Jantzen Beach Revue ~ 1930





Dear readers, I’m still not able to add new content, so I hope you’ll enjoy this post from five years ago when I had only a few followers.  

Come first to our swimming suit department – then a trip to the crashing waves or placid pool is bound to be successful.  Here assembling your ensemble becomes joy.  We have a complete line of Jantzen sun & swim suit from which to choose the foundation of your costume.  We have the necessary shoes, caps, beach bags, robes, to build a brilliant, stunning outfit.  Won’t you come in and look our things over soon?


This adorable little sales promotion is dated 1930, and it is a great example of the clever way in which Jantzen promoted their products.  Like many of the early swimsuit companies, Jantzen was a knitting mill, and before they started making swimsuits around 1915, they made other woolens such as gloves and sweaters.  But it did not take them long to realize that knit swimsuits were the next best thing, and soon they were concentrating on just swimwear.

The best thing that ever happened to Jantzen was the adoption of the diving girl logo in 1920.  She became an instantly recognized symbol of the company, and though updated, remains on the Jantzen label to this day.

From the 1930s      From the 1950s


Jantzen made sure the diving girl was seen by putting the logo on the outside of the swimsuit, starting in 1923.  They also made promotional giveaways, such as car window decals and hood ornaments.  By 1931, Jantzen was the 7th most recognized trademark in the USA, and it is one of the oldest clothing trademarks in use today.

Notice that in the sales brochure, Jantzen used the words “swimming suit” rather than “bathing suit.”  It is thought that Jantzen was the first company to adopt the term swimming suit, which they first used in 1921.


Comments:

Posted by sues:

🙂 I am so glad you didn’t resist. I may not have patronized owen moore in 1930, but did shop there in the 1970’s or 1980’s when I was in college. It was a fine store with good quality clothing and accessories. My mom grew up in the Portland, So. Portland area so she would have more info. if you wish. Let me know.

Sunday, August 17th 2008 @ 2:12 PM

Posted by Stacey Brooks Newton:

What a great little advertising piece! I just love the graphics. Very Art Deco.
Went to an estate sale today and thought of you- tons of vintage mod clothing. The girl ahead of me in line bought $500! The dresses were only $10 a piece and the hats were $8. Some real beauties:)
Have a great weekend!

Friday, July 9th 2010 @ 6:52 PM

Posted by Lizzie:

Hi Stacey, I’m glad that vintage clothing reminds you of me! Shop on!

Monday, July 12th 2010 @ 7:14 PM

Posted by Mod Betty / RetroRoadmap.com:

Not sure if you’re a watcher of Mad Men, but in viewing the season premiere tonight they featured Jantzen as one of the clients and I immediately thought of you! Interesting to realize that b/c you know more about their history than I do, you would know before any of us if they decided to use Don Draper’s advertising pitch or not! 🙂

Sunday, July 25th 2010 @ 8:38 PM

Posted by Lizzie:

MB, I actually do have a few thoughts on this subject, so stay tuned for a blog post later today.

Monday, July 26th 2010 @ 7:43 AM

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Filed under Ad Campaign, Summer Sports

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