When I first started my blog way back in 2012, I was not great at photo taking, placing photos, understanding how to really blog and so my early posts are not wonderful. One of those “okay posts” that I shared was on a Montgomery Ward Catalogue Fall and Winter 1942-43 that I had recently picked up.
The book is huge (1160 pages) and chalked full of fashions (clothing & home), medicine, tools, instruments, toys, Victory Bond ads and so much more. It’s an amazing time capsule of this period in history.
In that original post I did not pay justice to the above statements, with my whole 5 photos (what was I thinking???). So today’s post is a do over and this time you will be treated to much more. Let’s begin!
Montgomery Ward Catalog Fall Winter 1942-1943
Who/What was Montgomery Ward“?
Montgomery Ward was created by “Aaron Montgomery Ward” in 1872 as the first every dry goods mail-order catalog business in Chicago Illinois. After several years of working as a traveling salesman among rural customers. He observed that rural customers often wanted “city” goods but their only access to them was through rural retailers who had little competition and offered no guarantee of quality. Ward also believed that by eliminating intermediaries, he could cut costs and make a wide variety of goods available to rural customers, who could purchase goods by mail and pick them up at the nearest train station (Source).
Montgomery Ward Firsts and Highlights:
- The Slogan “satisfaction guaranteed or your money back”, Ward began using in 1875 (he created it).
- In 1883, the company’s catalog, which became popularly known as the “Wish Book”, had grown to 240 pages and 10,000 items.
- By 1904, the company had grown such that three million catalogs, weighing 4 pounds each, were mailed to customers.
- 1926 the first Retail store is opened.
- 1929 saw Montgomery Ward Double its stores to 531 across the United States.
- In 1939, as part of a Christmas promotional campaign, staff copywriter Robert L. May created the character and illustrated poem of “Rudolph, the Red-Nosed Reindeer.” Six million copies of the storybook were distributed in 1946. The song was popularized nationally by the actor and singer Gene Autry.
- 1950’s saw the store fall into its eventual downfall as the company was slow to respond to the general movement of the American middle class to suburbia. It’s competitors (like Sears) built stores where the customers where, Montgomery Ward chose to stay in City Centers and Main streets where the customers no longer shopped like they used too.
- 1985 the catalog portion of the business closes.
- December 28th, 2000 Montgomery Ward makes the announcement that it will shut its doors for good (Source).
Now lets take a look inside my 1942-43 Fall/Winter Catalog
While going thru my catalog I stumbled upon the address of the owner of this particular book in Albany, NY. This is a new discover for me! I have never seen this before (I did tell you the book is HUGE). What a fun find.
“Work for Victory”. Clothes for women who have left their home to work in fields, plants and other jobs to help bring home victory.
Balmacaan Zip-Outs. Each with a choice of 2 Zip Linings. Change it out for a lining for Spring or Fall and add a warmer one for Winter. So versatile.
Lovely rayons in lovely patterns for all your wartime dresses.
Maybe it’s just me, but I don’t see women’s maternity wear fashions very often in photos so seeing them in a catalog is fantastic. I’m always curious on how women looked when in that “delicate condition”.
Lets going skiing in some super 1940s “hitting the slopes” fashions!
1940s style turbans are very popular in the vintage scene right now and this is because they were very popular in 1942, 1943 as well.
Further Reading: A Vintage Guide to 1940s Women’s Hair Accessories (whole section on 1940s Turbans).
During the war, stockings made of silk and nylon were rationed so it’s very cool to see an alternative stocking made of rayon featured in the catalog. This history lover is eating this up!
1940s womens shoes in all their colourful glory. Good lord, I want them all!
Saddle shoes are the best! I own a pair and wear them all the time.
FURTHER READING: Vintage Photo Tuesday: Saddle Shoes
Brooches are my FAV! Look at these beauties? Which one is your favourite (I really like the bow and the horse)?
1940s Menswear time! Ideas on what to wear with what, when you just can’t decide.
“Style your own 2-Piece Suit” gentlemen.
For the Home: 1940s Linoleum Flooring Designs. For more inspiration check out a past post entitled “The Beautiful World of Linoleum Flooring“.
Save $$ use Tileboard! Comes in various colours and styles as well.
Pick your bedspread for your 1940s bedroom.
Wallpaper designs to match…the couch cover, carpet, cat etc. and etc.
Further Reading: Vintage Wallpaper ideas from a 1940 Montgomery Ward Catalog
Big Band Leader, Woody Herman approves these instruments.
Baton Twirling is fun and Healthful! Next workout craze of 1943?
Tailor Made Seat Covers for your car. We are mad for Plaid!
US War Bonds and Stamps-Buy them to hasten Victory!
I’m going to be honest friends, this catalog was so huge that I’m going to have do another post or 2. Hopefully your all okay with that!
Question Time: Do you own a vintage catalog? If so what company and timeline? Also please share what you loved above in the comments section below.
FURTHER READING: Vintage Magazines & Vintage Catalogs (Archived blog Posts)
Thanks for dropping by!
Liz
