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Location July 1947:

Reliable Novelty Handbag Co.
34 West 32nd St.,
New York, NY

New shopping trends, reflecting wartime rationing and restrictions, were in evidence for Fall 1942. (August 1942 "Luggage & Leather Goods," page 35)

Dramatize Fall Bags To Wear With Coats
Fall Bag Shoppers Seek Styles That Are Complementary to Fur and Fur Trimmed Coats

"With shoppers being advised from every angle to choose their clothes and accessories with great care, it is quite obvious that handbag customers will be super-critical this fall. A type of hag equally smart with new fall dresses and also with a fur or fur-trimmed coat, will be in demand by women who plan and select their wardrobes early in the season.\\

Many women prefer a top handle bag to wear with a fur coat, believing that the underarm type rubs the fur. Whether or not such is the case, we must cater to this whim. A pannier type of handle serves double duty as. it can also be worn as an underarm. Another versatile handle bag is the one shown here with prystal loops. These may be dropped down over the top of the bag making it an attractive underarm.\\

Stress quality in early fall handbag merchandising. Tell customers that large", practical, sturdy bags like these will see them smartly through fall and winter. Play up your bags, with soft shirring as the perfect complements to simple straight line coats which are a result of government restrictions.\\

A top handle that serves as an underarm when the twisted shell handles are dropped over the rim of the bag. Shown in cape, also available in suede. From Reliable Novelty Co.

Display ad August 1942 issue of "Luggage & Leather Goods," page 55

Fall 1947 featured new styles in leather including this pouch bag by Reliable Novelty Handbag Co., illustrated in the July 1947 Handbags Illustrated, page 31. This was style 7503 which wholesaled for $75.00 per dozen in suede or goat. Colors included black, brown, navy, wine, green and cherry red.

"A deep pouch is one of fall's new tones. Here it is executed with a touch of shirring, twin handles joined by a gold ring, and wings. Reliable Novelty"

The same issue carried this quarter page ad on page 54.

Bags for Spring 1956 were presented on January 3, 1956 by agreement as a member of the National Authority for the Ladies Handbag Industry. 1956NationalAuthorityMembers


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Page last modified on July 02, 2007, at 06:44 PM