Efird’s Department Store was founded by Hugh Efird who started the company by purchasing the Charlotte Mercantile Company in 1902. Shortly after, his two brothers bought interest in the company and decided to rename it Efird’s department store. Efird’s first location was very popular, which led to it’s second location in 1923 which featured the southeast’s first escalator. Efird’s was considered very elite, and competed with other department stores at the time such as Macys and Belk. From there, Efird’s only expanded further, until eventually it became one of the largest department stores in the United States
The advertisement seen in the magazine spread is showing a “fashion forecast”. Underneath each outfit the consumer can find how to get the outfits seen on the women. The women in the ads seen have very unrealistic proportions and are all wearing dresses, which is quite jarring in comparison to the inclusive world we live in today.
