After the end of World War II and the economic boom, men went back to work in
record numbers. This meant that the two primary subjects behind consumerism
were housewives and the baby booms. In almost all the department store
catalogs used to collect this section of marketing was used towards woman.
Descriptions of clothing included subtle cues that certain clothing and
fashionable looks would help women either please their husbands or help them
find a husband. Even the descriptions of men's clothing indicated that women
would most likely be choosing and purchasing the clothing for their husbands.
There was also a certain way that women were expected to look.
Towards the end of the 50’s, people started to be less conservative. Sexier styles
with tighter skirts, shirt and dresses are made for women. Rebellious looks for
en also appear with leather jackets, studded boots and bolder patterns become
popular later in the decade. Women start to get more option in terms of clothing.