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This Volume is for REFERENCE USE ONLY
FEB 2 8 2W
^Merchants ^&cord
January, 1920
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Smo^[('Rs
SERVICE
For your convenience we have arranged for the distribution of our MANNEQUIN PRODUCT
Display Forms
with some of the leading jobbers throughout the country, enabling you thereby to procure the particular form for your particular require- ments.
Our years of experience have proven, that display forms are a study in themselves, selection of which should be made as critically as the merchandise you choose to offer for sale.
As a safeguard to yourself ask your dealer for the MANNEQUIN PRODUCTS.
For any information address Department M
EXECUTIVE OFFICES AND" SHOWROOMS;
72^ 8smmu>wjut NewYork
Holyoke, Mass.
Factories
525-531 East 15th Street
NEW YORK
Rochester, N. Y.
296977
cMe^rchants ^Record. and Show Window
An Illustrated Monthly Journal for Merchants, Display Managers and Advertising Men.
Eastern Office
1520 Woolworth Bldfe.
New York City
Published by
The Merchants Record Co.
Publication Office
431 So. Dearborn St.
Chicago
SUBSCRIPTION RATES
In advance, postage prepaid United States, Canada, Mexico and Cuba . . $3.00 a Year All Other Countries $4.00 a Year
ADVERTISING RATES
Classified advertisements $1.00 for five lines or less (additional lines 15 cents each) each insertion. Payable in advance. Display rates furnished on application.
Direct all letters and make all remittances payable to the order of The Merchants Record Co., 431 South Dearborn Street, Chicago. Payments made to other than authorized collectors will not be recognized.
MEMBER CHICAGO TRADE PRESS ASSOCIATION
OFFICIAL ORGAN OF THE INTERNATIONAL ASSOCIATION OF . DISPLAY MEN
Entered January 16, 1903, at Chicago, III., as second-class matter, under Act of Congress, March 3, 1879.
VOLUME XLVI
Number i
Contents for January, 1920
Page
Lighting the Long, Narrow Store - - - - • - - - 13
B y Thos. F. Chantler
Possibility in Sports Apparel - 16
Outfitting the Modern Store - - - - -.- - - -18
Capitalizing on Store Publicity 21
Injecting Life Thru Wax Figures - - . - - -,- - -23
Background Construction - 24
By C. J. Nowak •
Latest Creations in Drapes --------
Notes from New York -
By F. F. Purdy
January Cover Design ...
At Your Service Monthly Contest Service Department Business Outlook for 1920 State Street Notes
How to Make Show Cards
By G. Wallace Hess
Department of the I. A. D. M. L. A. Sends Monthly Letter Movements of Display Men Who's Who in the Profession - For Our Advertisers Index to Advertisers
26 28 33
34 35 35 36 40 44 50 52 54 54 56 63
Make Buyers out of Passersby
How many people pass your store daily? Did you ever count them? The total would undoubtedly be a big surprise to you.
Perhaps there are 500 or 5,000. Everyone, however, is a prospective customer.
And how many of those prospective customers are attracted to your windows?
How many stop before some display ? What proportion then enter your store and make a purchase?
You should know whether your windows are big producers. Your dis- plays should be the most effective cogs in your sales organization.
If your displays are not building up a profitable business for you, some- thing is wrong. . Perhaps it is your fixtures. If so, we can aid you.
We will be pleased to send you our catalogs. They will help you to make buyers out of passersby.
Hugh Lyons & Company
make buyers Out Of passersby Lansing - Michigan
NEW YORK SALESROOM 35 W. 32 nd. STREET
CHICAGO SALESROOM 234 S. FRANKLIN ST.
I saw it in the January "Merchants Record" — Page 2
WINDOW VALANCES
Our new 1920 designs in Window Valances are a distinct advance over anything ever shown. We also have perfected our manufacturing facilities so that we can give you a 36-hour service on special designs and sizes made for your particular show windows.
WINDOW RUGS
The latest thing in floor cover- ings are the fabric rugs that we make to match your val- ance. Come In all popular fab- rics and colors, including plush and velour.
Our Exclusive Design in Demountable Glass Plateau
GLASS FIXTURES
Largest line of glass fixtures on the market. Be sure to see our new design of fluted columns. This is the most beautiful glass fixture ever de- signed. The flutings catch the light and produce a most pleasing effect.
PERIOD FIXTURES IN WOOD
These are the very latest and most attractive fixtures to be had. Our line includes all period designs in any wood finish. Order from us and you will not be disappointed on delivery.
MELIUS & COWLEY
Everything in Window Fixtures
This is only one of the many very practical glass fixtures in our line. The glass top is 12x24
SuS? t.'Vis"™ iff,ilhe.wh1i«hh.ela™ suppor" 14th Floor, Medinah Bldg. CHICAGO
Spring Decoratives
Maidenhair Fern Branch, Nat. Pres. Fireproof, with Snowdrop
Flowers, as per illustration, spread 24x40 inches,
per 10 Branches $7.50
Ferns can be furnished in Green, or any color desired or a com- bination of two-tone in each fern.
maidenhair Fern Sprays, Natural Pres. Fireproof as used in illus- trated branch, best, selected sprays, any color, per 100 $ 4.S0
Per 1,000 40.00
Maidenhair Fern Garland, any color, very effective as a festoon average spread 15 inches, per 10 yards $3.50; per 100. .. .$30.00
Asparagus 100
Fern Sprays, Nat. Pres., all tipped and
Apple Blossom Branch, with Nat. Pres. Foliage clusters of Apple Blossoms to each branch, per 10. . .
selected per $5.50
with 8 . . .$5.00
24x36
Apple Blossoms, Single of Fireproof Muslin, per gross $0.65
Beech, Branches, Fireproof, the best and selected branches you can possibly obtain, these are not to be compared with the small size sprays you are usually offered, our branches are from 36 to 48 inches in length and 24-inch spread, rich in foliage, a few flowers added to these branches will create a splendid Spring decoration. Beech Branches can be had in Green, Red, Tan, or combination of Pastel shades, per 100 $10.00; per 1,000 $90.00
These are only a few of our wonderful Spring Decoratives, we will gladly submit free of charge any samples desired.
J. HARTWIG COMPANY
| 28-32 Pellington Place, Brooklyn, N. Y.
Show Room, 24 West 30th St, New York City 1
/ saw it in the January "Merchants Record" — Page 3
FRENCH WAX
ENTIRE FOURTEENTH FLOOR of
The most comprehensive display of Wax Figures and Papier-Mache Forms
Attractive drape by W. Keeler for T. Eaton & Co. Winnipeg, Canada
It will now be possible for you to meet "Face to Face" all the attractive models of the French Wax Figure line. Our very commodious new display rooms, taking up the entire fourteenth floor of the Medinah Building, enables us to show our complete line.
The French Wax Figure line is the largest in America and in order to give it complete display it was necessary to arrange for this the largest display room of its kind in the country.
There is a decided advantage to you to be able to step into our show rooms in the very heart of Chicago's Wholesale District and be able to see the figures that you buy.
French Wax Is Unsurpassed
There are no wax figures that can compare to those made by French Artists. The French Wax Figure Co., was founded by one of the best known Wax Figure Artists of France and operated in this country to save the heavy duty and shipping expenses of having his figures sent from France.
Hence the name "French Wax Figure Co." There is also the added advantage that in making the figures in this country they can be made to fit American Styles and can keep pace with American Window Display methods, the foremost in the world.
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French % Wax Figure Co.
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14th Floor Medinah Building Chicago
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Messrs. — Please send literature showing Wax and Papier-Mache.
\
EVERYTHING IN WAX
Do you want a Chic Flapper Figure? — we have it. Do you want an infant's figure? — we
have it. Do you want children's figures of a certain age? — we have it. In fact no matter
what you want in wax — we have it. This is a great convenience to you as you know
that when you buy from us you can get just what you want. The price Of French
Wax Fgures will please you. The great volume of business we do enables us to
give you prices made possible by quantity production. Why pay more for less
attractive and inferior goods.
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Name
Street City . State
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BIG NEW ADDITION IN FACTORY— 9 FLOORS— 60x125
Send for our De Lux Portfolio of Wax Figure Illustrations
FRENCH
FACTORY, 73 W. Water St., Milwaukee LOS ANGELES OFFICE, Bert Landers, 202 E; 4th Street
/ saw it in the January "Merchants Record" — Page -i
IN NEW HOME
MEDINAH BUILDING, CHICAGO
ever attempted in the Largest Wax Figure Display Room in America
Making as we do the papier-mache bodies for all our wax figures has given us an experience in the perfecting of papier- mache for form use that we are now applying to a complete line of Papier-Mache Forms. This line has now been on the market for many years and is the only one we know of with new forms for draping.
New Grecian Draping Figure
This new draping form is a full modeled figure with inter-changeable, arms that permit ease in making the drapes and permits many new drap- ing ideas by draping the goods from the arms, wrists and hands. Every- thing about this figure is new, even the finish is Old Ivory instead of flesh color. The neck is decorated with necklace and locket. Instead of mds, the arms are finished off with an unique scroll design in relief.
A new waist form
We illustrate above one of our new waist forms mounted on a period design base. We have a very complete assortment of bases of all styles, thus making it possible for you to match up with whatever fixtures you may have.
PLACE YOUR ORDERS NOW
You know something about the uncertainty at the present time of labor conditions, shipping, etc. We therefore urge you to make an early selection of the items you need so that you will be assured of delivery for your Spring Opening Display.
WRITE FOR PAPIER-MACHE CIRCULAR
One of many new
drapes made on our
Grecian Draping Figure
WAX FIGURE CO.
Office and Salesroom, 14th Floor MEDINAH BUILDING, CHICAGO
/ saw it in the January "Merchants Record" — Page <
Humanized Wax Figures
You will notice the difference between Feldman Figures and others the moment you see them.
Feldman Figures have a style and distinction that place them in a class of their own — they are the aristocrats of wax figures and they show off the handsomest gown or the simplest house dress with all the grace of the handsomest living model.
These figures are as nearly perfect as the most expert sculptors can make them and each one is finished with exquisite care. They will increase sales wherever they are used.
All Feldman Display Fixtures are as good as Feldman Fig- ures. You will find them handsome in appearance, durable in use and they cost no more than ordinary fixtures.
Send now for our latest circular — It's a good one.
Feldman Fixture Co.
22-26 W. 30th St. New York
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Herewith is shown just one of thousands of ways Compo-Board may be used for window backgrounds, cut outs, window dividers, partitions, etc. Compo-Board is the old original and genuine wood board.
Compo-Board Company
1404 LYNDALii AVE, NORTH MINNEAPOLIS, MINNESOTA
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J saw it in the January "Merchants Record"— Page 6
Our "Four Hundred" Line for 1920
Above are shown a few numbers from our "400 " Line for 1920. Send in your Order Early.
Polay- Jennings Fixture Corp., 1007-9-11 Blue Island Ave., Chicago
Manufacturers of World's Finest Display Fixtures
t* in the January "Merchants Record" — Pacie 7
When Making Changes In Your Store Front, Do Not Overlook
The Most Important
Improvement — Your Show Window Lighting
No other change, no matter what the cost, will so improve your windows
A one-piece glass silver plated reflector of special design is now the recognized standard for win- dow lighting. Compared to trough reflector or any other system, double the light will be obtained, using the same lamps. Not only twice the light at the same cost, but a better quality, making the window attractive and the goods displayed desirable.
Of Reflectors of This Kind,
"PITTSBURGH" REFLECTORS are
Insist on "Pittsburgh" from your electrical contractor.
The utmost in efficiency. Unequalled for durability. Most economically installed. Lowest in price.
Write for catalog. Submit sketch of window for free lighting plans.
PITTSBURGH REFLECTOR AND ILLUMINATING CO.
Chicago Office, 565 W. Washington St.
PITTSBURGH, PA.
San Francisco Office, 75 New Montgomery St.
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Artistic Parisian Wax Figures and Forms
PIERRE IMANS
Sculptor and Modeler in Wax
CHEVALIER OF THE LEGION OF HONOR
Panama-Pacific Exposition, San Francisco, 1915, Hors Concours In order to obtain perfect wax figures, see that my signature is stamped in the wax. Do not huy wax figures before having consulted my catalogue.
Illustrated Catalogue No. 24 Free
Orders received through the medium of Paris Commission House Packing Guaranteed Commission Export
10 RUE DE CRUSSOL, PARIS, FRANCE
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I saw it in the January "Merchants Record" — Page S
Your copy is
ready to mail!
Right now is the time to send for your free copy of our "Guide to Better Window Displays"!
It's full of the latest creations in artificial flowers, dec- oratives and wicker-ware — and contains a multitude of new window display suggestions that will prove real business getters. There are so many original concep- tions you will find it difficult to choose. '
Simply request your copy on your business stationery — we'll mail it immediately — it will end your display troubles !
The Adler-Jones Co.
206 S. Wabash Ave.
Chicago
Our 1920 Models
Will Put Selling Force in Your Spring Displays
Our new wax figures and papier mache forms are the best we have offered. They have been modeled in conformity with the latest fashions and have a distinctive style that will impress the displayman who appre- ciates class.
Wood fixtures
You will find our line of wood fix- tures handsome in design, practical to | use, and low in price.
Metal Fixtures
The values we are offering in metal fixtures are excep- tionally interesting.
Valances
We have .. an inter- esting line of va- lances by the foot that we can ship from stock.
'
Send for our catalog
Our New Catalog
Shows All the Latest and Best Display Devices
Send for this interesting book at once. It illustrates many novel de- vices that will help to make your win- dows sell more goods. You will find our prices exceptionally interesting, and we are prepared to make prompt shipments. A post card will bring you this book.
Equipment
We have recent- ly installed a de- partment that is
handling complete store equipment. If you are going to build or remodel, we will be pleased to submit plans for a complete store, or a single depart- ment, and we can make prices that, will surprise you.
today
SUPERIOR BRASS & FIXTURE CO.
316-31SW. Jackson Boulevard CHICAGO
/ saw it in the January "Merchants Record" — Page g
Display Fixtures of Exclusive Design
We Claim
to make wood fixtures as nearly perfect as they can be made.
Our Designs Are Right
They are originated by us, fol- lowing the purest styles of decoration.
Our Materials Are Right
They are the best the market affords, and every piece is care- fully inspected.
Our Workmanship Is Right
Our factory has every modern facility, and our workmen are all experts.
Our Prices Are Right
We have a low overhead, and you pay us only one small profit.
We Show Here
three of our exclusive designs, and can furnish you almost any kind of display fixture in either of these attractive styles.
We also have a variety of other styles equally pleasing.
Let Us Supply You
with fixtures for your spring displays. We can assure you of permanent satisfaction as to appearance, quality, and price.
Our New Catalog
will be off the press in a few days. It will show many orig- inal ideas. Send for it now.
ADAM
COLONIAL
DECORATIVE FIXTURE CO.
CLAW FOOT
16th and Jefferson Streets CHICAGO
In this typical Kawneer In- stallation note the large amount of window space for a store of this frontage.
Are your win- dows as in- viting as these? They should be!
Our displays were excellent, but they did not sell —
"Our merchandise was of the best and we knew our prices were conservative in com- parison with the prices of other stores.
"But the cold fact remained, we were not selling the goods we should through our displays.
"We then analyzed and investigated and compared our store conditions with that of other successful merchants. ..
"And this is what we found. We found our STORE FRONT was counter- •''' acting our window displays.
"Then we decided on a KAWNEER STORE FRONT
"Now after a few months we can hardly believe the results. The ./ jy
Kawneer Store Front specialists increased our window space with
our same frontage. But our lesson was costly." / .a'\,. -9
Are you satisfied with the results your windows are producing? .■■''' ^v ° We can show you how the Kawneer Front will increase your ./' x^***"1 cy
&
sales.
Our BOOK OF DESIGNS contains a number of illus- trations showing diagramatic and actual installations. Write today for a copy.
P>* „
/ +#
For Your Convenience Use the Coupon /4f&' <*? <& Kawneer Manufacturing Co., 2102 Front St., Niles, Mich. / ^
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i$ in the January "Merchants Record" — Page fo
Helping Business Get More Business
Beaver Board is an ally of good business. This is true in more ways than one.
First, Beaver Board draws trade to the store by building up more attrac- tive windows, by providing snappy cutouts, by making more attractive backgrounds and many display forms.
Then Beaver Board facilitates trade by building up many conveniences throughout the store. Rest rooms, display rooms, and dressing booths of Beaver Board have helped make sales for many stores. Portable partitions,
decorative panels and big Beaver Board ceilings all add safety and com- fort to your customers.
There are a thousand and one uses for this knotless, crackless manufac- tured lumber in business. The im- portant thing is to be sure that the Beaver Board trade-mark is printed on the back of every panel you buy — then you can be sure of good results.
Send for our new booklet "Beaver Board and Its Uses." This book tells about both the home uses and business uses of Beaver Board.
Practical and econom- ical for offices
Solution for enclose 1 music rooms
THE BEAVER BOARD COMPANIES
Administration Offices, Buffalo, N. Y.; Thorold, Ont., Canada; London, Eng.
Offices in principal cities of the United States and abroad
Distributors and dealers everywhere
Something different in portable displays
BEAVER.
BOARD
You can't expect Beaver Board re- salts unless this trademark is on (he back of the board you buy.
vOFL BETTER. WALLS & CEILINGS
/ sow it in the January "Merchants Record"— Page tt
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N competition .with other lead- ing store plan- ning organizations — and after stores in many cities were studied by the cus- tomer — Welch- Wilmarth plans were adopted with- out a change.
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Here's A Typical Welch-Wilmarth Installation —
This compact, well arranged store demon- strates the Welch - Wilmarth re-merchan- dising plan. Merchandise is more strik- ingly and more invitingly displayed. Sales- people handle more sales with less effort. The result is a greater volume and a de- creased labor overhead. Your store can be re-merchandised with equal results.
For Large and Small Establishments — For Your Store —
The Welch-Wilmarth planning department creates better merchan- dising conditions by correcting placements of departments, improving display methods, and simplifying stock keeping. Whether you employ 10 or 100 salespeople, a Welch-Wilmarth plan opens the way to greater success.
Our book "Method in Merchandising" is sent gratis to store owners and executives.
^hefHElCH^
IMFS~ Grand Rapids,
Michigan, U. S. A.
/ saw it in the January "Merchants Record" — Page 12
MERCHANTS RECORD and SHOW WINDOW
VOLUME XLVI NUMBER I
JANUARY, 1920
Sinfele Copies Thirty-6ve Cents
Lighting) the Long Narrow Store
Whatever of real difficulty attaches to illuminating this
character of store resides in the need of correctly under- standing problem involved — Three Lighting Systems.
BtS=OQO=s=lE
Bv Thos. F. Chantler The Society for Electrical Development, Inc.
REFERRING to artificial lighting in terms of good and sufficient illumination is one of, if not the
music, the illumination of the small store or greatest asset of the small store. And time and
specialty shop is a solo; that of the depart- careful thought devoted to improving the lighting
ment store, an orchestral accomplishment. The soloist of such a store invariably will be repaid.
stands or falls by his own unaided efforts; judgment ,
P1. i • jj jui^ cu *. • Understanding the Store-Lighting Problem
of his work is sudden and absolute. Shortcomings ,, , f f f . " e"'
, . ... - . Many merchants who undertake to improve the
of technique, eccentricities of dress or manner come ... . . . . ,
. , ^ .... . ,,r, illumination of their store make a serious mistake
m for prompt unqualified appraisement. Whereas . , , , , it- , . , ...
-.1. a u , \u t, * • t *u- 4-t, * nSht at the outset— they begin by picking out the
with the orchestra the shortcomings of this or that fl ,. . . ,. ° *" &
A, ,. , , flaws of the existing lighting system. That is
member, unless prominently displayed or very pro- , , ° ° , ° J .
F A. . ,, r V. t, u • ii wrong; they would better begin by establishing the
nounced, escape notice by all except the technically , , , ..„ . . ° .■; , . &
. j • standard of illumination best suited to their mer- chandising requirements. Once that has been done
The small shop faces much the same trying the task of selecting the ideally correct equipment
ordeal as the soloist ; its lighting service is appraised becomes simplified greatly. But lacking that pre-
before the visitor has crossed the threshold. Usu- caution of first setting up a mark to be attained
ally the entire interior of the store can be encom- well, at best it can only be said that one lighting
passed at a glance ; there remains nothing to look system or scheme has been exchanged for another,
forward to calculated to modify that first impres- What is meant by urging tfaat a standard of
sion-the lighting is judged then and there as being iiiurnination to be attained be established first can
good, bad or middling. But in the effect and judg- best be explained by example So let us begin by
ment of department store lighting, conditions are taking as a basis of typica] proportions viz 100
entirely different. That department may be glar- feet long by 25 feet wJde and having the '^ u
ingly lighted ; this passageway boast only a "dim feet above the floor.
religious liefht" : and the illumination of this or that T, c . ^ ... ,
. & & ' , . , The first step then will be to determine the de- show case be reminiscent of a phosphorescent ■ , , . , ., .... . .
, . , , ,, ■ j- •■■ , v 4. • sirable intensity of illumination throughout the
glow — judgment of those individual shortcomings , T ,. . , , , .
■u u Z a -a a 4.1, i • • t store- In a Precedlng article of this series the in-
will be softened provided the general impression of . ... ■ r j, ,
,. i- u*« u a tensities in foot candles for various departments
the store lighting be good. , , , , . r
& *=> & and classes of merchandise has been given as fol-
However, all that has been said is only by way lows :
of disposing of the negative side of the question. Foot-Candles
It can now be said that if shortcomings in the small Art (i;8ht and exhibits) 5.0-10.0
store lighting system come in for unqualified cen- °? 3.0-S.O
... j.... , China 2 0- 10
sure, a properly designed lighting system earns the cigar an"
equally unqualified approval of patrons. In fact, Clothing ; 40 7 0
Copyright, 1920, by the Merchants Record Co., Chicago— Permission is necessary for reprinting long extracts or reproducing engravings; but editor* are welcome to use not more than one-third of any article provided credit is given at beginning or at end. thus- "From the Merchants Record and Show Window, Chicago.-
13
s and suit 4.0-7.0
.vtionery 3.0- 5.0
Drug 2.0- 4.0
Dry goods 4.0- 7.0
Florist 2.0- 3.0
Furniture 2.0- 4.0
Fur 5.0- 8.0
Groceries 2.0- 4.0
Haberdashery 5.0- 7.0
Hardware 2.0- 3.0
Hat 4.0- 6.0
Jewelry 4.0- 6.0
Millinery 4.0- 6.0
Music 2.0- 4.0
Notions 3.0- 5.0
Piano 2.0- 4.0
Rug racks 8.0-10.0
Shoe 3.0- 5.0
Stationery 2.0- 4.0
Wall paper 4.0- 5.0
Now suppose our problem to be to arrange for the lighting of a shoe store of the better class, lo- cated, let us say, in the best section of a well lighted shopping district. To make the picture complete let it be imagined that the two show windows have solid backgrounds, that a large display case stands parallel with the front of the store, leaving room at either end for passage-way. Starting at a point just beyond the display case, two tiers of seats placed back to back extend the length of the store. The side walls, of course, are given over to the shelving, which extends upwards almost to the ceiling. The office, wrapping counter and so on are in the rear. The ceiling and walls are mat finish of light color.
Lighting Intensities
Referring to the table of lighting intensities, we see that the desirable illumination for shoe stores is from 3 to 5 foot candles. Our store being of the better class we will elect arbitrarily for the higher figure. Our next step, then, will be to discover how many lumens will be needed to furnish that inten- sity of light on the working plane, which, this being a shoe store, occurs at the floor or slightly above it.
In the preceding articles of this series it is shown that where one lumen is so utilized that its total light is spread over a 1-foot square surface, that sur- face is then lighted to an intensity of 1-foot candle. That is to say, "A lumen is a quantity of light which will illuminate 1 square foot of area to an intensity of 1 foot candle." How many lumens then will be required? Thanks to the discoveries of the law just stated, we know that multiplying the area (2,500 square feet) by the stipulated foot candles (5) will give the equivalent in lumens, or 12,500. Our prob- lem now is to select a lighting system that will sup- ply that quantity of light in a satisfactory manner.
There are, so to speak, three ways leading to the "Rome" of good lighting; namely, the direct, indirect and semi-indirect lighting systems. Each system has its
good points, and examples typical of our problem no doubt can be found where each is providing sat- isfactory illumination. Certainly it would be going beyond the intent of this article to imply the con- trary, or to feature this or that system as being best suited to lighting a store such as has been described. Nevertheless, for the purpose of this illustration one of the three must be employed as a basis.
Three Systems of Lighting
In mentioning the three systems, the direct chanced to be mentioned first. So suppose we accept that method of lighting as the one to be installed.
Our next step will be to discover the number of watts required to supply on the working plane an illumination of 5 foot candles. Now, we know to begin with that the walls, ceiling, wood-work and so on, will absorb some light, diminishing pro- portionately the quantity delivered to the working plane. An allowance therefore must be made to off- set the loss of light by asorption and imperfections in the reflecting surfaces.
How are we to solve that problem? Fortun- ately for the length of this article it already has been solved. Various types of lighting units as employed with each of the three lighting systems have been tried out in rooms of a standard size, but with differ- ent finish as to walls and ceiling. The actual il- lumination on the working plane, under each such set of conditions then has been carefully measured with instruments designed for that purpose, the results being utilized to formulate rules of standard practice. The character and details of walls and ceiling, together with the type of lighting unit to be used, being known, we have only to refer to such tables to find the formula to be used in computing the wattage.
One such set of tables has been prepared by the Edison Lamp Works of The General Electric Com- pany. Following the same cue we observed in se- lecting the direct lighting system, we find upon referring to those tables that the first formula that is given, under direct lighting, applies with refer- ence to use of prismatic glass reflectors. So let us adopt those for our purpose. According to the formula, the walls and ceiling being light (as is true in our case), we have only to divide by 5.3 the ef- fective lumens required (12,500) to discover that we will need approximately 2,350 watts to be assured of having our working surface lighted to an intensity of 5 foot candles. And now from another depart- ment of the same tables we learn that "the distance apart of the lighting units should approximately equal the ceiling height." Our ceiling, as given previously, is 12 feet high. So for a symmetrical arrangement, suppose we divide our ceiling into squares 12}4 x 12^2 feet, making two rows of 8 lamps each, a total of 16 lamps. Now to find the
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requisite wattage per lamp we have only to divide 2,350 watts by 16, and we have a wattage per lamp of 146.87. So, of course, we select for our use 150- watt lamps.
Now one more step and we will have carried our problem to a satisfactory conclusion ; we have yet to decide the hanging height of our units. The plane of illumination is, of course, about one foot from the floor. But also there must be sufficient light on the boxes to read the labels. An intensive type reflector will be applicable for our purpose ; and by referring to yet another department of the same set of tables previously mentioned we learn that the hanging height for intensive reflectors should be four-fifths of the distance between lamps. The lamps, as has been noted, are spaced \2l/2 feet apart; and four-fifths of that distance equals 10 feet. But the working plane has been figured as being 1 foot above the floor. So we will add 1 foot to our figure and say that lamps should be hung about 11 feet from the floor. Now we have carried our il- lustration through to a logical conclusion.
However, the solution as given is intended purely for purposes of illustration. There is, it is to be said, a vast difference between the solution of a hypothetical lighting problem on paper and the working out of such a problem under actual work- ing conditions; and it will be well to leave all im- provements in the lighting equipment to those of technical training.
Let the merchant forget the purely technical aspects of his store lighting equipment, leaving it for the attention of the lighting expert, and con- sider the problem rather from the standpoint of the customer. To begin with, let him recall what has been said regarding the ease with which the small store may be viewed in its entirety by the entering customer at a glance. Then let him spend some time visiting other small stores and appraising their lighting service from the public's point of view, con- tinuing until he feels able to return to his own es- tablishment and view it from an outside point of view.
Do not make the mistake of believing, Mr. Mer- chant, that you have only to look up from your desk, where you may be reading this, and give your store the so called "once over" in order to note and under- stand the shortcomings in the lighting service.
Those defects have become commonplaces to you. Habitual, though perhaps unconscious, recog- nition of them has served to innoculate you against any shock of surprise at their existence. You must freshen up your point of view through a critical and perhaps envious inspection of the lighting service in other establishments before you can hope to see your own store as others see it.
See Your Store As Others See It
1. — Considering only the artistic qualities of the present lighting fixtures, are they in harmony with the surroundings — do they add to, or detract from, the impression made upon the eye.
2. — Are the walls, wood-work and ceiling of your store of a color or colors which of themselves lend to an impression of brightness and cheer? Or is it your belief that the colors are such as absorb too much light, and tend to make your store gloomy and sombre? Would a change of colors serve, in itself alone, to improve the lighting effects without any reference whatever to the lighting equipment?
3. — Is there any noticeable glare occasioned by unscreened light sources or by reflecting surfaces? That is to say, can you look about your store in all directions as a customer would, without being prompted to blink or narrow your eyes ?
4. — Does the lighting convey the impression of uniform density, or does the store appear to be lighted well only in spots, and with intervening areas of gloom and shadow? In other words, does the plentifulness of illumination seem to encourage in equal degree an inspection of all departments and classes of merchandise? Or is it necessary to peer intently in order to conduct an inspection of goods in certain parts of the store?
5. — Can you stand, in such position as a customer would take, before any counter or in any part of your store and inspect goods freely, without hav- ing to twist and turn, in order to avoid putting the goods in shadow?
6. — Are the light sources such as to attract at- tention to themselves, rather than to the goods which their service is designed to illuminate?
7. — Is the true color of the goods discernable under the illumination supplied by your lighting equipment and if not is the sale of goods retarded thereby?
8. — In your opinion would customers buy more readily if the lighting did enable them to better see the true colors of the goods?
9. — Are the lamps in line of vision? That is to say, are customers when looking about, required to include them in their view, whether they will or no?
Answer those questions to yourself as impar- tially as you can, Mr. Merchant. Verify your con- clusions by having an outsider who is friendly to your interests look over your store and supply his own answers to those questions. Use those conclu- sions as the basis for listing the improvements re- quired in your lighting service. Then —
Put your problem up to your central station or other competent authorities. In this way you will obtain the advantages afforded through expert knowledge and be satisfied with the results.
IS
(Possibilities in Sports Apparel Shops
Increased demand for sports wear result of steady growth — Sport clothes of today typify the latest in styles — Several department stores adding sports apparel sections, while ex- clusive shops of this character are making rapid headway — Successful opening of The Davenport Hotel Sports Shop.
THE recent increased demand for Sport Wear is the result of growth. Years ago, we slept with windows tightly shut and bundled our- selves, during the day, in heavy, unsanitary cloth- ing. Today, we sleep, work and play in the purest air obtainable and under the most healthful con- ditions, and there has evolved from this change, the sleeping porch, open-air schools, improved ventilat- ing systems and, what is more important to us, a new interst in the value and enjoyment of sports.
Showing Display Space of Davenport Hotel Sports Shop.
The war, too, has awakened the American people to the realization of the necessity of preserving and correcting health conditions and "our boys" have come back with new life and vigor from their out- door exercise and training, and are loath to aban- don the life they have learned to appreciate, and instead, are continuing it and winning converts to their ranks.
As a result of this growth and new interest in the great out-of-doors, comes the demand for fit clothing in which to enjoy out-of-door-life. But what woman could really enjoy anything out-of- doors in the "frights" that were once termed out- ing clothes ? Stiff khaki affairs or last year's
street clothes were then positively "the latest" thing for this kind of wear and an outing meant a chance to get into your old duds. The men prob- ably enjoyed this, but it was soon tabooed by the women. Today, Sport Clothes mean the latest styles — in fact many of them are ahead of ready-to- wear garments in other lines, — the finest, most ser- viceable materials, and designs that came straight from London and New York exclusive establish- ments ; and they are adaptable not only for sport wear but arc as presentable on the street or in the hotel lobby, and lend an air of health and distinc- tion to the wearer.
"Movies" Aid in Developing Style Moving pictures did a great deal in putting style into sport garments. Audiences clamored for tales of the West and North ; adventures in foreign lands ; and athletic thrillers ; but what "film queen" would camouflage her grace and beauty in the ordi- nary outing clothes? Instead she demanded that her outing clothes be made beautiful and today Los Angeles is the reputed style center for out-door wear, not only because of the demand for "movie" costumes but because travelers have adopted the costumes.
So, Sports Apparel has come to stay and to im- prove, evolved from a growth in living standards, a change in interests, and the ever insistent demand that women's garments be beautiful and stylish above all else ; and as a result, the merchant has had to make a place in his organization for the new goods.
Hardware stores have the background to carry this line but lack the personnel and facilities nec- essary to carry exclusive wear. It remains for the department store to create a new department, or, for the exclusive shop to invade the territory. Within the last year, Wanamaker's in Philadel- phia have departmentized their Sport Wear, calling the department "The London Shop" and, in New York their department is called "The Red Leaf Shop" (Red Leaf being a line of Sport Wear).
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View of* Interior of the Davenport Hotel Sports Shop, Spokane, Washington.
The department store has the facilities but often lacks the personnel to conduct a Sport Wear De- partment successfully, for it offers very different problems than the ready-to-wear sections and in no way infringes on other departments. It must be run exclusively and carry complete outfits That is : the selection of leggings for a hunting costume must be done in the department selling the cos- tume and not left to the clerk in the shoe depart- ment, who probably never saw a hunting costume, nor the cap to the millinery, the gloves to the glove department and so on. For this reason, the Exclu- sive Shop has great possibilities and advantages in facilities and personnel which the department stores in a city may lack.
Mahlon Rucker in Charge
November 20, the Davenport Hotel Company, Spokane, Wash., a two-million dollar corporation, seeing the need of such a shop in Spokane for the accommodation of travelers as well as home folk, opened "The Davenport Hotel Sport Shop" under the direction of Mahlon Rucker, Sales-Manager for Piper and Taft's for ten years — and one of the livest sporting goods men in the West.
"The Sport Wear Business," said Mr. Rucker the day after their very successful opening, "has very decided and big problems; buying, personnel, and the education of the public in selection."
"The best lines of Sport Wear are made by ex- clusive manufacturers, who usually specialize on just one article, so the buyers for a sports depart- ment must know his field, and be ever on the alert for things different. In order that such an apparel shop or department shall not clash with other and possibly larger stores, the lines must be carefully chosen to be a little better than anything to be found in other "ready-to-wear" sections. When this distinction in goods is maintained, price does not affect sales in the least, the customer gladly pays more for better materials and designs.
"The sales force of this exclusive department must be above the average ; and for this reason I prefer taking young inexperienced help providing they have personality, style, and a willingness to please. This superior service is needed because this department draws a better class of trade and yet, being a new thing, people nearly everywhere need to be educated in proper selection."
The Davenport Sports Apparel Shop was a suc- cess from the first day of its opening. The shop is the only one of its kind in the West, and in it, Mr. Rucker's business principles are strictly adhered to. It is located in the Davenport Hotel with fine display windows and lobby cases. The color scheme is grey tones, with the rich Davenport Hotel Crest in red and gold and blues — adding a distinctive touch.
17
*ai
2s,
Outfitting the Modern Store
O'Brien-Jobst store, Peoria, Illinois, presents one of the most beautiful and completely equipped men's wear shops in the country — Specially designed fixtures of unusual at- tractiveness— All cabinets and show cases dust-proof— "Honest service and efficient business methods" slogan of this successful organization.
□ E3=0D«=s3H
WITH the opening of the O'Brien-Jobst men's clothing store, after complete re- modeling, which included the installation of an entire new front, Peoria, Illinois, boasts a men's clothing establishment that compares favor- ably with the smartest shops of this character in the country. The handsomely arranged new store is justifiedly regarded with pride by the owners and
New Front of O'Bkiex-Jobst Store, Peoria, III.
the public of Peoria and vicinity towns, and the es- tablishment of today is conclusive proof of the theories of the owners relative to the building and maintaining of a successful enterprise. The prin- ciples of successful business according to Jack O'Brien and Dick Jobst, president and secretary, of the organization respectively, are : — "honest service to the public and efficient business methods," and an enterprise built on these principles is bound to succeed.
The new O'Brien-Jobst store presents a most complete institution maintaining standard lines of men's clothing and furnishings, having the services of more than a score of trained men and women caring for the needs of the O'Brien-Jobst patrons. In addition to the above named workers the three members of the firm are on the floor at every possi- ble opportunity, believing that they, as owners, are responsible for the utmost in courtesy and service, and further, that by devoting all possible time in this manner they meet and talk with the customers and so learn first hand what the public wants, in addition to forming friendships with the trade.
Artistic Department Arrangement The store is 171 feet in depth, and presents a most artistic and beautiful arrangement of cabinets and show cases, the beauty and symmetry of the fixtures, every piece even in height and width throughout the store, at once attracting attention with a most pleasing effect. The exquisite color effects, also add a most soothing charm, the combi- nation throughout the store, show cases and show windows being perfect in choice and application.
The most up-to-date and exclusive fixtures, in- cluding cabinets, show cases and store and window equipment of all kinds were secured without regard for expense, and in this respect it is safe to say, that no store or specialty shop is better equipped than the O'Brien-Jobst store. The interior equip- ment cabinets and cases were designed and installed by the Grand Rapids Show Case Company, Grand Rapids, Michigan, while the window and display fixtures were supplied by the Decorators' Supply Company, Chicago, 111. All cabinets and show cases are absolutely dirt and dust proof, granting at the same time the maximum of display space and affording the opportunity to care for all sales with the maximum of simplicity, and in a like manner, presenting all materials to the full view of the cus- tomer. The exterior equipment is rich and elegant in its mahogany finsh.
The practicability of the enclosed cabinets of
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A Section of the Men's Furnishings the latest type is readily judged on viewing the il- lustrations as presented in conjunction with this ar- ticle. Every garment is attractively arranged in such a manner as to display it in full view, and at the same time offer the advantage of having it within reach, thus avoiding that old time-killing system of action necessitating the search for this or that garment. Here the entire stock is on dis- play and when a customer comes into the store there
Department, O'Brien-Jobst Store, Peoria, III. is no unnecessary delay as the salesman has but to direct the customer to the cabinets.
While formulating preliminary plans for the re- modeling of the old store, the owners insisted that very particular attention should be given to the planning of the store front, so as to get all possible advantages afforded through good show windows. This factor received its due attention and the mem- bers of the organization are particularly pleased
Men's Clothing Department. All Merchandise Protected and Displayed in Enclosed Cabinets.
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Showing Extensive Space Devoted to Men's Shirts. O'Brien-Jobst Co., Peoria, III.
with this all-important feature in modern store front installation. There are two fine windows with a heautiful, spacious ledge above, and windows and ledge are receiving great attention with most com- mendable results from the head of the display de- partment, Walter J. Randolph. The show window, set back about 16 feet from the front with an ar- cade of 19 feet wide at its most expansive point, and with the ledge space included the O'Brien-Jobst store has a display space in the front of the store of
300 square feet. This space is outfitted with com- plete sets of di?;play equipment and fixtures fin- ished in American walnut to match the window backgrounds.
The personnel of the O'Brien-Jobst organiza- tion includes the following : President and man- ager, Jack O'Brien ; vice-president and treasurer, Jacob J. Jobst ; secretary, Dick Jobst. The clothing department is in the charge of Maurice E. Brown, assisted by William G. Krieger and Charles C.
General View of the New O'Brien-Jobst Company Store, Peoria, Illinois.
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Capitalizing on Store Publicity
Pelletier store takes advantage of every opportunity to interest public and gain its good will -The store employes share in special sales events and work in closest co-operation with store executives — Publicity department functions most successfully under direction of W. T. White.
□ E=0GK==3Q
FEW stores in the country devote more organ- ized effort along the lines of store publicity through special feature events than docs The Pelletier Comany of Sioux City, la., where W. T. White directs the work of the store's publicity and promotional department. Full advantage is taken of every opportunity to interest the public, and in addition, there are many events in the course of a year that are promoted for the especial advantage of the salesforce employed by this popular mer- chandising institution.
One of the big events at The Pelletier Com- pany store during the past year was the May Drive for 5,000 new customers. The campaign, comprehensively reviewed in Merchants Record
The Pelletier Company
Extends a Personal Invitation to vou to be in attendance at
Pelletier's Private: sale
Tuesday. September 23rd
during which ai_i_ Exclusive Mode Creations dis- played during our Autumn Fashion Fete— such as gowns. suits. wraps /iillinery. footwear and the finer accessories of dress— will be disposed of
UIBERAL PRICE-CONCESSIONS on Exhibition Pieces
IF YOU HAVEN'T ANY PREFERENCE. MISS GRIEVE WILL GIVE YOU HER PERSONAL ATTENTION IN OUR APPAREL SALONS.
IF YOU HAVE NO PREFERENCE. MISS KAVANA WILL RENDER YOU HER PERSONAL ASSISTANCE IN OUR MILL- INERY SALONS.
ONLY A LIMITED NUMBER OF INVITATIONS TO THIS PRIVATE SALE OCCASION HAS BEEN EXTENDED DUE TO THE "ULTRA-FINESSE" OF THE MOOELS AND THE EXCLUSIVITY OF THE ASSORTMENTS. WE CORDIALLY INVITE YOUR EARLY ATTENDANCE.
and Show Window at the time, was most success- ful, far exceeding the anticipation of the store own- ers, and much of the success of the drive was at- tributed to the tact of the publicity department, of the store in formulating the plans for the campaign wherein it designated display windows for a most important roll.
The Pelletier Company.
FALL EXAMINATION FOR SALESPEOPLE
1. How do you fill out a sales check?
2. How do you make out transfers?
3. State what you do when out-of-town patrons make purchases?
4. How do you handle complaints?
5. Suppose you were answering a phone in your department — what would you say ?
6. Where is the will-call desk ?
7. If
patron desired to check her parcels, suit cases i her?
■ travelings bags, where would you direct
S. Where is the soda fountain located?
State where our rest room is and the conveniences it has for our patrons?
What is the delivery schedule of the Pelletier store?
Where can one buy money orders and stamps in the store?
If a patron should want a parcel sent by mail, where would you direct her?
Where is the picture framing department and what other tfepartmer.t is it connected wHh ?
When a customer asks you for curtain rods, where do you send her7
Where is the closest advertising frame to your department? State definitely.
What is Tact ? (State concisely.)
State the difference between conceit and confidence?
I-l your mind, which are the three most important essentials of a salesperson?
How do you go about getting a book from Hie Business Librarv for Pelletier's Salespeople7 (Branch of the Sioux City Public Library.) '
With reference to our business library —
(a) How many books have you taken out ?
(b) Did they help you ?
Name
Dept..
Invitation for Pelletier's Special Sale.
Examination Sheet Used in Pelletier's School.
Starting September 8, 1919, and continued through the Fall season The Pelletier Company conducts a series of salesmanship lectures for the express purpose of affording the employes of the store the opportunity to increase their efficiency, whether they are interested in direct selling sec- tions or in the service departments. Varying from many other salesmanship courses, the Pelletier school treats every phase of salesmanship as em- ployed in the retail store, and shows the methods of how to sell good, dependable merchandise in a
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Spring Fashion Display by W. A. Hadden, Jr., for Varney Bros. & Company, El Centro, Calif.
courteous way. The school is not called "a school of efficiency," that term signifying- something that no school can really give — the efficiency of any man or woman depending upon the action of the indi- vidual party. However, students at the Pelletier school are told how to attain efficiency and are instructed on the essentials of good salesmanship. Under the head of Salesmanship the following topics are treated :
History and Policies of Pelletiers' relative to Merchan- dise, Customers, Salespersons.
Department store as an educational institution.
Getting the most out of one's work.
Knowledge of one's stock.
Proper approach to customer.
Studying a customer.
Art of Suggestion.
Making closing effective.
Answering the telephone.
Directing patrons to other departments.
The value of courtesy.
The value of punctuality.
The value of discipline.
The value of initiative.
The value of good memory.
Different kinds of salespeople.
Contrast of the efficient and the inefficient.
The evil of contentment.
Attending to details essential.
Personal appearance.
How spare hours should be spent.
The value of widening acquaintances.
Attitude toward co-workers.
The customer — the pay-master.
Then there are other equally important phases exhaustively discussed and demonstrated, in- cluding demonstrative ready-to-wear sales, tex- tiles and merchandising, how to conduct piece goods sales, etc. One of the features of the course is the regular examination periods in which all salespeople are required to answer in writing ques- tions pertinent to all selling problems. These pa- pers are corrected and returned to the proper stu-
dents with solutions marked. Then there are. the extremely interesting and important lectures in hy- giene and physical education in which Miss Owen3, physical director of the Sioux City high school, of- fers valuable information relative to the import- ance of physical fitness in order to maintain and increase salesmanship efficiency.
Another feature in Pelletier annual events is the Private Sale, for which special invitations are tastily prepared and executed and mailed to a se- lected list of Sioux City buyers. During this event no piece of merchandise is held longer than fifteen minutes ; not more than two pieces of merchandise are held at one time ; no merchandise is reserved for patrons not attending the sale; there are no ap- provals, lay-bys or exchanges, and outside dealers are excluded from participation in the event.
During the event of the celebration of Pelletier's 14th Anniversary Sale, held recently, special cash prizes were offered for each advertising suggestion coming from members of the salesforce, and which proved worthy of utilization in the stores' adver- tising programs. There were no restrictions in this contest and salespeople were most interested, their co-operation manifesting itself by a most serious effort on all to win a prize and at the same time be responsible for aiding in the success of the event.
The Pelletier Company store is one of the most modern and best equipped stores in its section of the country, having forty-five departments, with twenty expert buyers making it possible to se- cure merchandise from all parts of the world. Pur- chasing offices are maintained in New York, Lon- don and Paris. The store is beautifully outfitted and has every convenience for its patrons, includ- ing a beautifully appointed rest-room, reading room, comfort stations and a convenient down- stairs cafeteria. A large fleet of high-powered trucks most efficiently cares for deliveries.
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Injecting Life Thru Wax Figures U'T-'HERE can be no doubt to the statement, that
JL 'many displays could be made much more pleas- ing to the eye should there be the injection of a wax figure gowned in conjunction with the merchandise on display in the window,' remarks E. K. Lummus, dis- play manager for Almy's, Montreal, Can.
"Throughout my rather long experience in display work, whenever possible I have always used one or more wax figures in my displays, and this has been done to great advantage. The addition of the wax fig- ure adds the necessary "life," and, further, will give to the showing of ready-to-wear materials that which makes the window compelling, interesting and force- ful in that it produces sales. Always a great believer in the use of wax figures, the first question I ask my- self in planning a display is, "can I use a figure in this display?" Usually it can be ansAvered in the affirmative.
"In a window of hosiery a wax figure gracefully posed at a dressing table will add a touch of life and at the same time afford the best possible utility for the showing of said hosiery. Should the window feature a display of shoes, a figure in sitting posture, with, perhaps, a maid, kneeling, and in the act of lacing the shoes will prove interesting.
"I have but given a few examples through the above,
but there are hundreds of ways in which to inject the all-important wax figure, and display men will do well to strive for the injection of "life" into all displays, when this is possible to do.
"In this connection, it should be added that only the best quality of wax figures be used. If they are not made true to life, it is better to omit them entirely from the display.
"And further, the best of care should be accorded these figures when not in use.
"Recently I witnessed a most tastily planned and arranged window, spoiled in effect through lack of attention to detail. It was a white wear window, and the figure was seated in her boudoir with gown on, but instead of boudoir slippers she was wearing high shoes. Most critical study should be exercised in choosing the outfit for the figure. Personally, I would not recommend the use of headless forms — principally because they do not offer that desirable effect — "life- like."
THREE new stores for Oklahoma City, Oklahoma, are under process of construction and when com- pleted will give the city a number of retail merchan- dising institutions ranking with the best in the country. Kerr Dry Goods Company will have a new eight story- building, and the Scott-Halliburton, and Rorabaugh- Brown homes will be 6 and 5 stories respectively.
Display by O. E. Wheete, Halliburton-Abbott, Tulsa, Okla. Winner of 3rd Prize in Satin Francais Contest.
23
^ZZLA, jgSl
^
i.
z.
(Background Construction
Details that go to make your store the magnetic drawing force — Interior department arrangement and window back- grounds important in maintaining standard — Large, modern retail business organizations insist on stores of elegance, re- finement and convenience.
□ E3=*G1<>==1I3
By C. /. Nowak
WHEN the Winter or Spring winds whistle down the streets, whipping the skirts askew, clutching at hats and numbing the fingers and ears, pedestrians are not going to stop to look at your shop windows — unless they are worth while.
Every business man is interested in just two things — his business and the profits possible from that business. The question here to be answered is — how to make the profits grow with the least resistance? There is only one method, and that is where the wise retailer makes his displays both in the window and interior the magnetic needle that draws the passing glance, and fastens it on the mer- chandise he wants to sell.
To draw a strong contrast, would the average person think of paying $10.00 for grand opera, with- out stage settings, and the cast appearing in street
apparel ? No — decidedly not. The same principle holds good in your interior fixtures, equipment and window backgrounds.
The larger metropolitan cities have educated the public in the last word of elegance, refinement and convenience in rich, handsome, rest rooms, enchant- ing ready-to-wear cabinets and lingerie racks, as well as elaborate staircases and permanent backgrounds that harmonize with all lines of merchandise. As truly as night follows day, unless the merchant can realize that he must build in miniature what the largest stores have done on a large scale, the human urge will drive your customers to the larger stores.
To have a well defined policy, good merchandise and fair prices is not enough. An atmosphere sur- rounding the merchandise must be so overpowering as to compel the desire to enter your portals.
If anything, more attention should be given the
gg£<-
Suggestion for Permanent Window Background, by C. J. Nowak, Chicago. Illinois.
24"
interior of the store and its refinements than that of the show windows, as nothing is so disappointing and spirit dampening as to be impressed with the beauty of a fine front, only to find within an out- of-date layout with antiquated fixtures, and an alto- gether too apparent and depressing color harmony of walls and ceiling. When a customer spends a dollar today, he wants the feeling that that dollar could not be better spent anywhere else. The right interior and background construction will work wonders toward this end.
After your decision has been made that you are going to have a modern store front, and interior, have your plans drawn by an expert in that line, as much good money has been literally thrown away by merchants who would trust to the ability of the home contractor to do the work. It is a fact that 95 per cent of the retailers know practically nothing about store fronts, and about the building of them in an intelligent way. Most merchants will take a store front, cut it all up and after time and money is consumed it is discovered that it does not fit the conditions under which it is installed; it does not produce the business expected. Then after a few years, the matter is again brought up and another attempt made.
What is needed is the help of experts who have made store fronts and interiors a life business. Store fronts for a department store, shoes, millinery, ready-to-wear, haberdasher shops and others should each be individually analyzed. Because one store front may be a beautiful conception, it does not nec- essarily follow that it would be appropriate for another line of business. Length, depth, height, color, lighting materials, floors, etc., are to be con- sidered to the last detail for each individual require- ment. No two stores can accommodate the same number of customers at any one time, therefore, close attention to entrances, exists, aisles, stairs, heating, elevators, etc., must have deepest thought and study. Before deciding on materials and
colors for finish, every conceivable kind and type should be secured, and the practicability of each weighed pro and con, for what would be good for one store on the sunny side of the street, would be a flat failure on the other where the shadows fall first. A store on the north side of the street must be treated differently for light reflection dur- ing the day, than that on the south side, etc.
Reflections in show windows must be consid- ered, lighting systems must be chosen to fit each requirement, prism-glass above show windows should be worked out according to light scales, and it takes experts in each line to determine the various problems which at first hand seem that home facil- ities can meet — but they can't if you reason logic- ally.
The permanent background sketch shown is intended for show window construction for stores having a high ceiling, but if the question of lighting the store through the upper part of the show window is considered necessary, build only to the rail, leav- ing off the upper third and using prism or clear glass panels from this point to the ceiling. For the show windows the lower base board can be nar- rowed or omitted — that depends on proportions needed. The two center panels can be made into doors for entrance, with removable pilasters to give entrance for large merchandise such as furni- ture, etc. For the ready-to-wear sections, such as gowns, lingerie, beauty parlors, etc., etc., the sec- tion can be built just as it stands, the narrow cen- ter panels offering facilities for its being made into sliding doors, with a room to each side for garments, thus making a dust proof, theft proof room, as well as fitting rooms for corsets as well as ready-to-wear, etc.
The tendency today is to eliminate the old style wall cases which have proved dust and dirt catchers, and which never did lend a pleasing optical effect. Equipment of today is a matter of detailed architec- ture of elegance and permanency.
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Latest Creations in Drapes
(Beautiful gowns and dresses made of uncut materials make pronounced impression on exclusive Fifth Avenue shoppers — Display manager's versatility in utilizing
short pieces of merchandise results in big demand.
ncs=oae=s=in
ILLUSTRATED herewith arc the remaining four of the series of eight beautiful drapes recently executed by Herman Frankenthal and exhibited in the Fifth avenue windows of the B. Altman & Company store, New York City, and referred to in die December Merchants Record and Show Win- dow. The original sketches of the drapes reproduced here, together with the originals of the four shown
last month comprise the collection that has been forwarded to Paris at the request of a French de- signer of international prominence.
An interesting feature presented by Mr. Frank- enthal, in conjunction with this exquisite showing, of drapes made from uncut materials, was a series of beautiful ladies' hats made from half-yard pieces of brocaded velour, and originally intended for vest-
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Drape Number 1.
26
Drape Number 2.
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Drape Number 3.
ings. This clever use of short pieces made a decided impression and discerning Fifth avenue feminine shoppers availed themselves of the opportunity of securing these snappy creations, as well as purchas- ing great quantities of the y2 yard pieces. While this idea is an old one with Mr. Frankenthal, it could become more commonly utilized by display men with big results.
The first illustration shown on this page pre- sents a beautiful dress which is made of all-over king's blue with gold pearls. The drapery starts from the waist and offers a most pleasing effect through the graceful folds on the skirt, being ac- complished with but a single piece of merchandise.
Drape Number 2 shows another beautiful and popular creation made of lavender silk, retailing at $35.00 a yard. After the plain skirt has been placed, a loose tunic starts from the waist and falls loosely down to the ankle. The waist is made of blue and
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Drape Number 4.
lavender tulle, both ends of the material falling gracefully down the other side of the dress in great wings like those of great butterflies. A beautiful garland of flowers completes the gown.
Another attractive dress is presented in the third illustration and shows a creation of greenish pearl all-over material. The price of this merchandise is quoted at $85.00 per yard and is one of the most striking materials shown during the present season. The drape of the tunic shows a new effect on one side while the other side is made of deep purple and satin ribbon. An Alaska seal fur trimming with flower completes the waist.
Drape Number 4 is made of beige color brocaded silk selling at $25.00 the yard. The beauty of this dress is presented in the side panel, which ends in a point where a silk tassel is fastened. The waist is arranged with bluet satin and a beautiful flower is employed to complete the drape.
27
Quotes from cM^ew York
Southern windows of unusual beauty in place after a most remarkable Christmas season- Tendency to show white merchandise exclusively in "White Sales" gaining in favor with Gotham artists — Saks' striking attraction — Abraham & Straus to commemorate their 55th anniversary in February — Altman's "employes' sale".
Gl[=£=OG]C=s=]Q
By F. F. Purdy,
SOUTHERN windows were prominent features in the shopping- district before and after Christmas. There will doubtless be a greater exodus to Florida this winter than ever, and the idea is that it will set in early. McCreery's had the earliest showing observed, which was put in December 15 — three windows, the half of the front nearest Fifth avenue. A Southern scene, with the bal- cony of a Florida hotel, was finely illustrated, with ac- companiments of lattice work, latticed roofs with lan- terns hanging therefrom. Fancy wicker furniture pieces were used and guests at hotel were taking tea. Apparel for Southern wear was shown — dresses, skirts, hats, parasols, etc. Looking to the rear from the balcony was a bcatuiful Southern sky in the hand-painted background. Palm trees and flying flamingoes, — something of a novelty in win- dow displays here — and the latter walking on the beach, added to the attractiveness of the scene. The
lattice work was covered with Spanish moss. The color scheme of the windows was blue and cream. After Christmas, Macy, among others, came out with Southern windows, Macy using three for the showing of suitable merchandise like fancy colored sweaters, awning umbrellas, vari-colored parasols, appropriate footgear, etc., besides the gowns. Signs predominate at this writing that white will prevail quite strongly in Southern wear, and thus white was most conspicuous here. At this exhibit the veranda of a fashionable hotel was featured, with marine view for a painted background, flowering shrubs, orange blossoms, etc., being used. Wicker tables and furniture were accessories to a success- ful showing, where guests were taking tea and en- joying the view, incidentally displaying all kinds of raiment and auxiliaries to Southern wear. One fea- ture giving a dash of local color was a husky porter pushing a feminine tourist along the boardwalk.
Display by J. H. Beyee for McCkeery & Co., New York City. Winner of 1st Prize in Satin Francais Contest.
28
Background Suggestion for Washington's Birthday Display by J. Walter Johnson, Powers Furn. Co., Portland, Ore.
The pre-holiday busniess here was immense. In fact, as one display manager said, "We have to almost push them out of the building, and even during the pirod of restriction of light, there was no let-up in the buying enthusiasm." In most in- stances the display people left the windows in the usual period. Mr. Elder, at Saks', had his windows assigned to the same departments throughout, but every other day changed the merchandise to give a wider showing of the entire stock of each depart- ment. We take it that this policy was prompted somewhat in that Saks', in common with most stores, offered a higher grade and more expensive line of specialities than ever, and the windows were work- ing on these goods overtime. There were 100 fine beaded bags shown at one time, for instance, mak- ing quite a sensation at the bargain price of $38.50, some of them claimed to be worth $100. But Saks' generally comes across with a striking offer a week before Christmas, and this was evidently "it." There was a jade ornament shown priced at $900, and a bag with gold fittings at $932, also sterling silver flasks for $48.50. This kind of merchandise needs ample display, which it received here. Saks' had one window devoted to jewelry and fine small bags for women 365 days a year, one buyer being in charge of both departments. These goods are clev- erly combined, and the chances are that this one window is the biggest "producer" in the United States. During the holiday selling period two win- dows were devoted to these stocks, one for each.
The Gimbel millinery salon on the third floor was transformed and transplanted to Florida right after the first of the year. The walls and interiors and tops of cases were built or decorated to represent a section of a popular southern resort. The decorations were basically Spanish mission, but modernized through coloring and various accessories. Screens, with posters were painted in modern poster style, with the Spanish stucco or sand color framing. In the center of the salon were two immense novelty cir- cular awnings, suspeneded from the ceiling half way to the floor. The lamps and the furniture con- formed to the rest of the furnishing. The Southern idea was also thoroughly represented in the win- dows.
The official orders regarding" the use of lights, because of the coal miners' strike affected the night exhibits for a time, less in Brooklyn than in New York. Lights were shut off at 6 o'clock generally. In several large Manhattan stores lights were en- tirely discontinued in cases and windows but the general feeling was that this was only a temporary inconvenience, and that the restriction of the use of electric light would not be long enforced, which proved to be the case.
After the southern windows the program here, as usual, is the white sale, which will be in full force all over right after New Year's. One display mana- ger remarks that he believes in white merchandise with a white sale, and he will only feature same, with not even the flesh colored lingerie that is often
29
Palm Beach Wear Display by Carl Goettmann for Joseph Horne Company, Pittsburgh, Pa.
seen in connection. "Everything white should go in a white sale," said he, "down to collars and cor- sets, and if there was a possible big sale for even white linoleum I would have it in."
New Front for Oppenheim, Collins & Co.
Mr. Benjamin, in charge of Oppenheim, Col- lins & Co.'s windows, says that when conditions are ripe for it soon, the 34th street front will be changed and a duplicate of the Pittsburg store front installed, where Ralph Armstrong looks after the windows. This front has a walnut back, with steel cut mirrors, and a double row of lighting after a design of this house, which we are assured must be seen to be appreciated. The adjoining store to the Newark establishment will be taken over when the lease expires in a year. In the meantime a new shoe department has been installed. Mr. Kenny, in charge of the windows of the Brooklyn store, has been at Lakewood, N. J., since the latter part of November. It is understood that he is seriously ill and that his recovery is doubtful. We have re- ferred previously to his valiant service during the war, which left its marks upon him. He has the best wishes of many friends.
The cup awarded for the best windows put in by display managers hereabouts during National Blouse week was shown in the McCreery windows during mid-December, John Beyer, display mana- ger for this house, having captured this trophy for
the fine windows we described in a recent issue. The verdict here is that he deserved the prize. Mr. Beyer also received the award not along ago of the prize given by a leading silk house in a national con- test for the best window featuring its product of satin Francaise silk.
The many friends of Sam. Gumbinner, the wax figure artist, will regret to learn of the recent acci- dent in which he was hit by an automobile. He was badly hurt and is now in St. Luke's hospital. It is understood that it will take him a long time to get about again.
The old Grand Opera House in Brooklyn is razed and the addition to the Namm store rising. This will give the store a full block on Livingston street from Hoyt street to Elm place, and a far larger frontage on Hoyt. There is no change in the Fulton street front, however, but some day that may come. The completion of the additions will give display manager DeVausney many more win- dows to look after. He has done wonders with the narrow Fulton street front, with the aid of the long arcade window, and the other windows at each side. All Brooklyn remembers the weekly change of the arcade, with striking military, naval and patriotic windows, where the glass often had to be removed to let in the cannon, the ship models, and huge fig- ures that held the gaping crowds. Right after Christmas he put in a window here illustrating the reclamation of property by the divers. He showed
30
a quantity of the salvage from the Pewabic, sunk in one of the Great Lakes in 1865. By a clever scheme a distinct idea was given of the bottom of the water where the work of reclamation was done.
Anniversary Sale for Abraham & Straus On February 1 Abraham & Straus will begin a month of sales in commemoration of their 55th an- niversary, when the store buyers will present some strong values. Mr. Katz, the well-known display manager, who is running Mr. Frankenthal a close race as dean of the profession in length of term at one post, has hardly "changed a hair" in his phys- iognomy in many years, and maintains that clever combination of the artistic and the commercial in his windows that have always given the A. & S. fronts their high repute. He will doubtless give a good account of himself during this 55th anniver- sary sale. A pre-holiday window of his finely fea- tured Batik boudoir gowns and boudoir jackets, with ornaments, vases, etc., harmonizing with the subtle Batik hues.
Mr. Waldron, display manager of the Loeser Brooklyn store, was a long time recovering his health,, and his illness left him deaf. There were hopes held out, however, and now we are told that his hearing is returning in one ear. He is looking very well, has a fine staff of assistants, and is put- ting up classy windows that maintain all the old
Loeser traditions, which he established. The New York display managers will hardly dispute the as- sertion that the A. & S. and Loeser windows are not exceeded in beauty and attraction by any in New York.
The employees of B. Altman & Co. are favored in many ways in securing necessities at low prices. In the places in the establishment where they con- gregate notices are frequently or regularly posted of special sales on the 8th and 11th floors, where offerings of special closeouts are made entirely for the employees, which are quickly cleared away, as they are always unusually attractive values. The announcement of these weekly schedules of sales is part of the company's bulletin to employees, which recently contained a little treatise on "Pulling Together" which we note here as a gem for putting in front of any set of employees anywhere. Read it.:
Pulling Together
The rising tide floats all the boats. That is as true in business as it is on the seashore. Those who do not appre- ciate that all go up or down together miss the greatest truth in business.
Those who see and act upon the fact that more business and better business each day and each year means better oppor- tunities for each one of us in the business— in other words, those who pull together — not only get ahead faster, but they get from their daily work, daily satisfaction.
Without that daily satisfaction in your work, no amount of money can make you happy. And you cannot have that daily
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Silk Shirt Display by Oscar Hagen for Ntjgent's Dry Goods Co., St. Louis, Mo.
31
Plate Xo. 1065. Display by Robert O. Johnson for Commonwealth Edtson Co., Chicago, III.
This unusually artistic and attractive display of electric utilities was arranged by Mr. Johnson for the Christmas showing and proved one of the most popular displays ever placed for this big organization. The large background drape was a brownish tinted grey velour caught
satisfaction unless you earn it by helping your fellow em- ployees.
In other words, you cannot rise by holding some one else down. You can rise by- helping others up. Keep the tide rising.
A novel feature of a recent window of Mr. Ros- siter, at Macy's, featuring furniture novelties for gifts was the presence of two feminine shoppers in the form of wax figures, fully clad in hats and furs for outdoors, who were walking about through the exhibit, making selections. A novel attraction at holiday time, which we mention because of its util- ity at any time, was the hanging in rear of the store, high above the main aisle, of a wide piece of net running from pillar to pillar. On it were woven the scenes of a child rising up in bed to look at the Christmas tree, while Christmas angels were flying about. But this scene would have been mediocre without the use of the diamond dust which was sprinkled liberally on all the objects shown by which they all scintillated in a way to attract un- usual attention. Doubtless this was woven on one of the big lace curtain machines, on which can be produced many another scene which would be of material assistance to display managers, and vital- ized by the use of objects woven into the net of diamond dust.
The great stock and assortment of handkerchiefs at Macy's was featured at the same time by a win- dow in the center of which was a maiden whose dress was composed of dainty blue-bordered hand- kerchiefs. In the rear was a solid background of same. A handkerchief row hung from side to side from ceiling in center, and there was a valance and
up at either side of center with deep red tassels. The floor was made of composition blocks painted black. The camels were set back of a plate glass at rear of the window. The plateaus were of Circassian walnut and Christmas wreaths hung from the wall candle sticks.
side handkerchief drapes at front like the setting of a stage, from which the handkerchief girl in center was the cynosure of many eyes.
Mr. Tormey, at Best & Co.'s, had a fine working toy window, or double window, 30 feet wide. Start- ing from left was a doll house fitted with furniture, all made at Best's. In center was a special plat- form bearing mountains, valleys and rivers and a little railway station, around the whole running the toy railway on a double track. A wind mill and Ferris wheel added to the attraction of the scene.
Santa Claus was on the job in most stores, but as far as noticed, display manager Herman Dulz, at Bloomingdale's, was the only one who had his benevolent working and making money for the house. Mr. Dulz had thousands of 25 cent Christ- mas packages, and multitudes of customers went up to Santa Claus to buy one. Not a bad idea for putting in your note book for next year.
The trade hereabouts came out well in getting the auxiliaries they needed for their displays from the fixture people. The manufacturers seem to have caught up with their work very nicely now and to be in position to take care of orders more promptly than for some time.
The department store of A. Holthausen, which is a mammoth one for a suburb the size of Union Hill, is being enlarged by taking in a material addi- tion on the same block, which will add largely to the window space to be cared for by display mana- ger F. Johansen. who has attained wide repute by some of his fine window displays, especially those which took prizes in the I. A. D. M. contests.
32
j itii 111 mi nmi 111 ■ni.i nimiiiiimiiiH
January Cover Design
'ilHllllllllllllliMIIIMIIIIIIIIIIIIIIIIIIilll mum. iiiiiHii.ilmniiiimnil IIIIIIIIIIIIIIIIIIIIIIIMIIIIII
IIMNIIIIIIHMIIIIIllllllllllHl II
THE window setting suggestion in full color on the front cover of this issue presents a most comprehensive idea of an unusually attractive dec- orative background to be used in conjunction with merchandise displays. It is designed and executed by an artist of national prominence and whose work has been published in Merchants Record and Show Window on many previous occasions.
As a special setting to be used in an alternating manner in a series of windows it will undoubtedly be most practical and pleasing in effect. The wood- work of the general frame and the frames surround- ing the smaller panels is made of %-inch material, and this woodwork forms the cornice, which is in turn supported by pilasters. The pilasters rest on a base of lumber about four inches high. The base is constructed in a manner that gives it a twelve-inch projection from back to front of the window.
The decorative paintings, unusually beautiful in effect, are inspired from old tapestries, but are not copies of them. The soft tones and colors used in these painted tapestries are wonderful, inasmuch as they do not in the least conflict with the articles
of merchandise on display, but, as it will be noticed, maintain those qualities that have decided tenden- cies to enhance the attractiveness of the complete exhibit. Paintings of this kind are extremely val- uable in a permanent way, and can readily be used in many places about the store after they have served the purpose of making the show windows attractive.
The floor to be used in conjunction with this display could easily be made attractive in several combinations, but the scheme presented in the de- sign on the cover, in which composition board blocks of dark blue and yellow as used is most pleasing and practical. The pilasters offer possibilities for fur- ther decorations in which carved wood or papier- mache ornaments could be used.
Like practically all window setting suggestions offered through Merchants Record and Show1 Win- dow cover designs this month's design offers practical advantages for a variety of treatments. It may be readily noted by display men that a most pleascing ef- fect is possible here by the employment of composition board cut-outs used in conjunction with scenic work.
33
cMe^rchants ^Record and Show Window
An Illustrated Monthly Journal for Merchants. Display Managers and Advertising Men
COMBINING
"Harmon's Journal of Window Dressing" - - Established 1893
"The Show Window" Established 1897
"The Window Trimmer and Retail Merchants
Advertiser" ..... Established 1903
"Merchant and Decorator" .... Established 1905
Published on the Fifth of Every Month by
Trie Merchants Record Company
J. F. Niclcerson, President and Manager.
Edw. H. Fox, Vice Pres. and Adv. M&r.
James W. Foley, Editor T. A. Bird, M&r. Service Dept.
431 South Dearborn Street - - Chicago, Illinois Telephone Harrison 3067
EASTERN OFFICE: Suite 1520 Woolworth Building, New York City Telephone 9618 Barclay
OFFICIAL ORGAN
International Association of Display Men
Kansas Association of Display Men
**In transmitting photographs see that full postage is prepaid, otherwise they may go astray. Descriptive matter should NOT be enclosed with photographs unless full first-class postage- is paid. Mark photographs for identification only, and send description in separate letter.
"Contributors of photographs should obtain duplicate prints if desired for their own use, as photographs entered in contest cannot be returned.
"When ordering change of address, subscribers should give both OLD AND NEW ADDRESSES to insure proper recording on our mailing list.
"Copy for advertisements should be in the publisher's hands not later than 20tL of preceding month to insure position in current number.
* Copyrighted by the Merchants Record Company
January, 1 920
At Your Service
HUNDREDS of letters were received by the ed- itor during- the closing months of the old year disclosing expressions of appreciation for the many benefits afforded through the 1919 issues of Merchants Record and Show Window, and at the same time extending hearty wishes for the contin- ued success of this publication.
It is indeed important to have first hand testi- mony of the value and importance of any effort, and while expressions of this nature have contin- ually reached this office since the establishment of Merchants Record and Show Window more than twenty-five years ago, the great development and progress of more recent years, during which time it has become indispensible to merchant and display man is the cause of greater pride of the editor and publishers of the Merchants Record and Show Window. To be informed by hundreds of the coun- try's leading merchants and display men of inter-
national prominence of the remarkable accomplish- ments of the publication, is most gratifying to those responsible for Merchants Record and Show Win- dow, yet does not in any way infer that they are entirely satisfied with its progress so long as there exists possible avenues through which more in- fluence may be exercised to the advantage of its thousands of readers.
The high standard of the subject matter in Merchants Record and Show Window will be maintained, and it is planned to offer many new features during the year of 1920. The best display artists in the world will continue to contribute pho- tographs and articles, and merchandising experts in every branch of retail business will prepare spe- cial features, all of which will make the pages of this journal even more inspiring and helpful than they have been in the past. Special efforts will be directed to the further development of the depart- ment devoted to Modern Store Outfitting and which during the year just passed manifested its value in a great degree with merchants and manufacturers of store equipment. Regular features in this de- partment concern themselves with such vital sub- jects as, selection of equipment for retail stores, de- partment arrangement, cabinet and show case se- lection and arrangement, store and window light- ing, electric signs, delivery systems, how to keep stock and many equally important problems.
Merchants Record and Show Window readers deserve the best that can be obtained and the editor guarantees for them during the year, the work and thoughts of the world's greatest merchandising ex- perts and window display authorities.
Daylight Competing Lamp Perfected
MERCHANTS and display men will be inter- ested in the announcement that comes from London to the effect that a light which far surpasses any existing arrangement of artificial light, and is the closest approximation to actual daylight ever accomplished, has been perfected in London.
The apparatus consists of a high power electric light bulb, fitted with a cup shaped opaque re- flector, the silvered inner side of which reflects the light against a parasol shaped screen placed above the light. The screen is lined with small patches of different colors, arranged according to a formula devised and worked out imperically by the inventor. The light thrown down from the screen is said to show colors almost as well as in full daylight. Under the new lamp yellows are exceedingly dis- tinct, indigo blue shows in its true value, likewise the cobalts, while the violets lose the reddish shade which they display in electric light.
34
Our Monthly Prize Contest
Merchants Record and Show Window awards a beautifully engrossed Diploma of Award each month for the best photographs submitted. Any dis- play man is eligible to enter photographs in this com- petition. Awards for 1919 have been made as follows :
C. A. F. Smith, Grand Rapids, Mich. Thos. F. Condon, Pensacola, Fla. Harry W. Hoile, Johnstown, Pa. Chas. T. Boyd, Seattle, Wash. Carl Goettmann, Pittsburgh, Pa. J. H. Wood, Paris, Texas C. M. Shrider, Zanesville, Ohio E. J. Short, Rochester, N. Y. William G. Bill, New York, N. Y. Henry Sherrod, Lincoln, Nebraska. W. J. Moorish, Moose Jaw, Canada Sam H. Brewer, San An&elo, Texas
Note: It should be understood that prize win ning pictures are not published the same month in which the prize is awarded. This would be imprac- ticable, owing to the fact that the displays would sel- dom be seasonable. For example, the prize winning photograph for December would probably be of some holiday display, as practically all of the photographs received during December are of that class. The winner would be announced in the January issue. This would be too late to print a holiday display, as the ideas contained in it could not be made use of for nearly a year. We therefore hold prize winning pictures until they are seasonable. The same is true of all other photographs we receive.
HARRY GORDON SELFRIDGE, former Chi- cago merchant, and founder of the great Self- ridge department store, London, England, has inaugurated a novel feature in connection with his business by offering for sale through the Selfridge Department Store, attractive homes at a most reasonable price.
Order Spring Equipment Now
THERE is in the United States more money today than ever existed before in any country. Wages have gone up to a level heretofore undreamed of. Everyone who wants to work has a job and employers are crying for more help. Everyone has money and everyone is spending it as never before.
All this means that the retailer has before him the greatest selling opportunity the world has ever known. Without doubt the coming season will eclipse any spring business we have ever known and most mer- chants are making big preparations to make the most of their opportunities.
Even now a vast amount of improvements are
under way. New stores are being, built; old ones are being remodeled; old fronts are being converted into modern ones and orders for fixtures and other equip- ment are pouring in at such a rate that factories are pushed to their fullest capacity to turn out the work.
Any merchant who expects to get new fixtures or other equipment for the spring season had better get his order in with as little delay as possible. Or- ders in most lines placed now are sure to be filled on time but every week's delay will lessen the chance of getting the goods and last-minute orders in all proba- bility cannot be filled.
Hundreds of merchants and display men were dis- appointed last fall and Christmas in getting fixtures and other supplies. The same thing will happen to those who delay their orders for goods needed for spring.
Send in your order now and insure against disap- pointment.
Our Service Department With the view of assisting our readers we will
be pleased to furnish information as to fixtures,
decorations and all kinds of store equipment.
The following list of subjects is printed as a help
in asking for information. Check the subjects in
which you are interested and send us the form. We
will see that you receive catalogs and all available
data.
Service Department,
Merchante Record Co.: Please send us any information you may have cover- ing the subjects checked on the following list:
Store fronts Advertising Service
Outside Show Cases Metal Furniture
Show Cases Shelving
Clothing Cabinets Counters
Elevators Wood Display Fixtures. . . .
Store Seating Metal Display Fixtures. . . .
Lace Racks Wax Figures
Rug Racks Papier Mache Forms
Curtain Racks Electric Signs
Backgrounds, Ornamental. . Store Lighting
Backgrounds, Hardwood... Show Case Lighting
Cash Carriers Artificial Flowers
Package Carriers Valances
Cash Registers Soda Fountains ~.
Delivery Wagons Store Ladders
Delivery Trucks Air Brushes
Advertising Illustrations... Store Designing
Write in names of subjects not listed
We expect to build (.
Date
Name
Address
.) Remodel ( )
Dimensions of Store.
Cut out and mail to Service Department, Merchants Record Co., 431 S. Dearborn St., Chicago.
35
<>
A Year of
usiness
Prosperity of past year to be as great if not greater in 1920, according to leading retailers Many problems must be con- fronted and overcome before country's stability and prosper- ous condition is assured — Sharp advance in Spring and Sum- mer stocks — Chicago merchant sounds warning.
EI5=0E]«=s3El
THE veritable stampede of buying in all retail merchandising enterprises which character- ized the year just passed, and the recklessness evidenced in the public's wild desire to spend the money, together afford one of the most interesting developments of our first year following the close of the great war. Profits of unusual proportions and more broadly distributed than in previous years have caused the most expert captains of the retail mer- chandising world to sit aghast in amazement, and having reviewed the developments of 1919 with its record-breaking trade transactions, find themselves facing the problems of another year with perplexity. And it is not difficult to fathom the causes for this uncertainty when we but scan the developments of the old year in which the most elaborate plans, the result of the functioning of expert brains, were swept feebly aside in the most voluminous orgy of business in the history of the world. It is no won- der that merchants, bankers and workers are in a quandry. They have just emerged from a year of unprecedented prosperity, yet a year conspicuous for its disappointments ; a year in which the most skillfully prepared plans accounted, in most part, for naught, and a year in which loomed up the vital reality that industrial, mercantile and financial prob- lems of greatest magniture must be met and solved for the safety of the country.
The problems revealed and confronting us will undoubtedly be met with keen, sober judgment and this will banish from our immediate presence de- pressing images reflected in the existence of these threatening conditions.
Of the many problems manifesting themselves in various degrees of concern was our old arch enemy, H. C. of L., who seems to thrive regardless of the efforts of public spirited individuals, govern- ment boards of control, with, we had presumed, the backing of the administrative forces of our govern- ment, and despite the activities of attorney generals. Had not the country been in the fortunate ship of bounty, 1919 would not have disclosed the remark- able prosperous conditions that were experienced.
When buying by the masses reaches that condition and point as evidenced during the year just closed, even in spite of the unusually high prices of all commodities, one is lead to the belief (the intelli- gence of the American consumer being granted) that something is radicaly out of joint. That some- thing, may be any one, or several of a number of things, but it is the humble opinion of the writer, that among the reasons for conditions insofar as they concern intensive buying under conditions call- ing for unprecedented prices, is the tremendous amount of money in circulation. Yet, granted that this fact has some influence on the great buying desire as evidenced in 1919, and there is absolutely no doubt of its having it, the curtailment or reduc- tion of the circulating currency alone would not ad- just conditions or materially reduce the prices on commodities.
In view of the utter failure of government agen- cies created to investigate and solve the momentous question of the high cost of living, we cannot look for relief from such channels — at least not at the present time — and it is a question in the mind of the writer if this problem is indeed one for govern- mental legislation and prosecution. Rather does it take on the form and general appearance of an eco- nomic difficulty to be solved or remedied only by the sound application of those primary principles of economics. This action when employed in con- junction with conditions of greater efficiency and increased production will do more to reduce the ex- treme living costs than all the legislative bodies at the command of the administration. The develop- ment to the greatest degree of our vast resources while at the same time practicing proper economy and eliminating waste will do much to pierce the bubble of H. C. of L.
You can't frighten the American Public and after economists of world-wide prominence and captains of industry from every nook and corner of our great country have told the attentive and patient Amer- ican Public how to reduce the cost of living, it re- mains for the editors of trade journals and news-
36
A CORRECTION
C. A. F. SMITH Wins 1919 Grand Prize for Most Points Won at Convention of
International Assn. of Display Men
In the official report of the I. A. D. M. and in a recent Koester School advertisement Mr. Whitnah of Topeka, Kansas, was credited with winning the highest number of points in the I. A. D. M. Contest.
After a careful check of all contest entries and prize winners, the new secretary, Mr. T. Guy Duey, Grand Rapids, Michigan, finds that errors had been made in listing points which resulted in the awarding of the cup to the Topeka .display man, whereas the real winner of the valuable trophy should have been announced as C. A. F. Smith, display manager for Pegues-Wright Dry Goods Company, Hutchinson, Kansas. The cor- rected report of points now gives Mr. Smith an undisputed claim to the *-— — •iW Grand Prize for 1919 with 230 points.
Mr. C. A.F. Smith Is a Koester Man Too
The fact that Mr. Smith with a total of 230 points and Mr. Whitnah with a total of 225 points were both Koester men is a matter of especial pride to the Koester School.
Each year has seen Koester men carry off the major por- tion of all honors at the yearly conventions of the I. A. D. M.
This fact is emphasized here as only one of many proofs that it pays to have Koester training. Koester training will enable you to not only win prizes, but more important still you can win that increase in your pay envelope.
C. A. F. Smith, Grand Prize Winner
"* Display by C. A. F. Smith While With Herpolsheimer's, Grand Rapids, Mich.
DECIDE NOW TO BE A KOESTER MAN
The longer you wait the longer you are putting off your chance to earn more money and win greater success. The trained man will always have a decided advantage over the untrained man — you can't afford to stay in the untrained class.
No matter how much experience you have had in this work, a short course at The Koester School will be of material help to you.
WINDOW DISPLAY— ADVERTISING— CARD WRITING
The above are the three studies taught by personal instruction at The Koester School. Ad- vertising and Card writing are also taught by Correspondence. The fourteen years of ex- perience in teaching had by The Koester School means that the courses have been tried out and developed to a point of greatest efficiency. Better plan on the earliest possible enrollment.
1920 CLASSES START JANUARY 5th
THE KOESTER SCHOOL
With which is consolidated The Economist Training School of N. Y.
314 South Franklin Street
Chicago, Illinois
I saw it in the January "Merchants Record" — Page 37
papers to gently inform the tolerant, lovable public that it will cost more to live in 1920 than it did in 1919. Insofar as the foregoing statement is asso- ciated with the women's clothing- and men's wear articles it may be noted that sharp advances in the ' cloaks, suits, silks, fabrics, woolens, are to nnounced immediately. The advances in prices range from a thirty per cent increase to an advance of 100 per cent as evidenced in the selling figures for the spring supplies of decorated silk foulards.
The insistence of the public upon cloth made from finest wools is a large factor in the present high prices of clothing, according to William M. Wood, president of the American Woolen Company, Boston, Mass. Commenting on the conditions of the year just passed and what might be expected of prices for 1920 insofar as they concern clothing, Mr. Wood says :
"If our people would consent to wear good, sub- stantial, durable clothes, made of coarser wools, clothing could be purchased at considerably lower prices than those which now prevail. It is generally thought that the cost of cloth is the controlling fac- tor in the cost of clothing, but the fact is that the cloth cost is less than half the cost of the completed suit, and other factors contribute to the price of clothing quite as much as the cost of the cloth."
Despite the evident tendency for a general fur- ther increase in prices during the present year, gen- eral conditions in the merchandising and industrial worlds will likely be on a safe and sound basis, and it is pleasing to note the general optimism existing relative to the great labor unrest so decidedly man- ifested during the old year. Leaders in every branch of business see continued prosperity.- Wages will continue high and with them will be the inevitable demand. If production is increased to the capacity American workmen are capable of extending it, much of a great problem will have been solved.
Fred Levy, president of Levy Brothers, Louis- ville, Kentucky, and president of the National Asso- ciation of Retail Clothiers, is another figure of na- tional importance who sees great business prospects in 1920, and in a letter to the editor of Merchants Record and Show Window sets forth several rea- sons for his prediction. Mr. Levy says :
"Business during the year 1919 was big, in fact, the greatest volume was done in that year than ever before. This condition was general, according to reports that have reached me from all over the coun- try, and there are several reasons for this condition. Generally speaking the country was prosperous and everyone was working; men were returning from overseas and were in need of clothing. These con- ditions meant increased business. While some trouble was experienced during the early part of the fall of 1919 in procuring the. necessary merchan- dise, that condition has righted itself.
"I do not see any reason why business will not be as large, or larger during the year 1920. A great many people declined to buy clothing last year, pre- ferring to wear out the old supply, but these people will all be in the market this year. Owing to that fact, and also to the fact that merchandise, as a rule, is not made up, and is not as good in quality as it has been in previous years, I hardly think it will stand up and wear as long as it formerly did — so that also will mean additional business. I am look- ing forward to a big year in 1920."
A warning to "merchants is sounded in an inter- view with Albert Hoefeld, president of the com- pany bearing his name, and operating seven men's furnishing stores in Chicago's loop.
"In looking back over the year 1919," says Mr. Hoefeld, "I find that retail business has steadily improved. There has been a constantly growing demand for the better grades of merchandise in spite of the ever increasing prices. The great masses of wage earners have all found employment at lib- eral wages and they have not hesitated to buy the best they could afford. It has been a year in which all merchants have made money.
"The question asked by all and answered by none is : How long will this wave of prosperity last? Prices for Spring in all lines of men's furnish- ings are much higher than those which prevailed during the past Fall and the prospects are that the Fall of 1920 will see an additional advance of at least the same proportion.
"In my humble opinion it seems advisable that merchants exercise considerable caution in accumu- lating stocks at these exorbitant prices. I believe that the time is fast approaching when prices quoted on various commodities will be so high that people cannot, or will not buy as freely as they have been doing in the past. Whenever that time arrives it will be well for the merchant to have his stocks well in hand."
Dry goods conditions are not unlike the others, excepting that the advances in the cost of materials are even greater in proportion. However, those who direct the great merchandising institutions are most optimistic concerning what the new year has in store. In discussing the trade conditions, S. C. Pirie, President of Carson, Pirie, Scott and Com- pany, Chicago, prescribes a remedy for the high cost of living. The remedy is "Work." Mr. Pirie states that the great problem of today is due to a great ex- tent to those who "live in ease and luxury through the benefits that came from the war."
The problems before us are many and difficult, and the concerted effort of every organization must be directed to the solving of them. The ills will be remedied through greater production, more effort, higher efficiency and the elimination of waste. The proper application of these will restore stability and bring prosperity and contentment. — J. W. F.
38
Spring Openings
L. Baumann & Co. salesmen are on the road to show you the Best Spring Line of Decorations ever shown.
FAIL NOT to see their line before placing your order for Spring Decorations.
OUR DESIGNS are the newest and best.
OUR DESIGNERS are the best and most progressive displaymen in the United States and Canada.
OUR COLORINGS are the best. We still have sufficient imported colors to last us one year.
OUR ORGANIZATION is complete, and we anticipate our customers' wants.
OUR STOCK of Flowers and Foliage is the largest in the world.
OUR FACTORY equipment and organization is superior to any.
We supply Marshall Field & Co., The Hub, Maurice Rothschild, etc., Chicago. Famous Barr Co., St. Louis, Harris Emery Co., Des Moines, J. L. Hudson Co., Detroit, May Co., Cleveland, McCreery Co., Pittsburgh, T. Eaton Co., Canada, Block & Kuhl, Peoria, and most all of the best stores in the United States and Canada.
We Have All the Spring Flowers in Stock
Lilac in all shades, Roses, Orchids, Apple Blossoms, Daisies, Clematis, Wisteria, Peach Blossoms, Sweet Pea, Hyacinths, Daffodils. In fact any flower and any style you want to use.
Catalog Ready Lf Octlllll cLFOl QC V/0« Best Merchandise Jan. 15 Leading Importers and Manufacturers Lowest Prices
357-359 West Chicago Avenue CHICAGO
I saw it in the January "Merchants Record" — Page 39
— Z, _„„..,„„
,__ _ -m-__-'i^-- ■ . -■..■- ■ ■'■■Ll-'-y'-^Wl
State Street Notes
Greatest Christmas business in Chicago's history — Annual post-holiday sales now in full swing — Movement to limit style seasons discussed by big retailers — Silks and fabrics in great demand regardless of greatly increased prices — A few of the popular evening gowns — Styles indicative of the trend
of Spring fashions.
□ Es=0nO==JB
IT was the greatest gift-giving Christmas on record and State street witnessed the most intensive orgy of holiday shopping in Chicago's history. The great Christmas buying era which started immediately follow- ing Thanksgiving, only to be halted to an extent by the regulations placed in effect by the U. S. Fuel Adminis- tration during the strike of coal miners reached its tidal point during the week before Christmas and continued with ever increasing proportions until Chicago's great merchandising institutions found themselves unable to meet the demands in many lines of materials. Never before has one seen departments so devoid of mer- chandise as those which existed in many sections of the great stores the day previous to Christmas. Money spending was general — and it was reckless as well. To add to the already abnormal conditions help was scarce and several stores were forced to go through this unprecedented season with an insufficient number of sales persons.
Christmas (Bonuses Cause
Merchants themselves expressed surprise at the volume of business and fairly marvelled at conditions which seemed to have eliminated care in buying, a bus- iness fact usually scrupulously exercised by shopper. "And they won't buy low priced goods" observed one merchant. "The people insist on expensive presents, and spend their money like water." Another big State street merchant in offering reasons for this overwhelm- ing Christmas business stated that in addition to the general conditions existing by which everyone seems to have money, he believed that the purchasing of such expensive gifts resulted from the action of hundreds of businesses and industries in declaring bonuses to employes, ranging from 10% to 25% of their annual salary. Be that as it may — Christmas is over, and it was the greatest in the nation's history. We sincerely hope that the thousands of clerks that bore the brunt of the orgy have by this date had ample opportunity for respite.
Christmas over, the newspapers carried great ad- vertisements announcing the Clearance Sales, and sev- eral of the stores set immediately to work in prepara-
tion for the great White Sales, an annual feature event during the month of January. It was noticed that this occasion was not observed in 1919 to the extent of
previous seasons,
but indications augur for a greater
Special Advertising Feature by Marshall Field & Company, Chicago, III.
Verses by Ievin C. Lambert and Published in Chicago Daily Papers Each Year on the Day Following Christmas.
effort along this line than ever before during the pres- ent month.
State street department stores and specialty shops are showing a variety of beautiful suits and dresses indicative of the fashion trend indicated for the advanc- ing Spring wear. The early showings will be in full sway as soon as the clearance sales are concluded. The suits in evidence at present have much of the effect of sports wear though the bright flashy features usually associated with the latter are conspicuously absent. The skirts are straight and plain, a little shorter than heretofore, and a trifle wider. There is very little
40
IXTURES for Window Displays have proved the best means of keeping the public informed on the distinct class of merchandise you sell. Harmonizing color effects with our Colonial Fixtures appeal especially in displays show-' ing women's wear — they discriminate.
YOU WANT PROFITS
Help build prosperity in your community and incidentally AID in building up your profits by using our fixtures in your next Window Display.
Catalogue D. is free and, in addition to illustrating fixtures, backgrounds and other dea> rations, shows many interesting ideas for the display of merchan' dise. The largest factory of the kind in the world invites your inspection.
THE DECORATORS SUPPLY CO.
ARCHER AVENUE AND LEO STREET CHICAGO, U. S. A.
The fixtures shown —
pleasing adaptation of
Colonial Design
-i»i
I saw it in the January "Merchants Record" — Page 41
trimming. This fullness of the skirt scorns to be quite general and the coats follow the same general style with straight lines and loose about the hip.
The volume of early business in silks and fabrics for Soring and Summer wear is unusually heavy for this early date and judging from the great demand as evidenced in advance orders, the silk situation is likely to be little better than that which existed a year ago. Not because the silk manufacturers are not producing more finished products than they did in 1918-19 but be- cause of the general increase in demand on the part of the public for these materials. Taffeta and light weight silks are greatly evidencing their advantages in the early spring showings while chenille and worsted are prominent. Georgette holds its popularity as usual, and foulards, one of the most popular creations of the past season seems to show a tendency to be in even greater demand next season. Decorated foulards with stripes predominating, in various colors, are popular.
And the great general demand for suits and fabrics of quality and style, is in spite of the announcement that these materials will cost more in 1920 than ever before. According to the report of the National Cloak Suit and Skirt Manufacturers' Association, a still further advance in prices will undoubtedly manifest itself before the season is brought to a close. The ad- vances on a few materials already listed show stand- ard serges 40 percent higher than in 1919; tricotines have added 30 percent, poplins 30 percent, tweeds 40 percent, and standard printed silk foulard has jumped 100 percent. What the public will be expected to pay may be fairly accurately estimated from the above advances.
The plan to limit style changes suggested through the National Association of Retailers has failed to arouse any great comment among merchants, they evi- dencing, however, the desire to be of assistance in com- batting the much discussed H. C. of L. Major A. A. Sprague, of Chicago, is given credit for this new idea which would limit the style seasons to three in number, Spring, Summer and Winter. With the adoption of proposed changes the regular style seasons, Winter and Mid- Winter would be abolished, as would also the sub- divisions of these known as early Fall, late Fall and early Spring.
The windows and departments of the better Chi- cago stores have been and are at present presenting a variety of stunning evening and party togs. A most at- tractive and pleasing gown presents a creation of black satin with a casaque of gold brocade all over. Another presents" a new over-material of terra cotta brocade. The skirt is draped and bands of jet extend from the girdle. Another popular and pleasing gown is a dress of black satin, skirt supported by a bodice of deep cream lace worked in a design of beads. The sleeves of this gown are long and wide, and often edged with narrow bands of ermine.
Black velvet seems to be practically in a class by itself for winter occasions but brown in the same ma- terial has enlisted many supporters. A beautiful brown velvet recently shown in Marshall Field & Company's window was trimmed with rich fur with a long silk fringe of black making a pleasing contrast with the' black. The turban was of black tulle with mush- room tucking almost covered with rare black ostrich. Another model showed an interesting evening cloak of velvet brown worn over a sequin gown. Satin was placed in large ovals, and semi-ovals across the sleeves and the back. It was lined with satin and trimmed with a border of fur. Another creation was a dancing gown with bodice of satin folds with lace all-over. The skirt w'as gathered with a sash of black velvet ribbon and gracefully draped in loops from the waist line.
Another new specialty shop was opened in Chi- cago's loop just previous to Christmas when the Rainbow Waist Shop Company announced its read- iness for business in one of the main floor spaces of the Marquette Building, Adams and Dearborn streets. The entrance to the new shop is on Adams street. The store is handsomely equipped with the latest in fixtures and the display windows are beau- tiful in a finish of ivory and gold.
Winners in Satin Francois Contest
JOHN H. BEYER captured the capital prize of $150 in the big Satin-Francais window display contest recently closed. Mr. Beyer directs the display de- partment for James McCreery & Company, New York City. Tulsa, Okla., had the distinction of being the only city, excepting New York, where two prizes were awarded. O. E. Wheete, display manager for Halliburton-Abbott Company was winner of a third prize of $50.00, and a fifth prize was awarded to Van- dever Dry Goods Company, Tulsa. A complete list of awards follows :
First prize — $150. James McCreery & Co., New York. Second prize— $100 each.
Lippman Wolfe & Co., Portland, Ore.
C. F. -Hovey & Co., Boston, Mass.
Frederick Loeser & Co., Brooklyn, N. Y. Third prize — $50 each.
Denver Dry Goods Co., Denver, Colo.
Halliburton-Abbott Co., Tulsa, Okla. Fourth prize — $25 each.
J. W. Thomas & Co., Minneapolis, Minn.
Rorabaugh Dry Goods Co., Wichita, Kan.
Chamberlain-Johnson Dubose Co., Atlanta, Ga.
Bush & Bull Co., Easton, Pa. Fifth prize— $10 each.
Flint & Kent, Buffalo, N. Y.
John Taylor D. G. Co., Kansas City, Mo.
Vandever D. G. Co., Tulsa, Okla.
Gimbel Bros., New York City.
Keith-O'Brien Co., Salt Lake City, Utah.
Robinson D. G. Co., Battle Creek, Mich.
Rankin D. G. Co., Santa Ana, Cal.
C. W. Klemm, Inc., Bloomington, 111.
Frank E. Stutson Co., Washington Court House, Ohio.
42
For the New Year, 1920
Use
EZY-BILT
A prominent displayman says: "Used Ezy-Bilt window board in my holi- day displays for the first time. One of my 1920 resolutions is that I shall use Ezy-Bilt window board throughout the year. I have tried other boards, but Ezy-Bilt beats them all in every respect."
'EZTY-BILTF requires no frame work, no expensive carpentering. Does not warp, bend, buckle or sag.
Cuts with a knife. Unlimited as to its
possibilities.
EZY-BILT window board is the cham-
HUNT-CRAWFORD CO., Coshocton, Ohio
pion window board used by all of the champion displaymen. EZY-BILT is particularly adaptable at this time for making cut-outs of every description, including backgrounds, figures, relief ornaments, etc.
Special Introductory Offer
This offer is for our two new sizes as follows:
14 Sheets, Size 36x48 in., $5.00
11 Sheets, size
36x40 $5.00
Order one of these packages today and give EZY - BUT a trial.
I saw it in the January "Merchants Record" — Page 43
fe^tMawuwduu^a^ait^^^
2
1 Hoiv to Make Show Cards
Practical instructions covering the fundamental principles of the department store card writer's work with suggestions from experienced show card men as to the best methods and tools to use.
□[=♦«=]□
Conducted by G. Wallace Hess
This department is a regular feature of Merchants Record and Show Window. All of our readers are invited to submit as many Questions as they like. Inquiries received prior to the twentieth of each month will be answered in the following issue.
PEN lettering is a bugbear to many beginners, also many old-timers. First, to do good pen lettering one needs the right kind of card-board and this, as at first might be supposed, does not mean a high- priced board. On the contrary, it means a medium or low-priced board. I am speaking now of pen lettering for card signs — not pen lettering for re- production or design.
first Showing
spring Dflillinerg
First, you must get a single-coated board. The coating on a card-board is flowed on like kalso- mine and the sheet then goes between hot rollers. Several coatings may be put on, which makes a more expensive board and a fine material for pro- cess printing, but poor for pen lettering.
(Bloves for Caster
Out of all the pens on the market, used by card- writers, there is only one that cannot be improved greatly ; that's the music pen. Those of you who have used it know it is the only pen to flow opaque colors without being roundly cussed. This is due to the great flexibility which permits the color to
work down the slit, or to the three points and two slits in some pens. Give us, say, a Number One text pen with two slits instead of one and we'll flow opaque color readily.
Many reproductions of work done by the so- called speed-ball pen where the appearance of the lettering is white on black board, are misleading. The plates are made by the reverse etching pro- cess. If you harbor the idea that you can flow opaque white or colors on large speed-ball pens you had better forget it — use a fluid ink.
There is a half-concerted movement in this
Pre-inventary Stiles
in which you will find rare rvalues tor these days*
country to change our measuring system from the yard to the metric. It will be a vast improvement if we do this, and one can readily see that if brushes or pens were graded according to metric measurement, a pen or brush ferrule, one, two, or three millimeters in diameter, we will not find a Number Eight brush as big as some twelves and some twelves as big as some eights.
In the plate showing lower case speedball let- ters I have arranged a systematic succession of strokes and curves which if followed carefully will bring every stroke and curve into play — first to the right, then left, or vice versa.
In the top line you will see two o's with a dash thru them. You can begin at either place, that is, either to the right or left of an imaginary
44
Standardized Backgrounds
for
Your Show Windows
This Standardized Background, subject, "When the birds are flying north," is very beautiful and wonderfully practical for use in making up your Spring Opening windows. Large panel painted on heavy muslin, color turquoise sky, with birds, and foreground in soft pink and yellow Spring flowers. Top strip, base, and drape effect at ends painted on reinforced wall board. Size 9 ft. high by 12 ft. wide. Price, net $75.00
Standardized Backgrounds for your Show Windows for Spring will save time, worry and money. The study of this problem has been done and we offer you this suggestion, a very practical one, and will mail a new, loose leaf cata- log full of valuable ideas, you will welcome we know, ideas that are excellent but thro'out furnished to you at a reasonable cost.
THE BODINE-SPANJER COMPANY
Designers and Manufacturers of
Decorative Backgrounds for
Show Windows
Phone Diversey 2585
1160 Chatham Court CHICAGO
To get to our studios, take Larrabee St. car, on Dearborn St. (down town), go north, get off at Division St. and walk 1 block west to Chatham Court.
DO NOT FAIL TO VISIT OUR SHOW ROOMS AND STUDIO WHEN IN CHI- CAGO.
Special setting at left fa very effective in soft Spring colors, size panel 4 ft. S in. wide by 8 ft. high. With small decorated placque which stands at side. Com- plete, each $65.00
I s aw it in the January "Merchants Record" — Page 4$
IIIIOIIIIOIIIIOMIIOIIIIOIIIIOII
adaqadaq « pabpabpa mlmlmlmlrrHwIw wlwlwl
0=0=0= =o=c=e=o= mond mona bent dealt helio nord cedar teal fehlor gorge pup que Id
vavawww kz KZKZlz*
Exercises in Speed Ball Lettering Bringing Every Stroke and Curve into Play. Original by G. Wallace Hess.
vertical line drawn thru the center. Begin wher- ever it seems easiest. Again some will swing a circle easier to the left, others to the right. In the eighth line notice the difference in width of stroke "K," caused by too much ink on the pen.
Some wag has said that a woman can find one hundred and sixteen uses for a common hair pin. Here's one, the other hundred and fifteen don't matter. If you use a common penholder, such as Eberhard Faber No. 1331, you will find a hole up the center of holder. If you use a speed ball pen in such a holder, you can compress the loop-end of hairpin until wires are one-sixteenth inch apart, then with pliers or file cut off wires to right length according to depth of hole in holder. Spring wires at cut ends so they close like a common wire paper clip. Compress points and insert in opening, ad- justing loop end so it comes about one-eighth inch back of pen point and lays close to pen. Make sure 'that hairpin is not too thick.
This can be used on any pen instead of a re- tainer, or to great advantage on pens with the reser- voir on top only, as the speed-ball.
In using speed ball or plug pens, study the card for which you intend using them. For example, if you have a card like Number Four to go in a dis- play of dainty feminine material, don't use a great big, heavy face letter. On the contrary, Card Three shows an ideal use for plug pens. Notice the semi- poster effect in the displayed line and the seriffs on same. They lend themselves easily to this letter.
Again, notice smoothness of strokes in lower lines. This is done on single coated board, six cents a sheet. Compare with alphabet done on bristol board at forty cents a sheet. Refer to Card Four and study the utter simplicity of lettering and its readability.
Also notice cards One and Two. Such cards worked out on pale green mat board in gold, laven- der and green, are pretty — or reversed on pale lav- ender board they can be done in gold and green and purple.
It's about as hard to discuss the merits of tools in card writing without hurting someone's feelings as it is to get Congress or the Chicago School Board to do something.
46
A Special Offering for
SPRING
This Highly Effective Background
$35.00
ONLY a limited number of these backgrounds can be produced which allows us to assure a guar- antee delivery. Your order must be placed at once to participate in in this plan.
These decoratives are entirely constructed of wall-board and lumber seven and a half feet high, ten feet long, the coloring is done in oils of unusual spring shades, which makes them an ideal treatment for a splendid exhibit.
Don't be one of the disappointed ones. Send your order now and be sure of your service. Different scenes are painted when more than one set is wanted.
Catalogue sent only to bonafide displaymen. Request must be made by the firm.
MODERN ART STUDIOS,
431 N. Clark St., Chicago, 111.
THE HECHT FIXTURE CO.
CHICACO
Get in your orders early
for beautiful enameled forms.
Buy them in time for the coming season. Our Catalog "E" tells you all about them, as well as metal display fixtures, racks, hangers, etc.
The largest stock of Valances
Carried in stock for immediate delivery Samples sent upon request
The Hecht Fixture Co.
NEW YORK SHOW ROOM
65-67 East 12th
Between Broadway and 4th Avenue
Medinah Bldg., Chicago
Wells St. and Jackson Boul.
/ saw it in the January "Merchants Record"— Page 47
|
a — . y Ornaments for smart spring millinery ^Desirable shades O/reiiKSt effects satisfying tv discriminating tastes |
||
|
4- |
The above can be taken seriously from one who has made a study of pen lettering for a score of years, who, when he first started talking pen in these columns years ago used to be ridiculed by skilled brush men; from one who thought he brought the first plug pens (commonly called speed ball) to this country, and was threatened with suit for in- fringement for selling an article made in Europe for a decade before they were made here ; from one
7hi
^ght &ty/es
in
(§loye?.
"Values that are i*tte.r&stittq.
7sn't it
pretty Qood
to find suits like these at
Values to f500.0
who brought out the payzant, the music, the camel- back and other ball-pens. There is not a text pen made in Germany, England or here, or a speed- ball made here that cannot have their working ends improved by carefully, very carefully rubbing same on an intensely hard Arkansas oil stone, as made by Pike, for jewelers, dentists, engravers and machinists. Compare cards Five and Six. Five, with the speed-ball, Six with a pen of my own. Notice the sameness in Five — all with the same size pen. Notice the varying widths of strokes in Six and the fine tapered ends of letters, all with the same pen. Which looks the most graceful? — and yet, referring to this pen, I told my friend, Dick Blick, at the 1912 convention, that I could make a better pen than the Payzant and sell it for a nickel.
Suggestions From C. L. Ferrell
THE following letter was received from Curtis L. Ferrell, display manager for the Davidson Com- pany, Hattiesburg, Miss.
"I was interested in the article "Renting the Drug Store Window!," published in the December Mer- chants Record and Show Window, and believing that the following will be of interest to the men of the profession I respectfully offer it for publication:
"I have, for some time, been using two drug store windows, one extra large furniture store window and two windows of the Hattiesburg Light & Power Com- pany. I decorate for the owners of these windows using, of course, an amount of their merchandise, but for my services, I also have the opportunity of display- ing merchandise from The Davidson Company store.
"It is a very easy matter to combine the different lines, sometimes a little odd, but for instance : In a display in the Light & Power Co.'s window, I used a pretty floor lamp and a gas heater, with figure sitting in front of the heater and one standing wiith coat on arm as if she had just entered the room. In the drug store windows, lingerie, silk underwear, etc., with toilet goods, perfume, etc., baby wear, with talcum powder, baby toilet sets, etc., also many other lines.
"In the furniture store windows, more so than in the others, almost every line in my store can be com- bined with some class of furniture. One window that I had in a short time ago showed silk underwear and fine negligees in conjunction with a beautiful bed room suite in old ivory, this combination making a beautiful setting. Another was of evening dresses shown with a handsome library suite in mahogany, Adam style. In this window which is 12x30 feet, I used five wax figures. To show that it helps the fur- niture house too, both of these suites of furniture were sold from the window.
"I also had a "Baby Week" display in this same window a month before and from the window we sold seven baby carriages from $35.00 to $70.00. Does it pay? The lighting in this window is very poor and for this reason I have been unable to get a good photo- graph but will furnish the name of the furniture com- pany to any one doubting this statement.
"I don't know whether any other display men have tried this method or not, but if they haven't and would like to I am confident that the results will be very satisfactory.
"Our town is 20,000 and I have displays six months of the year in these stores on four different streets and in all of them a card reading, "Display by Davidson ;" and believe me ; it pays. I change these windows once a week and there are always orders awaiting some of the merchandise shown, if no duplicates are in stock."
48
What Is Your Answer?
That our forms are the only ones actually preferred to the expensive forms, is proved by these facts. The most prominent and successful chain store opera- tors, who buy forms practically every week in the year, prefer our forms to all others.
The A'delberg Feder Stores, N. Y. Waist House, N. Y. Waist Stores, Rainbow Waist Shops, and the J. C. Penney Co. buy our forms only.
The J. C. Penney Co. is to open 100 stores this spring. They will be located in every state in the Union. We have received the orders for every form that will be used in every one of these 100 stores.
Latest style, finely enameled waist form. Square monu- mental bronze base
$8.50
Best style dress form, finely enameled, on square monu- mental bronze fi» -i *> CA
We show our two larg- est selling items with prices to prove that we can supply the highest quality forms at a saving of 25 to 35 per cent as compared with the prices of firms that have ex- pensive, salesrooms, salesmen, officers, and other costly upkeep that must be added to the cost of their fixtures.
Send us a trial order, and we guarantee you will be as enthusiastic about our goods as others have been.
Immediate deliveries made possible by immense in- crease in our plant plus a profit-sharing plan with all employes.
David Sobel's Sons
Successors to
Co-operative Display Fixture Co.
143 GRAND ST. NEW YORK
Whenever you
think of
Brushes, think
of "Perfect
Stroke"
Lives Up to Its Name
A rose by any other name would smell as sweet —and a "Perfect Stroke" by any other name would still be a "Perfect Stroke." Why? Because it lives up to its name — does the kind of work that makes a man feel proud of a job. Use
**
Brushes and Supplies
and you use the best.
New catalog ready! If you haven't your copy, write today! It's filled to overflowing with worth-while sugges- tions.
BERT L. DAILY
126-130 E. Third St.
Enitre Fourth Floor
Dayton, Ohio
These Outfits are a Great Investment
These outfits will greatly 'reduce the cost of maintaining y->ur wax figure* and flesh enameled display forms.
USED BY LEADING STORES IN EVERY STATE
With This Outfit— You Can Clean and Retouch Your Own Wax Figures
Producing the same high class (oil finish) as executed at the factory. COM- PLETE OUTFIT includes prepared ma- terials to clean and retouch 100 figures. Full formula. Tools. Instructions. Price for complete outfit $5.00
TTSB NUENAMEL to clean and refinish your *-* enamel forms the right way. With thiB com- plete outfit yoo can clean and refiniah your flesh enamel forms, producing the same dull finish as when first purchased
SATISFACTION GUARANTEED OR YOUR
MONEY BACK No. 1 outfit will clean and refinish 100 forms $1 76 No. 2 outfit will clean and refinish 200 forms. 2. 60 No. 8 outfit wi clean and refinish 300 forms.3.60 No. 4 outfit will clean and refinish 600 forms. 6. 00 NUENAMEL is made expressly to clean and refinish flesh enamel forms. No other prepara- tion will produce the same dull flesh finish.
IT DOESN'T MATTER HOW BADLY YOUR FLESH ENAMEL FORMS CRACK, CHIP. OR PEEL OFF
They can be easily repaired with FLESH ENAMEL CEMENT and used again for display. FLESH ENAMEL CEMENT Is easy to apply and dries hard to match the enamel surface. Fully Guaranteed.
Full instructions how to use with each outfit.
8 ounces net weight. Price $1.25
16 ounces net weight. Price 1.75
32 ounces net weight. Price 2.50
48 ounces net weight. Price 3.00
It pays to purchase in large quantities, age will not affect materials.
Eyelashes for wax figures. Correctly shaped. Ready to fit In place. 50c set, 6 seta $2.50. 12 sets. $4.50. Full directions with each set. Same as used by leading figure manufacturers.
New Catalogue Free
Harrisburg Wax Figure Renovating Co.
335 Crescent Street, Harrisburg, Pa.
J saw it in the January "Merchants Record" — Page 49
MmMmMH*MtP*H*#m" ; n.uminnm iiiimiimiii in iiiiin mi ill mi I mllll I nimi rutin I n liiiiimiiillliilil | | I I;ini:llll Illlllllllllllllllllllllllllll II Illllllllllllllllllllllll IIIIIIIIU
International CAssociation
1 First Vice-President
L. F Dittmar. National Cash Register Co., Dayton, Ohio.
:d Vice President
Pert Cvltus. Rhodes Bros.. Tacoma, Wash.
Third Vice President
I Iames R. Trewheila.. Best & Co.. New York City.
Treasurer
= L. A. Rogers, John D. Mabley, = Detroit, Mich.
of
(Display Men
President — E. Dudley Pierce, Sibley, Linsay & Curr Co., Rochester, N. Y. Secretary — T. Guy Duey, Wurzhurg's D. G. Co., Grand Rapids Michigan.
A Educational and Business Organization
Executive Committee
R. W. Christophel, Chairman, Frank & Seder, Pittsburgh, Pa.
Program Committee Chas. F. Wendel, Chairman, J. L, Hudson Co., Detroit, Mich.
Publicity Committee James W. Foley, Chairman, 431 So. Dearborn St., Chicago, 111.
Educational Committee
A. E. Hurst, Chairman, 231 W.
39th St., New York City.
Membership Committee
Samuel R. Weiss, Chairman,
Chicago, Illinois.
aim iiiiiiiiiiiuniiiiiiiiiiiiiiiiiiiii 1 1 ill UiHI ■ ■llllllll mil I1HII mi mill mi ill 1 1 1 • M l ■ iiiiinii Iiumim mi niiiiiiilliuiiliiiliiiiliiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiii uiiiiiin iiiniiiiiiiiiiiiiii iiiiiiiiiiiiiiihiiiiiiiiiiiiiiiiii,?
Dittmar Leaves N. C. R.
LF. DITTMAR, for several years director of the • display department of the National Cash Regis- ter company, Dayton, Ohio, has resigned and on January 15 will assume charge of the decorating de- partment of Rike-Kumler store, Dayton. Mr. Ditt- mar's resignation will be a distinct surprise to his
Greetings From the President
UNDOUBTEDLY the greatest and most success- ful business era ever experienced by retail merchandising institutions throughout the coun- try manifested itself during the year ipip. As we look back on the unprecedented developments in which every force was exerted to make ipip a red letter year in the history of merchandising, it is impossible to overlook the tremendous power of the display depart- ments of these stores which have felt the rewards of the greatest year of prosperity. Once again and with greater magnitude than ever before have the men of these departments brought home the true power of the show window as an advertising agent, and as a sales producer.
With the country's general .prosperity and the ex- pansion of business in every enterprise and industry, also developed to a most gratifying degree, the display man's organisation, the International Association of Display Men, and it is with a deep sense of apprecia- tion of the co-operation of the officers and members that I am able to state that the Association is larger numerically and greater in influence than at any previous time in its history. The membership list is increasing at a rapid rate and merchants everywhere are most earnestly co-operating with the organization which they are free to admit is one of the most potent factors in the success of retail enterprises. These con- ditions are most gratifying, and because of them the I. A. D. M. should in ip20, enjoy a more successful year than even that experienced in the year just brought to a close. Let every member of the I. A. D. M. do his share in making it the banner year.
I wish to sincerely thank the members for their co- operation of the past, and in the development and groivth of the I. A. D. M. in members and in influ- ence, I once again solicit their invaluable co-operation.
Accept, brother display men, my greetings and sincerest wishes for a most generous and successful
ip20.
E. Dudley Pierce, Pres. I. A. D. M.
Lothar F. Dittmar New Display Manager, Rike-Kumler, Dayton, Ohio.
host of friends who have followed with interest his remarkable achievements for the N. C. R. Company, and who will now wish him the best of success in his new position, anticipating beforehand, still great- er things in his new position with Rike-Kumler.
The services of this popular display artist have been invaluable to the International Association of Display Men, in which organization Mr. Dittmar has with distinction filled many offices, at present being first vice-president of that body, and his valuable talks and demonstrations at the annual conventions
SO
iff
JUST THREE GOOD THINGS
Perfect Forms That Show Perfect Styles at Sight
No. 76N/D No. 66F/W/D No. 75D/W/D
Neck and bust in flesh colored Of the best papier mache. HiSh Srade papier mache. Perfect
hard enamel. Bust with flesh colored enamel. ^esn tinted bust.
As nearly everybody knows, we have everything and anything to help you make your window dressing perfect. Send to us for par- ticulars.
J. R. PALMENBERG'S SONS, Inc.
Salesrooms : 63-65 West 36th Street, New York Boston Salesroom: 26 Kingston St. Baltimore Salesroom: 108 W. Baltimore St.
Chicago Salesroom: 204 West Jackson Blvd.
^
I saw it in the January "Merchants Record" — Page 51
have invariably been of most profound educational value. While he will eontiune to occupy a promi- nent place on convention programs it will be inter- esting to note this artist's versatility in treating dis- play problems from an angle pertinent to the gen- eral display man's view as contrasted to the view oi the manufacturer's specialist.
E=0 0=33
Another New Branch Association
WF. NORMAN, manager of the Publicity Serv- • ice, Oklahoma City, Okla., and one of the most widely known men in display circles is exerting efforts toward the organization of a branch association for the Southwest and already has organized the Okla- homa City club with a membership of fifty-five. Mr. Norman hopes to perfect a great body, to be affiliated with the International Association of Display Men, and representing the big cities of Oklahoma, Arkansas and Texas.
THE Associated Display Men of St. Paul, (Minn.,) met at a noon luncheon recently, and had a lively meeting, fourteen members being in attendance.
Display by W. G. Bill for Hecht Bros., New York, N. Y.
This attractive display of men's silk shirts and neckwear was arranged by Mr. Bill to influence early Christmas shopping and pre- sents a new feature in holiday trim, since it avoids the usual holly and poinsettia embellishments. The color scheme was chiefly green, with the floor blocks cut out of composition board and painted nile green and white. The French door was given the same effect, with a drop curtain of emerald silk velour behind the cut-out.
Detroit Meeting Adjourns in Tears
Detroit, January I, 1020 Dear display Fellers: —
Old Santa Klaus has came and went and so has happy new year been wisht and excepted, so now we'er all back to Earth agin gettin acquainted with our wives and family s and goin along as usual.
Hear in what they call dinamic Detroit all the boys worked hard to show the big bosses some reel business thru the windows and they showed them too, sure 'nough — it zvas noticed that most of the displays were business getters as the goods was shown in a dignified way in plentiful assortments with no red lites or cir- cus stunts to set the crowds crazy.
We had another meetin just before Xmas and twas a dandy, Charlie brot along a "tin lizzie" picture ma- cheen that acted like a balky mule, but he showed a lot of pictchers of show windows, some made in the old cheese cloth days away back when New York was called "Goattown" . He, I mean Charlie showed one that was a dandy and it was a grocery window. He tried to make me mad by callin my attenshun to about a dozen bottles of "red eye" and on the. card it said $1.00 a bottle, them sure was the good old days. Well anyway I did a lot of thinkin and some of the other fel- lers commenced to cry so Charlie turned out the lights to let the boys meditate and then put in a new pic- ture. Most of the display fellers present brought along with them some picturs of their success in dis- playin goods and every one was good. After we all
got tired lookin at the picturs and tellin each other how good we were Charlie said, Boys, E. Dudley is comin to call on us in January and I want all you fel- lers to think up between now and the next meetin the best and most effective way to Sand Bag him and do it good. Charlie knows that we got a few of the best little "sandbaggers" to be found on this side of Chi- cago. So E. Dudley Pierce better watch out and be prepared for he'll sure get his'n. I don't know for Charlie didn't tell me but I spose he's coming to look over the next convention meetin place of the I. A. D. M. and find out whats doin — / hope he brings John Loock along cause we've got both eyes open on that bird. I am going to ask charlie to invite Mr. Foley, the editor of our official organ to drop in on us so as we can prove to him that all we say about this berg and the display fellers is alright and that he hasn't got to be afraid for printing these letters.
Next month I am going to tell you fellers about the next convention and give a advanced idea of what your goin to get for your money and believe me it will be the bigest bag of education and information that you ever heard of for the money — so save up fellers and make up your mind rite now that you'll come to the convention in Detroit next July if you have to ride the bumpers. We've made arrangements so your room will only cost you $2 a day at Mr. Statlers Hotel and — but I'll tel you all about it next month. Happy new year.
Yoors truly, L. A.
52
Practical Ideas
with abundance of sincere service is our offering to interested displaymen seeking decorative treatment for display windows and store interior trimming. saw Planning should be started today for
positive delivery as our capacity is limited. Act at once. Send detail of your windows with
drawing plan and measurements.
We will submit an idea for a successful Exhibit. Catalogue sent only on request of the firm.
MODERN ART STUDIOS
431 N. Clark St., Chicago, III.
SPRING!!
It would be well to anticipate your window needs, for the
Spring Opening
Please write for catalogue of
"KICHLER"
VALANCES
It may suggest the valance for your window re- quirements. Send us your trade mark, or mono- gram, you are using and we will gladly submit special sketches upon which we will be pleased to quote you, if you will provide us with your window measurements.
Floor Mats Velours
French Drapes Panels
THE L. A. KICHLER CO.
717 Lakeside Ave., N. W., Cleveland, O.
— BRADFORD-CHICAGO — You Will Never Regret Sending a Trial Order for
THE
COLOR MATCHING
LAMP
BRADLITE is a portable lamp complete in itself, by which colors may be accurately matched at any time of day or night. It can be instantly installed in any depart- ment and is always ready for use. BRADLITE is the latest modern refinement which added to a store's equipment creates the impression of solicitious attention to your cus- tomers' requirements. It is the newest development in modern scientific store service, and its use will place your store far ahead of your competitor's in the minds of the buying public in your city.
If BRADLITE does not do as we claim— SEND IT BACK
I. L. BRADFORD & CO.
Store Display Fixtures — Send for Catalog 178 W. Jackson Blvd. Medinah Bldg., Chicago
Placed at Intervals upon the counters and show cases of such depart- ments as reaulre accu- rate matching of colors, BRADLITE Kill effect a wonderful saving of time, annoyance and dissatis- faction for both cus- tomers and sales people.
I saw it in the January "Merchants Record" — Page 53
iiimmitiiimi iiimimimiiiiiiiiimiminmninimrmmimini
Movements of Display Men
IIINIIl lltllltlllltllMIIMIIIIIIIIIIII
CR. HAWLEY, formerly employed in the display profes- T OHN P. FORSYTH, formerly with Chambers Gordon • sion at Winston-Salem, N. C, is now in charge of the J Limited, Elsternwiek, Victoria, Australia, is now em- display department for Gilmer's, Roanoke, Vrginia. ployed in the profession at Mildura, Victoria.
"CRANK GRESHAM has resigned as display manager for "V/T E. HANSHAW, recently discharged from the U. S -*- Arky Brothers, Yale, Okla., and is now employed in the ■*" ■*■• Se
profession in Oklahoma City-, Okla.
ELEWELLYN is attracting much favorable attention • through his clever work in the windows of the Louis PIzitz Company, Anniston, Ala.
JH. MARSHALL, recently employed in the profession • at Jamestown, N. Y., is now in charge of the window and store interior decorations for the Boston Store Com- pany, Bradford, Pa.
HARRY W. HOILE, ex-presiden otf the I. A. D. M., and until recently display manager for M. Nathan & Bro., Johnstown, Pa., is now directing the display department for Graham-Sykes, Muskogee, Okla.
H
ERBERT DANIELS, a popularly known member of
Cairns, Saskatoon, Sask., to accept a similar post with the F. A. Dykeman & Company, St. John, N. B.
WA. HADDEN is now directing the work of the • decorating department of the M. Goldwater & Bro. store, Phoenix, Ariz. He was formerly display manager for Varney Bros. & Company, El Centro, Calif.
EMIL S. EVENSON, formerly employed in the display profession at Minneapolis, Minn., has joined the deco- rating department of the MacMillan, Limited, Saskatoon, Sask., Canada.
"C L. REARDON has succeeded Charles Hunt as display ■*-i« manager for Pettie & Company, Oklahoma City, Okla. Mr. Reardon was recently with Hunt's, Tulsa, Okla., succeed- ing O. E. Wheete, resigned, as display manager.
M PARKER ABBOTT, well known in the display pro- • fession is now in charge of the window display and store decorations for the Coffin-Farnum Company, Port- land, Me.
I STRAUS, for twelve years assistant to display man- • ager Jack Cronan at Bamberger's, Newark, N. J., has been appointed director of the display department of a large department store at Far Rockaway, N. Y.
T\7 F. NORMAN, manager of the Publicity Service, ™ • Oklahoma City, Okla., was a recent visitor to the Chicago office of Merchants Record and Show Window. Mr. Norman's activity in the forming of a local club of dis- play men is reported in the I. A. D. M. department of this issue.
ervice, has accepted the position as director of the display department for Threlfall Brothers, Stockton, Calif.
T> Mitchell has resigned as display manager for -*-'• Messrs. Lewis Company, Manchester, England, and is now located at 127 New Street, Ashford, Kent.
A FREDERIKSEN has resigned as display manager for ■*■ ^-* The Lederer Company, Chicago, and has accepted a similar post at Mayer Livingston & Company's new store, Bloomington, Illinois.
FRANK STEVENS, who left Loeser's, Brooklyn, N. Y., some time ago to go to Detroit under Charlie Wendel, display manager for J. L. Hudson & Co., has decided to return to his old post at the Brooklyn store.
T^T GUY WARNER, recently appointed to the staff of " • Charles F. Wendel, display manager for J. L. Hudson & Company, Detroit, Mich., was a visitor to his home in Chi- cago during the holidays. Mr. Warner has in charge the display work of the Hudson men's store.
ARTHUR W. LINDBLOM, formerly display manager for New England Furniture & Carpet Company, Minne- apolis, Minn., now a director in this tig company, was a recent visitor to the Chicago office of Merchants Record and Show Window.
"DO YD BAKER, display manager for Levy Bros., Louis- -*-' ville, Ky., previous to enlistment with Uncle Sam's fighting machine, has received his discharge, and is now directing the display department of Joseph Frank & Sons, Nashville, Tenn.
/^HARLES HUNT, formerly display manager for Pet- ^■^ tie & Company, Oklahoma City, Okla., is now in charge of the display department of the Winchester Arms Com- pany. Mr. Hunt is located at the company headquarters at Bridgeport, Conn.
tiiiiiiHiiiiiiiiinimiiiiiniiiniiiinniuiiiniiniiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiinmiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinniis
I Who'sWho in the Profession \
5 i i llllllllllllllllliliiniiiu mini i iiiiiiiiniiiriiiiiiiiin i riiimin i n?
WGUY WARNER, the new assistant to Charles • F. Wendel, director of the decorating depart- ment of J. L. Hudson & Company, Detroit, Michigan, began his career in the display profession at the age of 16 years, leaving school to become window boy at The Fair, Chicago. In his first position he found him- self under the direction of Clarence Herr, that master w(ho has developed many men, today recognized as ex-
54
Wouldn't You Like to Have
the latest ideas for WINDOW and STORE DECORATIVES, SUGGES- TIONS and DESIGNS from some of the cleverest Displaymen in America, when you plan your SPRING DISPLAYS?
| SCHACK'S SPRING FLOWER BOOK
will be ready for distribution about January 15th. It contains the very newest ideas for all kinds of SPRING DISPLAYS, embodying Paper Flowers, Vines, Foliage, Reed and Wickerware, Papier Mache Novelties, Patri-
1 otic Displays. In fact everything for every Display
§ Purpose.
| IT'S FREE— SEND FOR IT TODAY!
J Don't Delay — The Spring Season starts earlier than
g usual this year, hence the early date of publication of
| SCHACK'S SPRING FLOWER BOOK.
Write the CATALOG DEPARTMENT for your copy, | and get on our mailing list and receive one regularly.
I REMEMBER OUR OLD SLOGAN— ORDER EARLY
THE SCHACK ARTIFICIAL FLOWER COMPANY
—CHICAGO—
§ 1739 to 1741
= Milwaukee Avenue
Two Phones Humboldt 304 and 4867 s
For HATS
For COLLARS
FINISHED
ANY
COLOR —
OAK OR
MAHOG- ANY
No. 154
No. 153
No. 146
No. 141
Individual Display Stands
are considered by some display men to be neater and more effective for special work
No. 153 Base 6" Heights 12", 18", 24"
No. 154 Base 6" Heights 12", 18", 24"
No. 147 Base 6" Heights 12", 18", 24"
No. 146 Base 6" Heights 12", 18", 24"
$1.85 30", 36" $2.10 1.65 30", 36" 1.90.
1.85 1.65
for Collars
Send for the Nezv Catalog, Now Ready
Klee Display Fixture Co., Rochester, N.Y.
4
Raise and
Lower Attachment
to Accommodate Goods
to be Displayed
EASILY REMOVED OR ADJUSTED UP OR DOWN ON STAND
MORRIS LEON MFG. CO.
w LEON 4
XI W. PATENTED .*|1
Pat TJ. S. & Canada.
Multiplies the Uses of Your Display Fix- tures One Thou- sand Times.
Get Our New
Descriptive
Booklet
Contains many- illustrations of the Leon At- tachments as they may be used in connec- tion with your display fixtures.
Send for It To-day
7119 No. Clark St. CHICAGO, ILL.
I saw it in the January "Merchants Record"— Page 55
perts of national prominence. Young Warner, ener- ■ and with an eye to the future put all his natural talent into his work, and studied diligently the general principles of the art of display, with the result that at the end of one year's service he was given charge of the store interior decorations.
W. Guy Warner
After 18 months' service in the latter capacity, Mr. Warner resigned his position at The Fair and assumed a similar post with the Boston Store, another State street department store. Another year found him back at the Fair as window decorator, where he re- mained for two years and nine months, leaving here to take charge of the store and window displays for Hillman's. It was evident that Mr. Warner was de- termined to remain on State street, though he had many flattering offers to leave Chicago.
When D. S. Komiss & Company planned on install- ing a new system in the display department, Mr. War- ner was proffered the position of director, which he accepted. Immediately the Komiss store began to at- tract more than the usual attention, and it was the artistic, yet selling displays planned and executed by Mr. Warner that made this added interest possible.
Mr. Warner is unusually versatile, designing and constructing all of his backgrounds, screens and panels, and is recognized as having exceptional talent for interior decorating. Shortly before the Christmas season, Mr. Warner joined the staff of Charlie Wen- del, recognized nationally as one of the greatest dis- play artists of all time.
EDGAR M. McCARTNEY has been doing big things along the line of window display and store decoration for so many years that his name and work are familiar to everyone who is interested in window display. Old timers in the game will always associate Mr. McCartney with his notable work during
the years in which he had charge of the decorating department of the Joseph Home Company of Pitts- burgh. This store is one of the truly great retail es- tablishments of the world and the management has always had a true appreciation of the value of high class window display. With a number of splendidly proportioned windows, a wealth of the world's best merchandise and an appropriation sufficiently generous to carry out his ideas, Mr. McCartney made the most of his opportunities and many of his displays were masters of artistic composition.
In the handling of decorations, Mr. McCartney is especially clever. He uses flowers and foliage lavishly and his skill in arrangement is such that the effects produced are wonderfully pleasing and effective. His handling of decorations invariably emphasizes all the beauty of color and design that may be latent in the merchandise shown. In short, Mr. McCartney is an artist who has the rare ability to make the most of his decorations and his merchandise.
After having been with Joseph Home & Company for eighteen years, Mr. McCartney perfected plans to go into business for himself in New York where he had arranged to enter the display field in connection with a proposition of country-wide scope. These plans, however, were upset through unforseen conditions brought about by the war. His plans abandoned for the time, at least, he accepted a position of importance with Armour & Company in Chicago and for several years has directed with unusual success the display de- partment of this great industry.
With the beginning of the year, Mr. McCartney resigned from his position with Armour to make a connection with the Botanical Decorating Co. of Chi- cago.
Fot- Our CAdveT-tiser^s \
Wallbrunn-Kling Co. Expands.
Extensive alterations of the plant of Wallbrunn-Kling & Company, 327 South Clark street, Chicago, have been completed, and these well known manufacturers of card and sign writers' supplies now have the most convenient and best stocked house of its kind in the country. More than 8,000 square feet of floor space is allotted to the various departments of the business, which in the process of ex- pansion has taken in a fine line of mat board.
The first floor of the three-story building comprises the retail store, mat board department with a capacity of 25,000 full sheets, and the shipping room. The office and gen- eral stock rooms are located on the second floor and on the third floor is maintained the manufacturing plant. A section of the second floor is given over to the exclusive showing of brushes of all kinds, and is perhaps the most extensive display of these utilities in the country. Sid Kling, the popular manager of this big concern, reports that a most prosperous business was transacted during the year just closed, and with the added facilities for efficiency and service as created through the recent remodeling he anticipates a still bigger year in 1920.
56
Order Your Spring Decorations Now
The flowers shown here are all special values and are guaranteed to "open up" to your entire satisfaction. Order from this ad.
rf-102 — Imported French Lilac Spray- Best hand work, fine cloth Itowers in lavender, white or wink, rubber wrapped stems, very natural, 24 in. high. Doz., $15 00.
S-102-B— Same as S-102 but smaller. Doz., $9.00.
S-103 — Imported French American Beauty
Waxed paper flowers in beau- tiful pink tint with cioth foliage. This is a splendid flower at a small price. 27 in. high. Doz., $8.00.
S-104— Imported Calla Lily Plant
Tinted waxed paper flowers and foliage. Makes complete decora- tion when placed in pot or vase. A good Easter decoration. 31 in. high. Doz., $15.00.
S-105— Titan Lily Plant
Imported from France. Waxed paper flowers and foliage. Espe- cially appropriate for Easter. Very natural in color and tex- ture. 28 in. high. Doz., $15.00
Our Spring Circular Will Be Ready February i. — Write for it today
Modern Artificial Flower Co., Inc., 840 North Ave., Chicago
Whenever you get window fixtures insist on the kind. The *§£ggfe*!P name stamped on the bottom insures service and that certain refinement which means so much as a selling power in your 1 windows.
Our Book of Trims will be of service to you.
Yours for the asking.
HINCHER MFG. CO.
OF INDIANA
Washington,
Chicago Salesroom — 367 W. Adams St.
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Display Men
P\ O you want to get beautiful *-^ effects on your colored back- grounds ?
If you do, get our catalog and color cards of paints and cardwriters* sup- plies.
Our specialty department will take care of your painting problems and do it quickly, courteously and satis- factorily.
WALLBRUNN, KLING & CO.
327-29 So. Clark Street
Chicago, 111.
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/ saw it in the January "Merchants Record" — Page 57
Adler-Jones' New Sales men
DISPLAY men will be interested in the announcement from Adler-Jones Artificial Flower Company to the effect that when its representatives leave Chicago on January 2nd with their spring samples there will be several new faces among them.
Robert O. Johnson, whose artistic' displays for the Commonwealth Edison Company, Chicago, have created so much favorable comment during the past year, and a gentleman well-known to the men of the display profes- sion will represent the Adler-Jones Company in its south-
Robert O. Johnson
ern territory, and in addition, will visit Springfield, Quincy, Decatur, Champaign, Bloomington, Peoria and Galesburg, all Illinois cities. Mr. Johnson's first experience in display work dates back several years when he was with the Norman Company, Fort Smith, Ark., operators of a system of chain stores. Leaving this position he came to Chi- cago as display manager for E. M. Blaine, haberdasher, a position he resigned to become president and manager of the Northwestern Window Display Company of Chicago. In this specialty work Mr. Johnson was very successful but retired from the business to become affiliated with a large flower house, where his artistic creative ability could be further developed. That he was recognized as an artist is attested in the fact that he is continually consulted by Chicago business men in matters pertaining to special feature decorations, etc.
E. V. Wiley well known in the profession of display art takes his initial trip in January. Mr. Wiley is a member of the International Association of Display Men and a display man of unusual ability which has manifested itself in his successes in several window display contests, particularly those conducted by the I. A. D. M. Mr. Wiley was recently director of the display department of Cunningham's Drug Company, Detroit, Michigan. He will cover Indiana, Michigan and sections of Ohio, Wisconsin and Minnesota.
Edward Belanger is another artist of importance re- cently added to the Adler-Jones sales force. He was formerly the right-hand man and advisor to Allan H. Kagcy, that expert of national prominence who directs the display department of Mandel Brothers, State street, . Chi- cago. Mr. Belanger took the Adler-Jones line into Canada for the Christmas season, but expects to cover the entire territory with his spring merchandise.
A Fast Growing Concern A few years ago, the flower house of L. Baumann & Company found it necessary to take on additional space to take care of increased business. With the view of anticipat- ing further growth covering a number of years, the original factory space was increased to such an extent that it was thought at that time that further additions would not be neces- sary for many years. The growth of the business, however, has outrun all anticipation and the once commodious quarters at 357-359 W. Chicago Avenue have hecome too small to house the factory, show rooms, etc.
Fortunately it has been possible for L. Baumann & Co. to negotiate a lease of adjoining property which will make their frontage extend from 357 to 363 and gives the additional floor-space necessary to carry on the fast growing business. The added room will make it possible to install new ma- chinery and will generally facilitate the turning out high class decorative specialties for which this house is famous. Esx>C=s3
A Worth While Catalog For a number of years, the Decorators Supply Company of Chicago has been getting out interesting catalogs. This season, however, this concern has surpassed all former efforts in this line and has issued a catalog that deserves to be classed as a practical hand-book covering practically all branches of display. It is called "Show Window Backgrounds and Accessories" and is filled from cover to cover with ex- ceedingly good pictures of 'backgrounds, screens, panels, dividers, wall and other ornaments and decorations of many kinds.
Handsome Wood Fixtures The Polay-Jennings Fixture Corporation of Chicago an- nounces a remarkably interesting line of display fixtures and accessories for the season of 1920. This firm has long been known as an originator of new and practical ideas in wood display fixtures and the "Four Hundred Line for 1920" will help to maintain this reputation.
The Polay-Jennings Fixture Corporation is urging the early placing of orders for fixtures and equipment for spring displays. Orders received now will receive the best of atten- tion and delivery is assured, but there is a serious question as to whether it will be possible to fill orders that are held up until a few weeks before the opening season. Correspondence is solicited as to the "Four Hundred Line."
New 'Fixture Catalog
Every display man will find much to interest him in the new catalog of the Decorative Fixture Company of Chi- cago, which will be ready for distribution in a few days. It will show a number of new and attractive devices for dis- playing all kinds of men's, women's and children's wear, in- cluding shoes. While this firm is a comparatively new one, A. J. Wolfe who is at the head of it, is an old-timer in this field and has a full understanding of the requirements of the display men.
Mr. Wolfe has designed a number of new fixtures for the coming season and unquestionably these will meet with the wholehearted' approval of display men who appreciate high class display devices. Mr. Wolfe states that these de- signs are exclusive with his firm and already large orders have been booked by some of the best stores in the country. In addition to being a clever and experienced designer of fix- tures, Mr. Wolfe is a practical manufacturer and has at his disposal a large and well equipped factory and an efficient force of expert wood workers. The catalog is well worth asking for and will be sent to any address upon request.
58
MUTUAL
Flowers
are the kind of decorations you have been look- ing for.
They are original in design, beau- tiful in appear- ance, and moderate in price. You buy them direct from the maker, saving a middleman's profit. Displaymen who have used our deco- rations find them different, and wonderfully satisfactory.
Let us supply the decorations for your spring displays. We have prepared a splendid line of special designs that will meet the approval of the most critical displayman both in appearance and price.
Write us today
Mutual Flower Co.
82 West Third St.
New York
BRADFORD— CHICAGO
Flesh
Enameled
Forms
The lines and proportions of this form are absolutely correct for this season's waist and blouse styles. The bust is finished in a soft velvety flesh tone and may be washed frequently without marring the surface. Made in 36-inch bust only.
Waist or Blouse Form
No. 337 $9.00 Each
Dress, Costume or Suit Form
No. 333 $14.40 Each
No. 337
All Bradford-Chicago forms are modeled true to life and are faithful reproductions of the perfect human figure. Each season's moulds are changed to conform to the latest lines and propor- tions and are guaranteed perfect in material and finish. Fur- nished 36-inch bust or 16-year misses.
I.
In Stock for Immediate Delivery
L. BRADFORD & CO.
Store Display Fixtures— Send for Catalog. 178 W. Jackson Blvd. Medinah Bldg., Chicago
WE SELL YOU OUR
WINDOW DISPLAY FIXTURES + PLUS +
Experience, Service, Satisfaction
and
Reliability
Send For a FREE New Catalogue
Artistic Wood Turning Works
Formerly POLAY FIXTURE SERVICE
519-521 N. Halsted St. CHICAGO, ILL.
I sazv it in the January "Merchants Record" — Page $9
Unlimited pos- sibilities are opening DP every day in this field. Larse firms everywhere want men with creative ideas. Keen commercial competition calls for moat aggressive and r up-to-date advertising methods. New and . striking effect* constantly demanded in Window Carda, Bulletin Boards. Signs and Show Cards.
Big Opportunity for Originality
I'nusual openings for those who develop constructive Imagination. Don't smother jour ambitions and ignore your latent abilities. Make the best of your talents — develop your originality — learn to make your abilities earn big money. Get into tbe Sign-Show Card Business "where origi- nality counts." Our Course teaches how In a few short months. Thou- sands of successful graduates prove our ability to successfully teach you.
Earn $25 to $75 Weekly
Our training will give you perfect confidence in your own ability to com- mand a big salary. You are taught how to direct your efforts along profitable lines. You get the close, personal counsel and help of in- structors, which makes your ultimate success sure. Nothing Is left to guess. Every lesson is designed to bring out the practical helps eo essen- tial in realizing the necessary training for successful work. Course Complete
and Practical Every phase of work is covered. Instruction is complete, thorough and •asily understood. Les- sons start at bottom and proceed logically and naturally to the finish. You are thoroughly familiarized with intri- cate and involved letter- ing, color work, shading and letter designing. You are also taught gold-leaf lettering on glass. Each lesson Is designed to bring out and develop
Make Your Show Windows Pay Your Rent
Our Line of Period Display Fixtures Will Help You Make Effective Window
Displays
Many Sales Are Made on the Sidewalk New Catalog No. 92 on Request
The Oscar Onken Co. SftTS "-^VE01
Graduates En- thusiastic
Every day brings let4 ters from graduates who are proving value of our Course. Bead these extracts: "Am mors than satisfied. Your method surely the best." "Self-reli- ance developed by practical execution of work is important. Personal instruction Don't valuable." "Thanks for fulfillment of all promises.'* "Am
Bead This Guarantee
Ws guarantee to place graduates In positions paying $85.00 to $175.00 monthly after they have completed pre- scribed course and demonstrated profi- ciency. Requests for competent men ex- ceed supply.
Doubt — Ask for Proof!
Get our literature and samples. Ask about our Free Outfit Offer.
k pleased to recommend T
TOOT ideas. This helps your School to anyone ™*» f<* prfl°u°fc *fuTvy
» *•• ,;«*ta«U.t, and wishing to study this ^acn* t" but? n eis*
individuality to your branch of the art pro- Send today— NOW— In
work. fession." fairness to yourself.
-p etrovt School of #etterincj
"Where Originality Counts"
L. S. STRONG, President and Instructor
1050 D.S.I.. Bldg. Detroit, Mich., U. S. A.
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1 The Right Line of I
| DECORATIONS |
Getting the right kind of decorations is more a 1
matter of selection than of price. I
You will find our flowers far above the average f
| in quality and appearance, yet they cost no more. |
| Our beautiful and up-to-date line is shown in your §
locality each season. If you are interested, our 1
I salesman will call, or we can send you samples.
E. C. DIETZ
Successor to Wm. Buhrig Co., Established 1899 !
| 219 E. 34th St. NEW YORK [
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Best and
Cheapest
Price
Card, Stands,
Easels, Etc.
"Jaxon" Doll Stands Adjustable 6 Sizes
No. 690
J. B. Timberlake & Sons, Mfrs.
JACKSON, MICH.
Here's the proper ready-to-fit eyelashes for wax figures.
The same as we supply to leading manufacturers of wax
figures both in United States and Canada.
Eyelashes made of the finest French stock. Correctly shaped. Full directions included enable any per- son to fit them in place. Price per set (of four lashes), 50c; six sets, $2.50; 12 sets. $4.50.
LIQUID IVORY CEMENT T^°«J ££*»
Mends joints solid as welded iron. Dries hard over night
For broken wax fingers, broken dolls or anything where it is nec- essary for permanent joining. Fully Guaranteed 2 Ounce Bottle, $0.50
4
6
8
16
32
.75 1.00 1.50
2.00 3.00
Full directions how to use with each bottle.
HAEKISBUEG WAX FIGURE RENOVATING CO.
335 Crescent Street Harrisburg, Fenna., U. S. A.
£!llfll
Creators of the Newest Ideas in
illlllL:
| Valances and Panels
| French Drape Valance a Specialty |
Write today for our new catalogue and prices
| THE WINDOW DECORATIVE WORKS |
E 1250 W. Fourth Street, CLEVELAND, OHIO =
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/ saw it in the January "Merchants Record' — Page 60
Show Windows Worth Dollars
Proper Shoe Fixtures arranged in an artistic manner, attract the eyes of the public to purchase.
Attractive styles are shown to bet- ter advantage, when displayed on Onli-Wa Fixtures.
at the Palmer Room No. 421,
See Our Display House, Chicago, 111. Jan. 5th to 10th.
Also at Cincinnati Shoe Fair, Room C-130, Jan. 7th to 10th, where we will display some of the newest style of Fixtures and Finishes.
The Onli-Wa Fixture Co.
DAYTON, OHIO
This cut showing our No. 700 Unit for a window size 36x60 at $55.00; also No. 900 Originators of Practical Display Fixtures Unit in William and Mary Design at $60.00
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I VALANCES AND SHADES I
Made to Your Order
Exclusive Designs — Reasonable Prices — Prompt 1
Deliveries. i
| ART WINDOW SHADE CO. |
| 2838 Broadway Chicago I
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I BETTER DISPLAY FIXTURES I
| MANUFACTURED BY |
j D. W. WOODRUFF AND COMPANY
Perfect
Equipment J Perfect
Service |
Send for Folder |
860 Howard St.,
San Francisco, Cal. 1
S. M. MELZER CO.
Manufacturers of
Fixtures ^BUSINESS IS T^ . INCREASE YOUR>
Show
Forms
Wax
Figures
Brass Railings
915 Filbert Street
Philadelphia, Pa.
Ready- to- Letter SHOW CARDS
"For your Spring Displays Real Works of Art"
Write on business stationery for Catalog
The Lackner Company
108-110 W. 5th St., Cincinnati, O.
Largest Manufacturers of Ready-to-Letter Show Cards in the World
FOR WINDOWS AND BACKGROUNDS
Use Silk Plasties. Velours, Felts, Cretonnes Tapestries and Sunfast Draperies
Write for Samples and Prices
F. A. RAUCH & CO.
410 South Market Street, CHICAGO, ILLINOIS
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| Air Brush Stencil Designs)
I 5 11x14 cut stencils with sketch of each, $5.00 §
Can be used on different size cards. Our Air Brush Colors won't clog the brush.
Let us send you circular of designs. =
|L. O. BUTCHER & BRO.e730^5££B£LBTj
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I saw it in the January "Merchants Record" — Page 6i
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QNYJf,
f^^^f^^TXT**ih^ A new, o r i gin a 1
and effective paper for artistic window
fez^^^^^^J^s^ decoration.
Use it in Your Show Windows
A perfect reproduction of the genuine stone, our onyx paper is without doubt the most appropriate coveringfor window back- grounds and floors, panels, columns, dividers, pedestals, draping stands, scenic frames, units, flower boxes and other surfaces. In stock in convenient size in many beautiful colors and pat- terns. Write for samples. ^^^^^^^^^^^^^^^^^^^
BACKGROUNDS
and
Now beinc used with splendid results by leading window tiimmers throughout the ceuntry.
AMERICAN LITHOGRAPHIC CO.
I9tb ST.& 4th AVE. MEW YORK,
Art Window Flooring
Everything for the Display Man and Card Writer
E. J. BOYLE 6? BROS.
Designers and Manufacturers 29 W. Maryland St. Indianapolis, Ind.
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NA-DE-CO
I Valances, Panels and Drape Shades |
= The artistry of a large staff of experts in window decoration =
ha9 made the NA-DE-CO line standard |
| Write for Catalogue R and sample plushes 5
| NATIONAL DECORATIVE CO., Inc. \
= Designers and CsWanufacturers =
Valances, Panels and Drape Shades, Plushes =
= Write for Sample Plushes. =
1 Main Office: 534 Federal St. CAMDEN, N. J. | duniiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiih,
I
An establishment RENTING children's, women's and men's display figures, costumed to fit your IDEAS. Rented at nominal cost.
SCHMIDT DISPLAY STUDIO
Historical and Modern Wax Figures.
920-922 No. Clark Street CHICAGO
STORE MANAGEMENT— COMPLETE
16 Full-Pa£e Illustrations
ANOTHER NEW BOOK
By FRANK FARRINGTON
A Companion book to Retail Advertising Complete
$1.00 POSTPAID
Store Management — Complele'* fells all about the management of a store so that not only the greatest sales but the largest profit may be realized.
THIRTEEN CHAPTERS
Here is a sample: CHAPTER V.-The Store Policy— What it shonld be to bold trade. The money-back plan. Taking back goods. Meeting cut rates. Selling remnants. Delivering goods. Substitution. Handling telephone calls. Rebating railroad tare. Courtesy to customers.
ABSOLUTELY NEW
JUST PUELISHED
-c72 Paftea Bound in Cloth
Send us $1 00. Keep the book ten days and if it isn't worth the price return it and get your money back.
merchant: record and show window
Book Department 431 So. Dearborn St.. CHICAGO
Use PAASCHE
Famous 3-in-l
AIR BRUSHES
Made in all sizes
for all kinds of
work
MOST EFFICIENT DURABLE SPEEDIEST
Absolutely Best for Most Attractive
Show Cards, Signs and Win- dow Backgrounds
Write Today for Hew Catalog1 1229 Washington Blvd. CHICAGO
Plan Your Show Windows from
This Portfolio
|
SKETCHES |
|||
|
."Backgrounds Shew Window |
|||
Twenty-two Full Page Drawings fully described
By M. P. Staulcup
Practical and Economical Decorations
Price Only $1.00 Postpaid
Book Dept.
The Merchants Record Company
431 SO. DEARBORN ST. CHICAGO
I saw it in the January "Merchants Record" — Page &?
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if v'«/ %
February, 1920
:
as
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In window displays the most critical service falls upon the equip- ment used. You are served best, therefore, in buying equipment that is built for dura- bility; style and beauty being its equal factors,
predominating features you will find in all our offerings.
Manufacturers of
THE MANNEQUIN PRODUCT
Holyoke, Mass.
T2* Broadway
NewYork
Factories
525-531 East 15th Street
NEW YORK
OUR PRODUCTS
include the follow- ing:
PAPIER MACHE FORMS
WAX FIGURES
PERIOD WOOD FIXTURES
FANCY ORNA- MENTED WOOD FIXTURES
METAL DISPLAY EQUIPMENT IN ALL ITS DETAIL
Rochester, N. Y.
cMe^rchants ^Record and Show Window
An Illustrated Monthly Journal for Merchants, Display Managers and Advertising Men.
Eastern Office
1520 Woolworth Bld|.
New York City
Published by ■
cHie Merchants Record Co.
Publication Office
431 So. Dearborn St.
Chicago
SUBSCRIPTION RATES ADVERTISING RATES
In advance, postage prepaid Classified advertisements $1.00 for five lines or less (additional
United States, Canada, Mexico and Cuba . . $3.00 a Year Unes 15 cents each-) each insertion. Payable in advance.
All Other Countries $4.00 a Year Display rates furnished on application.
Direct all letters and make all remittances payable to the order of The Merchants Record Co., 431 South Dearborn Street, Chicago. Payments made to other than authorized collectors will not be recognized.
MEMBER CHICAGO TRADE PRESS ASSOCIATION
OFFICIAL ORGAN OF THE INTERNATIONAL ASSOCIATION OF DISPLAY MEN
Entered January 16, 1903, at Chicago, III., as second-class matter, under Act of Congress, March 3, 1879.
VOLUME XLVI
Contents for February, 1920
NUMBER 2
Page
Efficient Show Case Lighting ----_. - - - 23
By Thos. F. Chantler
Outfitting the Modern Store ----_-... 26
Solving the Traffic Problems
28 31
The Season of Painting at Hand
By C. /. Nowak
Co-operation Aid in Settings ----__... -34
FyJ. L. Cameron
Modern Display Efficiency „ 36
By A. G. Sten
February Cover Design
Remedy in Greater Production Monthly Contest ...
- - 39
40
- 41
Merchants Record Service Department - ---'-._ 42 Notes from New York
By F. F. Purdy
How to Make Show Cards -
By G. Wallace Hess
State Street Notes --_... ...
I. A. D. M. Department -
Secretary's Report of I. A. D. M.
Convention Plans Progressing
Twin Cities Want Convention in 1921
Plan for Kansas State Convention
Movements of Display Men
For Our Advertisers -
Index to Advertisers ...
42 46 50 54 54 57 58 62 64 66 79
1
MERMAID
WATER
FOUNTAIN.
Wired and
equipped
w i t h motor
and pump
which
pumps water
to the upper
shell and
flows to low-
e r shell. Made of plas- tic composi- tion. Water basin lined with metal. No. 81 — 6 ft. high; base, 3 ft. by 4 ft. Price .$250.00 We will rent this beautiful figure for period of four weeks for $60.00. In ordering state if you want D. C. or A. C. Motor. Weight packed, 300 lbs.
Chicago Statuary Mfg. Co.
476 Milwaukee Ave.
Chicago
GARDEN SEAT OB WINDOW BENCH
No. 574 — IP in high, 5 ft 6 in. long, 18 in. wide, price $24.00.
Weight, 100 lbs. Can be made in cement for $40.
Make Buyers Out of Passersby
Attract the attention of the women of your city.
Display and call attention to the winter and spring styles.
Increase your sales to the fullest extent by distinctive dis- plays— and separate your displays with attractive window dividers.
We will be glad to send you our supplementary catalogs show- ing our William and Mary, Queen Anne, Adam and Chippendale de- signs.
HucHl^ONSi Company
make buyers Out Of passersby Lansing - Michigan
NEW YORK SALESROOM CHICAGO SALESROOM
35 W. 32 nd. STREET
234 S. FRANKLIN ST
I saw it in the February "Merchants Record" — Page 2
FRENCH WAX FIGURES AND FORMS for
SPRING DISPLAYS
It has been demonstrated that the best way of displaying ready- to-wear and yard-goods is on forms. To meet this growing demand for good forms we have made special plans in the way of new models and increased production, both in our Wax Figure Line and in our Papier Mache Department.
A look at our styles will con- vince you of their correct fashion lines and what is even more desir- able a certain chic atmosphere made possible because of the com- bination of correct style and artistic posing.
Visit Our New Display Rooms
We are now able to show this line in its completeness in our new quarters. We now occupy the entire fourteenth floor of the Medinah Bldg., conveniently located in the center of Chicago's Wholesale District,
Ask to Have Our Representative Call or See Us When in the Market
Write
for
Catalog
New Grecian Drape Figure
FRENCH WAX FIGURE COMPANY
Office and Salesroom, 14th Floor, Medinah Bldg., Chicago
Factory: 70 W. Water St., Milwaukee, Wis Pacific Coast Representative: Bert Landors, 202 4th St., Los Angeles, Cal.
No. 907 — Assortment of square column glass fixtures is pictured above. Consists of 22 separate pieces, as follows:
No. 3CI 4 heel rests, 9 assorted height of square columns, 4 circular, 3 oval and 2 figure eight polished plate glass shelves with No. 201
Our New Exclusive Fluted beveled edgra. Write for special price. This set can be enlarged at any time with additional pieces always carried Square Style of Glass
Colonial Glass Column in stock. Pedestal Column
"MELCO" GLASS FIXTURES
This is the only complete line in the country having columns in round, square or fluted style. Nothing more beautiful for the showing of Shoes, Toilet Goods, Ladies' and Men's Furnishings, Bags, Leather Goods, Novelties, etc.
PERIOD WOOD FIXTURES VALANCES AND RUGS
Wood fixtures in Classic Period designs are now very popular. Our line is very complete consist- ing of every period style made in any wood and in any finish. Compare our prices with other lines.
Your window floors should be covered with rugs made to match your valances. Let us outfit your windows complete. Special designs and stock de- signs in all materials at anti-profiteering prices. 36 hour delivery.
Everything in fixtures. Write for Salesmen to call — We have one in your vicinity.
MELIUS & COWLEY, 14th Floor, Medinah Bldg., CHICAGO
SELLING AGENTS FOR FRENCH WAX FIGURE CO.
I saw it in the February "Merchants Record" — Page 3
THE items on this page are made of the best cloth materials. Flowers are made as near to nature as possible; colorings you can have in most any tint to order in addition to the colors in the description. Place your order now.
jvi
m
99ifet
*4"
>-►-•
9956 9960
9958
6140 9997 5461
9450
9959 9938
9928 5481
5536 9401 9900
9914
9951 9904
9983 9925
9200 1321
Killarney Rose Festoon, 18x48 in. ; col- ors, two-tcne red; each $6.50; doz
Killarney Rose Pendant, 15x36 in., col- ors, two-tone red; each $1.25; doz
La France Rose, 36 in. stem, colors,
two-tone red ; doz
La France Rose, 36 in. in height, colors
two-tone red ; each, $2.25 ; doz
Killarney Rose, each $1.25; doz
Killarney Rose, 26 in. in height. Col- ors, two-tone red, pink and tea ; doz. . . La France Rose, 24 in. in height. Col- ors, two-tone red, doz
American Beauty Rose, 24 in. stem, doz.
Rose Bush, size 10x21 in., each
Rose Spray, 16x60 in. Colors, red and
pink, each $3.25; doz
Rose Foliage Vine, 12 leaves, doz. $1.35;
gross
La France Rose, 18 in. stem, doz.... Larkspur, 18 in. stem. Colors, lav- ender, pink and yellow tints, doz. $2.75 ;
gross
Jonquils, 14 in. stem. Colors, cerise, lavender, yellow tints, doz. $2.50; gross. June Rose Spray, 16 in. Colors, pink
and cerise ; doz
Apple Blossom Spray, 18x36 in. ; doz. . . Same as above with less foliage and
flowers, spray 34 in. long ; doz
Ivy Vine, doz. $1.65 ; gross
Tulips, stem 14 in. ; doz. $1.25 ; gross
Apple Blossom Spray, size 18x48 in. ;
doz. $9.00 ; gross
Drooping Sedum Spray, 36 in. Colors, lavender, pink and green, each $1.00 ;
doz
Giant King Candle, 36 in. high. Colors, pink, lavender and yellow tints ; each
$1.75 ; doz
Fox-tail Spray, foliage in lavender tints with lavender foxtails, foliage in pink tints with pink foxtails, foliage in green tints with green foxtails ; size of spray
18x40 in. ; each, $2.50 ; doz
Fox-tail Spray, colors, lavender, pink and green tints ; foliage to match, 18
in. high, doz
Rocket Spray, size 14x40 in. Colors, pink, lavender and yellow tints ; each,
$1.75; doz
Star Flower Spray, 16 in. high. Colors, pink, lavender and yellow tints ; doz. . . Godetia Spray, 12x54 in. Colors, pink, lavender and yellow tints; each, $1.50;
doz
Geranium Spray, size 21 in. Colors,
pink and red only ; doz
Drooping Jonquil Spray, 28x48 in. Col- ors, yellow, cerise and lavender ; each,
$3.50; doz
Goldlack Stalk, 32 in. high. Colors, pink, lavender and yellow tints; doz... Ivy Spray with Berries, size 14x48 in. ; doz
24.00 12.00
7.50
7.50 4.50 3.50
30.00
15.00 5.50
28.00
24.00
2.50 13.50
4.50 18.00 13.50
90.00
15.00 9.00
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J. F. Gastholf & Co.
Leading Manufacturers of Artificial Flowers and Decorative Supplies
Danville, Illinois
We Are the Largest Makers of Paper and Cloth Flowers in the U. S. A.
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I saw it in the February "Merchants Record" — Page 4
THE following numbers on this page are made of the highest quality of paper materials. Send in your
Hyacinth Bush, 18x36 in. Pink lavender tints; each, $0.95; doz. Rose Vine, 3 flowers. Pink red
yellow; doz. yds., $3.00; gross 30.00
Snowball Vine, flowers white or natural
tint, doz. yds., $3.00; gross 30.00
Rose Vine, with 12 leaves ; doz. $0.95 ; gross 10.50
Wistaria Vine, 12 leaves, 3 flowers. Pink, lavender or purple tints ; doz.,
$2.00; gross 21.50
Large Wistaria Spray, 5 large flowers in purple, lavender or pink, 24x72 in. ;
doz., $9.00 ; gross 90.00
Ivy Vine, 3 size leaves, 12 leaves to yd.,
doz. $0.95; gross 10.50
Apple Blossom Spray with Buds, 12x30
in. ; doz. $3.50 ; gross 36.00
Apple Blossom Spray with Buds, 12x22
in., doz. $3.25 ; gross 30.00
Mammoth Rose Stalk, 30 in. high ; pink,
red or yellow tints ; doz. $3.50 ; gross . . S6.00
Crepe Rose, 2 buds, red, two-tone pink
or yellow, 24 in. high, doz 2.75
Morning Glory Vine, 4 flowers, 12 leaves, natural shade; doz. $2.25; gross 24.00 Easter Lily, stem 14 in., with 2 leaves ;
doz. $0.65 : gross 5.50
Easter Lily, stem 24 in., 4 leaves, ex- tra quality; doz. $1.50; gross 15.00
Wild Rose Vine, 12 leaves, 6 flowers, pink or lavender tints; doz. $2.00; gross 21.50
Smilax Spray, 15x48 in. ; doz 7.50
Woodbine Vine, 3 size leaves ; doz.
$0.95 ; gross 10.50
Smilax Vine, 12 leaves ; doz. $0.95 ;
gross 10.50
Tissue Oak Spray, 15x36 in., green, dark green, white, lavender, etc.; doz. $1.50;
gross 15.00
Wistaria Vine, 12 leaves, 3 flowers, pink
or lavender tints; doz. $2.75; gross 28.50
Short Stem Flowers for Interior Decorations. Regular size Apple Blossoms, without cen- ters, per M $ 3. 50
Large size Apple Blossoms, without centers,
per M
Regular size Apple Blossoms ; centers, per M Rambler Rose, in pink, lavender or yellow
tints, gross $
Primrose, in pink, lavender or yellow tints,
gross
Large Wild Rose, gross 1.90
Mammoth American Beauty Rose, pink, red
or yellow, gross 9.00
Large American Beauty Rose, gross 5.50
Medium American Beauty Rose, gross 4.50
Small American Beauty Rose, gross 3.50
Folding Poppies, with centers, large size, in
pink, lavender or red tints, gross 9.00
Regular size, 5-in., gross, $4.50 ; 6-in., gross 5.50
Medium Size Snowballs, gross 3.50
Large Size Snowballs, gross 4.50
8082 Short Stem Chinese Wistaria, 15 to 24
in., pink or lavender ; doz. $2.50 ; gross $24.00 Extra Large, 36 in., pink or lavender ;
gross 48.00
Japanese Wistaria, flowers only, 12 in.,
in pink or lavender tint, gross 4.90
9-in. flower, gross 4.00
3.90 4.50
1.75
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3022
a. F. Gasthoff & Co
Leading Manufacturers of Artificial Flowers and Decorative Supplies
Danville, Illinois
We Are the Largest Makers of Paper and Cloth Flowers in the U. S. A.
I saw it in the February "Merchants Record" — Page 5
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NATURAL Prepared Plants, Trees, Garlands and Sprays. Our goods on this page are standard quality. Place your orders now to insure de- liveries before the big rush is on.
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Palm Trees, Detachable leaves, Green Wood Tubs
No. 961 — 7-foot tree, 12 leaves, each $3.95
No. 962 — S-foot tree. 15 leaves, each 4.95
No. 963^10-foot tree. IS leaves, each 5.95
Cycas Trees in Green Wood Tubs,
I Detachable Leaves I62.lt
No. 966— 8% -foot Cycas tree, 12 leaves, each $4.95 No. 967— 8% -foot Cycas tree, 18 leaves, each 6.95 No. 908— 12-ft. Cycas tree, 21 leaves, each 7.95
Palm Plants Potted in Basket Pots
Each Dozen
I No. 951— 24-in. height, 5 leaves $0.95 $10.50
No. 953— 36-in. height, 5 leaves 1.25 13.50
No. 954 — 42-in. height, 6 leaves 1.50 16.50
No>. 955 — 48-in. height, 6 leaves 1.95 21.50
r Special Palm Plants Without Pots
Each Dozen
No. 956— 24-in. height, 3 leaves $0.55 $ 6.00
■ No. 957 — 24-in. height, 5 leaves 0.75 8.50
No-. 958— 36-in.. height, 5 leaves 0.95 10.50
Palm Leaves
Per 23 Per 100 Per 25 Per TOO BB.-i/t i-»l
12 in $1.45 $.4.50 20 in $2.85 $10.50 ■ Jt) f|
iCV£,ASl 11 to 1-90 5.95 22 in 3.00 11.50
SAr-.nl 16 in 2-00 7-85 2* in 3.25 12.50
lea" IS in 2.45 9.50
Cycas or Sag-o Leaves Per 10 Per 100 Per 10 Per 100
Sxl2in. ..$0.60 $5.50 24x2S in. ..$0.95 $10.00
12x16 in. .. .75 7.50 28x32in. .. 1.25 11.50
18x20i in. .. .85 8.50 32x36 in. .. 1.50 12.50
20x24 in. .. .90 9.00 36x48 in. .. 1.75 16.50
No. 18 — Natural Prepared Green Adiantum Ferns, 25 to bundle. Medium size, per 100. .$ 9.00 Extra large size, per 100 $ 1 2.00
No. 20 — Natural Prepared Grass Bush to lengths of 14 to 18 inches, per lb $ 2.50
No. 130 — Natural Prepared Green or Red Ruscus,
per lb $ 1.50
Green Painted Ruscus, per lb $ 1.25
Write for Price of Larger Quantities.
No. 3418 — Natural Prepared Beech Sprays, Average from 40 to 60' inches in height per 25.$ 5.50 Per 100 18.00
Also have a cheaper grade in green, per 100... 12.00
Oak Branches, green, brown or red, 36 to 4S inches, per 100 $ 1 2.00
No. 3417 — Natural Prepared Oak Garlands, Ex- tra quality, medium weight, per doz. yds....$ 3.50 per gross yds 36.00
No. 3416 — Natural Prepared Evergreen, medium
weight, doz. $2.50 ; gross 26.50
Heavy weight, doz. $3.50 ; gross 36.00
No. 3430 — Ruscus Window Boxes. Wicker boxes, sizes 5x5x36 in. Height of decoration, 16 in., Hf-^it
each $ 6.95
No. 9100 — Fern Dish Filler, with roses, pink, red or tea, each $ 1 .75 ; doz 1 8.00
No. 9102 — Fern Dish Filler, 5 in., each $0.95
Doz 10.50
No. 1621 — Wicker Hanging Basket. Height of decoration, 40 inches, with star flowers. Fern- ery and vines, each $5.50
Extra largo size, 45 in, each $ 7.50
No. 1305 — Wicker Hanging Basket with deco- rations, 36 in, each $ 2.00
Doz 21.50
Larger size in width, each $2.50; doz 26.00
No. 970 — Ruscus Tree made of painted ruscus
with square box, 4 foot Tree, each $ 7.50
5 foot Tree, each $10.50; 6 foot Tree, each. 12.50
No. IC0I — Boston Ferns, green finished cloth, three sizes, 8 to 24 in., gross $17.50
Dyed Natural Green Moss, 100 square feet to a bag, per bag 4.50
«J. F\ Gastholf & Co.
Leading Manufacturers of Artificial Flowers and Decorative Supplies
Danville, Illinois
We Are the Largest Makers of Paper and Cloth Flowers in the U. S. A.
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I saw it in the February "Merchants Record" — Page 6
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Height, Each, Each, Each,
In. Natural Stained Two- Toned Baskets
74- B 54 $5.50 $6.0