The Bernice Fitz-Gibbon Papers document her long career in retail advertising, providing insight into her innovative approach, as well as the creation, evolution, and reworking of her ideas. The amount of publicity she generated nationally during her career is also amply documented. The largest part of the collection documents the period she worked for Gimbels (1940-1954) and for her own agency, Bernice Fitz-Gibbon, Inc. (1954-1962). The collection consists of advertising copy, biographical publicity and brief biographical sketches, writings, and personal miscellany. There are almost no business records or personal correspondence in the collection. The disposition of the records of Bernice Fitz-Gibbon, Inc. at the time she retired is unknown. Because of the poor quality of the originals, the entire collection has been microfilmed and the original papers destroyed.
The collection is organized in four series: Advertising Copy, Biographical Publicity, Writings, and Personal Miscellany.
ADVERTISING COPY consists of newspaper ads, proofs, photostats, and a few original layouts. These range in date from about 1939 to about 1963, but are mainly from her work at Gimbels and at her own agency. Prior to microfilming, the copy consisted of numerous large scrapbooks. The arrangement of the material within these volumes was chronological, although some sections were out of order and there was some overlap between volumes. Occasional writings such as her articles for Coats & Clark's (1958-1959) and for Haire Publications (1959-1962) and miscellaneous items are also included. Of particular note is one entire scrapbook, “Salute to Ireland,” which details an extensive ad campaign directed by Fitz-Gibbon and sponsored by Gimbels and American Airlines in 1949. Included are ads, publicity in newspapers and on the radio, photos of window displays, and details of the Miss Ireland Contest. Another volume concerns Pranges of Wisconsin.
BIOGRAPHICAL PUBLICITY consists mainly of published articles (1937-1963), which were originally mounted in four additional scrapbooks, and some loose items. The brief biographical sketches are materials of the type sent for introductory purposes to publications and to organizations who hosted her.
WRITINGS include speeches, articles, and columns. The speeches and articles are arranged chronologically and cover the period from 1939 to 1965, although primarily documenting the period of her self-employment. They are preceded by several lists which give some indication of Fitz-Gibbon's estimate of their relative importance. In addition, there is a list of speeches by others which do not appear in the papers. For some speeches and articles, the collection includes variant drafts, correspondence and programs, and research material. Following the chronological series are miscellaneous writings and poems which do not seem to be associated with particular speeches or articles. Four series of columns are included: “Fitz and Starts” for Good Housekeeping (1956-1956); “Fitz and Shoes” for the National Shoe Retailers Association's National Footwear News (1957-1958); advertising columns for Coats and Clark's in three series -- “Merchandising of Home Sewing Products Today,” “Needlecraft Products Merchandising Today,” and “Education of Women” (1958-1959); and “Bernice Fitz-Gibbon Speaks Her Mind” for Haire Publications, which appeared in the “Profit Parade” management department of its many retail clothing business publications (1959-1966). Most of the series are incomplete and the dates are approximate.
The 1967 edition of her autobiography, Macy's, Gimbels, and Me, is available in the Historcal Society Library but is not part of the microfilm.
PERSONAL MISCELLANY contain incidental material, but there are a few items of interest, notably her contract with Gimbels, which stipulated a salary of $50,000.00 per year plus 3/4 of 1 percent of the net profits of the store before federal taxes.
