Marketing (September-December 1908 & January-December 1909) . with which I dealtlast month, the womens clothing industry has had a prettystrong prejudice to overcome. It is not so long ago that nowoman who prided herself on dressing modishly would think ofeven looking in the ready-to-wear department for a cloak, suitor waist. She invariably consulted her dressmaker—and paida stiff price for what she got. The manufacturer started the turn of the tide by throwingout old methods of designing and cutting, and introducing sy6- 1908 Economic Advertising terns that have scientific study of femi
Marketing (September-December 1908 & January-December 1909) . with which I dealtlast month, the womens clothing industry has had a prettystrong prejudice to overcome. It is not so long ago that nowoman who prided herself on dressing modishly would think ofeven looking in the ready-to-wear department for a cloak, suitor waist. She invariably consulted her dressmaker—and paida stiff price for what she got. The manufacturer started the turn of the tide by throwingout old methods of designing and cutting, and introducing sy6- 1908 Economic Advertising terns that have scientific study of feminine physique types astheir foundation. He expended a lot of time, money and patienceperfecting his product. He impressed the retailer with theimmense possibilities of the ready-to-wear industry, and securedhis co-operation. Just here I want to point out one important difference atthe outset in the positions of manufacturers of womens andmens clothing. The former had fully as much prejudice tocontend with as the latter, but it was easier for him to over-. come it. He realized that if, through the dealer, the consumerscuriosity could be aroused by claims of thoroughly up-to-the-minute styles, perfect fit and exceptional values, she would bequick to investigate. Then it would be up to the garmentsthemselves, and he was certain that they would make are inveterate shoppers; men do not shop at savings appeal at once to women; they do not make any-thing like the same impression on the ordinary man. He wantsto know all the whys and wherefores, particularly if any radicalchange in his accustomed dress is entailed—and even then hedoesnt always move very quickly. It paid the dry goods mer-chant to take hold and help the manufacturers of womensgarments in every way possible, for his field was readily suscept-ible to cultivation. With the mens wear dealer it was most cases custom tailoring formed a good part of his busi-ness and he could not afford to
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