By Robin Cherry

ISBN-10: 1568987390

ISBN-13: 9781568987392

Considering that 1872 while touring salesman Aaron Montgomery Ward learned he might put off the intermediary and promote items on to his consumers, americans have had an ongoing love affair with the mail-order catalog, which keeps undiminished even in today's online-driven international. the sensible can locate bargains on furnishings and garments in L.L.Bean and Sears, the extravagant can examine his and hers matching helicopters, windmills, hot-air balloons, and submarines within the Neiman Marcus delusion Catalog; these seeking to get their pulses racing can browse Victoria's mystery and Abercrombie & Fitch; whereas our internal swashbuckler can go back and forth the area in the course of the pages of the J. Peterman Owner's guide the place Moroccan caftans, Russian military t-shirts, and wood water buckets from rural China attract the imagination.

In Catalog: The Illustrated background of Mail Order Shopping, Robin Cherry strains the timeline of those snapshots from American background and discovers alongside the way in which how we dressed, embellished our homes, labored, performed, and received round. From corsets to bell-bottoms, from baby-doll clothes and document Martens the entire technique to iPods, the heritage of those catalogs is the historical past of our lives and our tradition. GIs in the course of international warfare II have been stored corporation by means of the types within the pages of undies catalogs; hockey goalies formed makeshift shin guards out of them in the course of the nice melancholy, and inventive kids around the nation nonetheless play with selfmade paper dolls reduce from garments catalogs. a few celebrities bought their commence modeling for catalogs: Gregory Peck, Lauren Bacall, Katherine Heigl, Matthew Fox, and Angelina Jolie. Jimi Hendrix and Bob Dylan either acquired their first guitars from the Sears catalog. equipped into different types reminiscent of garments, nutrition, animals, and homes, writer Robin Cherry explores the bright tales at the back of Sears, Montgomery Ward, Lillian Vernon, Harry & David, Jackson & Perkins, and naturally, forty five years of the Neiman Marcus Christmas ebook. Insightful ancient observation areas those catalogs of their social context, making this booklet a visible excitement and a traditionally vital piece of Americana.


Publishers Weekly:
"In this attention-grabbing and entirely illustrated learn, veteran direct marketer Cherry courses readers in the course of the evolution of the catalog, defining its position in American trade and tradition. beginning with touring salesman Aaron Montgomery Wards revelation in 1872, Cherry charts the increase of direct-by-mail stalwarts like Sears, Hammacher Schlemmer, Williams-Sonoma and Neiman Marcus. starting on the flip of the century, clients might order all of the blueprints and fabrics they had to construct their very own domestic; extra lately, Neiman Marcus set the traditional for extravagant presents of their annual Christmas booklet: his and hers Beechcraft airplanes, Swarovski crystal-encrusted Mr. Potato Heads."

The long island Times
The Illustrated historical past of Mail-Order buying. In lovingly lavish picture spreads, Cherry strains the background of mail-order from the late-19th-century contention among Aaron Montgomery Ward and Richard Sears to the net revolution, which didnt lots kill mail-order off as provide it one other channel.Mail order, Cherry writes, exhibits how we lived whether we did so in space-dyed Orlon pullovers and knee-high polyurethane boots socks from the Sears Catalog of 1971

About the Author
Robin Cherry labored in direct advertising for over 18 years at Time, Inc., Rodale, and Dow Jones. At Time Inc., she was once a vice chairman for Member Acquisition at Book-of-the-Month membership; at Rodale, she was once writer of natural variety books. For the earlier years, she has been a contract author. She is presently a contributing editor for Lexus, a custom-published journal despatched to over 1000000 luxurious vehicle vendors. She has additionally written for Tavel + relaxation, Wine kingdom residing, and MSN. She has an MBA from the Tuck university at Dartmouth university and a B.A. in historical past from Carleton College.

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Extra resources for Catalog: The Illustrated History of Mail Order Shopping

Sample text

A traveling theater troupe wore his products while performing for the Russian nobles, who were so impressed that they appointed him official makeup supplier to the royal family and the Imperial Russian Grand Opera. In 1904, Factor moved to St. Louis and sold his cosmetics at the World’s Fair. Sensing that St. Louis was not a hotbed of celebrity and glamour, he set off to Los Angeles and in 1914 scored his first hit with greasepaint that would not cake or crack on film like theatrical makeup. In 1928, he created the first makeup for use in color motion pictures and was awarded an Oscar.

Her process is credited with saving America’s cotton industry, which had been losing sales to synthetic, nonwrinkling fabrics as well as to foreign imports. Benerito’s patented process also led to the creation of stain- and flame-resistant cotton. Although society was swinging, fashion remained conservative until the mid-sixties. Jackie Kennedy was the fashion icon. The late sixties and seventies were groovy and psychedelic. Colors were loud; patterns were louder. Miniskirts were all the rage (made possible by the invention of pantyhose), and pants were widely accepted for women.

Fifty million American women were using lipstick at the time. The board decided not to move forward with the ban. Also during the twenties, Coco Chanel popularized the idea of the suntan when she accidentally got sunburned on a cruise from Paris to Cannes. Prior to Chanel, suntans 38 had been reserved for low-class outdoor laborers. Tanning would also be all the rage in the seventies and eighties when self-tanners were popular despite their distinctive orange tint. In 1979, the FDA declared the importance of sunscreen in preventing skin cancer.

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Catalog: The Illustrated History of Mail Order Shopping by Robin Cherry

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