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It's February, 1947. The war is over... men are back home with their
families, women are giving up their wartime jobs, and consumer goods are
returning to the stores.
In the trade publication Corset and Underwear Review, the editor
warned his readers that peacetime would bring new challenges to the foundation
industry:
During the five war years buyers and corsetieres had their problems,
but they were not actually along selling lines. Salespeople had to be
diplomatic and patient; they had to explain to eager customers why they
could not supply the merchandise they sought. But at no time did they
have to exert themselves to do a selling job. Business came so easily;
customers accepted anything irrespective of style, brand, fit, or durability.
After all, a girdle was a girdle. They needed it-- they wanted it--
they paid the price.
Today customers have a different outlook. The war has been over for
more than a year and a half. They expect to buy what they want when
they want at the price they want. and to be fitted properly. They have
become far more selective-- more so than before the war. Having been
sold poor quality in such a haphazard manner for so long, they now have
adopted the attitude, "once burned, twice cautious."
Buyers must therefore recognize that the day of easy selling is over.
They must reeducate their thinking and that of their entire sales staff
in order to hold the business that came so easily. Now they must do
an even better selling job than in pre-war days. Customers are scrutinizing
the garments they buy. They want value. They are more particular regarding
the fit and durability of the merchandise they accept in the corset
department. And, what is more, they are sick and tired of high prices
and low quality. They are demanding dollar for dollar-- not the war-time
inflation dollar, but the dollar of yesteryear.
But all in all, the editor was optimistic:
Today, the corset which we now refer to as the foundation, adds beauty
and comfort to the figure. It is supple and follows the natural lovely
curves of the feminine form which it accents to the nth degree, while
not in any way suppressing or oppressing the figure. The new daytime
silhouette as well as the glamorous evening contour with high-molded
torso and hand-span waist is styled to show off the feminine figure
to most gracious and lissome effect. Only the woman, immaculately corseted,
can feel the superb consciousness of perfect grooming, the first prerequisite
to her charm. Now, as in the past, the corset industry, with its innate
understanding of fashion trends, brings to smart women everywhere the
intimate garments they love. Long live the modern version of true corsetry.
From the pages of Corset and Underwear Review, here are the
foundation styles worn by women at the opening of the modern era.
For excerpts from the magazine, visit The Year
Was 1947
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