Figure 1.--Here are the suspenders, waists and hose supporters offered by Sears in its 1943-44 Fall-Winter catalog. The ad copy for the suspenders and hose supporters read reads, "Comfy, Flexible, Strong Supports for Stockings ... Shoulders ... Clothing ... Children's and Misses' Sizes."

Wards offered warm cold-weather childrens robes. The same styles were offered for boys and girls. They were on the same page as the suspenders and hose supporters. The combination of these items on the same page of the catalog (Ward's Fall and Winter catalog, p. 313) seems a bit unusual. Possibly the idea of warmth or coziness is what links the bath robes with the necessary devices for long stockings. All these items seem to be gender neutral--equally suitable for both boys and girls.

Wards

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.

Combination

Ward's offered children's bath robes, suspenders, and hose supporters on the same page. The suspenders and hose supporters were in the same illustration and the bathrobes a separate illustration. The combination of these items on the same page of the catalog (Ward's Fall and Winter catalog, p. 313)) seems a bit unusual. Possibly the idea of warmth or coziness is what links the bath robes with the necessary devices for long stockings. The ad copy for the suspenders and hose supporters read reads, "Comfy, Flexible, Strong Supports for Stockings ... Shoulders ... Clothing ... Children's and Misses' Sizes." It was fairly common to put suspenders and hose supporters and waiists together. We have seen that in many other catalogs. I supose the common link here was the support function.

J.-K. Children's Robes

Wards offered two different styles of robes for children. The difference was the pattern. One was for toddlers andte other for slightly older children. Both were offered for both boys and girls. The Ward's heading read, "Practical Snug Robes for Children." Robes were still commonly worn by children in the evening, although we suspect a social-class convention is offered here.

J. Good quality Cloth Robe

The Ward's ad copy read, "Good quality Cloth Robe ... Sizes 1 to 3 $1.29 Good quality, medium-weight Cotton. Lively juvenile woven design in bright colors to gladden any child's heart. High shawl collar for chest protection. Two-tone corded belt with tassel and trim. Two-button closing. Amply cut to Wards size specifications for comfort. Strongly-sewn seams will stand hard wear. Colors: Assorted Prints on Baby blue, Dark blue or Marron grounds. Sizes: 1, 2, 3. See Size Scale above. Ship. wt. 10 oz. 31 C 4484--Please state size and color . . .$1.29."

K. Good Whittenton Cotton Robe

The War's ad copy read, "Good Whittenton Cotton Robe ... Sizes 2 to 6. $1.39. Famous soft, warm Cotton. Medium weight. Woven design. Pattern and style suitable for boys and girls. Two-tone corded trim shawl collar, turnback cuffs, pocket. Corded belt. Firmly stitched seams. Full cut. Colors: Copen Blue or Light Maroon. Sizes: 2, 4, 6. See scale above. 31 C 4495--State size, color. Ship. wt. 14 oz. $1.39."

Created: 7:41 PM 9/28/2006
Last updated: 7:41 PM 9/28/2006