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Wolverhampton Intellectual Repository and E-Theses > Research Institutes > History and Governance Research Institute > Trade, Retailing and Consumption History Group > Ready-to-wear or Made-to-measure? Consumer Choice in the British Menswear Trade, 1900–1939

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/27202
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Title: Ready-to-wear or Made-to-measure? Consumer Choice in the British Menswear Trade, 1900–1939
Authors: Ugolini, Laura
Citation: Textile History, 34(2): 192-213
Publisher: London: Maney Publishing
Journal: Textile History
Issue Date: 2003
URI: http://hdl.handle.net/2436/27202
DOI: 10.1179/004049603235001517
Additional Links: http://www.ingentaconnect.com/content/maney/tex/2003/00000034/00000002/art00005?token=006b183fd1fcc3766b64277b6876275045416762492673655d375c6b687b76504c48766c2544495b6c2d31382d3583c68b68698b345
Abstract: This article explores British men's attitudes towards the purchase of a particular commodity — the suit — in order to shed some light on the nature of male consumer demand in the four decades before the outbreak of the Second World War. The focus is on men's motives for choosing between a ready-to-wear and a made-to-measure suit. Financial considerations aside, the article suggests that interested and well-informed male consumers generally preferred to buy bespoke suits : while usually more expensive than their ready-made counterparts, these were also perceived to be better quality, better looking, and better value, and therefore most likely to enhance the wearer's sense of self-worth as a manly, discerning and successful consumer. (Ingenta)
Type: Article
Language: en
Keywords: 20th century clothing
Men's clothes
Fashion history
Textiles
Design history
Economic history
Social history
Cultural history
Retail history
Consumers
Commodities
Social status
Menswear
ISSN: 00404969
Appears in Collections: Trade, Retailing and Consumption History Group
History

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