The social historian in me can't help noticing that nearly half (if not more) of the garments listed in this catalogue are advertised as reduced in price compared to the same or equivalent garments in the previous winter catalogue. The slump was clearly starting to bite retailers as consumers cut back on spending.
The page below shows a selection of mass produced but stylish coats. The big fur collars rising above the backs of their wearers' necks were particularly fashionable in the 1930s. These examples, however, are either made from cheap furs, dyed to look more expensive, or "fur cloth" of various types.
Regal Two-Tone Collar
A. ... Fur effect "Queen Anne" and cuffs in stunning two-tone combination trim this stunning coat of Velotone About Two-thirds Wool, a lovely suede finished fabric...
Of Fashion-Favored Snowflake Crepe
B. ... A wealth of style and beauty at little cost! A beautiful Wool-and-silk "Snowflake" Crepe, a warm spongy fabric. Soft, fluffy Badger-Dyed Mountain Lamb Fur used generously to form two-way collar and smart cuffs.
With Overcuffs and Plastron Collar
C. ... Enormous value! Gorgeous new collar and cuffs of lustrous fur-effect fabric resembling Baronduki fur. Of warm Tricot Velotone. About Two-thirds Wool with the fashionable suggestion of a ribbed weave.
Tabbed Plastron Collar
D. ... Supreme in style and value! Beautiful warm dressy coat of a new All Wool pebbly-textured spongy Monotone Crepe that is in for a big year. Gorgeous plastron collar of Larkin Lamb Fur dyed to resemble beaver with an extra "tab"!
"La Mode Modern"
E. ... A reproduction of a Parisian model! Of All Wool warm Pebbly Monotone Crepe, one of the season's loveliest fabrics. Fur effect fabric resembling Broadtail forms Tuxedo collar...
Novel Trim
F. ... Stunningly chic, its brim rising to "heights of beauty". A snug-fitting "dressy" creation of smooth Luxurio Quality Wool Felt, edged with grosgrain ribbons...
As a bonus, there is a hat advertised at the bottom of this page! It's typical of the early 1930s, fitting close to the head like the cloche hats of the 1920s, but no longer pulled down over the wearer's forehead. It's also noticeably asymmetrical, a trait which would remain popular in very different styles of headgear throughout the decade.
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