Woolworths move into fashion: 1950-1986
         
In 1940 Woolworths abandonned their upper price limit of sixpence (2½p), opening up many new possibilities - particularly in the fashion market.  But it was ten years later before the extent of the change started to show through in store displays and company strategy.
         
Clothing ration coupons like these were used for most of the 1940s

For most of the 1940s clothing was rationed.  Every man, woman and child across the British isles was issued with a ration book with coupons each worth a certain number of points and a "valid from" date.   Every clothing item from a handkerchief to a full-length winter coat required payment in coupons as well as cash.

At the time shoppers complained that even when they had coupons the stores had no stock, particularly immediately after the war as clothing manufacturers focused on making "demob" (demobilisation) suits for members of the armed forces returning to civilian life.
         
Woolworths' fashion displays at Commecial Road, Portsmouth, Hampshire (No. 35) in 1953
         
By 1953 Woolies had developed a substantial range of clothing for men, women and children.  The focus was on everyday wear, with extensive displays a woolen jumpers, blouses and shirts in the larger stores, and a range of school and casual kids clothes in all stores along with underwear for the whole family.
         
As new stores were opened and older ones were modernised they were fitted with compact hanging displays for kidswear which were ultra-modern at the time.  At a time of continued shortages, Woolworths supplier base and import licences retained from before the war allowed them to offer a substantially better range than most rivals, normally  at lower prices.  This was very popular with and sales rocketed. Hanging garment displays like this started to appear in Woolworth stores from 1950.
         
In the 1960s clothing like many other exclusive ranges was re-branded Winfield - and while some items  were very well made others were not. A close-up of the Winfield fashion range in Woolworths in Shrewsbury in the early 1960s The fashion display in Woolworths at Shrewsbury in the early 1960s
         
The clothing counters at the Woolworth store in Gallowtree Gate, Leicester (No. 49) in 1965

Customers became increasingly fashion conscious in the 60s, thanks to increasing economic prosperity and the influence of television and music.  The Woolies range was brightly coloured and economical, but could never be described as fashionable.  Sales started to fall.
         
Woolco out of town superstores stocked a large range of mens suits in the late 1960s and 1970s. In the early stores these ranges were operated by concessionaires.
         
In the late 1960s and early 1970s the range grew and grew as Woolies experimented with large out-of-town superstores.  The largest stores offered a good value mens tailoring service and a wide range of ladies fashions and accessories. 
         
A big range of Mens Ties featured in most Woolworth stores in the 1970s. The "Back to School" look for 1974 from F. W. Woolworth The Buyer thought this simulated leopard skin coat would be the height fashion in Woolworths stores in 1975 !
         
But by 1980 the range was looking dated and cheap and cheerful.  New blood was brought in to Head Office to transform the range, with the first stocks hitting the stores in Spring 1980, backed by a strong promotional campaign.
         
The new items were more fashionable, made from the latest materials and fabrics, and were much better made.  But despite all the sales promotion, customers were unconvinced by items sold under the Winfield label (or after a while without a brand name on them at all). National Press Advertising was used to relaunch the Woolworths Fashion Department in 1980
Linking to a national press and television campaign, all Woolworth stores were asked to display this fashion window in Spring 1980. Despite sponsorship deals, television advertising and public relations activity sales grew only slowly, and the media became increasingly critical of Woolworths' move into fashion, which journalists considered was part of a deliberate and unwise move up-market.  Who diversifies and expands in a recession?  They asked.
         
The range of mens and womens fashions in the Peignton, Devon, F. W. Woolworth store, pictured in 1981.
         
When Paternoster Stores (later known as Kingfisher) bought Woolworths in the winter of 1982 they found stockrooms crammed with unsold fashion items.  Their initial assessment was that the ranges were of reasonable quality, but the displays and fixtures were old-fashioned and the marketing campaign was not sufficiently targeted.  They persisted with a wide range of adult and children's clothing until 1985 (not least to clear the outstanding orders from suppliers), while they determined a new solution for the Company.  

The new strategy, called "Operation Focus", which was launched in 1985, was to stop selling adult outerwear altogether.  There would still be a limited range of underwear and hosiery.  This would make room for new, upgraded and enlarged ranges of children's clothes, which must be substantially better designed and made.  This strategy was delivered by stopping selling Woolworths children's clothes altogether and switching to selling Ladybird clothes - as you'll see in other exhibits in our Fashion Gallery.
         

Fashion Gallery Home Page

Fashion overview 1909-2004   Paper patterns, cotton and thread   Legend of the Scarlet Ladybird
Our first Ladybird items (from the 1930s Gallery)   History of the Ladybird company   
Woolworths move into fashion - 1950 to 1986   Launch of Ladybird at Woolworths   
Ladybird, Gloss and Etcetera in the 21st Century