Advertisement for Goochs', drapers
Printer: Davis, J.
Medium: Print on paper
Although the trade in ready-made clothing was well established by the 1870s, fashionable ladies and gentlemen of the upper classes still preferred to have their clothing made by hand. They selected fabrics, trimmings and threads from a draper and arranged for them to be made up by their tailor. A wealthy Victorian customer sent a servant to inform the draper that his services were required on a particular day. The proprietor and his most senior staff would then be available to attend the customer, who might choose to wait in a carriage while staff brought dress trimmings, lace and haberdashery outside for approval. Ladies of the middle class, however, would enter a shop such as Goochs' store to choose appropriate materials and select ready-made costumes. Although Goochs' might have been "the cheapest house in London", these ladies would ensure they got the best price - and might even haggle with the assistant.