Spencer’s mail order catalogues, a subsidiary of David Spencer Limited, aimed to bring affordable fashion, extensive household goods, and myriad services to those residing outside of Vancouver and Victoria. Although its focus was British Columbia, Spencer’s reach extended beyond the province, including to those stationed overseas during World War II.
In its quest to be the “mail order house of the west,” Spencer’s acknowledges and responds to an ever-evolving society. During the mid-1930s to mid-1940s, women’s hemlines leap from mid-calf to just below the knee. Tops now include masculine-tailored Tooke Shirts alongside more feminine frilled blouses.
It is in menswear, though, where the catalogues most reflect changing times due to World War II, as military apparel, footwear, and insignia take precedence over workwear and casual dress. The reality of war infiltrates beyond men’s fashions.
Throughout its catalogue pages, Spencer’s implores shoppers to purchase war savings certificates while dissuading hoarding and “lavish spending.” Customers are forewarned of shortages and reminded to indicate their second and third choices upon ordering to avoid disappointment. Life goes on for those far from the front lines and Spencer’s responds accordingly.
In addition to fashion for all ages and goods ranging from auto supplies to zippers, Spencer’s offers its customers eclectic services such as tanning raw fur and engraving initials on handbags in 18K gold leaf. Most striking to contemporary consumers, however, may be the familiarity and longevity of brand names featured throughout the catalogues. Alka Seltzer, Carhartt, Jantzen, Ovaltine, Penmans, and Westclox endure to this day—a rarity within the current environment of fast fashion and disposable goods.
This project is generously supported by the Irving K. Barber Learning Centre’s BC History Digitization Program.
