Trade literature making advertising claims, give instructions in using products, provide testimonials from satisfied customers, and include detailed descriptions of sale products. Trade catalogs first appeared in the 18th century, with the expansion in trade, commerce and consumption. The distinguished English cabinet maker, Thomas Chippendale published a book of his designs in 1754, entitled "The Gentleman and Cabinet Maker's Director" and regarded as the "first comprehensive trade catalogue of its kind". The designs were regarded as reflecting the current London fashion for furniture, and set the standard for his competitors in the market. Chippendale followed this up with a virtual reprint in
Gordon Russell (designer) by C. R. Ashbee from east London to Chipping Campden. Following service as an officer in World War I, for which he was awarded the Military Cross in 1918, he became a furniture maker and designer. In 1925 Russell won a Gold Medal at the Paris Exhibition with a cabinet, with internal drawers lined with boxwood, ebony and laburnum, and valued in 2013 at £50,000 to £60,000. He designed the "Stow" range of furniture in the mid 1920s. During World War II he was instrumental in developing utility furniture as Chairman of the government's Utility Furniture Design Panel. In 1943