There is a new way to buy clothes—clothes that always look smart and expensive—and that is the "Wake's Mail Orders" way.Following the example set by mail order fashion houses of America, the firm of Wake's Mail Orders has designed and printed a most delightful and intriguing catalogue, reproducing from actual photography 1938's choicest styles, fabrics and ideas. What with beautiful colour printing, and samples of materials attached, the thrill of city shopping is brought to the country home. Because all their garments are produced under the direction of their overseas buyers, in their own workrooms, and are sent direct to the purchasers, the prices at which they are offered are claimed to be remarkably low. Other factors which contributed to bring about this happy position are that no big city rents have to be met by the firm, there are no sales people's salaries, no laybys, no credits, no discounts, and no window displays.
(From Weekly Times (Melbourne) Saturday 21 May 1938)
I haven't been able to find a copy of that first "Wake's" catalogue, but I do own a copy published a year later. So since a picture paints a thousand words, let's see what was available to the woman shopper in the Southern summer of 1939-40:
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