Robertson's model: a framework for exploration of World War II conservation consumption policy influence on fashion in the US

Abstract

AbstractThis paper studies pertinent materials related to the conservation of textile apparel and textile‐related natural resources that appeared in poster campaign communications published during the Second World War in the US. An examination of World War II poster campaign communications conveying the need for conservation efforts and rationing as communicated to consumers infers the historical context of the era. These poster campaign communications asked consumers to utilize fully of limited resources while maintaining a sense of individuality and trend‐setting creativity and fashion. World War II shortages and allocations influenced fashion innovations in women's apparel in the US. This paper provides a retrospective examination of innovative trends and the various conservation themes associated with women's fashion identify themes used to influence and to inspire Americans to reuse and recycle in support of the war effort. At no other time in history was voluntary textile conservation as prevalent in mainstream American culture as it was during the 1940s.Content analysis reveals reoccurring themes that appeared in the advertisements developed by the War Advertising Council in the 1940s and used in their poster campaign advertisements. Themes and conservation activities identified in their poster campaign communications included ‘America's New Role as Fashion Arbiters’; ‘Conserve Time, Money, Materials for National Defense Program’; ‘War Production Board General Limitations Order L‐85 – Fabric Conservation on Silhouette Dimensions’; ‘Fashion for Victory’; ‘Beauty in Peace and War’; ‘Fabric Conservation’; ‘Teaching Consumers How to Conserve’; ‘You're In the War Too’; ‘Wearing Clothes More’; ‘Changing Materials for War [Nylon]’. In addition, print communications were categorized according to Robertson's adoption process model. This study found evidence that supports that Robertson's adoption process model was a useful tool in studying these poster campaign communications relative to Robertson's decision‐making process.