Category Archives: Fashion

Dec 14

The Clawsons’ Shop and Their Community

By Porter L. Anderson

Screen Shot 2018-11-26 at 2.30.10 PMThe Clara M. Clawson Shop was a clothing store for women located at 57 S. Main Street in Salt Lake City. Mrs. Clawson’s advertisements are found all throughout magazines and newspapers during the late 1930s, the 1940s and into the 1950s. The store was the passion project of Clara and was managed by her husband Seldon Clawson after it began to be recognized as a high-end clothing shop in Salt Lake City.

The Clawsons took out a number of advertisements during this time throughout different publications in the Utah Valley, including The Salt Lake Tribune and Utah Chronicle. The advertisements really gave a sense of the individuals who ran the shop and their connection to the community.

Screen Shot 2018-11-26 at 2.27.57 PMIn a congratulatory ad published in the May 28, 1942, issue of the Utah Chronicle, the text states that “Mrs. Clara M. Clawson offers sincere congratulations to the graduates.” The couple tried to demonstrate they were there to help the graduates who needed them rather than trying to sell them anything. The ad gains more strength because everything around it is listing products that should be purchased, such as suit coats and new materials for schoolwork. This friendly congratulatory message is different from the surrounding ads and draws the reader of the newspaper into wondering who these people are and why their ads look so different.

Screen Shot 2018-11-26 at 2.30.01 PMThe Clawsons clearly made a consistent effort to make themselves known in the community as a friendly place. Published advertisements show that the couple was dedicated to the store that featured high-end clothing with a friendly, welcoming feel. Many of the ads are tailored to reach out to specific people during certain times. For example, an advertisement published in The Salt Lake Tribune around Mother’s Day in 1950 states that patrons should bring their mother into the store to pick out what she wants for her holiday gift. This is another subtle ad that invites a specific group into the store to meet those friendly individuals who are trying to curry favor with the community.

scan0030The Clawsons took out a number of advertisements around the 1930s to 1950s, each working to build their image as a “Mom and Pop” store dedicated to their community and creating a friendly presence. Many of the advertisements were written in a way to make their readers feel like they were welcome there, which could be a reason why the Clara Clawson Shop was open for more than 65 years even during times of war and economic downturn.

The Clawsons were very committed to helping their community, whether that was through Clara’s work as the treasurer of the Service Star Legion, a group for mothers in wartime, or Seldon’s work for the building of the Latter-day Saints church. The couple owned a business that they worked to build but they also loved their community. This was evident in their one-of-a-kind personal advertisements. The Clawsons are the type of people who cared and helped others, which was a huge benefit to their community, especially during WWII.

Porter L. Anderson is a senior at the University of Utah studying communication with an emphasis in journalism. He is very passionate about web content creation including writing articles for different online outlets as well as web design. Anderson hopes that he will be able to use the experience and education he has gained at the University to find a way to use online resources to help others.

Sources

“Selden Irwin Clawson and Clara Isabella Morris Clawson,” FamilySearch, The Church of Jesus Christ of Latter-day Saints.

Advertisement, Salt Lake Tribune, May 14, 1950, 3.

Advertisement, Salt Lake Tribune, February 26, 1945, 8.

Advertisement, Utah Chronicle, May 28, 1942, 3.

 

Dec 6

Auerbach’s: The Department Store That Advertised Customer Service and Quality Products

By Diana Rubio

In May 1943, The Utah Chronicle featured ads from Auerbach’s Department Store, a family-owned business that gained name recognition in the Western United States. (Auerbach, end page)

In 1864, Jewish brothers Frederick H. Auerbach and Samuel H. Auerbach gave rise to what would become a 113-year legacy of quality products and services. (Rudd, 234) Auerbach’s was initially named “The People’s Store: Auerbach & Brothers” and began welcoming customers in downtown Salt Lake City after the Auerbach brothers came to an agreement with former LDS leader Brigham Young. (Williams)

The difference in culture the Auerbach’s introduced to the business landscape in Utah connected non-Mormons and Mormons. When the store first opened on Main Street, the south end, where Auerbach’s was located, became a hub for non-Mormon shoppers, whereas the north end was known for catering to Mormon shoppers. (Stone, Introduction)

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Interior of Auerbach’s department store in Salt Lake City. Image courtesy of Special Collections, J. Willard Marriott Library, University of Utah.

Auerbach’s began as a small shop, but as time progressed the business gained popularity due to its merchandise and customer service that touched its customers. (Auerbach, end page) These two characteristics were not only experienced in the store, but also promoted in advertisements. It is due to Auerbach’s advertising efforts and positioning that the family business distinguished itself from other retailers. (Auerbach’s, Folder 5, 7)

“You can count on the fingers of one hand the stores in Utah that have had a continuous life of eighty years,” said Herbert S. Auerbach, one of the successors of the company. (Auerbach, end page)

When the company observed its eightieth anniversary, the celebration was a testament to the company’s integrity, customers service, and its progress, despite the changes in the political atmosphere. (Auerbach, end page) Auerbach’s advertisements positioned the store as a retailer that carried high-quality goods and provided retail prices for consumers with various budgets. (Auerbach’s, Folder 5)

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Auerbach’s store display in Salt Lake City. Image courtesy of Special Collections, J. Willard Marriott Library, University of Utah.

The first advertisement spanned two inches and appeared in the issues of the Daily Telegraph and described the merchandise as “Staple and fancy.” The advertisements promoted the following merchandise: dry goods, shoes, groceries, notions, clothing, and home accessories. An example of how merchandise was initially promoted advertised blankets imported from California as “the finest quality … offered at little over original cost.” (Auerbach’s, Folder 5)

In an ad published by Goodwin’s Weekly, the ad expressed that Auerbach’s had gained confidence and courage from experiencing success over the years. Such accomplishments had encouraged the company to import 100,000 handkerchiefs for the holidays that were packaged with care. In addition to providing details about “the world’s greatest production of handkerchiefs,” the ad was a cordial invitation for customers to experience these handkerchiefs for themselves. At the bottom, the ad read, “We invite you to make yourself at home among these new handkerchiefs of ours.” (Auerbach’s, Folder 7)

While Auerbach’s advertisements focused on the quality of products, other advertisements highlighted customer service, such as an ad that featured a sketch of the Auerbach store in Salt Lake City. The ad promised to deliver products within five days. If not, customers could return the items in store. Another ad with the sketch of a woman wearing a hat guaranteed a free purchase once customers had made fifty-seven purchases. Exceptions to this offer included: groceries, meats, phonographs, candy, and patterns. (Auerbach’s, Folder 5)

The Auerbach’s company recognized it had built a reputable name over the years and believed the store had become an inspiration to Utah history. (Auerbach’s, Folder 7) Although Auerbach’s reached its end in 1977, it was a Salt Lake City landmark for over 100 years. (Williams) The company’s focus on service and merchandise are marketing tactics still used today by marketers who position companies to increase revenue and eventually build strong brands.

Diana Rubio is a senior at the University of Utah. She is majoring in communication with a focus in strategic communication.

Sources

Auerbach, Herbert S. Auerbach Co.: 80 years of service, 1864-1944. Salt Lake City, UT, 1944.

Advertisement, Auerbach’s Man’s Shop Advertisement, The Utah Chronicle, May 20, 1943, 6.

Rudd, Hynda. “Auerbach’s: One of the West’s Oldest Department Stores.” Western States Jewish History 11, no.3: 234-38.

Stone, Eileen Hallet. Auerbach’s: The Store that Performed What It Promises. Charleston, SC: The History Press, 2018.

Various advertisements, Herbert S. Auerbach papers, Box 10, Folder 5, Special Collections and Archives, University of Utah, J. Willard Marriott Library, Salt Lake City, Utah.

Various Advertisements, Herbert S. Auerbach papers, Box 16, Folder 7, Special Collections and Archives, University of Utah, J. Willard Marriott Library, Salt Lake City, Utah.

Williams, Carter. “Auerbach’s to ZCMI: 4 historic Utah businesses that no longer exist,” ksl.com, November 16, 2017,