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America 1930-1939: Fashion Research Article from American Decades

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In an effort to stimulate business, Macy's, the large New York department store, announced in August 1931 that it was starting a "dress-of-the-month" plan modeled after popular book clubs. As Business Week explained, Macy's would " release" a new dress on the second business day of each month. In hopes of appealing to the shopper who wanted a degree of individuality in fabrics, patterns, style, and finish in an affordable price, Macy's chosen monthly dresses would bring a higher level of fashionability within the grasp of the average consumer. Dresses came in several basic colors and color combination. The "miss" edition retailed at $17.74 and the women's at $22.74. The first dress, Business Week reported, proved popular, but ultimately Macy discontinued the plan.

Source: "Dress of the Month Plan Adopted by Macy's," Business Week (26 August 1931): 12.

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This section contains 139 words
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Buy the America 1930-1939: Fashion Encyclopedia Article
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