70s Summer Wear Showdown: Sears vs. JCP

Ahh, yes, summer is now in full swing.  Back in the 70s, one could always count on the summer catalog from all the major department stores to display the latest in casual summer fashion.  Now, I'm not talking about the Big Book catalogs that came out twice a year (Spring /Summer and Fall / Winter).  No, in addition to those, retailers like Sears, JCPenney, and the rest also put out smaller seasonal catalogs for the summer and Christmas to sort of fill the gaps, if you will.

So, I thought we'd take a look back at some of the offerings from these "little book" catalogs and check out all the happening summer fashions from the 70s.  And to spice things up, I thought we would make it a little contest between Sears and JCPenney!

The contest will work like this.  There will be three rounds.  At the right side of the post, you can vote for the winner of each round in a poll.  The poll will run for one week, and then we'll see who the winner is!

Let's start with round 1!
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First up to serve is JCPenney.  What will they open with?

Some very nice knit tops which, naturally, make "striking statements".  Not bad from JCPenney, not bad at all.  How will Sears respond to that opening salvo?

Wow, Sears decided to counter with a blinding "White with Brights" display featuring Kathy, Karen, and Colleen.  Geez, this is a tough one to pick.  I didn't say this was going to be easy!

Now for round 2.

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To make it fair, we'll let Sears go first this time.

Okay! Sears has decided to get down to business and show a bit more skin with the halter and short skirts.  It looks like Sears is taking this contest seriously!  JCPenney what do you have to match that?

Interesting counter!  JCPenney has decided to stay upscale a bit with stylish "middie" skirts topped with some scarfs to add some dramatic contrast.  Perhaps we are seeing the battle for skirt lengths being played out here.  JCP's strategy is bold - it may work great or backfire completely.  We'll have to see how it works out for them.

The competition is really heating up!  Let's see what the two competitors can come up with in the third and final round!

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First up for round 3 is JCPenney

Zowee! JCPenney has really let down their hair with a trio of summer fashions featuring Kathy in a very attractive halter and Colleen and Kay in summer casual pant outfits.

What will Sears do to match that move?!?

Sears has decided to pull out all the stops with Kathy modeling four different kinds of short summer dresses! This third and final round is shaping up to be the most difficult to choose yet!

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Summer in the 70s certainly produced its share of fascinating fashions as these two summer catalogs show.  The competition should prove to be a close one.  I know I'm glad I'm not the judge!