With the arrival of October's month in 1914,
Come the changes to Britain's cooler weather.
With a claim to more normal shop behaviour,
Such situations prompt the new season.
Little items for warmth are to be obtained,
As new gowns and wraps are purchased.
Pausing in a lament for warmer weather,
Is how the fading hats that gave shelter,
From sunshine, have done good service.
In a flattering marketing ploy, is a prompt
To women, in taking a truer perspective,
For economy and shopping in fashion.
The idea of public panic and bewilderment is
Passed, replaced by British calm as difficulties
Are to be met and faced – a comment suggests
There is no sign of purchasing extravagance,
Only the practical demands, of current needs
And reasonable comforts. The writer feels
That on female shoulders will surely be such,
Demands of coming ‘distress in many phases.’
So better business is being bestowed, upon
The bigger stores, where busy departments,
Thrive for tailor made coats and skirt suits,
As well as those ‘useful’ afternoon dresses.
All inspired by military styles are walking wear,
While efficacious wrap coats are now popular.
Current hats are criticised as ‘slightly pleasing,’
The hard, outline of some being unbecoming.
The more observant buyer it is felt, will note
Changes as a result of a war situation - supplies
Have been built up by some manufacturers,
During the past summer months - such materials
For woollen dresses, now have variety and colours.
So the flowering description includes existence
Of corduroy, velveteens, velours and plushes,
As being novel and charming - While silk stocks
Are lower - so choosing striped silks for a dark
Costume is limited, perhaps to only 5 choices -
Compared up to 12, a few months previously.
Supplies of French silks from Lyon are limited,
Such low reserves in British warehouses
Will lead to a shortage. The situation seems
To have buoyed up British branding, with a bold
Presence in the new autumn catalogues,
As in a leading house, with British made crepe
Taffeta, to 25 shades of black and white silk fabrics.
Elsewhere boasting of English woven satin Rajah.
Such English goods will have quality prices - in equal
Prediction of shortages, over the coming months.
Gloves being one – Kid from Austria and German
Fabrics - preferred colours for suede and kid gloves
Are limited – so comes a suggestion to buy extra pairs
While still available - surely encouraging shortages?
There will be no expected problems with woven
Woollen material, as hosiery makers can supply
The main needs -whilst British products cost more,
Their compensation is for better wearing quality.
A scarcity of lace also restricts dress decoration,
To be replaced with braiding - now a favoured trend,
Boasts the British specialised skill of braid making.
All is seen as small deficiencies, over which women
Are being philosophical. They know that such trades,
That has been taken by the enemy, is coming back
To Britain. Finally as a boost, despite trade routes
Having been closed down, the shop fronts present
A bright gainful display, to all buyers of fashions.
by Jamie Mann.
Anon.,1914. War-time Shopping – Some New Conditions. The Daily Telegraph, [online] 7 October. p.11. Col.4. Available at: http://www.telegraph.co.uk/news/ww1-archive/11137113/Daily-Telegraph-October-7-1914.html [Accessed: 7th October 2014].
Mann, J., 2014. 100 years Ago - Poems by Jamie Mann. [letter] (Personal communication, 7 October 2014)
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