1909 Retail Clothier's Advertiser: Fall Edition, Vol XXII Men's Clothing/Haberdashery Advertising ~American Edwardian Fashion ~Willis Peters

Title: The Retail Clothier's Advertiser: Fall Edition, Volume XXII
Author: Willis H. Peters
Publication: [Norwalk, Ohio: Willis H. Peters, circa 1909]

Description: Red cloth boards stamped in gilt on front cover. Volume XXII, Fall Edition. No statement of date, likely circa 1909 (the dates on the mock-ups of advertising correspondence are all given dates for the fall of 1909). Covers soiled. Some splitting to cloth at spine ends. Lacking front free endpaper. Soiling on the copyright and dedication pages, otherwise interior is clean. xxv + 382 pages.

The Retail Clothier's Advertiser was published semi-annually by Willis H. Peters of Norwalk, Ohio, issued on August 15th and March 15th. His ''Ad Service'' provided clothiers ads and advertising cuts (electrotype printing plates), with the Spring and Fall editions providing clothiers with the newest cuts for printed advertising.

The illustrated advertisements are for men's suits, men's overcoats and rain coats, boys' and children's suits, school suits, boys' and children's overcoats, hats and caps, and haberdashery (bath robes, gloves, collars & cuffs, hosiery, mufflers, neckwear, night robes & pajamas, shirts, smoking jackets, sweaters, trunks & bags, umbrellas, underwear, waists). The volume also provides examples of circular letters, window cards, catch phrases, and suggestions for advertising schemes.

Willis Howard Peters (1853-1932) was a lifelong resident of Norwalk, Ohio. In 1875 he was admitted as a partner to his father's clothing business, which became E. Peters & Son, alternatively known as the Peters Clothing Company. They were purveyors of gentlemen's attire and were located at No. 13 West Main Street. His father Eli had been well-known in Norwalk as a merchant tailor since at least 1860. Willis Peters continued his father's business until sometime around 1900, when he became an advertising agent and publisher. By 1900, he was also publishing the Retail Shoe Dealers' Advertiser.

Binding: Hardcover
Condition: Fair

Keywords: advertising, advertising cuts, clothing, gentlemen's clothing, men's clothing, boys clothing, haberdashery, haberdasher, United States, Norwalk, Ohio, Eli Peters, Retail Shoe Dealer's Advertiser, Edwardian era, Edwardian, fashion,