Free Clothing Catalogs
The shop by mail industry has been growing steadily. Free clothing catalogs have been a long history, but never before have so many been available.
Free Clothing Catalogs
In the latter part of the 19th century, two men began a mail order business that would change the shopping habits of Americans forever. These two men, Richard Sears and Alvah Roebuck, began marketing items to rural Americans via catalogs. These catalogs offered farmers, and other small town Americans, all of the products that were available in the big cities without having to pay the prices of the small almost monopolistic general stores. The free clothing catalogs of today owe their beginnings to the vision of Sears and Roebuck.
Although these early catalogs contained everything from sewing machines to shoes, clothes were always a major part of the merchandise offered. As people began to learn and understand the standardized sizing that was becoming more popular, the clothing needs of a whole generation of Americans were met by ordering from the Sears and Roebuck catalog.
The new century, especially the latter part after World War II, saw a major shift in shopping habits. This was caused in part by a shift from a mainly rural to a mainly urban population base. The growth of suburbs led to regional shopping centers and to the large Malls that became popular as shopping and social centers. It was now possible to actually feel and touch the same wide variety of products that had once made the catalog so magical.
Yet, the idea of free clothing catalogs never really disappeared. Many companies still existed that based their business on offering a distinct line of clothing offered through catalogs that were freely distributed via the mail. L.L. Bean was a prime example of this type of business. Their line of high quality winter clothing was available only through their free catalog for many years. The shift in approach during this period was from the inexpensive and commonplace offerings of the early Sears and Roebuck days to the exclusive and stylish offerings of the new wave of catalogs.
Today, the shopping mall and the catalogue business seem to be operating side by side to provide clothing choices to the public. The internet has helped this trend by making free clothing catalog offerings even more available than the hit or miss method of mass mailings. Many companies have combined excellent catalogue sales with outlet stores in major shopping malls. Victoria's Secret is a good example of this type of double approach to marketing.