Catalogs through the Years
"When you get stuck, as I always do,
just refer to these articles on catalogs;
they might just help you break the ice."
-Shel Silverstein
We all have our favorite things from the past. No matter what decade in time one finds themselves in, there are certain things that make this era unique. Whether it's a pop culture moment or a fad from the fashion industry, we all have some way of connecting with this earth and its history. To celebrate our favorite decades and their associated moments, I've put together a blog post outlining how catalogs have changed over time throughout history. Catalogs were originally printed on paper but as technology has grown, so have the catalogs. From their initial catalogs being simple black and white pages to being modern, colorful catalogs with a full page dedicated to each product, catalogs have truly progressed through the years. I've chosen a handful of different catalogs to show how they've changed throughout history.
"The Circa 1837 Sears Catalog", originally published in 1886, is one of the most famous examples of 18th century advertising. Originally M. W. Lamson, who was a peddler in Portland, Maine and had a $100 loan from Sears to purchase some supplies, asked to use the "Sears" name as his brand in order to gain sales for his inventory that he didn't have space for at the time. Today, the Sears Craftsman brand is sold at over 2,500 locations across North America and they are the largest seller of home appliances in North America.
"Patterns and Fashions from 1856", is believed to be one of the first catalogs published by Montgomery Ward & Co., and it's all about fashion. One of the most noticeable changes between this catalog and some of the new ones that are published is that there are no prices on any of the items, rather they were handwritten on the side. This was common place back in 1856 but since then, catalogs have been tailored to include prices on each item so customers could know how much they would be spending before purchasing.
The picture above shows a more modern-day version of a catalog from Sears. This was taken in 1923 and has all different types of products from back in that time period. In the 1920's and 1930's, most people only had a handful of different things that they used from day to day, so it made sense for catalogs to be very basic with only a few items listed. In contrast, today's catalogs have over 400 pages and feature more than just goods for sale.
In the past decade or so, catalogs have become more personal with each page dedicated to one person or a certain thing. As technology allows for this concept to take place, it becomes easier and easier to connect with customers by providing them with the information they need before purchasing anything. For example let's take a look at "The Target Christmas Catalog", which was published on December 17th in 2006. The Christmas theme is the most prominent for this catalog and each item is dedicated to a specific holiday. Included in the products are movies, toys and music for children, as well as games, food for Christmas Eve and gifts.
A more modern Christmas version of a catalog can be found in this blog post from Target featuring their "Christmas Catalog 2013", which was released October 16th of 2012. The holiday theme is still there but with more decorations than in previous years and natural tones rather than bright orange. The layout of this catalog has changed too with the categories being separated into different places on the pages, making it easier for customers to find what they're looking for.
There are virtually hundreds of catalogs and thousands of pages for customers to flip through each year but throughout the years, their main objective remains the same. Since 1837, when M. W. Lamson started up his own brand and Sears took off from there, catalogs have been a great way to sell anything from shoes to furniture while also promoting new trends through fashion. From 1856 when Montgomery Ward & Co. was first published to Target's modern catalogs, catalogs have continually evolved throughout the years.
Sources:
http://www.askwhy.co.uk/web/catalogs-have-changed-throughout-time/2322338845758574/ http://www.target.com/p/2013/-/-/-/-/-/-/-/-//1100001584?&intc=237095928&pv_cvart_title=Target%20Christmas%20Catalog
http://www.alibaba.com https://books.google. com/books?id=8wvk90EJxRgC&pg=PA1&lpg=PA1&dq=catalogs+through+the+years&source=bl&ots=-QV1NzYgMo&sig=HAvIa7ivPjm4ohp4EMh4csuyo-I&hl=en&sa=X&ei=-LChU_HJCdOy8AXFv4GACw#v=onepage&q=catalogs%20through%20the%20years&f=false
http://www.retrochica
Conclusion:
Catalog companies today have a distinct similarity to those of the past. Not only are they used to display new and trendy merchandise, but they also help customers get excited for upcoming holidays, seasons, and trends. Catalog companies have changed tremendously since 1837 as well as through different eras in time. I have chosen a select few catalogs to showcase how these companies have changed throughout history and how they are now different from past centuries. Catalogs are one of the most influential products of history because people use them everyday and it's hard not to connect with something that has been around for such a long time.
http://www.thecatalogcrib.com/2014/05/19th-century-catalogs/..