September 26

What was advertised in a colonial American newspaper 250 years ago today?

Pennsylvania Journal (September 26, 1771).

“The newest fashionable muffs.”

In the fall of 1771, the partnership of Fromberger and Siemon took to the pages of the Pennsylvania Journal to promote a “Very large assortment of Russia and Siberia fur skins” which they intended to make into muffs, tippets, and linings for cloaks.  They deployed a variety of marketing strategies to capture the attention of consumers in Philadelphia and its environs.

For instance, the partners informed readers that they sold “the newest fashionable muffs, tippets, and ermine, now worn by the ladies at the courts of Great Britain and France.”  Fromeberger and Siemon attempted to incite demand by educating their prospective clients.  Ladies who feared they were unfamiliar with the latest trends on the other side of the Atlantic as well as those who merely wanted to confirm that they had indeed kept up with the latest styles could visit Fromberger and Siemon’s shop to outfit themselves.

Even as the partners emphasized European tastes, they also promoted “American manufacture.”  In the process, they suggested to “the ladies” that they could play an important role in supporting the commercial and politic interests of the colonies in the wake of recent meddling by Parliament that had resulted in nonimportation agreements in response to the Stamp Act and the duties imposed on certain goods in the Townshend Acts.  All but the duty on tea had been repealed and merchants returned to importing vast arrays of goods, but some American entrepreneurs continued to advocate for “American manufacture.”  Consumers did not have to sacrifice quality when supporting those entrepreneurs, at least according to advertisers like Fromberger and Siemon who promised they made muffs and tippets “superior to that which is manufactured in England.”

In addition to those appeals, the partners also offered a free ancillary service to their customers.  “Ladies who purchase any manufactured furs of great value” could wear them in the fall, winter, and spring and then “send them to our manufactory” where they would “be taken care of gratis for the summer season.”  Fromberger and Siemon cultivated relationships with customers that did not end when making a sale but could instead continue for years as they assisted in the care and maintenance of expensive garments.

A woodcut depicting a muff and tippet may have drawn the attention to Fromberger and Siemon’s advertisement, but they did not rely on the visual image alone to market their wares.  Instead, they incorporated several appeals to “the ladies” they hoped would visit their shop, order garments, and make purchases.  They invoked current fashions in England and France, the importance of supporting “American manufacture,” and free services to convince readers to become customers.