Clothing Advertisements
Just like all aspects of American society in the late 1800s, fashion was undergoing rapid transformation. The rise of the Industrial Revolution and the ability to make large quantities of clothing at affordable rates made fashion more accessible and affordable for more Americans. Advertisements for fashion became increasingly geared towards women, which led to some innovations in women’s clothing; however, also emerging were advertisements that reinforced gender stereotypes and glorified slender body types. As fashion trends increasingly spread nationwide, specific trends, such as animal furs, became highly sought after. Some of these advertisements depict just how popular this trend was. Other advertisements mention the ability to purchase their products from multiple retailers, which shows how successful the Industrial Revolution was at flooding the American market with products fueling American consumption. These clothing advertisements reflect this change in American culture and consumer habits from localized to nationalized.
Demorest Family Magazine, Vol. XXV., No.2. December, 1888. J. G. FITZPATRICK & CO., manufacturers.
This advertisement from J. G. FITZPATRICK & CO. is clearly geared towards women. It is prominently featuring a woman illustration. In addition, it shows how there was innovation in the woman’s clothing industry, as the Tricia corset marketed its ability to be unfastened sitting or standing without straining or tugging. So much of an improvement, one testimony showcased said “It rids women of one of their miseries." In addition to this innovation, it also states, ‘ask your merchant for it,’ which alluded to the product being widely available nationwide. The advertisement ends with the phrase ‘mention Demorest Family Magazine when you write’; this could be a means for the advertiser to gauge just how much interest is being created as a result of their investment in the advertisement.
Demorest’s Family Magazine, Vol.XXX, No.12. October 1894. Ypsilanti Underwear.
In an advertisement that shows just how nationalized the consumer market was becoming, this advertisement from Ypsilanti Underwear proudly lists all locations the product was sold at. In an impressive list of over 20 states and numerous cities, Ypsilanti Underwear was a nationwide product. This large number of retailers required more significant investment for the advertisement as it was a full-page ad. In an effort to see how this investment was paying off, including on the bottom is the phrase “mention Demorest Family Magazine when you write.
Demorest’s Family Magazine. Vol. XXXL., No. 8. June 1895. W.B. Cyclist corset.
This advertisement shows another innovation, woman’s clothing that made bicycle riding easier. The bike was a new form of personal transportation, and the motion of riding a bike would not be compatible with stiff corsets. Manufacturers designed what they called a “practical, appropriate, and satisfactory” corset for women to use while biking. Woman’s clothing was becoming an increasingly profitable market, and more production meant more products and more consumption.
Demorest’s Family Magazine. Vol. XXXVI., No. 1. H, C, F, KOCH & Co.
As consumption and fashion trends started growing, certain trends and consumerism had negative consequences. While the fur trade had always been popular, the Industrial and Transportation Revolution made these fashion products more available in national markets. In this case, as a result, more and more furs were needed to satisfy demand. This resulted in different animal pelts being put on the market. As this advertisement shows, it had a seal, sable, lamb, mink, bear, and more available in various products, including capes, Russian collars, boas, muffs, and more.
