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
European hand fans in the 18th century century. During this time the Worshipful Company of Fan Makers tried to grow the English fan trade, but their success was small in comparison to the French industry. There were two main types of fans seen in Europe during the 18th century: the rigid (or fixed) fan and the folding fan. As its name implies, the rigid fan is stiff. Possible fan shapes are a leaf, a rectangle, or an oval. The fan is attached to a base where it is held. The folding fan was the most popular in Europe during the 18th century, a time known as the