps, waist buttons, and garter tabs. In the middle panel we have men's union suits in two different weights--both
with long sleeves and ankle-length legs. At the top right we have boy's union suits--a junior version of what the fathers are wearing in the middle panel. At the bottom right we have two styles of brief men's underwear--undershirts and shorts and a sleeveless union suit with button closure at the shoulder strap.
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.
No publication is so closely linked with the traditions of 20th century America as the The Saturday Evening Post. It was the most popular American magazine in the first half of the 20th century. The Post included political cartoons, artwork, literary works, and much more. Although mundane at the time, even the advertisements make issues of the Post fascinating to modern readers.
This ad for underwear that addresses the needs of the entire family. At the bottom left, we have waist union suits in two styles for girls and boys, although only girl models are shown. One is trunk length, the other ankle-length. Both have short sleeves. These suits have reinforcement straps, waist buttons, and garter tabs. In the middle panel we have men's union suits in two different weights--both
with long sleeves and ankle-length legs. At the top right we have boy's union suits--a junior version of what the fathers are wearing in the middle panel. At the bottom right we have two styles of brief men's underwear--undershirts and shorts and a sleeveless union suit with button closure at the shoulder strap.
The wards ad copy read, ""450 Montgomery Ward Stores Now Show These Remarkable Values. Each is typical of hundreds of Fall and Winter styles . . . and boasts the same fine quality to be found in more than 40,000 items of merchandise sold by this company. The best workmanship of some of the foremost mills in the country is
represented in these eight typical selections from Montgomery Ward & Co's complete Fall and Winter Underwear showing. In cut, fit, fabric, and fine quality, every garment in the entire line will instantly satisfy any one whose standards of value are high. For all such buyers, both men and women, Ward's is now showing every wanted
style and grade in Underwear of rayon, wool, cotton, and nainsook--in 450 Retail Stores, located in as many strategic cities and towns. We invite you to see this nation-wide Autumn display at the store nearest you, for two reasons; the unquestioned value and sturdy wear of the garments themselves, and the distinct saving in price at which each is offered. You can now outfit every member of the family at decidedly less expense than you expect so why not enjoy the experience while this fact is fresh in your mind? Take a "family inventory" today--and from our complete Fall and Winter Underwear lines select the undergarments you need . . . knowing you can easily afford them."
"Mothers will like this "Trunk" suit for girls or boys of 2 to 8
years because its snug, and costs little for a garment of real quality. Made of heavy fleeced cotton with rayon trim--and priced at only 50 c. Above we have a trim companion--for girls or boys of 2 to 13 years. Heavy cotton with rayon stripes--color a soft cream white. Good wear and good looks combined. Ward's price per garment is only $1.00. [HBC note: these waist suits have reinforcement straps, waist buttons, and garter tabs for supporters.]"
"For the man who wants a good warm union suit, the garment of
heavy cotton and wool mixed, shown at left above, just fills the bill. Light fleecing and fine ribbed, with rayon trim. Priced to save you money at only $1.49. Thousands of men will wear this winter the union suit shown at right above. It's ribbed knit of extra heavy cotton and lightly fleeced inside. Neck and front rayon stitched. Wards prices it for you at a saving of only $1.39."
"The family with boys of 4 up to 16 years can solve the underwear
problem neatly with the garment pictured here. Fine elastic ribbed, light fleecing, cream color. A sturdy value and economically priced at only 50 c. up to 92 c. depending on age. Another excellent union suit for boys from 4 up to 16 years is shown at the right above in a rib-knit garment of mottled gray. Sturdy and snug as it is good-looking and Ward's price, depending on age of wearer, is only 59 c. up to $1.09."
Many men will prefer a combination of white undershirt and white
shorts, as shown above. Swiss ribbed knit shirt, and fancy mercerized cotton boradcloth knit shorts; contrasting color trim. Shirt 49 c. shorts 69 c. The above Commander union suit is absolutely gauranteed against ripping and fashioned of sturdy government nainsook. We have in in extra sizes if desired, and all sotres show it an attractive price of only 79 c. [I'm not sure whether this athletic-style union suit was made in boys' sizes. Most boys certainly did not wear undershirts and broadcloth shorts as early as 1930. This was mainly adult men's underwear.]
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